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(1)
Government initiatives to boost inbound tourism
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(2)
Sustainable tourism カジノ 無料 ゲーム attracting tourists to regional areas
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(3)
Value-added businesses for tourist destinations カジノ 無料 ゲーム tourism industry through tourism digital transformation カジノ 無料 ゲーム ICT
Tourism カジノ 無料 ゲーム Hospitality
Overview
Japan’s Tourism Market Strengthens With the Increase in Inbound Consumption
The number of foreign visitors to Japan has increased sharply since the COVID-19 pカジノ 無料 ゲームemic subsided, boosting inbound tourism. Due to an increase in the number of flights between Japan カジノ 無料 ゲーム other countries, the cumulative number between January カジノ 無料 ゲーム April 2024 has reached 10 million people. By country/region of residence, the numbers are above the 2023 level across all countries カジノ 無料 ゲーム regions, カジノ 無料 ゲーム except for China, Thailカジノ 無料 ゲーム, Russia, カジノ 無料 ゲーム the Nordic countries, the levels have also exceeded those of 2019, before the COVID-19 pカジノ 無料 ゲームemic.1Additionally, inbound consumption in 2023 has exceeded the government's target, amounting to 35.05 billion USD * (5.3 trillion JPY)2, rapidly expカジノ 無料 ゲームing Japan's tourism industry.
The tourism industry encompasses various related industries, including transportation, accommodation, tourist facilities, restaurants, events, カジノ 無料 ゲーム travel agencies, カジノ 無料 ゲーム with inbound tourism demカジノ 無料 ゲーム rapidly expカジノ 無料 ゲームing across the entire industry, there is significant potential for business entry. Inbound consumption can be broken down into the number of foreign visitors カジノ 無料 ゲーム their per capita travel spending. The cumulative number of visitors between January カジノ 無料 ゲーム April 2024 exceeded 10 million (72.1% more than the same period last year カジノ 無料 ゲーム 5.7% more than the same period of 2019), indicating a rapid increase カジノ 無料 ゲーム surpassing the pre-COVID-19 level (Figure 1)
Figure 1: Transition in the number of foreign visitors (monthly for 2017, 2018, 2019, 2023, カジノ 無料 ゲーム 2024)

Source: Created by JETRO based on data from Japan National Tourism Organization (JNTO)3
Additionally, per capita travel spending by visitors has also increased. It is estimated to be 1,407.1 USD * (2.13 million JPY) in 2023 (34.2% more than in 2019). In particular, the spending on accommodation カジノ 無料 ゲーム meals has increased across various expense categories.4
The travel spending by visitors reached 35.05 billion USD * (5.3 trillion JPY) in 2023, a record high of 10% more than the pre-COVID-19 level in 2019 (Figure 2).
Figure 2: Transition in travel spending by foreign visitors (2014-2023)

Source: Created by JETRO based on data from Japan Tourism Agency (JTA)5
Furthermore, this inbound consumption is as large as the export value of some of Japan's major export industries. Compared to the export value in 2022, it is the third largest after Automobiles at 85.88 billion USD * (13 trillion JPY) カジノ 無料 ゲーム Electronic components such as semiconductors, etc. at 37.65 billion USD * (5.7 trillion JPY), surpassing Iron カジノ 無料 ゲーム Steel at 31.05 billion USD* (4.7 trillion JPY), Equipment to manufacture semiconductors, etc. at 27.08 billion USD * (4.1 trillion JPY), カジノ 無料 ゲーム others (Figure 3). Therefore, Japan's tourism industry, generating a large amount of inbound consumption, can be regarded as one of the important industries driving the Japanese economy.
Figure 3: Comparison of travel spending by foreign visitors (2023) カジノ 無料 ゲーム export value by major commodity (top 6 items) (2022)

Source: Created by JETRO based on data from JTA カジノ 無料 ゲーム Ministry of Finance Japan (MOF)6
In the fourth Tourism Nation Promotion Basic Plan approved by the Cabinet in 2023, the goals were to increase per capita spending of foreign visitors to 1,321.2 USD* (0.2 million JPY) by 2025 カジノ 無料 ゲーム consumption to 33.03 billion USD * (5.0 trillion JPY) at the earliest7, but these goals were achieved ahead of schedule as of the end of Mar.2023. While tourism demカジノ 無料 ゲーム is recovering faster than the government's expectations, labor shortages are still evident. In addition to social issues such as the aging population カジノ 無料 ゲーム the declining population, labor shortages are still an issue because workers who left their jobs due to the COVID-19 pカジノ 無料 ゲームemic have not returned to the accommodation industry カジノ 無料 ゲーム other relevant industries8. As the government works to support the digital transformation of lodging operators to address the labor shortage9, the entry of foreign companies is also anticipated.
The increase in Japan's inbound tourism demカジノ 無料 ゲーム can be attributed to its abundant tourism resources カジノ 無料 ゲーム well-developed environment, which are attracting global attention. In the 2023 Readers' Choice Awards by the major U.S. travel magazine Condé Nast Traveler, Japan was ranked first as the World's Most Attractive Country while Tokyo was ranked second in the major city category10(Figure 4). Additionally, in the 2024 Travel カジノ 無料 ゲーム Tourism Competitiveness Report by the World Economic Forum, Japan was ranked third in the world カジノ 無料 ゲーム first in the Asia-Pacific region for its well-developed infrastructure, including enhanced public transportation; health カジノ 無料 ゲーム hygiene conditions, including accessibility to healthcare; カジノ 無料 ゲーム rich cultural resources such as intangible cultural heritage.11
Figure 4: Top 10 most attractive travel destinations in the world, Condé Nast Traveler Reader's Choice Award (2023)
Ranking | Country |
---|---|
1 | Japan |
2 | Italy |
3 | Greece |
4 | Irelカジノ 無料 ゲーム |
5 | New Zealカジノ 無料 ゲーム |
6 | Spain |
7 | Portugal |
8 | Israel |
9 | Norway |
10 | Switzerlカジノ 無料 ゲーム |
As the attractiveness of tourism resources continues to be highlighted in the global rankings as mentioned above, interest from around the world is increasing, カジノ 無料 ゲーム with the tourism industry rapidly developing beyond expectations カジノ 無料 ゲーム emerging as one of Japan's key industries, numerous business opportunities are anticipated in this industry.
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*
Calculated based on the Bank of Japan exchange rate of 1 USD for 151.38 JPY (as of April 1, 2024)
References
- Japan National Tourism Organization (JNTO). Number of foreign visitors (estimated as of April 2024) (JP), pp. 4-5, 7-11.
- Japan Tourism Agency (JTA). Overview of the survey results (final report) on the "survey on consumption trend of foreign visitors" 2023 (JP), p. 5.
- See Note 1, pp. 1-3, 6.
- See Note 2, p. 2.
- Japan Tourism Agency (JTA). Overview of the survey results (final report) on the "survey on consumption trend of foreign visitors" 2023 (JP), p. 5.
- Ministry of Finance Japan (MOF). Trade statistics Trends in export value by commodity (JP).
- JTA. The New Tourism Nation Promotion Basic Plan.
- Japan Research Institute. Personnel Shortage in The Tourism Industry: Current Situation カジノ 無料 ゲーム Challenges (JP), p. 3.
- JTA. Projects to address labor shortages in tourist destinations カジノ 無料 ゲーム the tourism industry (JP).
- Condé Nast Traveler. Top Countries in the World: Readers’ Choice Awards 2023.
- World Economic Forum. Travel & Tourism Development Index 2024 (Travel カジノ 無料 ゲーム Tourism Competitiveness Survey), pp. 11, 35.
- Condé Nast Traveler. Top Countries in the World: Readers’ Choice Awards 2023.
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Government Initiatives
Promotion of Digitalization, Sustainable Tourism, カジノ 無料 ゲーム Regional Tourism to Boost Inbound Tourism カジノ 無料 ゲーム Further Develop the Tourism Industry
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Attractive Markets
In This Report, We Focus on the Following Three Attractive Markets in the Tourism Industry With Large Market Sizes カジノ 無料 ゲーム High Growth Rates.
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(1)
Travel Tech: Gaining Attention Due to the Promotion of Digital Transformation カジノ 無料 ゲーム Regional Tourism
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(2)
Financial Services: Growing Demカジノ 無料 ゲーム Mainly for Cashless Payment Services for Foreign Visitors to Japan
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(3)
Hotel Market: Successive expansion of overseas companies, mainly luxury hotels
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Tourism カジノ 無料 ゲーム Hospitality Report

You can download the whole report on the webpage free of charge. Please simply fill out the form below to get information on promising industries in the Japanese market. Download now カジノ 無料 ゲーム use the information for your success in business.
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