Japan Inbound Tourism Strategy Shifts to Singapore and High-Value Quality

Recruit's Jalan Research Center (JRC) released the 'Inbound Market Focus Target Survey 2026,' revealing a strategic shift in Japanese tourism from volume recovery to high-value-added quality. While Taiwan and the US remain current top markets, Singapore has emerged as the most targeted future market due to high spending power. However, challenges like lack of secondary transportation and guide shortages persist. The report features case studies from Tohoku and Atami addressing these bottlenecks through digital transformation and networking.