Friday, July 5, 2024 Japan is poised to experience unprecedented growth in its tourism sector in 2024, driven by a comprehensive plan aimed at enhancing the quality of visitors, promoting regional tourism, and leveraging advanced technology to improve the travel experience. The government’s strategic initiatives and the robust recovery in the Asia-Pacific region position Japan for a record-breaking year in tourism. Japan’s updated “Basic Plan for the Promotion of a Tourism Nation” for 2023-2025 sets ambitious targets for both inbound and domestic tourism.
The plan aims to increase the spending of inbound travelers to 200,000 yen (approximately $1,495) per visit, up from 159,000 yen in 2019. This target translates to a total expenditure of five trillion yen annually by overseas visitors. A significant aspect of the plan is to attract high-quality travelers who are likely to spend more and stay longer in regional areas.
The goal is for overseas visitors to spend an average of two nights in local areas, up from 1.4 nights in 2019. This focus on regional tourism aims to alleviate over-tourism in popular cities like Tokyo and Kyoto and stimulate economic growth in lesser-known regions.
The recovery of airline connectivity has been crucial in driving the tourism rebound. Greater China, Australia, and New Zealand have shown significant growth in hotel occupancy, surpassing pre-pandemic levels. Tokyo, in particular, has seen occupancy rates exceeding 80%, driven by the .