The Japan National Tourist Organisation (JNTO) says the country registered a record 24m (24,039,000) international visitors in 2016 representing a 21.8% increase on 2015’s total of 19,737,409.

 

This marks the first time Japan has welcomed more than 20m visitors in one year. As has been well reported by TRBusiness, the government moved its target figure much earlier than expected, prompting it to move the goal posts.

 

“Having achieved this milestone figures, the target of welcoming 40m visitors by the Olympic Games in 2020 seems an ever more realisable goal for the Japanese tourism industry,” says JNTO.

 

From the UK, visitor numbers between January and December increased from 258,488 in 2015 to 292,500 in 2016, making the UK a leader in the European market. The UK was followed by France, which welcomed 253,400 visitors in 2016.

 

Hironobu Nara, Director of JNTO London Office, says: “We are very pleased to have welcomed so many UK visitors last year, and this year we are looking forward to seeing more and more visitors from the UK. We see this as a market with great potential”.

 

ROCKY YEAR FOR EXCHANGE RATES AND POLITICS

“Despite a rocky year for exchange rates and politics, we want to say a big thank you to visitors who travelled to Japan last year, and we hope to see you back in the coming years! Mina-san, arigato,” adds the JNTO.

 

With a steady increase in the number of international hotels opening, the launch of two new luxury trains, new theme parks, museums, and ‘with a favourable exchange rate for those earning in sterling’, the organisation says Japan is ready to welcome UK visitors with open arms.

 

Major sporting events which will help the country reach its 40m target by 2020 include the Rugby World Cup in 2019 and the Olympics Games in 2020.