According to a report from American Express Travel, Japan has been crowned the top trending travel destination of 2024, experiencing a remarkable 455% surge in bookings compared to 2023. Surpassing renowned destinations like Italy, France, and Australia, Japan's diverse appeal—from its rich culture and history to breathtaking natural landscapes, modern cities, delectable cuisine, and friendly locals—contributed to its popularity.
The Recovery:
Japan's tourism industry has successfully rebounded from the COVID-19 impact, reopening to international tourists in late 2022 after effectively managing the virus and vaccinating its population. Hosting the Tokyo Olympics and Paralympics in 2023 showcased Japan's resilience. Safety measures, including enhanced hygiene, contactless services, and digital solutions, have been implemented for traveler comfort.
The Innovation:
Japan leads in tourism innovation with initiatives promoting sustainability, like the Best Tourism Villages program recognizing culturally preserved rural communities and the Green Future Project supporting eco-friendly activities. Innovations such as the Shinkansen bullet train network, Japan Rail Pass, Super Nintendo World theme park, and the upcoming World Expo 2024 in Aichi contribute to Japan's appeal.