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Trends, Growth, and Opportunity Analysis of Outbound Tourism in Japan

Analytical Study of Outbound Tourism in Japan (2023 to 2033)

The outbound tourism landscape in Japan is expected to grow at a CAGR of 27.1% during the projected period. The ecosystem value is projected to increase from US$ 5,271.0 million in 2023 to US$ 57,856.2 million by 2033. The Japan outbound tourism revenue was valued at US$ 3,670.0 million at the end of 2022.

The demand for outbound tourism in Japan is expected to grow steadily during the forecast period. This is due to several factors, including the favorable tropical climate, year-round sunshine, and a wide range of stunning and picturesque locations. As the economy grows in Japan and disposable incomes rise, more citizens have the financial means to travel internationally. This enables them to explore new destinations and engage in leisure and business travel activities.

Japan is becoming more diverse, with a growing population of immigrants and people of different ethnic backgrounds. This has led to a greater interest in exploring heritage and cultural tourism, including trips to ancestral homelands and destinations with cultural significance.

The government in Japan is committed to promoting outbound tourism and is working to address challenges faced by this regional business front. In addition, the growing demand for leisure travel, the shift towards shorter, more frequent trips, and the increasing interest in emerging destinations are all positive trends for sales of outbound tourism in Japan.

The key growth drivers are the rising demand for authentic and personalized travel experiences, driven by rapid urbanization and growing disposable income. The impact of social networks and economical airline tickets cannot be understated.

Travel companies are also launching websites that are fast, accessible, and easy to use on smartphones. These services offer peer reviews, 360-degree video tours, and straightforward price comparisons, making it easier for travelers to plan and book vacations online. This brings profit prospects to the company, along with the growing Internet penetration, and allows them to expand their business.

Key players are partnering with companies to attract high-value customers through Internet marketing, helping to surge demand for adventure travel worldwide. Government organizations in several countries also encourage adventure tourism because it creates employment opportunities and positively impacts community development. As a result, the global appeal of outbound tourism is expected to increase.

Unpredictable climate change, ecological degradation, and linguistic and cultural loss are some conceivable risks of adventure travel. These aspects are projected to limit the growth of the outbound tourism sector in the coming years.

Japanese tourists are becoming more interested in experiencing local culture and cuisine when they travel abroad. This is due to the rise of social media and the increasing availability of information about different cultures. Japanese tourists are also more likely to travel to less popular destinations for a more authentic experience, contributing significantly to the country's economy and tourism revenue.

Attribute Details
Outbound Tourism in Japan Size (2022) US$ 3,670.0 million
Outbound Tourism in Japan Estimated Size (2023) US$ 5,271.0 million
Outbound Tourism in Japan Projected Size (2033) US$ 57,856.2 million
Outbound Tourism in Japan Value-based CAGR (2023 to 2033) 27.1%

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Historical Performance of Outbound Tourism in Japan

Japan's overall outbound tourism ecosystem has surged at a CAGR of 34.7% from 2018 to 2022. The increasing inclination of Japanese people to travel outside the country for recreational activities, the introduction of new attractive travel and tour packages, and favorable government initiatives are some of the critical factors driving Japan's outbound tourism sales.

The Abenomics-driven economic recovery in Japan has raised consumer confidence and encouraged growth in leisure and recreational activities. Tourists in Japan were the fourth-highest spending country in the US, behind China, Mexico, and Canada.

The economic crisis in Asia and the bursting of the Internet bubble have caused foreign tourism to slow down temporarily. However, Japanese tourists continue to explore neighboring destinations such as South Korea and Taiwan. Since the early 2020s, there has been a shift towards self-governing travel.

Events such as the Great East Japan Earthquake (2011) and the Fukushima nuclear disaster have adversely impacted foreign tourism. Travel habits have changed, and the focus has been domestic travel for some time. Despite these trials, foreign tourism is still growing strongly. Japan is dependably among the leading countries in international tourism spending.

Tourists are interested in developing destinations such as Vietnam, Thailand, and Indonesia and traditional destinations such as Korea and Taiwan. The rapid growth of travel apps and online booking platforms has made booking and planning trips more reachable for Japanese tourists. This has led to augmented customization and flexibility of travel itineraries.

The aging population in Japan has influenced tourism trends. Older travelers seek more cultural and leisurely experiences, though younger generations frequently seek adventure and exclusive experiences. Tourists are increasingly interested in environmentally friendly and sustainable tourism. Destinations that highlight nature conservation and accountable tourism are becoming increasingly popular.

Latest Trends, Hindrances, and Opportunities Influencing Demand for Outbound Tourism in Japan

Attributes Key Factors
Latest Trends
  • Experiential tourism: Japan-based tourists progressively seek meaningful and enriching experiences rather than visiting famous tourist destinations. This may include cultural workshops, hands-on activities, and interactions with local communities.
  • Customization and personalization: Travelers increasingly prefer personalized itineraries for their interests and preferences. Travel agencies and stages offer more options for customized trips.
  • Focus on nature and happiness: Several Japanese tourists express interest in activities close to nature, including hiking, visiting hot springs (onsen), and wellness retreats. This trend reflects the desire to relax, rejuvenate, and escape city life.
  • Destinations in rural and remote areas: While famous cities like Tokyo, Kyoto, and Osaka remain essential stops, interest in discovering lesser-known regions and the countryside has increased, allowing for deep connections closer to local culture and nature.
  • Technology integration: Technology has been vital in planning and experiencing travel. Mobile apps, virtual reality (VR), augmented reality (AR), and language translation tools are used to improve the travel experience.
  • Sustainable and responsible tourism: Japanese tourists are increasingly ecologically conscious and seeking sustainable, eco-friendly travel options. This includes transportation options, accommodations, and activities that prioritize conservation efforts.
  • Culinary tourism: Culinary tourism remains a significant trend. Japanese tourists want to sample authentic local dishes and participate in cooking classes or dining experiences.
Growth Hindrances
  • Natural disasters: Japan frequently experiences earthquakes, typhoons, tsunamis, and other natural disasters. These events can disturb travel plans, leading to cancellations and reductions in foreign travel.
  • Population aging: Japan's aging population may affect travel behavior. Older travelers may have diverse interests and needs, such as preferring to travel slower or with a cultural focus.
  • Economic factors: Economic conditions, counting exchange rates and inflation, can affect the affordability of global travel. A stronger yen could make traveling to Japan more expensive.
  • Political instability: Political unrest or conflict in certain areas may result in travel advisories being issued and discourage Japanese tourists from visiting those areas.
Upcoming Opportunities
  • Promoting domestic tourism: Encouraging domestic tourism in Japan could offer significant growth opportunities. Highlight lesser-known destinations, promote cultural experiences, and offer special packages that can appeal to Japanese visitors.
  • Cultural and heritage tourism: Japan has a rich cultural heritage, comprising traditional festivals, historic temples, and unique art forms. Indorsing cultural experiences can attract local and international tourists.
  • Sustainable tourism and ecotourism: The trend of sustainable and environmentally friendly tourism is receiving increasing attention. Japan can influence its natural beauty and commitment to ecological conservation to attract visitors seeking eco-friendly experiences.
  • Technology tourism: Adopting technology in travel, such as virtual reality (VR) experiences, augmented reality (AR) guides, and language translation mobile apps, can improve overall travel experience.
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Comparative View of Businesses Adjacent to Outbound Tourism in Japan

Japan's outbound tourism sales are set to be impacted by the peer or tangential businesses in the space. This includes businesses in Japan for sports tourism and the businesses catering to faith-based tourism in Japan. On analysis of these related ecosystems, Future Market Insights (FMI) has found profound insights that can help develop unique differentiating strategies to pursue growth and opportunity.

Japan Outbound Tourism Market:

Attribute Japan Outbound Tourism Sales
CAGR (2023 to 2033) 27.1%
Value (2023) US$ 5,271.0 million
Growth Factor Social media influence fuelling the growth of the market.
Key Trend Participation of travelers in traditional tea ceremonies.

Japan Sports Tourism Market:

Attribute Japan Sports Tourism Sales
CAGR (2023 to 2033) 8.7%
Value (2023) US$ 9,544.2 million
Growth Factor Growing middle-class population and celebrity endorsement.
Key Trend The increase in e-sports tournaments and virtual sports events contributes to sports tourism.

Japan Faith-Based Tourism Market:

Attribute Japan Faith-based Tourism Sales
CAGR (2023 to 2033) 10.5%
Value (2023) US$ 494.1 million
Growth Factor Increased government efforts to transform Japan into a leading tourist destination.
Key Trend Interfaith exchanges promote growth in Japan's faith-based tourism market.

Country-wise Insights

The table below explains the total sales of outbound tourism in Japan and CAGRs for 2033. Japan is anticipated to surge to US$ 57,856.2 million by 2033.

Country Japan
Market Value (2033) US$ 57,856.2 million

In the table below, the CAGR of Japan is given for the review period 2023 to 2033. Japan is expected to remain dominant by exhibiting a CAGR of 27.1% by 2033.

Country Japan
Value-based CAGR (2023 to 2033) 27.1%

Supportive Government Policies to Surge Sales in Japan

In the forecast period, the demand for outbound tourism in Japan is expected to grow at a 27.1% CAGR. Japan is further projected to reach a value of US$ 57,856.2 million by 2033.

The Government of Japan (GOJ) has steadily removed travel restrictions since the COVID-19 epidemic broke out. At a press conference in New York, Prime Minister Fumio Kishida announced that the GOJ would finally release some remaining barriers, such as the requirement for a short-term visa to enter Japan and remain there for 90 days and the ban on individual visitors. There have also been encouraging developments in border control and the sector's initiatives to encourage Japanese consumers to travel abroad. This has allowed businesses to be able to offer its services across prime locations in Japan.

Social media has emerged as a driving force behind remarkable growth in Japan's outbound tourism space. In sum, social media's pervasive influence has ushered in a new era of change for the market. It has connected travelers to vast possibilities, inspirations, and information, shaping their travel experiences and fostering continued expansion. As a result, social media has positively impacted Japan's outbound tourism ecosystem.

Supportive government policies have played a pivotal role in the significant growth of Japan's outbound tourism landscape. The Japanese government has intentionally designed and implemented programs to encourage its residents to travel the world and, as a result, enhance the country's economy. This is because it recognizes the economic importance of tourism. One of the most prominent actions has been the extension and simplification of visa procedures, including agreements on visa waivers with many nations, making foreign travel more feasible.

Further, the government aggressively promotes travel through businesses like the Japan National Tourism Organization (JNTO), spending money on marketing initiatives and international partnerships to draw domestic and foreign travelers. Owing to the favorable legislative climate that motivates and empowers Japanese tourists to visit the world, the outbound tourism business in Japan continues to prosper.

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Category-wise Insights

Leisure to Remain an Overwhelmingly Common Purpose of Travel

Leisure travel is the prominent purpose driving outbound tourism in Japan, with a share of 32.5% in 2022. Japanese tourists often seek leisure travel experiences that combine cultural immersion, natural beauty, and shopping and dining options. They are also becoming more interested in sustainable travel and off-the-beaten-path adventures.

In the following years, the leisure travel segment is likely to continue to dominate the Japan outbound tourism ecosystem. This is due to a variety of causes, including the Japanese economy's continuous expansion, rising disposable income, and Japanese people's increased interest in international travel.

Disposable Financial Resources make the 55+ Age-group Leading Consumers

The age group over 55 is expected to hold the dominating share of 26.5% in 2023. This group often possesses the time, financial resources, and inclination to explore international travel opportunities, making it a lucrative front for the tourism sector. People over 55 frequently exhibit a keen interest in the cultural and historical places they visit, making them passionate explorers of other people's cultures and historical sites. This can be related to the older population's growing preference for vacations abroad to unwind from hectic lives.

The growth of this segment is primarily driven by the gradual surge in the sum of adventure travelers in this age group. Furthermore, travelers in this age group opt for light adventure packages and tours and favor spending on enriching travel experiences. This category is expected to grow shortly as consumers desire light-hearted adventures and are willing to spend money on tourism and travel.

Japan's travel ecosystem recognizes this potential, tailoring packages and services to cater to their specific needs and preferences, ensuring a comfortable and enjoyable travel experience for the over-55 age group. As a result, they are spending large amounts on various tours and travel packages.

Competitive Landscape

Key players present in Japan outbound tourism are One Life Adventures, On the Go tours, Supera Tours, Bamba, Europamundo, Agate Travel, Learning Journeys, INTRO Travel, Trafalgar, Stunning Tours, The Dragon Trip, Intrepid Travel, Expedia, Trip Advisor, Explore, and G Adventures among others. These leading companies are taking key initiatives to expand and strengthen their business position and offer travelers immersive and authentic travel experiences.

The outbound tourism landscape in Japan is fragmented and competitive, with a sizable number of providers competing based on different services and packages. Companies are collaborating and forming partnerships to draw in more clients and give customers access to various options and expertise.

For instance,

  • In December 2022, Intrepid Travel launched new adventure packages in the United States.
  • In August 2021, SpiceRoads Cycling launched a new cycling tour package in Latin America, Colombia to allow tourists to experience Latin America's natural beauty and diversity.
  • In January 2023, Inspiresport entered into a partnership with Cricket Scotland.
  • In September 2022, Gullivers Sports Travel announced a year-long partnership that will see Waratahs alumni organize four sports trips during the Rugby World Cup world in France with Phil Waugh, Darren Coleman, Tony Dempsey, and Ian Kennedy.
  • In 2023, G Adventures, a renowned small-group adventure operator, collaborated with TProfile, a cutting-edge CRM and customer experience application provider.
  • In 2023, Makemytrip, a digital travel company, partnered with Europamundo, a global tourism and travel sector player, to bring their international holiday packages to India online.

Some of the Key Players in Outbound Tourism in Japan

  • One Life Adventures
  • On-the-go tours
  • Supera Tours
  • Bamba
  • Europamundo
  • Agate Travel
  • Learning Journeys
  • INTRO Travel
  • Trafalgar
  • Stunning Tours
  • The Dragon Trip
  • Intrepid Travel
  • Expedia
  • Trip Advisor
  • Colin Cowie Lifestyle
  • Explore
  • G Adventures

Scope of Report

Attribute Details
Estimated Sales in 2023 US$ 5,271.0 million
Projected Sales in 2033 US$ 57,856.2 million
Anticipated CAGR between 2023 to 2033 27.1%
Demand Forecast for Outbound Tourism in Japan 2023 to 2033
Historical Analysis of Demand for Outbound Tourism in Japan 2018 to 2022
Sales Analysis US$ million/billion for Value
Key Countries Covered
  • Japan
Key Segments Covered
  • Demographics
  • Purpose
  • Tour
  • Types
  • Age group
Key Companies Profiled
  • One Life Adventures
  • On-the-go tours
  • Supera Tours
  • Bamba
  • Europamundo
  • Agate Travel
  • Learning Journeys
  • INTRO Travel
  • Trafalgar
  • Stunning Tours
  • The Dragon Trip
  • Intrepid Travel
  • Expedia
  • Trip Advisor
  • Colin Cowie Lifestyle
  • Explore
  • G Adventures

Segmentation of Outbound Tourism in Japan by Category

By Demographics:

  • Male
  • Female
  • Kids

By Purpose:

  • Business Travel
  • Leisure Travel
  • Education, Employment, and Pilgrimage
  • Visiting Friends and Relatives

By Tour:

  • Family
  • Couple
  • Individuals

By Type:

  • Cultural & Heritage Tourism
  • Medical Tourism
  • Eco/Sustainable Tourism
  • Sports Tourism
  • Wellness Tourism
  • Others

By Age Group:

  • Under 15
  • 15 to 25
  • 26 to 35
  • 36 to 45
  • 46 to 55
  • Over 55

Frequently Asked Questions

Japan outbound tourism space is expected to reach US$ 5,271.0 million in 2023.

In terms of demographic segment, the male segment holds a share of 54.6%.

The ecosystem is predicted to total US$ 57,856.2 million by 2033.

Japan outbound tourism ecosystem grew at 34.7% CAGR from 2018 to 2022.

The overall ecosystem was valued at US$ 3,670.0 million 2022.

Table of Content

1. Executive Summary

    1.1. Market Outlook

        1.1.1. Who Is Travelling?

        1.1.2. Travel Gross Bookings

        1.1.3. Travel Gross Revenue

        1.1.4. How Much Do They Spend?

    1.2. Evolution Analysis

    1.3. FMI Analysis and Recommendations

2. Growth Parameters in Japan Outbound Tourism

    2.1. Emphasis On Personalized Experiences

    2.2. Convenience and Accessibility Authentic Local Fusion Food Experiences

    2.3. Social Media Influence

    2.4. Better Group Travel Incentives

3. Supply to Demand: Todays Travel Distribution Network

    3.1. Direct v/s Indirect Distribution

    3.2. Travel Gross Revenues, by Channel, 2022

        3.2.1. Supplier Direct

        3.2.2. TMC

        3.2.3. Tour Operator

        3.2.4. OTA

4. By Demographics in Japan Outbound Tourism

    4.1. Male

    4.2. Female

    4.3. Kids

5. By Purpose Type

    5.1. Business Travel

    5.2. Leisure Travel

    5.3. Education, Employment & Pilgrimage

    5.4. Visiting Friends & Relatives

6. By Tour

    6.1. Family

    6.2. Couple

    6.3. Individuals

7. By Type

    7.1. Cultural & Heritage Tourism

    7.2. Medical Tourism

    7.3. Eco/Sustainable Tourism

    7.4. Sports Tourism

    7.5. Wellness Tourism

    7.6. Others

8. By Age Group

    8.1. Under 15

    8.2. 15-25

    8.3. 26-35

    8.4. 36-45

    8.5. 46-55

    8.6. Over 55

9. Gross Revenue

    9.1. Destination Wedding Gross Revenue (US$ million) and Forecast (2023 to 2033)

    9.2. Target Market and Forecast (2023 to 2033)

    9.3. Total Spending Y-o-Y Growth Projections (2023 to 2033)

    9.4. Number of Tourists Y-o-Y Growth Projections

10. Challenges & Looking Forward

    10.1. Success Stories: Case Studies

    10.2. FMI Recommendations

11. Market Stakeholders Landscape – Key Direct Suppliers

    11.1. Accommodation

        11.1.1. Top Players

        11.1.2. Market Concentration

        11.1.3. Market Share

    11.2. Entertainment

        11.2.1. Top Players

        11.2.2. Market Concentration

        11.2.3. Market Share

    11.3. Transportation

        11.3.1. Top Players

        11.3.2. Market Concentration

        11.3.3. Market Share

12. Social Media Sentimental Analysis

    12.1. Travel Influencers: A new Phenomenon in the world of Tourism

    12.2. Social Media Platforms Preferred

    12.3. Trending #Hashtags

    12.4. Social Media Platform Mentions (% of Total Mentions)

    12.5. Trending Subject Titles

13. Assumptions and Acronyms Used

14. Research Methodology

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List of Tables

Table 01: Capital Investment in by Country (US$ million)

Table 02: Total Tourist Arrivals (million), 2022

Table 03: Total Spending (US$ million) and Forecast (2018 to 2033)

Table 04: Number of Tourists (million) and Forecast (2018 to 2033)

Table 05: Spending per Traveler (US$ million) and Forecast (2018 to 2033)
Ronak Shah
Ronak Shah

Principal Consultant

Talk to Analyst

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List of Charts

Figure 01: Total Spending (US$ million) and Forecast (2023 to 2033)

Figure 02: Total Spending Y-o-Y Growth Projections (2018 to 2033)

Figure 03: Number of Tourists (million) and Forecast (2023 to 2033)

Figure 04: Number of Tourists Y-o-Y Growth Projections (2018 to 2033)

Figure 05: Spending per Traveler (US$ million) and Forecast (2023 to 2033)

Figure 06: Spending per Traveler Y-o-Y Growth Projections (2018 to 2033)

Figure 07: Current Market Analysis (% of demand), By Demographics, 2022

Figure 08: Current Market Analysis (% of demand), By Purpose, 2022

Figure 09: Current Market Analysis (% of demand), By Tour, 2022

Figure 10: Current Market Analysis (% of demand), By Type, 2022

Figure 11: Current Market Analysis (% of demand), By Age Group, 2022


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