How Gastronomy Tourism Is Helping Japan's Hidden Gems Shine

Gastronomy tourism is growing in popularity, with an increasing number of inbound visitors seeking regional destinations to experience local cuisine. The goal is not only to savor exceptional food but also to uncover hidden gems, including local culture and history.

While post-pandemic tourism is on the rise, the majority of travelers continue to flock to urban centers. Encouraging visitors to explore less-visited regions has become a key challenge. In response, the government is supporting various municipalities in their efforts to attract more tourists.

In late October, Mayor Masafumi Kizaki addressed reporters at a hotel in Miyazu City, Kyoto. He stated, "We want to show that Miyazu has local cuisine as well, not just Amanohashidate," before unveiling a selection of dishes.

Amanohashidate is a sandbar in Miyazu Bay. It is one of Japan's three scenic views and a popular tourist destination.

Locally-Sourced Ingredients

The unveiled menu included green soup made with komatsuna (Japanese mustard spinach) and turban shell, crispy fried tilefish with its scales, and rice balls featuring canned mackerel. All were prepared with locally sourced ingredients from Miyazu.

The dishes were crafted by two chefs who had received the Ministry of Agriculture, Forestry and Fisheries' Cuisine Masters award for their contributions to food culture. These recipes will soon be available for local restaurants to serve.

Most tourists to Miyazu, both domestic and international, focus solely on visiting Amanohashidate. With limited accommodation options, roughly 80% of visitors are day-trippers.

"Visitor numbers are high, but repeat visits are rare," Mayor Kizaki noted. Surveys, however, show that tourists consistently rate Miyazu's cuisine highly.

To encourage longer stays, the city began branding itself as a "City of Food" in 2022. It has introduced food-focused experiences, such as set-net fishing tours, designed to highlight Miyazu's distinctive culinary offerings.

A city official explained, "We hope visitors will come to appreciate Miyazu not just for Amanohashidate but throughout all seasons."

*The city is promoting food-related activities like set-net fishing to attract more tourists. Miyazu City, Kyoto Prefecture.*

Wealth, Job Creation, and Industry Cooperation

Data shows that foreign visitors have a strong interest in Japanese cuisine. According to the Japan Tourism Agency's 2023 Survey of Trends in Inbound Tourism, 36.0% of visitors listed "eating Japanese food" as the activity they were most excited about before their trip.

This far outpaced the second most popular activity, "sightseeing in nature and scenic spots" (11.5%), and the third, "shopping" (8.6%). Interest in Japanese cuisine has been steadily increasing, showing an 8.4-point rise compared to the 2019 survey.

The government is also actively promoting gastronomy tourism. Its efforts aim not only to address over-tourism in historic cities like Kyoto but also to encourage travel to rural areas.

According to the UN World Tourism Organization, gastronomy is key to wealth and job creation across regions. It also connects various sectors, from primary industries that provide raw ingredients to secondary industries involved in food processing.

For local areas, gastronomy tourism offers the added advantage of being cost-effective. It doesn't require large-scale investments, such as building new facilities, making it an attractive and practical option for regional development.

Economic Impact

In FY 2025, the Japan Tourism Agency invited municipalities to participate in a nationwide study on the economic ripple effects of gastronomy tourism.

Six proposals were selected, including Miyazu City's initiative, Ibara City's "Starry Sky Restaurant" in Okayama Prefecture, which highlights Setouchi food culture, and Kuji City's initiative in Iwate Prefecture. Kuji's initiative offers visitors local life experiences centered around rare Wagyu breeds, such as Yamagata Village Tankaku beef (Japanese Shorthorn). Each selected project will receive up to ¥20 million JPY (about $126,000 USD) in funding.

A representative from the Japan Tourism Agency commented, "We aim to evaluate the ripple effects and challenges to help gastronomy tourism thrive independently across regions nationwide."

Labor Shortages

In the post-COVID era, a surge in foreign visitors has highlighted significant labor shortages in the tourism industry, especially in rural areas. Many businesses, still recovering from workforce disruptions, have been forced to cut back on operating days. While gastronomic tourism boosts regional appeal, unresolved labor shortages remain an ongoing challenge.

An October survey by Teikoku Databank revealed that 62.9% of inns and hotels reported a shortage of full-time staff, while 60.9% struggled to fill part-time positions. Efforts to improve operational efficiency and implement spot work (short-term shifts during peak hours) have offered some relief, but the problem remains urgent.

A spring survey by the Japan Federation of Service and Tourism Industries Workers' Union (STU) echoed these concerns. Among its member accommodations, 48.6% reduced their operating days due to labor shortages. Additionally, 34.3% shortened business hours, 28.6% introduced full closure days, and 17.1% consolidated or permanently closed facilities.

Future of Gastronomy Tourism

According to Takeio Oike, Specially Appointed Professor of Tourism at Heian Jogakuin University leveraging food as a strategy for community revitalization is not a new concept. However, such a strategy has traditionally focused on so-called fine dining.

"Gastronomy tourism, which highlights regional uniqueness, has gained significant traction and popularity since COVID-19 restrictions were eased," Oike said.

However, gastronomy tourism faces several hurdles. "Talented chefs are often concentrated in prominent urban restaurants, leaving rural areas with a shortage of skilled chefs to help establish culinary brands," he explained. Labor shortages among workers in the food and beverage industry are also a pressing issue.

Additionally, climate change, including the impacts of global warming, raises concerns about the consistent quality of local ingredients.

To promote rural tourism through gastronomy, Oike said that communities must "share common goals and collaborate." Establishing strong culinary brands, enhancing regional recognition, and creating more tourist-friendly cities require a unified effort.

"Close cooperation between restaurants, municipalities, and tourism associations is essential to achieving these objectives," he concluded.

(Read the report in Japanese.)

Author: Akari Horiguchi, The Sankei Shimbun