Japan to promote food tourism in rural regions

The Japan Tourism Agency (JTA) is stepping up efforts to expand gastronomy tourism in a bid to combat overtourism, cater to the high-end market and boost inbound tourism consumption in rural areas.
JTA will provide financial subsidies in fiscal 2024 (April 2024 to March 2025) for the development and promotion of programmes focusing on regional culinary cultures.
The Japanese government considers food and drinks an industry with high potential for growth given that inbound visitors spent 1.2 trillion yen (US$7.8 billion), on food and drink in 2023, equating to almost one quarter of their total consumption, according to JTA.
Support includes up to 50 million yen per successful applicant to cover the establishment of bases for collecting ingredients, such as wild plants, and for carrying out local cultural experiences. Advertising, meanwhile, can be carried out overseas, such as on travel websites.

As part of the plan, luxury packages that combine culinary and cultural experiences will also be developed to expand options for “high-value travellers,” categorised by the Japan National Tourism Organization (JNTO) as those who spend one million yen or more per visit to Japan.
Among the regions that could benefit from the subsidies is Nara Prefecture, which trialled six gastronomy tours from October 2023 to January 2024 with support from JTA as part of a project designed to attract 51 million tourists annually by 2025. The tours introduce Nara as the heartland of sake and matcha, as well as the prefecture that produces the most persimmons.
“The bounty of the nation’s mountains, valleys, rivers and seas differs from region to region, giving tourists myriad opportunities to get to the heart of Japan through their stomachs,” said a JNTO representative. “That’s the essence of gastronomy tourism, a form of travel focused on food nurtured by local ingredients, customs and traditions.” (TTG Asia)