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Japan Sports Tourism Market

Market Insights on Japan Sports Tourism covering sales outlook, demand forecast & up-to-date key trends

Japan Sports Tourism Market By Sports, Sports Tourism, Consumer Orientation, Booking Channel, Tourist, Tour Type, Age Group & Region - Forecast 2022 – 2032

Japan Tourism Market Outlook (2022-2032)

[309 Pages Report] The Japan sports tourism market, which is valued at US$ 8787 Million in 2022 is expected to grow at a sound CAGR of 8.7% CAGR, and is anticipated to be valued at US $ 20236.53 Million by 2032.

“Increasing investment in technology and having the landscape to support all kinds of sports are expected to drive the demand for Japan sports tourism.”

Sports tour is well-positioned to be an essential element of the Japanese government's efforts to accomplish its economic GDP growth. Beyond the topline monetary gains, the government is also seeking to use inbound tourism as an engine to prompt interaction and vitalize outlying areas by capturing inbound demand, thereby reinvigorating non-metropolitan areas around Japan.

Attribute

Details

Japan Sports Tourism Market Size (2022)

US $ 8,787 Million

Japan Sports Tourism Market Anticipated Size (2032)

US $ 20236.53 Million

Japan Sports Tourism Market Value-based CAGR (2022-2032)

8.7%

Japan has been successful in attracting and hosting mega-events, especially spectator events. It hosted the Summer Olympic Games in 1964 and will host again in 2021. Sapporo and Nagano were the host cities of the Winter Olympic Games in 1972 and 1998.

Japan has also been the host of (or will host) the Asian Games (1958, 1994, 2026), the FIFA World Cup (2002), the IAAF World Championship (1991, 2007), the Rugby World Cup (2019), the Universiade (1967, 1985, 1995), the Winter World University Games (1991), the World Games (2001), and the World Masters Games (2021), among others.

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What are the Key Drivers leading to the Development of Japan Sports Tourism?

Japan also offers numerous possibilities throughout the four seasons owing to its abundant natural resources. Examples include trail running in the spring, river rafting and marine sports in the summer, and skiing and snowboarding in the winter. In addition to various sports activities, participants have the opportunity to visit and experience cultural heritage sites or diverse wildlife in the local area. Sport heritage tourism in Japan has received very minimal attention. However, some various sport-related museums and events tap into nostalgia.

Japan’s natural tourism resources are classified into four distinct categories: marine resources, mountain resources, suburban resources, and snow and ice resources. Municipalities and local governments can take advantage of these resources to create and offer sports activities. This is expected to drive the demand for Japan sports tourism.

In addition, Japan is predominantly mountainous, with two-thirds of its territory covered by forests. Its unique topography means that it has ideal locations for activities such as hang gliding, hiking, trekking, trail running, and zip-lining, among others. Snow and ice resources are abundant in Japan, which is known for its powder snow, branded as “#japow” (i.e., a shortened word for Japan and snow) on social networking services, ski resorts in Hokkaido (e.g., Niseko) attract many foreign skiers and snowboarders.

All this has been possible because the Japanese invest heavily in technology, which has enabled them to develop an infrastructure that supports any kind of sports, be it related to air, water, land, or mountains. If we talk about a particular game per se, Japan is mainly meant for martial art forms like Judo, Karate, Sumo, etc. People from all over the world visit Japan to view events related to such art forms. This is expected to have a constructive impact on Japan sports tourism market trends.

Japan is meant for its world-class snow quality as well. Because of this, there is a variety of sports that are held, which are related to cross-country skiing, snowboarding, and snow rafting. Tourists literally look forward to this amazing experience.

Moreover, the availability of an excellent infrastructure makes it possible for the Japanese to conduct events like Skateboarding, BMX, etc. Not only for participation, but tourists also visit Japan to view these amazing games in good numbers. This is expected to have a sound impact on Japan's sports tourism market share.

How does Research Contribute to Strengthening the Japan Sports Tourism Market?

Research in sports tourism aims to understand the “why” behind sports tourists’ behaviors or, in other words, seeks to answer all those questions which have no solution to date or which have never been thought about.

Japan is one such nation that invests heavily in Research and Development. Based on a survey, it was found that the Japanese spent nearly 19.58 trillion Yen in 2019.

Because of increased involvement in research amalgamated with the right usage of technology, the Japanese are able to perfectly apply this combination in sports. This combination changes the aesthetics of all the sports to the extent that the tourists are awe-struck by the exemplary scenes that are presented in front of them. This is anticipated to increase the demand for Japanese sports tourism.

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How are Government Policies and Plans Boosting the Japan Sports Tourism?

“Policies and plans introduced by the government expected to boost the tourism market in Japan”

Since the early 2000s, the Japanese government has eyed tourism as an important growth industry to contribute to and revive its stagnant economy. Japan Sport Tourism Alliance (JSTA) was established in 2012 to implement a policy regarding sports tourism. The Japanese government enacted the Basic Act on Sport, which specifically addressed the role of sport in reviving regional communities, societies, and economies. Furthermore, to realize the basic ideas in the act, the Japanese government formulated the Sport Basic Plan in 2012 and the Second Sport Basic Plan in 2016.

In the Second Sport Basic Plan, sports were selected as one of the crucial economic drivers to revive Japan. At the same time, it aimed to promote sports tourism to generate new businesses in regions and also aimed to create 170 sports commissions, whose objectives were to revive stagnant regional economies by attracting and supporting sports activities, events, and professional and amateur sports teams’ camps.

What are the Restraints Experienced by the Japan Sports Tourism Market?

The size of Japan in terms of area is very small. If sports enthusiasts visit the country, they may not be able to see a variety of places where events are held, unlike huge countries like India, China, Russia, or the USA. This is something that poses a potential threat to Japan sports tourism market.

Japan is prone to natural calamities like earthquakes and Tsunami. This is something which is quite scary for the visitors as well as the locals. Moreover, the majority of Japanese locals find it hard to converse in and understand English. This may lead to a language barrier while interacting with overseas tourists.

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Which Tourism Type is the Most Preferred in the Japan Sports Tourism Market?

“Foreign sports tourists are Preferring Active Sports Tourism and Nostalgia Sports Tourism in Japan”

Based on sports tourism type, active sports tourism holds the maximum share in the total market. But recently Japanese Government started promoting nostalgic-based sports, which are considered a new trend among foreign tourists. However, the number of visitors is low but tremendously increasing. Growth can be attributed to a growing preference among millennials and younger adults as they prefer watching popular games known, and nowadays, old generations prefer nostalgic-based game events. Active sports also include sports events that attract huge crowds from around the world.

What Type of Booking Channel is the Most Common in the Japan Sports Tourism Market?

“Online Booking is More Preferred by Tourists”

Sports Tourism has grown in popularity as a result of its performance throughout the period with which it can be booked and made available through online stages. Tourists prefer to use an online booking or mobile application platform since it provides for a direct, hassle-free digital transaction, as well as quick tracking and enhanced security.

Moreover, travelers may use the internet to search for and compare information on vacation locations, accommodations, restaurants, and other aspects, making online booking a more popular approach around the world.

What Tour Type is More Preferred by the Sports-based tourist in the Japan Sports Tourism Market?

“Package travel is mostly preferred by the consumers”

As for tour type, package travel is regularly chosen by the tourist as the tour operators offer numerous package travel tours by even offering customization in the tours. Whereas in the package tours the operators even provide some services which are not been included in other types such as accommodations, heavy discounts on package tours, etc.

Which Sport is played the most in Japan Sports Tourism Market?

“Baseball is the most popular and played sport in Japan”

Baseball is nowadays the country’s most popular participatory and spectator sport. Baseball has been the most popular sport in Japan for years because it has the longest history of the professional league in Japan. Even high school baseball is taken very seriously, with the National High School Baseball Championships.

Which Customer Segment has the Highest Market Share based on the Consumer Orientation in the Japan Sports Tourism Market?

Based on the consumer segmentation, it is the men who currently dominate the market. But, over the past decade, there has been a paradigm shift. Though the number of male travelers has increased, there has been an exponential increase in the number of female travelers as well. Increased participation in sports by women is one such reason because of which the number of women travelers might increase in the future.

Moreover, the increased number of women working in corporates and other kinds of settings as compared to a decade back is something that might influence the Japan sports tourism adoption trends in the future.

Based on the Tourist Type, which Customer Segment has the Highest Market Share in the Japan Sports Tourism Market?

Based on the tourist type, the domestic travelers, the domestic travelers dominate the segment.

Undoubtedly, Japan is visited by many foreign tourists, and over the years, the trend has been visibly increasing. In spite of that, the locals love watching all kinds of sports and are proactively involved in related activities as well. Moreover, when it comes to martial arts, the number of locals involved is even more, and they spend a lot of time understanding the dynamics associated with this art form.

Based on the Segmentation by Age-Group, which category has the Highest Japan Sports Tourism Market Share?

The age group of 26-35 has the highest market share. This age group is one that represents an age group of working professionals who are yet to experience many parts of the world. They have the capacity to do so as majority of them are employed or have their own businesses. In majority of cases, they are the ones who initiate the decision-making process. Moreover, they have better knowledge of how to access the latest information vis a vis technology.

How Dynamic is the Japan Sports Tourism Market Start-Up Ecosystem?

With so much to offer to almost all kinds of sports enthusiasts, the start-up ecosystem of Japan sports tourism is looking for ways to further improve the existing system.

The main focus of start-ups is to provide an unmatchable experience for sports tourists. They are developing facilities to let tourists develop customized plans based on the duration of time being spent in the nation. This allows tourists to visit places apart from viewing sports-related events. This is expected to have a positive influence on Japan sports tourism key trends and opportunities.

Competitive Landscape

Leading players operating in Japan and other country-based companies operating in Japan are focusing on ways to increase customer engagement. This would enable them to better understand the demand of the customers and come up with plans which would lead to better customer association with the company

For instance:

  • In July 2022, Following SAMURAI and Amsterdam 7s partnership, members from Team SAMURAI got the opportunity to attend the event in Amsterdam last weekend.
  • In April 2022, JTB Global Marketing & Travel Inc. received the Travelife Certified Sustainability award.

Key Companies Profiled

  • Japan Sports & Tourism Premier
  • Samurai Sports
  • Japan Tourism Agency
  • KNT SPORT
  • Japan Travel
  • Japan Sports Journey
  • GO TOKYO
  • Hankyu Travel
  • JTB Global Marketing & Travel Inc. (JAPANiCAN.com)
  • OMAKASE Tours
  • Nippon Travel Agency
  • Japan Gray Line
  • JapanQuest Journeys
  • Japan Wonder Travel

Market Segments

By Sports Type:

  • Football/Soccer
  • Cricket
  • Motorsports
  • Basketball
  • Others

By Sports Tourism Type:

  • Sports Event Tourism
  • Nostalgia Sports Tourism
  • Active Sports Tourism
  • Passive Sports Tourism

By Consumer Orientation:

  • Men
  • Women
  • Children

By Booking Channel:

  • Phone Booking
  • Online Booking
  • In-Person Booking

By Tourist Type:

  • Domestic
  • International

By Tour Type:

  • Independent Traveler
  • Tour Group
  • Package Traveler

By Age Group:

  • 15-25 Years
  • 26-35 Years
  • 36-45 Years
  • 46-55 Years
  • 66-75 Years

Frequently Asked Questions

The Japan sports tourism market has a valuation of US $ 8,787 Million in 2022.

The Japan sports tourism market is anticipated to expand at an 8.7% CAGR over the forecast period.

The Japan sports tourism market is expected to be valued at US$ 20236.53 million in 2032.

Main market drivers are increased usage of technology and infrastructure supporting all kinds of sports.

The main restraints are the small area size and inadequate knowledge of English among locals.

Table of Content

1. Executive Summary

    1.1. Japan Sports Tourism Market Outlook

        1.1.1. Who Is Travelling?

        1.1.2. How Much Do They Spend?

        1.1.3. Direct Contribution of Tourism To GDP

        1.1.4. Direct Contribution of Tourism To Employment

    1.2. Sports Tourism Evolution Analysis

    1.3. FMI Analysis and Recommendations

2. Market Introduction

        2.1.1. Total Spending (US$ Mn) and Forecast (2022-2032)

        2.1.2. Number of Tourists (Mn) and Forecast (2022-2032)

        2.1.3. Total Spending Y-o-Y Growth Projections (2022-2032)

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

3. Sports Tourism Industry Analysis

    3.1. Sports Tourism Industry Overview

        3.1.1. Sports Tourism Industry Contribution to Japan GDP

        3.1.2. Sports Tourism Sector Contribution to Japan’s Overall Employment

        3.1.3. Impact of Covid-19

        3.1.4. Others

4. Japan Sports Tourism Market Dynamics

    4.1. Market Drivers & Opportunities

        4.1.1. What are the key drivers leading to the development of sports tourism in Japan?

        4.1.2. How does research contribute to strengthening the Japanese sports tourism market?

        4.1.3. Others (during course study)

5. Market Background

    5.1. Macro-Economic Factors

        5.1.1. Japan GDP Growth Outlook

        5.1.2. Japan Industry Value Added

        5.1.3. Consumer Spending Outlook

        5.1.4. Japan Direct contribution of Sports Tourism to GDP

        5.1.5. Internet Penetration Rates

        5.1.6. Capital Investment in Sports Tourism

    5.2. Forecast Factors - Relevance & Impact

6. Categorizing of Japan Sports Tourism Market, 2021

    6.1. Introduction/ Key Findings

    6.2. Current Market Analysis by Sports Type

        6.2.1. Football/Soccer

        6.2.2. Cricket

        6.2.3. Motorsports

        6.2.4. Basketball

        6.2.5. Others

    6.3. Current Market Analysis by Tourism type

        6.3.1. Sports Event Tourism

        6.3.2. Nostalgia Sports Tourism

        6.3.3. Active Sports Tourism

        6.3.4. Passive Sports Tourism

    6.4. Current Market Analysis by Tour Type

        6.4.1. Independent Traveller

        6.4.2. Tour Group

        6.4.3. Package Traveller

    6.5. Current Market Analysis by Consumer Orientation

        6.5.1. Men

        6.5.2. Women

        6.5.3. Children

    6.6. Current Market Analysis by Age Group

        6.6.1. 15-25 Years

        6.6.2. 26-35 Years

        6.6.3. 36-45 Years

        6.6.4. 46-55 Years

        6.6.5. 66-75 Years

    6.7. Current Market Analysis by Booking Channel

        6.7.1. Phone Booking

        6.7.2. Online Booking

        6.7.3. In-Person Booking

7. Social Media Sentimental Analysis

    7.1. Social Media Platforms Preferred

            7.1.1.1. Facebook

            7.1.1.2. YouTube

            7.1.1.3. Instagram

            7.1.1.4. Twitter

            7.1.1.5. LinkedIn

            7.1.1.6. Pinterest

            7.1.1.7. Google+

            7.1.1.8. Others

    7.2. Consumer Perception for Destinations On Social Media Platforms-Positive and Negative Mentions

    7.3. Trending #Hashtags

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

    7.5. Region-Wise Social Media Mentions (% of Total Mentions)

    7.6. Trending Subject Titles

8. Competition Analysis

    8.1. Competition Dashboard

    8.2. Pricing Analysis by Competition

    8.3. Competition Benchmarking

    8.4. Competition Deep Dive

        8.4.1. Japan Sports & Tourism Premier

            8.4.1.1. Overview

            8.4.1.2. Product Portfolio

            8.4.1.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.1.4. Sales Footprint

            8.4.1.5. Strategy Overview

                8.4.1.5.1. Marketing Strategy

                8.4.1.5.2. Product Strategy

                8.4.1.5.3. Channel Strategy

        8.4.2. Samurai Sports

            8.4.2.1. Overview

            8.4.2.2. Product Portfolio

            8.4.2.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.2.4. Sales Footprint

            8.4.2.5. Strategy Overview

                8.4.2.5.1. Marketing Strategy

                8.4.2.5.2. Product Strategy

                8.4.2.5.3. Channel Strategy

        8.4.3. Japan Tourism Agency

            8.4.3.1. Overview

            8.4.3.2. Product Portfolio

            8.4.3.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.3.4. Sales Footprint

            8.4.3.5. Strategy Overview

                8.4.3.5.1. Marketing Strategy

                8.4.3.5.2. Product Strategy

                8.4.3.5.3. Channel Strategy

        8.4.4. KNT SPORT

            8.4.4.1. Overview

            8.4.4.2. Product Portfolio

            8.4.4.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.4.4. Sales Footprint

            8.4.4.5. Strategy Overview

                8.4.4.5.1. Marketing Strategy

                8.4.4.5.2. Product Strategy

                8.4.4.5.3. Channel Strategy

        8.4.5. Japan Travel

            8.4.5.1. Overview

            8.4.5.2. Product Portfolio

            8.4.5.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.5.4. Sales Footprint

            8.4.5.5. Strategy Overview

                8.4.5.5.1. Marketing Strategy

                8.4.5.5.2. Product Strategy

                8.4.5.5.3. Channel Strategy

        8.4.6. Japan Sports Journey

            8.4.6.1. Overview

            8.4.6.2. Product Portfolio

            8.4.6.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.6.4. Sales Footprint

            8.4.6.5. Strategy Overview

                8.4.6.5.1. Marketing Strategy

                8.4.6.5.2. Product Strategy

                8.4.6.5.3. Channel Strategy

        8.4.7. GO TOKYO

            8.4.7.1. Overview

            8.4.7.2. Product Portfolio

            8.4.7.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.7.4. Sales Footprint

            8.4.7.5. Strategy Overview

                8.4.7.5.1. Marketing Strategy

                8.4.7.5.2. Product Strategy

                8.4.7.5.3. Channel Strategy

        8.4.8. Hankyu Travel

            8.4.8.1. Overview

            8.4.8.2. Product Portfolio

            8.4.8.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.8.4. Sales Footprint

            8.4.8.5. Strategy Overview

                8.4.8.5.1. Marketing Strategy

                8.4.8.5.2. Product Strategy

                8.4.8.5.3. Channel Strategy

        8.4.9. JTB Global Marketing & Travel Inc. (JAPANiCAN.com)

            8.4.9.1. Overview

            8.4.9.2. Product Portfolio

            8.4.9.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.9.4. Sales Footprint

            8.4.9.5. Strategy Overview

                8.4.9.5.1. Marketing Strategy

                8.4.9.5.2. Product Strategy

                8.4.9.5.3. Channel Strategy

        8.4.10. OMAKASE Tours

            8.4.10.1. Overview

            8.4.10.2. Product Portfolio

            8.4.10.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.10.4. Sales Footprint

            8.4.10.5. Strategy Overview

                8.4.10.5.1. Marketing Strategy

                8.4.10.5.2. Product Strategy

                8.4.10.5.3. Channel Strategy

        8.4.11. Nippon Travel Agency

            8.4.11.1. Overview

            8.4.11.2. Product Portfolio

            8.4.11.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.11.4. Sales Footprint

            8.4.11.5. Strategy Overview

                8.4.11.5.1. Marketing Strategy

                8.4.11.5.2. Product Strategy

                8.4.11.5.3. Channel Strategy

        8.4.12. Japan Gray Line

            8.4.12.1. Overview

            8.4.12.2. Product Portfolio

            8.4.12.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.12.4. Sales Footprint

            8.4.12.5. Strategy Overview

                8.4.12.5.1. Marketing Strategy

                8.4.12.5.2. Product Strategy

                8.4.12.5.3. Channel Strategy

        8.4.13. JapanQuest Journeys

            8.4.13.1. Overview

            8.4.13.2. Product Portfolio

            8.4.13.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.13.4. Sales Footprint

            8.4.13.5. Strategy Overview

                8.4.13.5.1. Marketing Strategy

                8.4.13.5.2. Product Strategy

                8.4.13.5.3. Channel Strategy

        8.4.14. Japan Wonder Travel

            8.4.14.1. Overview

            8.4.14.2. Product Portfolio

            8.4.14.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.14.4. Sales Footprint

            8.4.14.5. Strategy Overview

                8.4.14.5.1. Marketing Strategy

                8.4.14.5.2. Product Strategy

                8.4.14.5.3. Channel Strategy

        8.4.15. Others (As per request)

            8.4.15.1. Overview

            8.4.15.2. Product Portfolio

            8.4.15.3. Profitability by Market Segments (Product/Channel/Region)

            8.4.15.4. Sales Footprint

            8.4.15.5. Strategy Overview

                8.4.15.5.1. Marketing Strategy

                8.4.15.5.2. Product Strategy

                8.4.15.5.3. Channel Strategy

9. Assumptions and Acronyms Used

10. Research Methodology

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