Akiko Yoshida, Executive Senior Vice President for Japan National Tourism Organization shares how they are actively rebuilding traveler confidence so as to inspire tourists to visit Japan when borders reopen.

The recent Tokyo 2020 Olympic Games was an opportunity to not only showcase Japan’s culture and heritage to the world, but also the measures that they are taking to welcome back tourists safely.

With a focus on rebranding luxury travel coupled with a growing interest from travelers for new nature-based experiences, Japan has set its sights on expanding premium accommodation in less visited areas whilst increasing opportunities for tourists to engage with traditional cultural practices and gastronomic experiences.