Abstract: In 2002, the government led by Junichiro Koizumi first mentioned the importance of overseas tourists visiting Japan to the Japanese economy. In January 2007, with the revision of The Tourism Nation Promotion Basic Law, the Japanese government began to pay attention to the public diplomacy effect of overseas tourists visiting Japan. In the studies so far, the discussion around the policy of “building a nation through tourism” has formed a comprehensive trend, and a relatively clear consensus view has been reached, but few studies have paid attention to the combination of this strategy and public diplomacy theory. Since the beginning of the 21st century, the Japanese government has implemented the strategy of “tourism diplomacy” mainly by loosening visa restrictions for overseas tourists to Japan and integrating and improving domestic tourism resources. In terms of effect, intuitive economic data verify the success of Japans “tourism diplomacy” mode, and in terms of the public diplomacy effect of enhancing its international image, the Japanese government still needs to make more efforts to win over the swing groups. Contradictions in policy making, uneven distribution of tourism resources between regions, and an aging population with declining birthrate are the major difficulties for Japans “tourism diplomacy”.

Key words: Japan, tourism diplomacy, the implementation mode, effect, dilemma