Travel & Tourism

A Focus on Hospitality Accelerates Expansion

Travel and tourism has fast become one of the key areas of focus for Japan and its economic policy. Tokyo’s winning bid for the 2020 Olympics and the weakening of the Japanese yen have caused a major boom in travel to Japan that has no end in sight, and the expansion of low-cost carriers (LCCs) has given more young Japanese people than ever before the opportunity to take trips outside of the country.

Inbound: Top 5 Countries by Total Visitors

  • China
  • South Korea
  • Taiwan
  • Hong Kong
  • Thailand

Outbound: Top 5 Countries by Total Visitors

  • Taiwan
  • South Korea
  • Hawaii (Oahu)
  • Hong Kong
  • Thailand (excluding beach resorts)

Taiwan, South Korea, and Hawaii are very popular destinations—these countries have been in the top three since 2013 and are expected to remain there in 2019.

In 2014, the number of inbound travelers exceeded 13 million for the first time ever, more than doubling to 31 million by 2018. Inbound tourism has, in general, been on an upward trend since 2005, the beginning of the government’s “Visit Japan” promotional campaign that raised the bar to 5.24 million. Prime Minister Shinzo Abe has made it a policy goal to increase the number of visitors to 40 million by 2020 and 60 million by 2030. Key policy goals aim to make life in Japan more foreign-friendly through initiatives such as improving the number and reliability of free Internet hotspots and greater use of multi-language signs and guides across Tokyo.

Construction and infrastructure are expanding as well. The number of train lines to and from Tokyo’s major airports and landmarks will increase along with the number of flights and hotel rooms. Even potential legislature targeted at expanding tourism, such as the casino legalization bill, is being promoted by multiple government parties.

By and large, the rapid increase in inbound tourism has been fueled by Asian visitors, with the top five countries, China, South Korea, Taiwan, Hong Kong, and Thailand, dominating the charts. On the other hand, increases in travelers from Western countries have been modest and relatively flat, emphasizing there is still a huge gap in appealing the country to Western audiences.

Kyodo PR builds strategies that resonate with travelers and engages audiences by bridging cultures. Our deep industry insights and media connections will help you craft integrated communication campaigns that are more engaging than ever before.

Recent Trends in Travel & Tourism

  • Olympics & Rugby
  • Post-Olympics Syndrome
  • Booming Inbound Tourism
  • Aging Population
  • Infrastructure & Transportation
  • Three-Generation Trips
  • VR – Sustainable Tourism
  • Female-Only Travel
  • Weekend Trips

Recent Trends in Travel & Tourism

  • Olympics & Rugby
  • Post-Olympics Syndrome
  • Booming Inbound Tourism
  • Aging Population
  • Infrastructure & Transportation
  • Three-Generation Trips
  • VR – Sustainable Tourism
  • Female-Only Travel
  • Weekend Trips

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