— What Japan’s 2026 Inbound Tourism Data Tells Us About Taking the First Step Toward Global Business
When you hear the words “going global”, what comes to mind?
Selling products overseas.
Creating an e-commerce website for international customers.
Exhibiting at an international trade show.
Partnering with companies abroad.
Of course, all of these can be part of global business.
But through my own experiences working overseas, I have come to see it from a slightly different perspective.
I believe the first step toward going global is not selling a product, but creating connections between people.
And you do not necessarily have to travel overseas to take that first step.
In fact, Japan today offers us a unique opportunity: We can meet the world while staying in Japan.
The World Is Coming to Japan
Let’s first look at the current state of inbound tourism in Japan.
In 2025, the number of international visitors to Japan reached:42.68 million.
This was a record high, exceeding the previous record set in 2024.
Source: Japan National Tourism Organization (JNTO), “Visitor Arrivals to Japan in December 2025”
Inbound Tourism Has Become a Major Domestic Market
It is not only the number of visitors that has grown.
In 2025, international visitors spent approximately:¥9.46 trillion in Japan.
This was also a record high.
Average spending per international visitor reached approximately:¥229,000.
And this momentum has continued into 2026.
From April to June 2026, international visitors spent approximately:¥2.51 trillion in Japan.
Average spending per visitor was approximately:¥244,000.
Source: Japan Tourism Agency, “Inbound Consumption Trend Survey, April–June 2026 (Preliminary Report)”
So, I would like to suggest looking at inbound tourism from a slightly different perspective.
When we hear the word “inbound,” we may think mainly of:
Hotels.Restaurants.Travel agencies.Tourist attractions.
But is inbound tourism really only about the tourism industry?
I believe it has a much broader potential.
It means:We can meet customers from around the world while staying in Japan.
In other words, Japan can become a testing ground for the global market.
It Is Not About “Selling to Foreigners”
Another important change is the diversification of Japan’s inbound market.
Visitors are coming from many different countries and regions, including East Asia, North America, Europe, and Australia.
This means that simply thinking, “Let’s sell to foreigners.”
is no longer enough.
The more important question is:“Who exactly do we want to reach?”
People from different countries and regions can have different interests, travel motivations, and spending patterns.
Understanding these differences will become increasingly important when developing products, services, experiences, and communications for international audiences.
How Do International Visitors Find Information About Japan?
This is another important point.
According to the Japan Tourism Agency, among the information sources that visitors found useful before traveling to Japan in 2024,Social media: 38.9%,Video-sharing websites: 38.1% were among the major sources.
Source: Japan Tourism Agency, “Consumption Trends among International Visitors to Japan”
This means that having a good product is no longer enough.
We also need to be able to communicate its value in a way that people around the world can understand.
A photograph alone may not be enough.
Product specifications alone may not be enough.
What can make someone truly interested is the story behind the product:
Why was it created?
What kind of culture did it come from?
Who made it?
What values does the maker cherish?
When these stories are communicated, a product can become something much more meaningful.
Japanese Products Do Not Sell Simply Because They Are Japanese
This is something I believe is particularly important when thinking about global business.
“Made in Japan” does not automatically mean that something will sell overseas.
Being a traditional craft does not automatically make it attractive.
Simply being “Japanese” is not enough.
What international customers ultimately want to know is:“What value does this have for me?”
For example, instead of simply saying,
“This technique has been passed down since the Edo period,”
we can also explain:
Why was this technique created?
What has the craftsman tried to preserve?
How can it be used in contemporary life?
When we do this, the value changes.
From product to experience.
From object to story.
And from something that is simply “Japanese” to something that has personal meaning for the person experiencing it.
From Tourist Attractions to Meaningful Experiences
Of course, famous destinations such as Tokyo and Kyoto remain highly attractive to international visitors.
But for repeat visitors and travelers seeking higher-value experiences, simply saying,
“I visited a famous tourist attraction,” may not be enough.
They may instead be looking for:
“I experienced something that I could only experience in Japan.”
For example:
- Learning directly from a traditional craftsman
- Experiencing Japanese tea culture
- Entering a traditional Japanese architectural space
- Experiencing Japanese incense or traditional music
- Meeting local people
- Discovering the stories behind traditional culture
- Visiting places that ordinary tourists cannot easily access
These experiences can become powerful sources of value.
What Are High-Value Travelers Looking For?
Japan is also placing increasing emphasis on attracting high-value travelers.
According to the Japan Tourism Agency, high-value travelers accounted for only about 2% of international visitors to Japan, or approximately 590,000 people, as of 2023.
However, they accounted for approximately 19% of total inbound tourism spending, or around ¥1 trillion.
Source: Japan Tourism Agency, “Promoting High-Value Travel to Japan”
In other words,
they may represent a small percentage of visitors, but they generate a significant amount of spending.
More importantly, these travelers are often interested in meaningful cultural experiences and deeper encounters with the places they visit.
This again suggests that the future of inbound tourism is not simply about:
“What can we sell?”
but also: “What can we help people experience?”
Inbound Tourism Can Be a Test Market for the World
This is perhaps the most important point I would like to make.
When considering overseas expansion, we might ask:
“Would this product sell overseas?”
Of course, traveling abroad and testing the market directly is one way to find out.
But there is something we can do first—right here in Japan.
We can show our products to international visitors.
We can explain them.
We can let people experience them.
And we can listen to their reactions.
For example:
- What kind of explanation makes sense to them?
- What catches their attention?
- What inspires or surprises them?
- What questions do they ask?
- How do they perceive the price?
- What kind of experience are they looking for?
We can learn all of this without leaving Japan.
That experience itself can become valuable market research before entering overseas markets.
Before Going Global, Meet the World in Japan.
When people hear “going global,” they may think:
“I don’t speak English.”
“I don’t have international connections.”
“I don’t know where to begin.”
I understand that feeling.
I myself am not fluent in English.
Yet, through meeting people overseas and sharing what I do and why I care about Japanese culture, I have formed connections that have led to new opportunities.
What I have learned is this:Words are not the only things that connect people.
There are also: Passion. Culture. Craftsmanship. Aesthetic values.
And the simple desire to say, “I want you to know about this.”
When we genuinely try to share something meaningful, unexpected connections can emerge.
That is why I believe: The first step toward going global is not selling. It is connecting.
Start by Sharing Your Culture with One Person
You do not need to start your global journey by exhibiting at an international trade show.
You do not need to immediately create an international e-commerce site.
Start with something much smaller.
Share your culture with one international visitor standing in front of you.
If they ask, “What is this?” Explain it.
If they ask, “Why have you continued doing this?”
Tell them your story.
Then watch their reaction.
You may discover: “That’s what they are interested in?”
“They asked about that?”
“They see this as uniquely Japanese?”
Something that feels ordinary to you may actually have extraordinary value to someone from another part of the world.
Japan Can Be a Place to Test the Global Market
In 2025, more than 42.68 million international visitors came to Japan.
In July 2026 alone, more than 3.44 million visitors came to Japan.
International visitor spending reached approximately ¥9.46 trillion in 2025, and approximately ¥2.51 trillion in April–June 2026.
Japan is now a place where people from around the world can experience its culture, products, technology, food, architecture, craftsmanship, and way of life.
We can observe their reactions.
We can listen to their questions.
We can discover what they value.
I believe this is a tremendous opportunity.
So rather than thinking of inbound tourism simply as “tourism,” why not see it as: “An entry point to the global market.”
Before Going Global, Meet the World in Japan.
Going global is not something reserved for a select few.
The work you have continued for years.
The skills you have cultivated.
The culture you have protected.
The Japanese aesthetic values that may feel completely ordinary to you.
All of these may have value to someone somewhere in the world.
That is why I believe we should start here.
Meet the world in Japan.
Share your culture with one person.
Learn from one reaction.
Create one connection.
Those small steps can lead to: Better inbound experiences in Japan.
Connections with people overseas.
International cultural exchanges.
Overseas events.
International sales.
And eventually, new collaborations with companies and creators around the world.
Before going global, meet the world in Japan.
This is how I see the first step toward global business.
What VisionStyle YOU Is Working Toward
VisionStyle YOU’s mission is:
“Connecting Japan and the world, and creating new bridges between cultures.”
We seek to connect Japanese culture, craftsmanship, people, and the stories behind them with contemporary business and new forms of experience.
Our goal is to create opportunities where people can encounter the world while staying in Japan.
And then, to turn those encounters into new possibilities.
Going overseas is not the only way to go global.
First, meet the world in Japan.
What kind of future might begin from that encounter?
I look forward to discovering it together with you.
What you do may bring joy to someone from the other side of the world.
Why not begin by discovering that possibility here in Japan?
Data & References
The figures in this article are based on data published by Japanese government agencies and public organizations available as of August 30, 2026.
Japan National Tourism Organization (JNTO)
Visitor Arrivals to Japan in December 2025
2025 annual international visitor arrivals: 42.6836 million
Japan National Tourism Organization (JNTO)
Visitor Arrivals to Japan in July 2026
July 2026 international visitor arrivals: 3.4421 million
Japan Tourism Agency
Inbound Consumption Trend Survey, 2025 Annual Preliminary Report
2025 inbound tourism spending: ¥9.4559 trillion
Average spending per visitor: approximately ¥229,000
Japan Tourism Agency
Inbound Consumption Trend Survey, April–June 2026 Preliminary Report
April–June 2026 inbound tourism spending: ¥2.5096 trillion
Average spending per visitor: approximately ¥244,000
Japan Tourism Agency
Consumption Trends among International Visitors to Japan
Useful pre-trip information sources:
Social media: 38.9%
Video-sharing websites: 38.1%
Japan Tourism Agency
Promoting High-Value Travel to Japan
High-value travelers: approximately 2% / approximately 590,000 people
Share of inbound tourism spending: approximately 19% / approximately ¥1 trillion
(2023 data)
Some figures are preliminary figures and may be revised when final data are published.
