by intern Sakura Buker
Photo credit: Courtesy of the Emb. of Japan
Japan is experiencing an influx of enthusiastic foreign tourists as of late, and the Japanese government hopes to keep this momentum going. The Embassy of Japan welcomed a host of Japanese businesses–from Japan Railways Group to iconic snack company Bourbon Foods–to promote cross-cultural tourism between the U.S. and Japan. Ambassador Shigeo Yamada delivered the night’s opening remarks, noting that mutual tourism has the power to strengthen international relationships.
Also in attendance were Undersecretary of Commerce William Kimmet and Secretary of Housing and Urban Development Scott Turner. In his opening remarks, Turner praised the ambassador’s residence and the broader refinement of Japanese culture. “This is a beautiful, beautiful place. I cannot believe that it was built 50 years ago, but it does speak to the excellence in which the culture of your people do everything,” he said. Turner also highlighted the strength of the US-Japan partnership, noting that as America approaches its 250th anniversary, the country remains committed to deepening ties with Japan and its allies.
The event showcased a strategic shift in Japan’s tourism promotion efforts. Rather than concentrating exclusively on Japan’s most famous destinations, tourism boards from lesser-traveled prefectures participated alongside major companies like Japan Airlines to highlight regional attractions and hidden gems across the country. This approach reflects a broader initiative to distribute tourism benefits more equitably throughout Japan and introduce American visitors to authentic local experiences beyond the typical Tokyo-Osaka-Kyoto circuit.
Secretary of Housing and Urban Development
Hokuto Asano, First Secretary of the Economic Section at the Embassy of Japan, explained the reasoning behind this geographic diversification strategy. He noted that this year marked a significant milestone, as Japan successfully hosted major international events that drew widespread American interest. “This year, Japan successfully hosted the whole, among all the US, and was one of the most popular. Many visitors, including Japanese people, discovered the charm of America,” Asano remarked, observing that the positive experience has inspired Japanese citizens to visit the United States in return.
The presence of various prefectural tourism boards at the reception underscored this commitment. By partnering directly with local government representatives, Japan aims to showcase lesser-known destinations that possess significant cultural and historical value but remain largely undiscovered by mainstream tourism. These areas offer visitors opportunities to experience authentic Japanese culture, local cuisine, and traditions without the congestion and commercialization of major metropolitan areas.
Looking ahead, Japan views expanded tourism and regional diversification as part of its long-term development strategy to compete globally in the tourism industry. As the United States approaches its 250th anniversary next year, the reception underscored both nations’ commitment to building on their historic friendship through increased tourism, cultural exchange, and economic cooperation.
