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The purpose of this paper is to offer some marketing suggestions for increasing the number of international tourists visiting Japan.

This paper is a combination of the author's personal experiences and past associations working in the travel industry in Japan for 12 years. Data sources included amongst others: newspapers, business news magazines, academic journals, internet, the Japan National Tourism Organization database and other sources.

Japan will have to move beyond its lip service “Yokoso! Japan” campaign slogan, and formulate a long‐term tactical and strategic marketing plan.

Some of the data used in the paper are inconsistent. While, for example, the Japan National Tourism Organisation ( JNTO) recorded 3.8 million foreign visitors in 2004, the official figure used during the launching of “Yokoso! Japan” campaign in 2003 was 6.14 million. It should be noted that, because all short‐term visitors either for sightseeing, diplomatic, conference or business to Japan are issued a 90‐day tourist visa, it is difficult to differentiate who is a tourist. For this reason, this paper, using JNTO's data, defines all foreign visitors with a 90‐day visa to Japan as tourists.

Some of the recommendations will help all stakeholders in the industry to increase the number of international tourists visiting Japan.

The purpose of this study is to fill a gap in literature with a meta-analysis of previous studies assessing the decision-making processes of travellers when choosing holiday destinations in times of crisis.

This study presents here an abductive analysis of the findings of 737 peer-reviewed studies published in leading hospitality and tourism journals between 1978 and 2020. The studies in question concentrate on tourist typologies and behaviours when making destination choices in times of crisis, and the garnered data was subjected to a computer-aided data analysis adopting a thematic analysis technique, making use of Leximancer software.

The data was subjected to a thematic analysis and clustered under five main categories based on the distribution of articles by publication year, research topic, author contributions, articles by journal and articles by country (e.g. tourist typology, travellers’ decision-making, holiday decision-making, tourist decision-making, destination choice, traveller behaviour and vacation decision-making).

The limitations of this study include its inclusion only of articles listed in the SCOPUS, Web of Science and ScienceDirect databases. This study makes a critical assessment of the current gaps in literature and proposes questions to be raised in future studies.

This study proposes several topics for future investigation that are considered necessary to close crucial gaps in our understanding of the tourism sector’s response to behavioural trends. The authors’ intention in this regard is to increase the scholarly awareness of decision-making models relevant to destination choice by linking tourist typologies and the behaviour exhibited before, during and after crises.