In 2014 expenditures by foreigners visiting Japan grew by 41% to 2.23 trillion yen for the first time surpassing expenditures by Japanese visiting overseas. Overseas visitors to Japan present a tremendous opportunity for Japanese businesses, but it also strikes one area where Japanese traditionally have been very uncomfortable, marketing overseas. Our panel will address this question of how to appeal to foreign visitors with real life examples from the IHG ANA Hotel Group, the travel focused online advertising platform ADARA, JNTO, and we will also include special research results provided by Dentsu Research. It will provide insight into how the leaders in this area have overcome the challenges of how to appeal to those coming to visit Japan.