Japanese tourism industry is presently placed as an economic leading industry and some strategies are implemented to increase inbound tourists in Japan. And from the point of view of sales promotion, this paper analyzes reasons of visiting Japan. First we pigeonhole statistics about the number of inbound tourists to find Asian countries are more important for Japanese inbound policy. Secondly location quotient technique is applied to clarify the motives remarkable from now on. Lastly we would like to consider an orientation to sales promotion to be strengthened with comparing location quotient of expectations and satisfactions about visiting Japan.