In a move towards inclusivity, Japan plans to implement a model project in fiscal year 2024 to make its regional communities more hospitable to foreign visitors with diverse dietary and cultural requirements, including those of vegetarians and Muslims. This initiative is a response to the increasing diversity of Japan’s tourist demographic and the rising demand for catering to the needs of these diverse visitors.
The project, backed by the Japan Tourism Agency, will provide subsidies to support a range of enhancements. These include the creation of clear pictograms to display food ingredients, the development of specialized menus tailored to dietary preferences, and the establishment of designated prayer spaces for Muslim visitors.
Various cities are already taking steps to become more inclusive. Okayama in western Japan is certifying accommodations as Muslim-friendly, while Hitoyoshi in Kumamoto Prefecture is promoting halal meals. This project aims to foster collaboration between local governments, destination management organizations (DMOs), and hospitality and travel businesses to create sightseeing programs that consider the diverse needs of international travelers.
The initiative will focus on developing original Japanese cuisine that appeals to both Muslims and vegetarians, promoting an inclusive gastronomic experience. The project also emphasizes the importance of clear communication through pictograms in restaurants and souvenir shops to assist visitors in understanding the ingredients used.
To further accommodate Muslim tourists, subsidies will also be provided for setting up prayer spaces at tourist information centers and roadside rest areas known as ‘michi no eki.’
This project is expected to boost the number of vegetarian visitors to Japan, which was estimated at approximately 1.67 million in 2018. Before the COVID-19 pandemic, vegetarian visitors spent an estimated 45 billion to 60 billion yen on food and beverages. With the implementation of this project, Japan aims to become a welcoming destination for an even broader spectrum of international tourists.