LAND OF RISING HOSPITALITY

A SURGE IN TOURISM HAS HOTELS RETHINKING WHAT IT MEANS TO EXPERIENCE JAPAN.

By DEREK HERSCOVICI

Japan’ s economy might be contracting, but tourism is booming. Favorable currency exchange rates and supportive government policies have enabled Japan to become a top-tier travel destination: A record more than 40 million people visited in 2025 alone and the hospitality industry is capitalizing on the moment.

The surge comes as Japanese culture undergoes something of a renaissance, with travel becoming an ideal way to explore the country’ s culture, history and geography. Embodied by omotenashi— the Japanese spirit of wholehearted, holistic hospitality that is as much about aesthetic

Jan / Feb 2026 hotelsmag. com 31