Japan draws nearly 27 million tourists in 2024 as it embraces sustainable travel, exciting new attractions, and immersive cultural and adventure experiences.

As Japan moves into a post-pandemic era, its leisure and tourism industry is undergoing a major transformation, embracing innovation and sustainability to meet new demands and challenges. With a sharp rebound in international visitors—over 26.88 million in 2024 alone—the nation is rethinking its approach to tourism, striving to combat overtourism while offering fresh, unforgettable experiences.

The Tourism Agency’s updated strategic vision highlights a clear shift toward responsible travel, with a notable focus on sustainable tourism. As a testament to this direction, the Sustainable Tourism Award, launched in 2023, celebrates eco-friendly initiatives that protect Japan’s cultural and natural assets.

Japan’s evolving tourism scene is also exploring unconventional avenues. Infrastructure tourism is gaining popularity, turning once-overlooked sites like dams, bridges, and tunnels into must-see attractions. A dedicated government portal now highlights tours of these engineering marvels, responding to a growing public fascination with large-scale public works.

Nighttime tourism is also expanding, particularly through starry sky tourism. This initiative spotlights rural regions with low light pollution, offering travelers serene stargazing experiences while supporting local economies. These regions are becoming new hotspots for travelers seeking peace and celestial beauty away from crowded urban centers.

Among the upcoming highlights is Junglia, a highly anticipated jungle-themed adventure park set to open in Okinawa in 2025. Designed to blend thrill and tranquility, the park will feature safari-style rides, zip-lining adventures, and a luxurious infinity onsen surrounded by tropical greenery—making it one of the most talked-about future attractions in the country.

Equally exciting is the Nintendo Museum, which opened in Kyoto in October 2024. The venue attracted approximately 50,000 visitors in just over a month, offering fans a deep dive into Nintendo’s rich entertainment legacy. With interactive exhibits and workshops, guests can explore the brand’s evolution—from classic card games to modern video game innovations.

Japan’s tourism revival also reflects the rising interest in recreational sports. Pickleball, a hybrid paddle sport combining tennis, badminton, and table tennis, is rapidly growing in popularity. With an international competition held in Japan in 2024, new courts are springing up nationwide, appealing to players of all ages. Travel journalist Taka Akihiro highlights its inclusive appeal, noting that the game’s slower pace makes it especially accessible for seniors.

Brands like YONEX have responded to the demand with high-performance paddles, incorporating advanced carbon technologies typically used in tennis rackets. Their premium EZONE and VCORE models—priced at 31,900 yen—are helping to elevate the sport’s profile across the country.

As Japan evolves its tourism strategies, the focus remains clear—embrace sustainability, promote innovation, and create engaging experiences that cater to a diverse range of interests. From eco-conscious adventures and nighttime escapes to immersive attractions and accessible sports, Japan is crafting a dynamic travel landscape ready to inspire the next wave of explorers.

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