In 2016 the Japanese government set ambitious targets for foreign visitors as a way to generate economic growth as the population ages and shrinks. The government is on track to reach its goal of 40 million visitors by 2020, when Tokyo will host the Olympics.
But the rapid growth has brought problems, most obviously a shortage of labour. Relatively few Japanese are able to converse smoothly in English or other foreign languages. Most companies rely on point-sheets, translation apps or telephone services to communicate with guests.
There are cultural barriers, too. Shizue Usui, the head of Nikko’s association of okami—female hosts at inns—says they tend to think “tradition should be maintained.” That often boils down to rigid rules about check-in, meal times and other services.
Infrastructure is also a concern. There are limited international flights to cities other than Tokyo and Osaka, and there aren’t enough lodgings available. Tokyo is reckoned to have a shortage of 3,500 hotel rooms.
There is an obvious solution to the labour shortage, at least: import more workers. But the idea is a political hot potato. If more foreigners were allowed to work, even more foreigners would be able to come as tourists.