Japan Tourism Report

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A tourism update of Japan with emphasis on Japanese outbound, profile of outbound travellers, Japanese population, Economic Indicators and Foreign Visitors

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Japan Tourism Report

  1. 1. Country report JAPAN
  2. 2. Fact FileCountry Name: JapanCapital : TokyoAdministrative Divisions:47 prefectures;Aichi, Akita, Aomori, Chiba, Ehime, Fukui, Fukuoka, Fukushima, Gifu, Gunma, Hiroshima, Hokkaido, Hyogo, Ibaraki,Ishikawa, Iwate, Kagawa, Kagoshima,Kanagawa, Kochi, Kumamoto, Kyoto,Mie, Miyagi, Miyazaki, Nagano, Nagasaki, Nara, Niigata, Oita, Okayama, Okinawa, Osaka, Saga, Saitama, Shiga, Shimane, Shizuoka, Tochigi, Tokushima, Tokyo, Tottori, Toyama, Wakayama, Yamagata, Yamaguchi, Yamanashi
  3. 3. Fact File• Location: Eastern Asia, island chain between the North Pacific Ocean and the Sea of Japan, east of the Korean Peninsula• Area: total: 377.9 sq km• Population(millions): 128.1 (2010); Increase of only 0.2% from 2005• Language: Japanese• Currency: Japanese Yen (JPY)• Time Difference: UTC/GMT + 9 hours• Principal national holiday periods include New Year(28 Dec- 04 Jan); the Spring Break(20 Mar - 05 Apr); Golden Week (28 Apr – 06 May); Summer Holidays(20 Jul – 31 Aug). * Dates are approximate• Major International Airports: Tokyo Narita(NRT), Kansai(KIX)
  4. 4. Physical Features• Island Nation• Islands form a crescent - shaped archipelago• Consists of the main islands of Hokkaido, Honshu, Shikoku, Kyushu and Okinawa, and more than 6,800 smaller islands of varying sizes.• Surface area is equivalent to 0.3 percent of the global land mass.• 66% forests, 13% farmland; 5 percent building land• Prone to earthquakes and has active volcanoes
  5. 5. Surface Area of Japan (2010) Area( in sq kms) Japan ........................ 377,950 Main Islands Honshu ..................... 231,115* Hokkaido .................... 83,457 Kyushu ......................... 42,191 Shikoku ..................... ... 18,792* Okinawa ........................ 2,276* Excluding some areas of which boundaries are not yet fixed.Source: Ministry of Land, Infrastructure, Transport and Tourism, Japan
  6. 6. Climate• Temperate Marine Climate• Experiences hot, humid summers and cold, dry winters.• Has two long spells of rainy seasons, one in early summer and the other in autumn• From summer to autumn, tropical cyclones generated in the tropical seas develop into typhoons and hit Japan, sometimes causing storm and flood damage.
  7. 7. Population• 128,057,352 as of October 1, 2010 - Male: 62,327,737 (48.7% of the total population) - Female: 65,729,615 (51.3 %)• Population of foreign residents living in Japan: 1,648,000 (5.9% increase from 2005)• Tokyo ranked at the top in the population increase rate with 4.6%, followed by Kanagawa-ken (2.9%), Chiba-ken (2.6%)
  8. 8. Decline in Population• Japanese population is estimated to be declining by 0.1% a year. UN’s forecast indicates that population will shrink by 3% between 2009 and 2020.• Life Expectancy at birth is 83 years.• Two - thirds of the population is urban. Tokyo has 8.7 mn. The other main cities are: Yokohama(3.7mn), Osaka(2.7mn), Nagoya(2.2 mn) Sapporo(1.9mn), Kobe (1.5 mn) Kyoto(1.5mn), Fukuoka(1.4mn), Kawasaki(1.4 mn), Saitama(1.2 mn), Hiroshima(1.2 mn), Sendai(1.0mn)
  9. 9. Reasons for Decline in Population• Due to the sharp decrease in the younger generations.• People tend to stay unmarried until they are in their thirties or for the rest of their lives and a large proportion of married couples decide not to have children.• However, the decrease in population does not directly result in the immediate fall in the travelling population. On the contrary, the fast increasing seniors are a good potential market for the next few decades. This calls for change in marketing strategies for international destinations.
  10. 10. Population Growth Rate : 1920 to 2010
  11. 11. Age - WiseBreakdown (%) 2009e 2020f0 - 4 years 4.2 3.55 - 14 years 9.1 8.115 - 24 years 10.2 9.425 - 34 years 13.0 10.335 - 44 years 14.3 13.045 - 54 years 12.5 14.855 - 64 years 14.7 12.365 - 74 years 11.5 13.975 - 84 years 7.6 9.585+ 2.9 5.1Source: ETC
  12. 12. Change of population composition by age group : 1920 to 2010
  13. 13. Age Group : Growth Pattern• Percentage in 2009 were : 0 - 24 years: 23%; 25 - 59 years: 47% ; over 60 : 30%.• Median age is 45 years much higher than the world median of 29 years• Declines of 13% in 0 - 24 years group and 8% in 25 - 59 years group.•
  14. 14. Most Aging Country• Highest percentage of the population aged 65 years old (23%)and over in the world• Japan is the most aging country in the world followed by Germany and Italy both at 20.4%.
  15. 15. Economic IndicatorsItem Year FiguresPopulation (millions) 2008 127.69 2009 127.51 2010 128.06Projection(medium variant) 2050 95.15Employed persons(1,000) 2009 62,820Unemployed persons (1000) 2009 3,360Unemployment rate(%) 2009 5.1Industrial Production Index (2005 = 100) 2009 81.7 2010 94.3Gross Domestic Product(US$ billion) 2008 4,892 2009 5,042Gross domestic product (PPP, US$) per capita 2009 32,554.2
  16. 16. Number of Households• Number of households of Japan was 51,950,504 as of October 1, 2010• Number of private households was 51,842,000• Number of one-person households was 16,785,000 and formed the largest category among private households (more than 30%)
  17. 17. Private households by size of households: 1990 to 2010 In the population aged 65 and over, one in 10 males and one in 5 females were living alone.
  18. 18. Travel & Tourism Indicators• T&T industry, 2010 estimates Percent 2011-2020 of Total Annual Growth (% forecast)GDP (US$ millions) : 172,546 3.4 2.1Employment (1,000 jobs) : 2,294 3.7 1.0• T&T economy, 2010 estimatesGDP (US$ millions) : 459,323 9.2 2.5Employment (1,000 jobs) : 6,062 9.8 1.2Source: World Travel & Tourism Council, TSA Research 2010
  19. 19. Travel & Tourism Competiveness• Travel & Tourism Infrastructure Out of 139 countries Japan ranked 6th for Ground Transport Infrastructure, 22nd for Air Transport Infrastructure, 28th for Information & Communications Technology Infrastructure, 48th for Tourism Infrastructure• Travel & Tourism Regulatory Framework Ranked 19th for Safety and Security, 22nd for Health and Hygiene, 50th for Prioritization of Travel & Tourism, 51st for Policy , Rules and Regulations and 52nd for Environmental Sustainability• Travel & Tourism Human, Cultural & Natural Resources Ranked 22nd for Human Resources, 12th for Cultural Resources and 36th for Natural ResourcesSource: The Travel & Tourism Competitiveness Report 2011
  20. 20. Outbound Tourism, 2011 : Month - wise2000000 1391193 17864121500000 1282348 1420584 1465379 1637158 1267227 1517525 1497704 1114906 14614251000000 1152339 500000 0 Jan Feb Mar Apr May Jun #REF! Jul Aug Sep Oct Nov Dec
  21. 21. Top Destination Regions• Based on 2007 outbound figures the top regions were:  Northeast Asia: 30%  Hawaii, Guam and Saipan: 19%  Europe: 18%  Southeast Asia: 16%  North America: 7%  South Asia, Middle East, Africa, Central/South America: 6%  Oceania:4%• Japanese market was steadily shifting to closer destinations with short haul trips rising from 42% in 1998 to 55% in 2007. Long haul trips fell from 58% to 45%.
  22. 22. Source Regions• About 90% of Japanese outbound travellers come from the island of Honshu, including: - over 40% from the Tokyo Metropolitan Area - 15% from the Kansai(Kyoto/Osaka) area - 12% from the Tokai(Nagoya) area
  23. 23. InternationalTourismExpenditure• Japan ranked 7thglobally in 2010 with aspend of US $ 27.9 bn• But in 2011 it ranked9th with a spend of US$ 27.2 bn
  24. 24. Purpose of Trip Main purpose 2005 2006 of trip(%) Leisure/holidays 67.1 67.6 Honeymoon 2.0 2.3 VFR 5.9 6.2 Business 14.6 12.2 Training/inspection/technical 1.7 2.4 Conference 1.6 1.7 Study/school trips 1.0 1.3 Other 4.0 4.3 No Answer 2.0 1.9Source: ETC survey
  25. 25. Duration of Trip• Average Length : 6.1 nights in 2007• In 2007, 31.5% of Japanese outbound holiday trips lasted 2 - 4 days; 41% 5 - 7 days; 23% 8 - 11 days and 4% 12 days or more.• In 1998 only 21.5% of trips lasted 2 - 4 days and 43% lasted 8 days or more.• Growth of short haul trips is seen• Business trips are longer; leisure tips are shorter
  26. 26. SeasonalityOutbound Trips : Month - wise average, 2006 - 2008 Jan 8.1 Feb 8.2 Mar 9.1 Apr 7.4 May 7.8 Jun 8.0 Jul 8.3 Aug 9.6 Sep 8.8 Oct 8.5 Nov 8.3 Dec 7.9
  27. 27. Accommodation Preferences• Holiday/leisure travellers generally prefer 3 star or even higher category hotels• Student travellers generally use lower - grade hotels• Young Japanese ladies in their 20s and 30s prefer greater luxury four or five star hotels.• Use of mid-range and budget hotels is on the increase.• Guest houses, bed and breakfast and other forms of accommodation may also be used.
  28. 28. Nature of Travellers• In 2007, 56% of outbound travellers were male and 44% female. Business visitors are mostly males.• In 2005, 4.6% were first - time travellers, 14% had travelled 1 - 2 times; 19% had travelled 5 - 8 times and 47% had travelled 9 or more times.• In 2005, 66% made one trip in a year; 20% made two trips; 7% three trips and 7% four trips or more.
  29. 29. Departures, Age - wiseAge - wise(2007) Males Females Total (%) (%) (%)0 - 9 years 2.7 3.3 3.010 - 19 years 3.8 6.1 4.820 - 29 years 11.6 23.4 16.830 - 39 years 21.7 20.7 21.240 - 49 years 22.4 12.7 18.150 - 59 years 20.2 15.8 18.360+ 17.7 18.0 17.8Total 100.0 100.0 100.0
  30. 30. Travel Companions• In 2007: - 11% travelled alone; around 59% travelled with family; 30% with friends - 47% were accompanied by their husband or wife - 16% by their children or grand - children - 8% by their parents and grand - parents - 5.6% by other family members
  31. 31. Preferred Activities• Visiting natural and scenic attractions• Shopping• Historic and cultural attractions• Rest and relaxation• Art Galleries and museums• Beauty treatments and massage• Theatre, concerts and movies• Theme parks• Visiting family and friends
  32. 32. Aspirational Destinations• According to Wave 3 2008, the top ten aspirational destinations for the Japanese are: - Italy - Switzerland - France - UK - Australia - Canada - New Zealand - Germany - Sweden - Spain
  33. 33. Travel DecisionsTimings Leisure VFR Business All Trips /holiday (in %, 2005)1 week before 2 3 21 51 - 2 weeks before 7 10 34 112 weeks - 1 month 25 29 29 25 before1 - 2 months before 37 33 10 322 - 3 months before 18 14 2 153 months or more 10 8 1 10beforeNo answer 1 3 4 2Source: ETC survey
  34. 34. Booking Methods• Women and young travellers use internet more. Travel agencies/tour operators and telephone are also used especially by elderly travellers.• Since the majority of Japanese travellers rely on travel agents to plan their travel arrangements, the travel agent influences the choice of destinations.
  35. 35. Information Sources• In 2007, the information sources for holiday trips were: Internet: 78% Travel guide books: 60.5% Travel agency pamphlets: 51% Travel agencies: 37.5% National and Regional tourist boards: 18% Friends & Relatives: 16.5% Mass Media : 11% Airline and railway companies: 9%• Use of internet and tourist boards is increasing while the use of guide books and pamphlets are now decreasing.
  36. 36. OnlinePopulation • Total Online Population (000s) in 2011: 101,229 • Percentage of Population Online in 2011: 80.0%(101,228,736 internet users) • This represented 10.0% of the Asian population. • 95.7 million people will use the internet in Japan by 2013. This would be up from 92.3 million in 2009.
  37. 37. Online Travel Bookings• Japans online travel bookings are projected to exceed US$31 billion in 2012, according to PhoCusWright.• Online Travel Agencies (OTAs) attracted an average of 11.3 million monthly unique visitors in Japan in May - July 2011.• Travel information sites (the second - most frequented online travel category in Japan) averaged 7.1 million monthly unique visitors in May - July 2011.
  38. 38. Foreign Visitors To Japan, 2010• Foreign Visitors to Japan : 8.61 mn in 2010(up 26.8% from 2009)• Of the total number of foreign visitors to Japan, tourists numbered 6.36 mn (73.9 % of total foreign visitors).• Number of visitors from Asian countries was the highest: 6.53 mn (up 35.6 % from 2009)• Among Asian Countries visitors from Republic of Korea was highest : 2.44mn(28.3 % of the total number of foreign visitors to Japan)• Highest number of tourists was from Republic of Korea with 1.96 mn followed by Taiwan with 1.14 mn
  39. 39. Foreign Visitors, Major Source Countries
  40. 40. Japan Among Top Venues For Meetings
  41. 41. Asia - Pacific Travellers To Visit Japan More Region Top 3 most visited destinations Top 3 likely destinations in in past 2 years (%) next 2 years(%) Asia - Pacific China - 24 Japan - 30 Hong Kong - 23 United States - 21 Japan - 9 United Kingdom - 20Source: Visa Global Travel Intentions Survey 2011
  42. 42. Major Tourism Events And Festivals• JATA Travel Showcase: www.jata-jts.jp/about/en/overview_en.html• Tokyo International Film Festival: http://2012.tiff-jp.net/en/• Naha Great Tug of War Festival: www.okinawastory.jp/en/event/event_111008-10.html• Feudal Lords Procession in Hakone: www.jnto.go.jp/eng/location/spot/festival/hakonegyoretsu.html• Tori-no-ichi: www.torinoichi.jp/english/index.htm• Nagasaki Kunchi Festival : http://www.at-nagasaki.jp/foreign/english/kunchi/
  43. 43. Major Tourism Events And Festivals• Chusonji Fujiwara Festivals : http://www.chusonji.or.jp/en/index.html• Japan Myth Expo : http://www.japanesemythology.jp/• Chichibu Night Festival: ww.jnto.go.jp/eng/location/spot/festival/chichibuyo.html• Oga Namahage Festival: www.jnto.go.jp/eng/location/spot/festival/oganamahage.html• New Years In Japan : http://www.japantravelinfo.com/blog/?p=1799• Antique Jamboree : http://home.att.ne.jp/sun/jambokun/antique/e.html
  44. 44. Major Tourism Events And Festivals•• Setsubun (Bean-Throwing Festival) www.jnto.go.jp/eng/attractions/event/traditionalevents/a70a_fes_setsubun.html• Hina-Matsuri (Doll Festival) www.jnto.go.jp/eng/attractions/event/traditionalevents/a70b_fes_hina.html• Hana-Matsuri (Floral Festival) www.jnto.go.jp/eng/attractions/event/traditionalevents/a70c_fes_hana.html• Tanabata(Star Festival) www.jnto.go.jp/eng/attractions/event/traditionalevents/a69a_fes_tanabata.html• O-Bon (Lantern Festival) www.jnto.go.jp/eng/attractions/event/traditionalevents/a69b_fes_obon.html• Shichi-Go-San (Childrens Shrine-Visiting Day) www.jnto.go.jp/eng/attractions/event/traditionalevents/a69c_fes_shichi.html
  45. 45. Useful Links• Japan National Tourism Organisation www.jnto.go.jp/• Japan Association of Travel Agents www.jata-net.or.jp/english/index.htm• Japan Tourism Agency www.mlit.go.jp/kankocho/en/index.html• Japan Guide Association www.jga21c.or.jp/index_e.html
  46. 46. References• Japan National Tourism Organisation• Statistics Bureau, Japan• World Tourism Organisation• World Travel & Tourism Council• European Travel Commission• Visa
  47. 47. Disclaimer• The report is based on the information from the published sources and references mentioned and inferences drawn are from them. Stark Tourism Forum and its parent organization, The Stark Group and the Group Companies - Stark Communications, Stark Expo, Stark World Publications are not responsible for errors/omissions that could have crept in knowingly or unwittingly.

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