Delivering Japan’s culture to a global audience

Japan not only leads the world in business development for travel and tourism, according to the latest Travel and Tourism Competitiveness Report by the World Economic Forum, but its capital city Tokyo also earned the title of the strongest city tourism brand in our latest City Brand Barometer, Tourism edition.

Last year, Japan drew over 25 million tourists with its renowned World Heritage sites, scenic landscapes, cherry blossoms, traditional arts, and beloved cuisine, among other attractions. Looking forward, preparations are in full swing to welcome 28 million visitors next year for Expo 2025 in Osaka.

With Japan’s abundant cultural offerings, it still faces challenges in effectively promoting them to a global audience. While tourism thrives in Japan, what lies ahead? How can the country craft and promote its unique brand to continue engaging a global audience?

Saffron’s Jacob Benbunan spoke with Shunichi Tokura, commissioner of the Japanese Agency for Cultural Affairs, sharing insights and exploring strategies for Japan to sustain its reputation for delivering extraordinary experiences that captivate visitors.

The conversation extends the dialogue on how Japan can tell its story to the world, building on our participation in Nextourism’s ‘Transformation to a New Era of Tourism’ event in Tokyo.