Home Travel agency Pushing adventure travel, rural towns see ways forward

Pushing adventure travel, rural towns see ways forward


October 11 has seen it all: reunions with family and significant others at Narita Airport, wide-eyed travelers landing, entrepreneurs eager to seize opportunities in the Far East. After two and a half years, Japan is open again.

Before the pandemic, Japan saw a record 31.8 million tourists in 2019, a number that dropped to only 250,000 in 2021. Government officials and industry insiders say the restart is and will continue to be slow, with tourism spending not expected to exceed pre-pandemic levels until 2025. But reopening borders also opens up the way for adventure travel – a growing form of tourism that delves deeply into nature and culture while placing travelers in positions where they can interact with local communities – to bring real benefits to cities and businesses to across the country.

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