Japan’s inbound continues to surge, reaching over 30m visitors in 2018, inching ever closer to its goal of 40m by 2020 and 60m in another decade. How are brands in travel and beyond bracing themselves for the influx? How will Japan maintain its prominence and allure as a top destination amid rising competition? Will Japanese travel brands maintain dominance on their home turf as foreign brands enter and expand, or are collaboration and consolidation key to a shared victory? How can Japan spread tourism beyond its main cities? How will smaller players survive in an age of consolidation and scale?