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Reelu Collaborates with Japan's Tourism Agency for Enhanced Tour Guide Quality

Reelu, a company based in Tokyo, recently held an opinion exchange meeting with officials from the Ministry of Land, Infrastructure, Transport and Tourism's International Tourism Division. This meeting focused on addressing the increasing need for high-quality tour guides in light of the growing number of international visitors to Japan. With an ever-increasing demand for inbound tourism and a pressing need for improved guide services, Reelu showcased its unique training programs and personnel selection systems designed to boost the caliber of tour guides available to foreign tourists.

Background: Surge in Inbound Tourism

The data reveals a significant surge in inbound travelers to Japan, with the monthly count reaching approximately 3,266,800 by September 2025, marking a notable 13.7% increase compared to the same month the prior year. In fact, August 2025 saw an unprecedented figure of 3,428,000 visitors, demonstrating a robust recovery in tourism post-COVID. Such rapid growth in inbound tourism directly amplifies the demand for capable and knowledgeable guides.

Policy Changes: Deregulation of Tour Guide Services

Previously, in order to provide paid tour guide services to foreign visitors, one was required to hold a national qualification as a nationwide or regional interpreter guide. However, due to the revised Interpreter Guide Law that was enacted on January 4, 2018, individuals without certification can now work as paid guides. This deregulation allows a more diverse range of talent to participate in the tourism sector, potentially enhancing the guiding experience for tourists.

Despite these positive changes, challenges regarding the quality and availability of guides remain prevalent. Many voices from the industry express concerns about shortages in sufficient numbers of qualified guides and the inconsistency in service quality, necessitating a structured approach to foster reliable guide personnel amid surging inbound demand.

Overview of the Opinion Exchange Meeting

On October 31, 2025, Reelu presented its comprehensive “Guide Training and Education Program” and its innovative selection and assessment system to tourism officials. This included details about rigorous assessment protocols during on-site or online tour tests, ensuring that only those meeting set standards are eligible to guide tours. Such measures are crucial in upholding the quality expected in tour services.

Evaluation of Guide Training in the Field

On December 3, 2025, representatives from the tourism agency participated in a live evaluation of the tour testing conducted in Asakusa. Their observations regarding Reelu’s unique selection, evaluation, and education system were overwhelmingly positive. They highlighted the importance of enhancing customer satisfaction through attentive and informative guidance. These quality standards also consider cultural nuances, such as communicating the significance of traditions to foreign visitors effectively.

About Reelu

Reelu specializes in matching multilingual talent with various industries, focusing primarily on the demands of inbound tourism and international business scenarios. Their language offerings include English, Mandarin (both Beijing and Cantonese dialects), Korean, Spanish, French, and Japanese.

Should companies face challenges in sourcing personnel for inbound tourism or international business situations, they can reach out for relevant assistance via the form provided on their website.

Message from Reelu's CEO

Reelu’s CEO, Tamayu Konno, expressed gratitude for the opportunity to engage in an open dialogue with the tourism agency regarding prevalent industry challenges and future prospects. As inbound tourism continues to grow, Konno emphasizes the importance of developing and maintaining a reliable pool of guides. Reelu is committed to refining training and evaluation processes while fostering an inclusive environment for diverse talents to thrive.

Reelu is determined to collaborate with governmental bodies and tourism stakeholders to enhance the quality of Japan’s tourism experience and ensure a sustainable approach to meet future needs.