Japan as a destination:

The Japanese travel and tourism economy is ranked second in absolute size worldwide according to the World Travel & Tourism Council (WTTC), but only places 166 out of 174 countries in terms of long-term growth. However, a raft of new developments, including attractions such as the world’s first James Bond museum and additional UNESCO World Heritage-listed sites, plus a host of new luxury hotels combined with easier access, are tempting travellers over to the destination. More significantly, the improvements in infrastructure have lead to a boom in tour operator packages from the US and Europe.

The success of the co-hosting of the World Cup in 2002, plus the Aichi World Expo last year have raised the profile of the destination, but the largest boost has undoubtedly come from the silver screen. The success of Lost in Translation, The Last Samurai and Memoirs of a Geisha have led to a renewed thirst for the destination and the Japanese National Tourist Office must harness this potential and capitalise on building its tourism product if it is to be a successful rival to Thailand, Malaysia and China.