JIM MILLAR

Having taken an interest in Japanese affairs for many years, it has been fascinating to watch how the country has ramped-up its offer to the international travel market – and then reaped the economic benefits.

The latest statistics from the Japan National Tourism Organisation estimate the number of international travellers to the country in December had reached an astonishing 2.5 million, a 23% increase compared with the same period in the previous year.

This took the total number of international visitors for 2017 to 28.7m – the highest since the tourism body began keeping records in 1964.

Having secured the Rugby World Cup in 2019 and the Olympic Games in 2020, Japan has taken a strategic approach to attract visitors.

The innovative use of virtual reality and augmented reality apps to attract tourists to less visited areas has arguably delivered an increase in numbers to those areas.

Greater emphasis on foreign language learning, more accessible signage and “regional revitalisation corridors” to allow easier access to all areas of the country, are part of an overarching strategy that is delivering significant results.

Whether investment in infrastructure keeps pace with the upward trajectory in visitor numbers, especially in Tokyo and Osaka, could prove critical to future tourist growth.