On seeing advertisements for cruises, phrases such as "Trip around the world, 100 days, 25 million yen per person," give off the image of their being "the height of luxury and only for those who have an excess of money and time; but for the average person only a distant dream." However, recent reports detailing how "huge cruise ships from China bring visitors who bakugai (shop explosively) until goods run out of stock," reflect the big changes occurring in Japan's cruise environment. Here, I would like to comment on Japan's goal of attracting five million cruise ship visitors and propose strategies for attaining it.