Japan is stepping up efforts to promote its culinary culture to international visitors in a bid to enhance gastronomy tourism and better support local economies.
The government is targeting annual F&B spending by inbound tourists of 4.5 trillion yen (US$28.6 billion) by 2030. The initiative, led by the Ministry of Agriculture, Forestry and Fisheries (MAFF), promotes rural trips, farm stays and agricultural experiences, in collaboration with the Japan Tourism Agency and Japan National Tourism Organization.
Farm visits and hands-on experiences, like strawberry picking, offer a deeper taste of Japan’s diverse culinary culture for visitors
With 1.6 trillion yen in F&B spending recorded by international visitors in 2023, there is still some way to go to reach the goal. However, a 21 per cent year-on-year increase in arrivals in the first half of 2025 is fuelling optimism.
Savor Japan, a website launched by MAFF to encourage travellers to “explore regional flavours” aims to showcase lesser-known culinary experiences, especially in regions less frequented by international tourists. Users can search by region or by category, including food, scenery, activities and sightseeing.
In Shizuoka Prefecture, visitors can pick and grill shiitake mushrooms at Shiitake Mushroom Village, or explore the Amagi mountains of Izu, home to Japan’s largest cultivated area for water wasabi and designated a Globally Important Agricultural Heritage System.
For the more adventurous, activities include electric kick scooter tours in the port town of Abashiri, eastern Hokkaido, where participants can observe fishermen unloading salmon and scallops while learning about local fishing traditions.
AloJapan.com