Freshwater availability continues to decline as climate change renders water resources to progressively become limited. Japan is forecasted to experience extremely severe water shortages in key tourism destinations such as Tokyo, Osaka, and Wakayama in the next few years. Therefore, this short communication discusses future research needs by addressing current issues surrounding water sustainability in the Japanese tourism sector and proposing a pro-environmental behaviour approach. Specifically, this communication paper establishes the importance of national culture as a key factor influencing pro-environmental behaviour amongst tourists and hosts. The proposed research will enhance theoretical knowledge by incorporating the role of Japanese culture in shaping behavioural change towards water conversation in tourism while strengthening industry practice through a water-saving intervention. As tourism is a key contributor to the United Nations Sustainable Development Goals (SDG), pursuing this research area will directory contribute to SDG6, “Clean water and Sanitation”.