Japan’s Local Governments Use NFTs to Attract Tourists

Local Japanese governments are increasingly partnering with corporations to leverage Non-Fungible Tokens (NFTs) for regional revitalization and to attract international visitors. This trend, accelerating rapidly throughout 2025, marks a significant pivot to incorporating Web3 technology into the nation’s core economic strategy.

Today alone saw major developments: Toda Corporation, JTB, and Fujitsu launched a pilot program in Echizen City, Fukui Prefecture, utilizing NFTs to enhance Digital Transformation (DX) in tourism and boost inbound traffic . Separately, Shizuoka-based SFG Marketing announced its entry into the NFT business after successful early trials.

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This surge is underpinned by the Ishiba administration’s commitment to “Regional Revitalization 2.0,” and coincides with a crucial shift in inbound tourism, where foreign visitors are increasingly exploring destinations beyond major metropolitan areas.

The Rise of “Government NFTs”: From Digital Residency to Tourist Passes

NFTs issued by local governments—often termed “Government NFTs”—have evolved beyond simple digital collectibles. They now serve as powerful tools for achieving a trifecta of goals: securing local funding, fostering “relationship populations”, and city promotion.

As of August 2025, over 17 local governments across Japan have issued NFTs. These projects are highly varied. Fukaya City offered the “Fukkachan NFT” as a furusato nozei return gift. Kumakogen Town partnered with a manga artist for a “Digital Resident NFT.” These NFTs function as loyalty or digital multi-pass systems. Specifically, they grant holders tangible benefits, such as local discounts or priority event access. This creates clear experiential value.

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Crucially, the expansion gained significant momentum after the Ministry of Internal Affairs and Communications designated local NFT projects as eligible for the “Local Economy and Living Environment Creation Grant” this fiscal year.

NFTs as a Catalyst for Inbound Tourism to Regional Japan

The adoption of NFTs is strategically aligned with Japan’s national tourism goals. In recent years, inbound travelers have shown a clear preference for destinations beyond major cities, expanding their focus to regional Japan. According to Japan Tourism Agency data, consumption by foreign visitors in 2024 hit a record high of $53 billion (JPY 8 trillion).

NFTs serve as a potent tool to accelerate this trend of tourist dispersion:

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1. Digital Incentive: International NFT enthusiasts are interested. Acquiring unique digital certificates or exclusive local benefits creates a powerful travel incentive. These benefits are only obtainable by visiting specific Japanese regions.
2. Promoting Local Circulation: The Echizen City pilot shows one path. Linking NFTs to local transport enables Tourism DX. This encourages tourists to explore regions more deeply. JAL and JTB are also running trials. They combine “Oshikatsu” (fan activities) with NFTs to generate new visitor flows in Kansai.
3. Global Showcase: The Cabinet Office’s “Cool Japan Showcase” at the Osaka-Kansai Expo 2025 in April featured 26 regions presenting regional tourism via NFTs and immersive technologies. This highlights a clear, government-led effort to project regional assets onto the global Web3 stage.

NFTs are transforming the experience for foreign visitors, shifting the focus from simple “spending” in major cities to “experiential consumption” and establishing “relationships” with rural Japan.

The Legacy of Ishiba’s Policy: Web3 as the Cornerstone of Revitalization

The accelerated proliferation of Government NFTs in 2025 is widely seen as the culmination of the Ishiba administration’s dual push for a Web3 National Strategy and Regional Revitalization.

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Speaking at WebX 2025 on August 25, Prime Minister Shigeru Ishiba affirmed the government’s stance on promoting Web3 as a national strategy. Furthermore, he highlighted Web3’s potential for regional revitalization. For instance, he cited successful Web3-driven initiatives in Ama Town on the Oki Islands as an example.

As a former Minister of Regional Revitalization, Ishiba championed “Regional Revitalization 2.0,” positioning Digital Transformation (DX) as indispensable for regional renewal.

At WebX, the Prime Minister stated that the “2020s will be recorded as a great turning point in history,” comparing it to the Industrial Revolution, and committed the government to actively utilize new technology with the spirit of “let the one who is going to act be the first to do it”.

The Ishiba administration is ending. However, local government NFT implementations are rapidly expanding. This occurred just two months after his keynote. It demonstrates his final policy commitment is taking firm root. The goal is anchoring Web3 in the regions. This NFT collaboration is expanding its role. It is not just a trend. It is a new digital infrastructure poised to fundamentally shift Japan’s economic structure.