No matter how long I live in Japan, certain things still amaze me. One example that stands out is the warm reception I receive when visiting one of my clients. Before anyone comes to greet me in person, I stop at reception, where a seasonal card awaits. It reads:
“Welcome, Mr. Mark Tofflemire. Thank you for coming! We’re looking forward to seeing you. Please dial extension 200 to reach Ms. Takiguchi.”
This thoughtful message, printed on a postcard with a seasonal motif, never fails to make me smile. The attention to detail and the effort to make guests feel welcome is a defining characteristic of Japan—and undoubtedly one reason the country has been so successful in attracting inbound tourists. It’s also why so many visitors return.
When I first arrived in Japan in 1992, the number of inbound tourists was just under 3.6 million. Seeing another international was rare enough that I’d mention it to my flatmates when I got home: “Hey guys, I saw another international in Tokyo today!” Times have changed. Last year, 2024, Japan welcomed nearly 36 million tourists, and the government aims to increase that to 60 million. If that sounds ambitious, I wouldn’t bet against it. Not long ago, many believed that 30 million inbound tourists was a pipe dream, yet Japan surpassed that in 2019.
For the past couple years, I often hear Japanese people say that the weak yen is making Japan an attractive travel destination. While that’s certainly a factor, I don’t think it’s the whole story. Japan is steeped in culture and history, and although often considered a small country, its geographic diversity is remarkable. From the tropical beaches of Okinawa to the wide-open plains and rugged mountains of Hokkaido—with countless volcanoes in between—there’s much to explore.
Then, there’s the food. Japan might just be the best country in the world for food. I know my Italian and French friends might challenge that claim, and I concede that when it comes to the very best cuisine, the home country usually has the edge. However, if you compare the second tier, Japan stands out. It arguably has the best French food outside of France, the best Italian food outside of Italy, and an endless list of exceptional international dining options. Japan, home to Tokyo—the city with more Michelin-starred restaurants than any other in the world—is a food lover’s paradise.
In short, while affordability plays a role, visitors are coming to Japan for much more than a budget-friendly vacation.
The postcard at my client’s reception desk is a small but powerful reminder of what makes Japan unique: a deep-rooted culture of hospitality, attention to detail, and an effort to make every guest feel valued. These qualities don’t just shape the tourism experience—they’re also essential in business.
For anyone looking to build better relations in Japan, understanding the importance of these small details can make all the difference. A thoughtful gesture, a well-prepared introduction, or simply showing appreciation for hospitality can go a long way in building trust and lasting relationships.
In Japan, it’s often the little things that leave the biggest impression.
