Humanities & Cultures

Tourism numbers are sky-high in Japan. The country saw record numbers of travelers throughout 2024, and government officials are hoping to see the numbers double by 2030. But workers are in short supply. So, to adapt to the tourism boom, Japan is turning to everything from robot hotel receptionists to contactless restaurants.

These robots and screens aren’t meant to be a gimmick, or to show off the country’s tech niche. Rather, they’re a symptom of Japan’s unique economic situation. The country is facing a declining birth rate and an aging population, with the latest government figures showing that people 65 years or older account for nearly 30% of Japan’s population. To fill the consumption gap, the country is working to lure in tourists. And with fewer workers, the country is turning to more automated systems for backup.

“Japanese society, in the long term, is shrinking,” said Masamichi Ishikura, a deputy director at the Japan Tourism Agency. “So, we need to bring in more tourism to revitalize the local economies.”

To do so, the country is partnering with content creators on social media platforms like TikTok, with videos about experiences you can only get in Japan. And the push is working.