Last year, a record 36.9 million international visitors flocked to Japan, surpassing the pre-pandemic peak and marking a new chapter in the nation’s tourism history. While it’s no secret that a weakened yen has been a factor in this influx, there’s far more to this theme. The surge reflects a deepening, global fascination with Japan’s unique ability to fuse ancient heritage with innovative, playful modernity.

Culinary tourists might envisage an omakase dining experience, or sampled delights from Tokyo's Tsukiji Outer Market. Nature-lovers can find more awaiting them than a cherry blossom season; be it the beaches of Kyushu and Okinawa or cedar forests of Kagoshima. Anime and manga fans might try the Studio Ghibli experience or Akihabara’s vibrant pop culture. Sport enthusiasts could catch a sumo tournament or try the slopes in Hokkaido’s world-class ski resorts. And those wishing to immerse themselves in hidden cultural enclaves can wander the streets of Nara, or lose themselves in the artisan traditions of Kanazawa — all of this made so accessible by the Shinkansen (bullet train) networks. 

Beyond neon districts and timeless temples, global tourists, both old and new, are venturing away from the beaten-track to rediscover the land of the rising sun. So how should Japan's guests make the most of their visit? 

This Financial Times webinar, celebrating the tenth year of our partnership with Nikkei Inc., will bring together experts to highlight the most remarkable experiences Japan has to offer, while exploring how the nation can maintain its tourism momentum. 

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