‘High-value guests’ may be key to sustainable tourism
TOKYO: The number of visitors to Japan in 2024 was 36.87 million, nearly 5 million more than the 31.88 million who visited in 2019.
Spending by tourists also reached a record high of ¥8.1 trillion (RM245 billion), up from ¥4.8 trillion in 2019.
While the strong performance of the tourism sector is clear, issues that have existed since before the pandemic, such as over-tourism at popular destinations and sluggish…
