Japan finally eased its various regulations around COVID-19 in 2023. This has had a significant impact on the travel industry in 2023, not only in terms of deregulation, but also in terms of changes in consumers’ perception of and behaviour towards travel, which has been a major driving force for recovery, especially for domestic travel and inbound tourism.
In addition to scheduled flights gradually returning to the pre-COVID-19 level, new routes are being introduced, opening up new opportunities for travel. For example, EI AI Israel Airlines began its first scheduled routes between Narita Airport and Tel Aviv from March 2023, and Haneda Airport and Cairns (Australia) from February 2023.
A noticeable movement observed in hotels in 2023 has been the rise in the average daily room rate. Increases in rates have been observed for most hotels in Japan, suggesting the impact of increased demand from both domestic and inbound tourists, and also the impact of the rising of cost of living and wages.
Many intermediaries benefited from launching a landing page or providing consultation services for the Nationwide Travel Discount Campaign (national travel subsidy programme), which was fully implemented from 2023. While the campaign offers many benefits, the details are quite difficult to understand, and benefits are sometimes short-lived.
Inbound and domestic travel are expected to recover quickly and maintain their momentum in the forecast period. Although the momentum was halted by COVID-19, Japan continues to be a desired travel location for global travel for many reasons, including traditional/historical locations, as well as upcoming modern leisure/entertainment sites and events, such as the World Expo in 2025, and Tokyo Disney Sea theme park “Fantasy Springs” in 2024.
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Travel
Travel encompasses several categories including tourism flows, lodging, travel modes, in-destination spending and booking.
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