Abstract
Japan’s demographic pattern is hindering the country’s economic development as the working-age population declines. Therefore, the country is pushing international tourism to continue economic growth. In 2018, over 31 million overseas tourists visited Japan, setting a new record. The increasing number of foreign tourists and their spending has a significant positive impact on Japan’s economy. Now, many overseas tourists tend to stay in the farmhouses. It opens a new business opportunity for rural farmers. However, Japan has some limitations in developing international tourism, especially in multilingual communication. Accordingly, it is not a popular destination for European and American tourists.
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