What's Next for Japan's Inbound Tourism? Exploring Keywords to Increase Visitor Numbers

How has the Japan brand fared after the COVID-19 pandemic?
What business opportunities are likely to emerge in the future?

This series explores the current state of the Japan brand and Japan's future potential, examining the latest data from Dentsu Inc.'s proprietary "Japan Brand Survey" ( overview here ), which underwent a major renewal in 2022 and targets high- and middle-income overseas consumers.

Last time, we discussed the global momentum for overseas travel and Japan's rising popularity as a destination. This time, based on the Japan Brand Survey results, we will consider what is needed to actually bring visitors to Japan and strategies to recover Japan's future inbound tourism.

What do they want to do in Japan? ~ A shift towards "nature" and increasingly segmented needs by country/region

In the previous article, we noted the rising interest in "nature" experiences as a key factor in overseas travel. Similarly, when asked about "experiences they are interested in when visiting Japan," three nature-related items dominated the top three: "Nature/scenic spot sightseeing (forests, valleys, rivers, seaside, etc.)," "Experiencing the four seasons," and "Nature/scenic spot sightseeing (Japanese-style gardens)" (Data ①).

"Food," which topped the list in the pre-COVID survey (2019), did not fare well in this survey. "Hot springs," previously in the top three, and "strolling through downtown areas," which ranked highly, also dropped in position.Possibly due to the pandemic's impact, items associated with crowds or close contact with others showed a declining trend in popularity. As discussed later, "hot springs" remain popular in Asia, where COVID-19 concerns are significant. Therefore, rather than rejecting the experience itself, it is necessary to consider phrasing that acknowledges the negative feelings toward contact with large, unspecified groups caused by the pandemic.

Next, let's examine the results for the top countries sending visitors to Japan in each region: the United States, the United Kingdom, China, and Thailand (Data ②). While items related to "nature" occupy the top three spots and unique, valuable "World Heritage Sites" rank highly across all regions, other items show distinct differences by country.

While broadly categorized as "Western," preferences differ: Americans favor seeing quintessentially Japanese structures like historic sites and shrines/temples, along with nature-based activities like trekking and camping. Britons show higher demand for traditional cultural experiences and food.Meanwhile, within "Asia," differences emerge: while China and Thailand share common interests like hot springs and shopping, China shows higher demand for entertainment-focused experiences like traditional cultural activities and theme parks, while Thailand sees greater interest in seasonal experiences like fruit picking.

To effectively stimulate desire and drive actual visits, particularly in Europe and America where the psychological and physical distance from Japan is greater, it's crucial to adopt a meticulous approach. This involves not only addressing top-level needs for the Japan experience but also tailoring communication to alleviate COVID-19 concerns, while carefully considering the nuanced differences in demand across the countries and regions mentioned above.

Where in Japan do you want to go? ~ Destinations that offer broader horizons and deeper experiences

So, where specifically do international visitors want to go in Japan?
Does the growing interest in "nature" influence their destination choices?

First, examining awareness, experience, and intent by prefecture reveals that "Tokyo" consistently ranks top across all categories, followed by "Hokkaido," "Osaka," "Kyoto," and "Okinawa" (Data ③).

Tokyo's top ranking has been a consistent trend since the survey began, showing no change even after the COVID-19 pandemic. Meanwhile, recent surveys showed a rising trend in Hokkaido's popularity, especially among repeat visitors from East Asia. The 2022 survey revealed this trend accelerating, with Okinawa's popularity also increasing (Data ④). This is likely influenced by lingering COVID-related concerns, particularly in East Asia.

Next, focusing more specifically on desired "tourist destinations," the top three were "Mount Fuji," "Sapporo," and "Tokyo's Islands (Oshima, Hachijojima, Miyakejima, etc.)" (Data ⑤).It might be somewhat surprising that "Tokyo's Islands" ranked alongside Japan's iconic symbol "Mount Fuji" and the popular central city of Hokkaido, "Sapporo." This likely reflects interest in the gap between the image of the metropolis and nature, coupled with a growing desire for "nature" experiences.

Looking at trends by country, areas with World Heritage sites are popular in the US, while in the UK, historical sites like the Atomic Bomb Dome and historical structures like Himeji Castle are favored, suggesting a general interest in regional destinations.

Conversely, in China and Thailand, multiple Tokyo areas like "Ginza" and "Shinjuku" made the list, reflecting a desire to revisit familiar places (Tokyo) previously visited.

The impact of the COVID-19 pandemic has led to a broader movement of people toward areas rich in nature and regional destinations offering unique experiences. Simultaneously, there is a growing desire to deeply experience places they have already visited, suggesting that the nature of inbound travel to Japan will become more segmented.

What brings people to Japan? YouTube dominates overwhelmingly. Alongside personal word-of-mouth, a strong emphasis on the "real" experience

Overseas travel is becoming more active, and countries are launching promotions to attract international tourists. Finally, let's consider specific methods.

The top three sources of information referenced when gathering overseas travel information (※China surveyed separately with unique options) were "YouTube," "Word of mouth from family and friends," and "Google" (Data ⑥). Other high-ranking items included social media platforms like "Facebook" and "Instagram."

These results suggest that consumers, having experienced the value of travel during the pandemic, increasingly prioritize "real" information—such as experiences shared on YouTube and social media, and word-of-mouth from people they know—when evaluating whether a destination is worth visiting.

However, just like travel needs, information sources also show distinct characteristics by country/region (Data ⑦).

Comparing four countries with high numbers of visitors to Japan reveals that print media holds significant influence in the US, real-world word-of-mouth in the UK, video content in China, and online advertising in Thailand.

By incorporating these country-specific effective methods, not just focusing on reach efficiency, it is possible to achieve approaches with the power to move people.

The survey results reveal signs of change in inbound travel post-pandemic: the broad "nature" demand, the "segmentation" of needs by country/region, and the diversification of travel patterns driven by both "breadth" and "depth."

Some experts hold a positive outlook, predicting that once individual travel restrictions are lifted, tourists from Southeast Asia, the US, and Australia will recover quickly. Rather than viewing this as mere recovery, it's crucial to see it as an opportunity for greater growth. This requires adopting a different approach, one that accounts for the changes brought about by COVID-19. We hope this article provides useful insights for that purpose.

Through Parts 1 and 2, we explored hints for enhancing Japan's business opportunities with the theme of "inbound tourism." Next time, we will examine Japan's future potential under the theme of "Japanese products."

[Contact for Inquiries Regarding This Matter]
Dentsu Inc. Japan Brand Project Team
japanbrand@dentsu.co.jp

Japan Brand Research Hub Page
https://www.dentsu.co.jp/knowledge/japan_brand/

[Purpose of the Dentsu Inc. Japan Brand Survey]
Dentsu Inc.'s proprietary survey initiated in 2011 to understand how the Japan Brand was perceived globally when reputational damage occurred to Japanese agricultural and marine products and inbound tourism following the Great East Japan Earthquake. In 2022, it evolved into a cross-company project activity to enhance expertise through a fundamental restructuring of the survey design, analytical approach, and outputs.In 2025, it will newly plan and build a knowledge portfolio for the general public, aiming to create social value grounded in consumer insights.
The Japan Brand Survey regularly gauges the awareness and actual attitudes of overseas consumers regarding the Japan Brand as a whole, covering areas such as inbound tourism, regional revitalization, food, Japanese products, content, values, lifestyles, and social trends. It visualizes the changing sentiments of consumers and the challenges and potential of the Japan Brand, contributing to increasingly complex corporate activities while also promoting cross-cultural understanding within Japanese society.

【Dentsu Inc. Japan Brand Survey 2022: Survey Overview】
・Target Areas: 22 countries/regions (United States, Canada, Mainland China, South Korea, Taiwan, Hong Kong, Singapore, Thailand, Malaysia, Indonesia, Vietnam, Philippines, India, Australia, Saudi Arabia, United Kingdom, France, Germany, Italy, Spain, Russia, Finland)
・Sample Size: 8,220 (Breakdown: United States 960, Mainland China 1,260, Other countries/regions 300 each)
・Survey Period: December 2021 to January 2022
・Respondent criteria: Men and women aged 20–59 (middle-income and above)
・Survey Method: Online survey
・Research Organizations: Dentsu Inc. (Principal Investigator), Video Research Ltd. (Implementation Support)

[Notes and Disclaimers]
※1: Mainland China coverage primarily includes Tier 1 cities; India coverage includes Delhi and Mumbai; Australia coverage includes the Sydney metropolitan area; Southeast Asia coverage is limited primarily to metropolitan areas.
※2: Definition of middle-income level: Criteria set per country based on national average income (e.g., OECD statistics) and social class classification (SEC).
※3: Samples were collected with equal allocation by gender and age group for each country/region, then weighted to match the population composition.
※4: Proportions in this survey are rounded to the second decimal place (or first decimal place for some integer values), so totals may not add up to 100%.
※5: Country and region names used in this survey report and on the website follow the longstanding views of the Japanese government, Japanese social norms, and business practices.
※6: In creating the charts and graphs for this survey, the names of the countries and regions analyzed use the international standard ISO Country Code (ISO 3166-1 alpha-2/3), with some exceptions.
United States/US/USA, Canada/CA/CAN, Australia/AU/AUS, United Kingdom/UK/GBR, Germany/DE/DEU, France/FR/FRA, Italy/IT/ITA,Spain/ES/ESP, Finland/FI/FIN, United Arab Emirates/UAE, Saudi Arabia/SA/SAU, India/IN/IND, Indonesia/ID/IDN, Singapore/SG/SGP, Malaysia/MY/MYS, Philippines/PH/PHL, Thailand/TH/THA,Vietnam/VN/VNM, Mainland China/CN/CHN, Hong Kong/HK/HKG, Taiwan/TW/TWN, South Korea/KR/KOR
※7: The names of countries and regions used in this survey are for statistical or analytical convenience only and do not indicate any political stance or viewpoint.
※8: The maps used in this survey (world map and Japan map) have been partially modified and cropped to suit the analysis content and page layout. They do not necessarily accurately reflect national borders or territorial boundaries.