Japan Destination Tourism Trends Insight by Type, Source Markets, Foreign Direct Investment and Future Opportunities, 2023 Update

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Japan Destination Tourism Report Overview

The inbound tourism market in Japan has shown notable growth over the years due to the Japanese government’s increased attention to tourism as a pillar of the economy. In 2022, the inbound tourism spending was $4.83 billion and domestic spending was $30.10 billion.

The Japan destination tourism market research report provides an in-depth analysis of destination markets, infrastructure developments, attractions, as well as risks and opportunities in Japan. It also explores the types of travelers that visit the destination, besides providing a SWOT analysis.

Key Tourism Types
  • Gastronomical Holidays
  • Cultural Holidays
  • Multi-Stop Trip Holidays
  • Sun and Beach Holidays
  • City Break Holidays
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Japan Destination Tourism Market Trends

  • The COVID-19 pandemic had a significant impact on Japan’s inbound tourism market. Even though inbound travel to Japan was growing rapidly before the pandemic, travel restrictions imposed globally resulted in a decline in international arrivals to Japan. However, after the travel restrictions were lifted, Japan experienced rapid recovery and international arrivals increased during 2021-2022. In 2022, the most popular purpose for international arrivals in Japan was to visit friends and family.
  • Leisure will be the most popular purpose of travel for many coming years. Japan’s goal of becoming a ‘tourism nation’ by creating appealing tourist destinations, upgrading tourism industries to fit traveler needs, and promoting training is driving the rapid increase in the leisure tourism market. Moreover, as a destination, the country has many tourism offerings that can appeal to different inbound travelers.

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Japan Destination Tourism Market Segmentation by Types

Gastronomical holidays were the most preferred holiday type in the Japanese destination tourism market in 2021

A few of the common tourism types in Japan’s tourism market include gastronomical, cultural, multi-stop trip, sun and beach, city break, adventure/sport, visiting friends or family, wellness/medical, eco, cruise, religious, wedding related, LGBTQIA+, among others. Since gastronomy tourism is evolving in a variety of ways, it is appealing to a larger number of travelers. Owing to this growing popularity, gastronomy tourism is now a part of the larger cultural offerings of many Japanese destinations. As a result, specialized niches such as wine trails, brewery visits, cooking classes, food festivals, food tours, and museums have now emerged based on the gastronomy tourism market.

Japan Destination Tourism Market Analysis by Tourism Types, 2021 (%)

Japan Destination Tourism Market Analysis by Tourism Types, 2021 (%)

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Japan Destination Tourism SWOT Analysis

Japan’s tourism offerings seamlessly blend technology and culture thus generating more tourism inflow

The unique culture of Japan including its traditional arts, fashion, cuisine, and historical sites, along with the country’s historic heritage separates its tourism offerings from its competitors. This unique cultural heritage of Japan influences contemporary art and fashion and plays a crucial role in the perceived identity of Japan globally.

Besides attracting tourists with cultural and historical heritage, Japan offers unique experiences for health and wellness tourists as well. This aligns with global tourism trends as many travelers are seeking wellness as part of their holiday experience.

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Japan Destination Tourism Construction Projects Overview

The proposed initiatives for tourism construction projects encompass a wide range of developments such as the establishment of luxurious hotels and resorts, the creation of state-of-the-art airports and convention centers, and the construction of various infrastructures specifically designed to cater to the needs of the tourism industry.

For example, there is a proposal for the construction of a theme park across Nakijin Village and Nago City near Yanbaru in Okinawa. The project aims to provide leisure and entertainment facilities in the region with the construction of restaurants, entertainment facilities, swimming pools, and such.

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Japan Destination Tourism – Latest Developments

  • US-based hotel chain company Marriott International Inc. plans to invest in a new 18,000m2 hotel under its Luxury Collection brand in Tottori, Japan. The hotel is expected to open in 2026.
  • UK-based multinational hospitality company InterContinental Hotels Group Plc plans to open a new hotel ‘Hotel Indigo Nagasaki Glover Street’ in Nagasaki, Japan. The hotel will have approximately 70 rooms as well as dining facilities and a fitness center. The new property is scheduled to open in late 2024.


This report is part of GlobalData’s Destination Market Insights Series. These reports provide an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the covered destination market, in this case, Japan.

Key Highlights

Domestically, tourism is recovering at a faster rate than inbound tourism, similar to travel trends globally. The number of domestic tourists in 2019 was xx million, this dropped to xx million in 2022. However, since travel restrictions were lifted, it has become easier for tourists to turn to domestic tourism for holidays.

Despite the hardships that Covid-19 has brought to Japan’s tourism sector and wider economy, the country is projected to recover by 2024 and exceed 2019 levels, in terms of international arrivals and inbound spending.

Reasons to Buy

  • Obtain a clear and detailed insight into new developments in popular tourist destinations.
  • Use data and analysis to explore trends related to international arrivals and spending, tourism segments as well as construction, airlines, and hotel developments.
  • Gain a better understanding of the opportunities in the market, as well as the risks, to support better business decisions.

Air France
InterContinental Hotels Group (IHG)

Table of Contents


Key Trends

Tourism Construction Projects

Foreign Direct Investment

Source Markets

Type of Tourism

Destination Focus

Reginal Risk Index and SWOT Analysis


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