Decades of deflation have shaped Japan’s image as an affordable tourism destination, which was one of the advantages that attracted overseas visitors before the pandemic. Now, the Japanese tourism industry is turning towards wealthier clients as they are more willing to spend on high-end luxury goods and services.
According to the Japan National Tourism Organization, there were 1.37 million overseas visitors to Japan in December of last year, surpassing the one million mark for the first time since February 2020 (when the pandemic broke out).
In October of last year, Japan rela …
