What should Japan do to become a more tourist-friendly country?

Produce more English speaker and signboard.

Offer more direct flights to Kansai. It's crazy that the only international airport in a region with nearly 23 million people offers direct service to only 3 cities in North America (all on the west coast) and only 4 to Europe. Of course, it's great for Asian visitors but why does everyone else have to be funneled through Tokyo. Haneda has already surpassed those numbers despite restarting international service only a few years ago.

In contrast, take a look at any large American city, not merely NY, LA or Chicago. For example San Diego International Airport, in a county of only 3 million people, it offers direct service to more international destinations than KIX, including 3 stops in Europe and, you guessed it, Tokyo. Japan is obviously already succeeding. 24 million and growing, and I think the service shown to foreign visitors is fine. But the big picture is the same old story--there's Tokyo and there's everywhere else.

English everywhere.

Have a toll-free number that will translate for popular languages when live person-to-person exchanges are needed. Think they have this already.

Less expensive hotels for non-Japanese.

I haven't been outside airports in Japan in a while, but easier to use transit, if some sort of Oyster card hasn't happened there yet.

TBH I like Japan as it is. It'd become too camp and derivative if there was English everywhere and silly tourist gimmicks on every corner. The mystery and strangeness of Japan is one it's defining and most attractive attributes

When I went to visit historic sites in Japan, many places only described it in Japanese. Although I can read and understand Japanese to a certain extent, it would be nice for them to provide an English translation since it would be much easier and a lot less time consuming for me to appreciate those sites.

Lower prices for hotels and transportation, low-cost airlines from Europe and America.

Obviously fix the smoking problem. Most bars and restaurants are too dirty to use under current rules.

What should Japan do to become a more tourist-friendly country?

stop being xenophobic

Promote a welcoming, inclusive culture. Not that it isn't but it's often portrayed as a bit aloof. Promote festivals, events, other parts of the country apart from the usual suspects. Promote food, beer, beaches, clubs, LGBT scenes, music, fashion etc.

The countryside has a lot offer due to its natural attributes. However, the towns and villages are often ugly, depressing and neglected and populated by elderly farmers and construction people.

So vitalization of these communities with infrastructure that supports cheery popular things like eco tourism is needed. How about al-fresco cafes on the main street, for example?

I think Japan has become much better in being tourist friendly, in just the last 10 years.

A mascot is needed or maybe a tourist ambassador group made up of 100s of girls dressed in school uniforms.

Definitely better signage outside the major tourist haunts. Better explanations of things like ticket machines. Also, figure out what you will and will not translate. I have seen strange signs and the like with things written in both English and Japanese. For example, "Nagaragawa River", "Mount Fujisan", "Otsuhashi Bridge".

English everywhere.

Less expensive hotels for non-Japanese.

I haven't been outside airports in Japan in a while, but easier to use transit, if some sort of Oyster card hasn't happened there yet.

There are plenty of "less expensive" hotels in Japan. I don't find it particualrly pricy compared to North America and Europe, Singapore, etc.

There are and have been for many years cards similar to Oyster (Pasmo, Suica, etc)

and as for English everywhere, no thanks.

Be less about "us vs them". We're all humans.