Japan wants you: all 10 million of you: foreigners are called "outsiders" in Japan, the Japanese government suddenly wants lots of them—targeting 10 million visitors by 2010

Japan, Inc., Sept, 2003 by Lucille Craft

"Years ago, nobody understood what 'Aloha' meant either," he replies, insisting 'Yokoso' will one day be as much a part of the English lexicon as Hawaii's famous all-purpose greeting. Perhaps, but who has time to wait that long? Japan excels at exporting SUVs, flat-screen TVs and video games, but has always fumbled when it comes to selling itself.

By international standards Japan's tourism budget is skimpy and not a little bit sad. But still, after years of neglect, tourism is now nearing the heart of the Japanese economy, With so many riches and so much to offer, Japan is finally sensing the need to get the word out. Its new focus on tourism is long overdue.