Tourism Flows in Japan

PROSPECTS

Inbound tourism continues to rise

Inbound tourism showed strong growth in Japan in both number of trips and total value sales during the review period, with neighbouring countries from the APAC region, including South Korea, China and Taiwan, remaining the main sources. The geographic proximity of these countries is set to make them key drivers of ongoing growth during the forecast period, as the Japanese Government puts continued efforts into the promotion of inbound tourism.

Outbound tourism struggles to grow

Outbound tourism grew modestly at the end of the review period, though at a much lower rate than inbound tourism. While outbound tourism is set to continue to grow over the forecast period, the majority of outbound Japanese travellers are expected to remain “repeaters” – individuals travelling abroad more than once during the year.

Domestic tourism remains the largest part of the industry, yet not many positive factors for future growth

Domestic tourism grew steadily as the review period progressed and remained by far the largest part of the Japanese tourism industry in both number of trips and total value sales in 2018. However, the ageing of the baby boomer generation, the core group of Japanese tourists, threatens to be a significant constraint on growth during the forecast period, especially as the younger generation increasingly opt to spend time and money in other areas of their lives.

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