"From 6.2 million visitors in 2011, Japan welcomed 32 million arrivals in 2019." The reopening of Japan has been eagerly anticipated across Asia Pacific. Japan is both a highly desirable "four seasons" destination and a vital market for travel and tourism region-wide. This week, Gary and Hannah discuss the outlook as Japan accelerates its reopening with Kyoji Kuramochi, Executive Director, Global Strategy Headquarters of the Japan National Tourism Organisation (JNTO). In a fascinating interview, Kuramochi-san discusses the dramatic growth of tourism from 2010-2019, the JNTO's new global marketing strategy, its priority visitor markets and a vision for developing tourism by 2030. He addresses an array of key themes, including air connectivity, airport expansion and visa policies. Segments explored include domestic travel, culinary tourism and Muslim-friendly tourism. Plus, we analyse sustainable development goals, and the development of rural tourism throughout Japan. Kuramochi-san also delivers data-driven insights about key Asian inbound markets, including China and South East Asia, and looks ahead to the 2023 Adventure Travel World Summit in Hokkaido.