Japan and Spain to Hold 2nd Joint Tourism Cooperation CommitteeA · FULL TRANSLATION

Japan's Tourism Agency will hold the 2nd Japan-Spain joint tourism cooperation committee to expand two-way tourism exchange. It reflects a direction in Japan's inbound strategy: beyond established East Asian sources, actively cultivating diverse markets like Europe to spread source risk and raise tourism quality and resilience. For travel operators, it is a trend worth noting — Japan is deliberately diversifying its visitor mix, both to ease overtourism pressure and to court long-haul, high-spending travelers. The next phase of tourism competition is about attracting not just more people, but the right people.