Japan’s tourism sector is on track for record demand, but faces a growing people challenge.

The Future of the Travel & Tourism Workforce report by the World Travel & Tourism Council shows Japan is projected to have the largest tourism labor shortfall globally by 2035, with a 29% gap between workforce supply and demand. At the same time, the government’s target of 60 million annual foreign visitors by 2030 underscores the sector’s growth ambitions.

This contrast reveals a deeper issue: a misalignment between economic growth goals and workforce realities.

After COVID-19, many skilled tourism professionals left the sector for more stable work. Recovery since then has focused heavily on demand generation, but not enough on talent regeneration.

Addressing this imbalance will require more than visas or automation. Japan needs a comprehensive people strategy for tourism, one that repositions service work as a skilled profession, invests in continuous learning and builds pride and purpose into frontline roles.

Because at its core, tourism is a “people business.” Growth targets alone won’t sustain it—engaged, capable people will.

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