Experiential tourism - the key to boosting tourist spending in Japan

According to statistics, the number of foreign tourists to Japan is estimated to have reached a record high of 21,518,100 in the first 6 months of the year, surpassing the 20 million mark at the fastest rate ever.

Tourists at a shopping street in Tokyo, Japan. (Photo: Kyodo/VNA)

Amid signs of changes in foreign tourists' spending behavior, boosting experiential tourism and providing value-added accommodation services are key to further stimulating consumption in Japan.

According to statistics, the number of foreign tourists to Japan reached a record high of 21,518,100 in the first 6 months of the year, surpassing the 20 million mark at the fastest rate ever. This result further affirms the appeal of Japan as an attractive tourist destination.

However, the spending patterns of these tourists are changing as their enthusiasm for luxury shopping appears to be waning.

Consumption by foreign visitors to Japan from April to June rose 18 percent year-on-year to 2.525 trillion yen ($16.8 billion), but their shopping spending fell as a percentage, according to a preliminary report from the Japan Tourism Agency.

Duty-free sales to domestic tourists at department stores in May fell about 40% from a year earlier, marking the third straight month of decline, reflecting sluggish sales of items including designer handbags.

On the other hand, the hotel industry continues to see strong demand from foreign tourists.

According to hotel operator Seibu Prince Hotels Worldwide, the ratio of foreign visitors to total guests in April and May increased about 1.1 times compared to the same period last year.

“The number of people looking for experiences (unique to Japan) is increasing,” said an official from Seibu Prince Hotels. For example, the Seiryu Kyoto Kiyomizu Hotel in Kyoto City, operated by Seibu Prince Hotels, held an event featuring traditional dance performances by young “maiko” performers.

“Average daily hotel room rates in urban areas are expected to remain relatively high from early autumn,” said Miwako Date, president of real estate developer Mori Trust, adding that demand for accommodation will increase further.

A survey conducted by the Japan National Tourism Organization showed that the proportion of foreign visitors spending 1 million yen or more per stay in Japan accounted for 19.1% of the total, up about 5.1 percentage points from 2019 before the COVID-19 pandemic.

According to the Japan Tourism Association, these foreign tourists tend to seek experiences with high added value.

“Instead of just buying things, (foreign tourists) are shifting their behavior to experiencing unique things in Japan and buying related items if they are impressed,” said Yukari Matsumoto of Jalan Research Center.

The Japan Tourism Agency is also promoting adventure tourism, allowing visitors to experience more of the nature and culture of the "Land of the Rising Sun"./.

Source: https://bvhttdl.gov.vn/du-lich-trai-nghiem-chia-khoa-thuc-day-chi-tieu-cua-du-khach-tai-nhat-ban-20250721094837354.htm