Traditionally, Japan has been a mono-ethic and monolingual country with the Japanese placing a high priority on their own cultural identity, with a tendency to reject people from different cultures. Such prejudices may negatively impact tourism: A number of observers have argued that Japan usually pays more attention to the spreading of its own culture rather than accepting others. But if Japan wants to realize its goal of attracting foreign tourists, it will need to improve its citizens’ intercultural awareness and highlight the issue of intercultural communication education. Tourists with different linguistic and cultural backgrounds show differences in their expectations and attitudes towards their travelling visitor experiences. Programs should be established to address the needs and interests of foreign visitors.