Japan is currently experiencing a tourism renaissance. Statistics show that, in 2024, the country welcomed a record 36.87 million international visitors, surpassing its pre-pandemic peak and marking a 47% increase from 2023. International visitor spending also reached an all-time high of ¥8.14 trillion, while the Japanese government has set an ambitious goal of attracting 60 million annual visitors by 2030. As tourism continues to expand, the focus is shifting from simply attracting visitors to shaping how they experience the country.
For many travellers, Japan remains synonymous with its world-renowned rail network. The Shinkansen has become a symbol of efficiency, connecting major destinations with remarkable speed. Yet modern travellers are increasingly looking beyond Tokyo, Kyoto, and Osaka in search of a more authentic Japan—one found in coastal villages, mountain towns, national parks, and rural communities. Reaching these destinations often requires a different kind of mobility, and that is where Nippon Rent-A-Car has carved out a distinctive role.
How Nippon Rent-A-Car powers discovery across Japan
For decades, Nippon Rent-A-Car has been one of Japan’s most established vehicle rental brands. With a network of 500 locations spread across airports, train stations, and city centres, the brand serves as more than just a service point; it acts as a gateway. By stripping away the logistical hurdles, they empower modern independent travellers to trade the standard sightseeing track for a deeper, more authentic experience in the quiet corners of Japan that most tourists never reach.
It’s not just about the major hubs anymore
In addition, Japan is actively nudging travellers toward its quieter regions, working to create a more balanced experience that benefits local economies outside of the usual tourist path and easing density on overcrowded hotspots. Popular destinations such as Kyoto have grappled with the challenges of overtourism, prompting policymakers to encourage exploration beyond the traditional Golden Route. Rental mobility offers a practical solution by allowing travellers to venture into areas where train and bus connections are limited.
Nippon Rent-A-Car is perfectly in step with this new way of exploring Japan. The company prioritises convenience through a network that spans the country—enabling travellers to begin their journeys directly from key entry points such as Narita, Haneda, Kansai, and New Chitose airports. Moreover, its one-way rental service further enhances flexibility. As well as allowing customers to pick up a vehicle in one city and return it in another. For international visitors planning road trips across multiple regions, this level of convenience can significantly broaden the scope of their travels.
How Nippon Rent-a-Car became a trusted name in Japan travel
On top of that, the brand’s strongest differentiator is its focus on international accessibility. As inbound tourism has become a major economic driver, Japan’s travel industry has faced increasing pressure to accommodate foreign visitors. Nippon Rent-A-Car has responded with multilingual customer support in English, Chinese, Korean, and Thai, as well as a 24-hour telephone interpretation service designed to assist travellers unfamiliar with driving in Japan. These efforts help reduce one of the biggest barriers international visitors face: confidence.
That confidence resonates with many customers. Reviews from travellers frequently applauded the professionalism and friendliness of staff, particularly at airport locations. Customers often praise efficient pickup and return procedures, helpful shuttle services, and employees willing to assist with language challenges or special requests. Several reviewers describe the rental process as straightforward and stress-free, qualities that are especially valuable for first-time visitors navigating a foreign country.
Besides that, with a fleet ranging from compact runabouts to family-sized SUVs, they have the perfect vehicle for any adventure. Plus, with helpful add-ons like pre-arranged ETC cards for toll roads, they turn the daunting prospect of driving in Japan into a simple, pleasant part of the trip.
Further cementing its reputation as a trusted mobility provider, Nippon Rent-A-Car has been recognised by the World Branding Awards, earning the Brand of the Year honours in the Car Rental category, reflecting strong consumer trust, service excellence, and sustained brand leadership in Japan’s rental car industry.
The road less travelled
As Japan’s tourism industry continues its rapid growth, with more than 21.5 million visitors arriving during the first half of 2025 alone, the demand for flexible, self-directed travel is likely to increase. Visitors are no longer content with checking famous landmarks off a list; they want personalised experiences, spontaneous detours, and access to places that remain largely untouched by mass tourism.
For Nippon Rent-A-Car, the mission is less about the rental and more about the freedom to explore. By making it simple to bypass the usual tourist trails, they are enabling a new style of travel—one that favours hidden local gems over city centres. In a country seeing record tourism, they are helping visitors find the real, untapped Japan.
