Yes, British citizens do not need a visa to visit Japan for tourism purposes for stays of up to 90 days. This visa exemption applies to activities such as sightseeing, visiting friends or relatives, attending conferences, or short-term business trips that do not involve paid activities.
However, if the purpose of your visit involves engaging in paid work or profit-making activities, such as filming for a commercial production, a visa is required regardless of the duration of stay. In such cases, you must obtain the appropriate visa before traveling to Japan.
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