In the Inbound Travel sector, one of Japan's three distinct travel domains, the trends are being set by foreign companies trying to bring global best practices to Japan.

Inbound visitors have transitioned from high-spending luxury travelers, and "once-in-a-lifetime" tourists, to a larger group of lower-value repeat visitors with naturally less money to spend on each trip.

Japan Travel KK signed a contract with Japan's largest bicycle rental company, DoCoMo Bike Share, for Japan Travel to become DBS' main (but not sole) marketing and sales partner for foreign inbound tourists.

Some countries have already been down this road - that of balancing thrills with spills. New Zealand pioneered jet boat rides at top speed through narrow and potentially dangerous river gulleys.