Iconic sustainability is a cornerstone of tourism in JapanWhat does this mean for tourism in JapanTourism and confidence are quietly linked. The Thailand connectionFor Thailand, Japan’s financial adjustment matters most for outbound travel. A volatile or weak yen can dampen outbound travel from Japan, particularly in long-haul leisure and premium segments. Tourism in an age of uncertaintyWhen global confidence weakens, tourism patterns tend to shift rather than disappear. Tourism will feel the effects at the margins, particularly in outbound travel.