Skift Take
Even though restrictions have been lifted, Japanese tourists seem more interested in traveling at home than abroad. This is a problem for the U.S. travel industry.
Brand USA is hosting its first sales mission in Japan since the country opened to travel in October. The mission this month comes as Japan — a top U.S. tourist market — has been slow to rebound to its 2019 level.
Brand USA is the U.S.’s destination marketing organization and is responsible for promoting international inbound travel into the country.
The representatives will also go to South Korea and include 35 U.S. partners, including Visit California, Destination DC, Hudson Yards, and Hilton Worldwide will be on the trip. “We are bringing a ton of U.S. businesses with us,” said Brand USA seni