Japan tourism sector targets 20 million outbound, 60 million inbound travelers by 2030

At a press conference in Tokyo on July 8, Japan Association of Travel Agents (JATA) president Yuji Hara outlined the industry’s goal to reach 20 million outbound trips and 60 million inbound visitors by 2030. The plan emphasizes moving away from price competition toward higher‑value services, safety, regional coordination and sustainable practices, with specific actions for domestic travel, overseas travel and inbound tourism.

A market analysis projects Japan’s agritourism sector to grow from $4.9 billion in 2025 to $14.3 billion by 2034, a compound annual growth rate of 12.7 %. Growth drivers include rising demand for experiential travel, government support for rural revitalisation, smart‑agriculture technology and increased interest in wellness and farm‑stay experiences.