Rediscovering Japan’s First Tourism Campaign at the Shibusawa Memorial Museum

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At the Shibusawa Memorial Museum in Asukayama Park, Tokyo, a special exhibition titled "Eiichi Shibusawa and the Kihin-kai – Inbound Tourism in the Meiji Era" is currently underway. The exhibition displays numerous historical materials related to the Kihin-kai (Welcome Society), a private organization established in the mid-Meiji era to attract foreign visitors.

Some rare materials, believed to be the only ones of their kind in Japan, are also on display. Drawing attention once again to Shibusawa's foresight, the exhibition emphasizes the importance he placed on international tourism at a time when Japan had only just opened its borders.

The Dawn of Tourism

In 2023, the number of foreign tourists visiting Japan reached a record 36.86 million. Budget-friendly tours are booming — and inbound tourism is now a major industry in Japan. However, back in the Meiji period (1868-1912), means of international travel were extremely limited, and journeys required enormous time and expense. Japan's infrastructure for international tourism was undeveloped, and the country was ill-prepared to receive foreign visitors.

Noting this situation, Shibusawa Eiichi, House of Peers President Mochiaki Hachisuka, and businessman Takashi Masuda — all of whom had overseas experience — took action.

In 1893, they established the Kihin-kai as a non-profit organization aimed at attracting foreign tourists. Its headquarters were located in a room at the Imperial Hotel in Tokyo's Chiyoda Ward. Hachisuka served as chairman, Shibusawa as secretary general, and Masuda and others as executive members.

Promoting Interpreters and Guides

The Kihin-kai worked to improve facilities at inns and hotels. It also promoted and oversaw interpreters and tour guides, while enhancing domestic tourism infrastructure to better accommodate foreign visitors. Members especially focused on publishing travel guidebooks, detailing popular destinations like Kamakura, Hakone, and Nikko, which were translated into multiple languages. The exhibition showcases some of these guides, including the "English Guide Map of Japan."

*Travel guides published by the Kihin-kai and translated into multiple languages are also on display.*

The 5th National Industrial Exhibition

Also on display are materials related to the Kihin-kai's largest undertaking — the Fifth National Industrial Exhibition in 1903, held for the first time in Osaka. This event is considered a precursor to Expo '70 and the ongoing Osaka Expo.

Upon hearing the event would be held in Osaka, the Kihin-kai launched an Osaka branch in 1902. With foreign exhibitors allowed for the first time and many international visitors expected, the organization prepared extensively by providing interpreters and guides at and around the venue.

Disbanding Amid Financial Struggles

Despite its pioneering work in foreign tourism promotion, the Kihin-kai began facing financial difficulties following the economic slump after the Russo-Japanese War (1904-1905).

The Railway Nationalization Act of 1906 led to the dissolution of many private rail companies — the group's key sponsors — putting operations in jeopardy. In 1912, the Japan Tourist Bureau (now JTB) was established under the Railway Agency. JTB took over efforts in promoting Japan abroad and managing foreign visitors, effectively rendering the Kihin-kai obsolete.

Rare Historical Records

In March 1914, the Kihin-kai held its dissolution ceremony at the Imperial Hotel, ending nearly 20 years of activity. Reflecting on the organization's work later in life, Shibusawa said, "It was by no means a waste. I believe the idea had real merit." One particularly rare artifact, the "Report on the Dissolution of Kihin-Kai," was reportedly only available at this museum.

*Materials compiled by the Kihin-kai related to the Fifth National Industrial Exhibition are also on view.*

Connecting Past and Present

Curator Hitoshi Sekine, who planned the exhibition, said he also wanted to address modern issues like overtourism, stating: "I aimed to explore both the challenges of modern tourism and the Meiji-era effort to attract foreign visitors through the lens of the Kihin-kai."

He added, "I hope people can reflect on how foreign tourism was viewed as a national benefit in Meiji Japan, through the actions of Eiichi Shibusawa and the work of the Kihin-kai."