Travel in
Japan

Country Report

Executive Summary

Sep 2019
Strong focus on boosting inbound tourism

With Japan’s population contracting and ageing, there is increasing pressure on inbound tourism to generate sales in the Japanese travel market. The Japanese Government is working towards ambitious targets of raising inbound tourist numbers from below 20 million in 2015 to 40 million by 2020, the year of the Tokyo Olympics and Paralympics, and 60 million by 2030.

Growth of online sales attracting non-travel players

The rapid growth of online sales is encouraging an increasing number of non-travel players to enter the Japanese travel market. DMM, an e-commerce company known for its online shopping and video on-demand services, and Line, the most popular communication app in Japan, are amongst the non-travel players working to develop online travel operations.

LCCs focus on expanding mid-distance international operations

Competition between low cost carriers (LCCs) and scheduled airlines has been most intense in domestic and short-haul flights. However, LCCs are increasingly expanding their mid-distance international operations.

Hotel operators targeting demand beyond major metropolitan areas

The development of Japan as a tourist destination is involving a growing emphasis on locations beyond the country’s major metropolitan areas. Raising awareness of the appeal of Japan’s natural environment is a key element of the Japan Tourism Agency’s policies aimed at generating growth in inbound tourism.

Strong growth in inbound tourism forecast

Japan is expected to see continued strong growth in inbound arrivals over the forecast period. Growth will be supported by significant investment in infrastructure, targeted legislation and promotional activities on the part of national and local governments.

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Discover the latest market trends and uncover sources of future market growth for the Travel industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Travel industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Travel in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation
  • Historic volumes and values, company and brand market shares
  • Five year forecasts (of market share, market trends, market growth)
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Travel in Japan?
  • What are the major brands in Japan?  

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Travel And Tourism market research database.

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Travel in Japan

EXECUTIVE SUMMARY

Strong focus on boosting inbound tourism
Growth of online sales attracting non-travel players
LCCs focus on expanding mid-distance international operations
Hotel operators targeting demand beyond major metropolitan areas
Strong growth in inbound tourism forecast

SWOT

Summary 1 Destination Japan: SWOT

MARKET DATA

Table 1 Annual Leave: Volume 2014-2019
Table 2 Travellers by Age: Number of People 2014-2019
Table 3 Seasonality: Number of People 2014-2019
Table 4 Leisure Outbound Demographics: Number of Trips 2014-2019
Table 5 Other Transport Sales: Value 2014-2019
Table 6 Other Transport Online Sales: Value 2014-2019
Table 7 Forecast Other Transport Sales: Value 2019-2024
Table 8 Forecast Other Transport Online Sales: Value 2019-2024
Table 9 Activities: Value 2014-2019
Table 10 Forecast Activities: Value 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources

Airlines in Japan

HEADLINES

PROSPECTS

LCC expansion intensifying competition with scheduled airlines
ANA continues to suffer from engine problems
Airport developments to support growth in passenger numbers

CATEGORY DATA

Table 11 Airlines Sales: Value 2014-2019
Table 12 Airlines Online Sales: Value 2014-2019
Table 13 Airlines: Passengers Carried 2014-2019
Table 14 Airlines NBO Company Shares: % Value 2015-2019
Table 15 Low Cost Carriers Airlines Brands by Key Performance Indicators 2019
Table 16 Scheduled Airlines Brands by Key Performance Indicators 2019
Table 17 Forecast Airlines Sales: Value 2019-2024
Table 18 Forecast Airlines Online Sales: Value 2019-2024

Car Rental (Destination) in Japan

HEADLINES

PROSPECTS

Waning car ownership boosting domestic demand, though rise in car sharing poses threat
Rise in inbound tourism contributing to growth
Diversification of tourism a positive factor for car rental

CATEGORY DATA

Table 19 Car Rental Sales: Value 2014-2019
Table 20 Car Rental Online Sales: Value 2014-2019
Table 21 Structure of Car Rental Market 2014-2019
Table 22 Car Rental NBO Company Shares: % Value 2015-2019
Table 23 Car Rental Brands by Key Performance Indicators 2019
Table 24 Forecast Car Rental Sales: Value 2019-2024
Table 25 Forecast Car Rental Online Sales: Value 2019-2024

Lodging in Japan

HEADLINES

PROSPECTS

New minpaku law encouraging shift from private residents to major companies
Growing demand for lodging beyond metropolitan centres
Intermediaries outpace direct sales

CATEGORY DATA

Table 26 Lodging Sales: Value 2014-2019
Table 27 Lodging Online Sales: Value 2014-2019
Table 28 Hotels Sales: Value 2014-2019
Table 29 Hotels Online Sales: Value 2014-2019
Table 30 Other Lodging Sales: Value 2014-2019
Table 31 Other Lodging Online Sales: Value 2014-2019
Table 32 Lodging Outlets: Units 2014-2019
Table 33 Lodging: Number of Rooms 2014-2019
Table 34 Lodging by Incoming vs Domestic: % Value 2014-2019
Table 35 Hotels NBO Company Shares: % Value 2015-2019
Table 36 Hotel Brands by Key Performance Indicators 2019
Table 37 Forecast Lodging Sales: Value 2019-2024
Table 38 Forecast Lodging Online Sales: Value 2019-2024
Table 39 Forecast Hotels Sales: Value 2019-2024
Table 40 Forecast Hotels Online Sales: Value 2019-2024
Table 41 Forecast Other Lodging Sales: Value 2019-2024
Table 42 Forecast Other Lodging Online Sales: Value 2019-2024
Table 43 Forecast Lodging Outlets: Units 2019-2024

Online Travel Sales and Intermediaries in Japan

HEADLINES

PROSPECTS

Ongoing expansion of the online offer
Loyalty programmes and strategic partnerships bolster online offer
Traditional intermediaries looking to respond to rise of online players

CATEGORY DATA

Table 44 Travel Intermediaries Sales: Value 2014-2019
Table 45 Intermediaries Corporate Business Online Sales: Value 2014-2019
Table 46 Intermediaries Leisure Online Sales: Value 2014-2019
Table 47 Travel Intermediaries NBO Company Shares: % Value 2015-2019
Table 48 Online Travel Sales to Residents: Value 2014-2019
Table 49 Total Mobile Travel Sales to Residents: Value 2014-2019
Table 50 Forecast Travel Intermediaries Sales: Value 2019-2024
Table 51 Forecast Intermediaries Corporate Business Online Sales: Value 2019-2024
Table 52 Forecast Intermediaries Leisure Online Sales: Value 2019-2024
Table 53 Forecast Online Travel Sales to Residents: Value 2019-2024
Table 54 Forecast Total Mobile Travel Sales to Residents: Value 2019-2024

Tourism Flows in Japan

HEADLINES

PROSPECTS

Working towards ambitious growth in inbound tourism
Working to encourage younger Japanese citizens to travel overseas
Natural disasters hit travel

CATEGORY DATA

Table 55 Inbound Arrivals: Number of Trips 2014-2019
Table 56 Inbound Arrivals by Country: Number of Trips 2014-2019
Table 57 Inbound City Arrivals 2014-2019
Table 58 Inbound Receipts: Value 2014-2019
Table 59 Leisure Inbound Demographics: Number of Trips 2014-2019
Table 60 Forecast Inbound Arrivals: Number of Trips 2019-2024
Table 61 Forecast Inbound Arrivals by Country: Number of Trips 2019-2024
Table 62 Forecast Inbound Receipts: Value 2019-2024
Table 63 Domestic Trips by Destination: Number of Trips 2014-2019
Table 64 Domestic Business Trips by Travel Mode: Number of Trips 2014-2019
Table 65 Domestic Leisure Trips by Travel Mode: Number of Trips 2014-2019
Table 66 Domestic Expenditure: Value 2014-2019
Table 67 Forecast Domestic Business Trips by Travel Mode: Number of Trips 2019-2024
Table 68 Forecast Domestic Leisure Trips by Travel Mode: Number of Trips 2019-2024
Table 69 Forecast Domestic Expenditure: Value 2019-2024
Table 70 Outbound Departures: Number of Trips 2014-2019
Table 71 Outbound Departures by Destination: Number of Trips 2014-2019
Table 72 Outbound Expenditure: Value 2014-2019
Table 73 Forecast Outbound Departures: Number of Trips 2019-2024
Table 74 Forecast Outbound Departures by Destination: Number of Trips 2019-2024
Table 75 Forecast Outbound Expenditure: Value 2019-2024