Today's tourists sound off.

WHILE COUNTRIES SUCH AS France welcomed 75 million visitors in 2001, and the US receives almost 10 times more tourists than Japan, this nation, although rich in culture and diverse natural beauty, needs solutions--fast. Many foreign tourists are put off by Japan's reputation as the world's most expensive country, while others stay away due to the cultural hurdles involved in daily life.

Prices in Japan are a huge factor. As David from Canada explains: "I think probably the biggest reason I would not want to go to Japan as a tourist is because of the cost. You can often find package tours and cheap flights to Europe and such, but going to Japan is seriously pricey." One of the reasons costs are so high is the complex supply structure in the Japanese distribution "food chain." Many distribution companies handle the product on the way from the manufacturer to the retailer, each taking their commission, thereby bumping up the retail price.

The government realizes there are problems and claims to be seeking solutions. A recent government report states: "Japan has not yet become a country that is sufficiently open to the world in terms of the situation concerning acceptance of foreign tourists as well as domestic foreign direct investment in Japan." One fundamental solution would be an increase in the use of foreign languages in Japan. Zack, a South African visitor, puts it succinctly: "Do the locals honestly expect the typical tourist, being here for merely a few weeks, to learn to order food in Japanese, understand the Japanese train announcements, read museum writing in hiragana and, God forbid, kanji? It makes one think." A tourist from France adds: "A lot of my friends are rather scared by restaurants. There is no problem with the food: It is excellent, but the menus? Just one word in romaji would help so much, only to know if you're looking at the beer or sashimi section."

"The biggest problem facing Japan is its image--or lack of one," says David from the UK. "If you ask the average person back home about Japan, they may say something about sushi, cars, high technology and a few other things they may have caught on TV. But it's very difficult to form a clear image about Japan before you come."

While exotic locations like Hawaii and Fiji have their "tropical island" image, and Europe has an "old-world" ambience, many people don't have a clear idea of what to expect in Japan. Tourism promoters need to market the "Japan experience" by researching why visitors have enjoyed Japan so much and discovering why they visited in the first place. Of course, things needing improvement include slashing road tolls, drastically cutting back on unnecessary construction and the infamous "roads to nowhere," promoting more interesting local attractions, arts and crafts (as opposed to sand, ramen and curry museums), introducing more Internet cafes, relaxing visa regulations, expanding access to overseas funds and boosting the quality of information about Japan on the Internet.

Japan needs a coordinated tourism strategy to incorporate regional tourism requirements into existing plans--especially if it hopes to win its targeted 10 million visitors. A groundswell of changes is also needed at the social level. While Japanese businesses have successfully integrated into the global economy, the attitudes--and fears--of the people have prevented a true embrace of globalization.