In recent years, we have seen a continued increase in visitor numbers from Sweden, Denmark, Norway, and Finland to Japan. From our new office in Stockholm, we will work to strengthen interest and attract even more Nordic tourists to Japan. By 2030, Japan expects to have 60 million visitors, which corresponds to an annual consumption of 15 trillion JPY. The Nordic market is a high priority to achieve this goal, says Kana Wakabayashi, Executive Director, Japan National Tourism Organisation (JNTO) in Stockholm. 

In 2023, 113,000 Nordic travellers visited Japan, representing a robust recovery compared to the pre-pandemic figure of 141,004 visitors in 2019. 

The country is particularly known for its enormous variety – from tropical paradise islands in the south to arguably the world's best skiing experiences in the north. Japan has everything from futuristic metropolises, iconic parks and modern art to traditional villages, centuries-old pilgrimage routes and historical temples. Not to mention the fascinating food scene, the world-renowned aesthetics and the internationally acclaimed artists, writers, architects and designers. And then there's the train network, which is a chapter in itself, making it easy to experience different parts of the country on a single trip. 

Japanese culture has gained ground in the Nordic countries in recent years, both in the restaurant industry, interior design, architecture and design. Especially in the larger cities, izakayas, ramen shops and interior design shops continue to open. Japan and the Nordic countries share a love for good craftsmanship, local produce, proud traditions and life's simple pleasures. And we look forward to spreading knowledge about what Japan has to offer as a travel destination to an even greater extent, says Kana Wakabayashi.

According to the press release.