Japan is actively working to promote its culinary culture to global travellers with the aim to enhance gastronomy tourism and better support local economies.
The Asian country offers a rich gastronomy tourism experience, focusing on regional flavours, traditional cuisine and hands - on culinary activities and is actively promoting this tourism segment to distribute tourist traffic more evenly across regions. Initiatives include farm stays, agricultural experiences, and showcasing lesser - known culinary delights.
Japan emphasizes the preservation of traditional culinary practices, such as tea ceremonies and sushi - making, enhancing the appeal of food tourism, visitors can participate in cooking classes, learning about local food production, offering a deeper connection to Japanese culture, and both high - end dining and vibrant street food markets contribute to Japan's diverse food scene.
The Japanese government is targeting annual F&B spending by imbound tourists of 4.5 trillion yen, approximately $28.6 billion by 2030. The initiative, led by MAFF, the Ministry of Agriculture, Forestry and Fisheries promotes rural trips, farm stays and agricultural experiences in collaboration with the Japan Tourism Agency and Japan National Tourism Organization.
Farm visits and hands – on experiences, like strawberry picking, offer a deeper taste of Japan's diverse culinary for visitors.In addition nitiatives like the UNWTO Gastronomy Tourism Forum highlight the importance of sustainability and community benefits within gastronomy tourism.
With 1.6 trillion yen in F&B spending recorded by international visitors in 2023, there is still some way to go reach the goal. However, a 21% year - on - year increase in arrivals in the first half of 2025 is fuelling optimism.
Savor Japan, a website created by MAFF in 2016, promoting Japanese food to overseas tourists encouraging them to explore regional flavours and specialties, aims to showcase lesser - known culinary experiences in destinations less frequented by international visitors. Users can search by region or by category, including food, scenery, activities and sightseeing.
In Shizuoka Prefecture, located on central Honshu's Pacific coast, visitors can pick and grill shiitake mushrooms at Shiitake Mushrooms Village, or explore the Amagi mountains of Izu, a range of volcanic heights in central Izu Peninsula, home to Japan's largest cultivated area for water wasabi and designated a Globally Important Agricultural Heritage System.
For the more adventurous, activities include electric kick scooter tours reaching the port town of Abashiri, a city on the eastern coast of the island of Hokkaido, not far from Shiretoko and Akan national parks, where participants can observe fishermen unloading salmon and scallops while learning about local fishing traditions.
Japan offers a rich tapestry of gastronomic experiences, from bustling food tours in vibrant cities like Tokyo and Osaka, to refined culinary adventures in Kyoto or small centres surrounded by a pristine nature. Food tours, cooking classes, and visit to local markets are popular ways to immerse yourself in Japanese cuisine, exploring hidden culinary gems, and learn about the culture behind the food.
Link
https://www.ttgasia.com/2025/07/29/japan-courts-global-travellers-with-local-flavours/
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