- Foodie Tourism
Tourism is becoming one of the major industries in Japan. The Value of tourism expenditure in 2023 was Y 28.1 Tn vs. GDP in 2023 at Y591.1 Tn, a 4.75% of GDP.
Mastercard reported last week that the top foreign destination among Americans is Japan. Likely a reflection of the recent rising trend of “Foodie Tourism” and “Wellness Tourism”
Japan’s tourism industry is projected to be worth $ 49.2 billion in 2025 and is expected to grow to $ 132.7 billion by 2035, with a CAGR of 10.3%. The sector has seen a strong recovery post-pandemic, with 36.9 million foreign tourists visiting Japan in 2024, surpassing pre-pandemic levels.
The industry is also shifting towards immersive and regenerative tourism, with travelers seeking hands-on cultural experiences like meditation with monks in Kyoto, forest bathing in Yakushima, and samurai etiquette lessons in Kanazawa.
Following this unique cultural experience, some visitors may choose to dine at sushi restaurants.
Sushi demand
Sushi is the 3rd highest favorite food among foreigners, following 1)meat (sukiyaki, shabushabu), 2) Ramen, and 3) sushi.
Japan’s sushi industry is thriving, with the sushi restaurant market projected to grow by $ 3.92 billion between 2025 and 2029, at a CAGR of 3.5%. The broader global sushi market is expected to reach $ 10.76 billion by 2033, growing at a CAGR of 7.92%.
Key trends driving growth include:
- Premium ingredient sourcing: Restaurants are focusing on high-quality seafood and sustainable sourcing.
- Fusion cuisine: Traditional sushi is blending with global flavors to attract a wider audience.
Japan Times reported that at an international conference to discuss resource management of Pacific bluefin tuna, it was agreed to increase the annual catch quota in response to the recovery of the resources. Japan’s quota for large Pacific bluefin tuna weighing 30 kilograms or more will be increased by 50% to 8,421 tons. The quota for the small fish was increased by 10% to 4,407 tons. This is certainly good news for fishery companies such as Kyokuyo.
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