In 2024, travel-related services are flourishing, and inbound arrivals to Japan are expected to completely recover to the 2019 level,. Supporting growth, shopping convenience has improved, cashless payments have been introduced, and preparations for a continued increase in tourism are underway.
The extension of the Shinkansen bullet train in 2024, and the increasing popularity of cruises suggest a diversification of transportation methods in the travel industry. Airlines are therefore striving to maintain air as a preferred mode of travel; for instance, maintaining relationships with consumers by revising their mileage loyalty programmes.
Although hotel openings have continued in 2024, labour shortages remain a severe issue. To address this, the Hotel Business Act was amended to provide more support to employees, focusing on the issue of customer harassment.
Booking services are experiencing intensified competition, particularly amongst robustly growing online travel intermediaries. These agencies are implementing various strategies to stand out from the crowd.
Inbound tourism holds significant promise, presenting a vital opportunity for economic growth and cultural exchange. However, to fully realise this potential, it will be imperative to address pressing challenges such as overtourism and labour shortages, which continue to strain the travel industry.
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Understand the latest market trends and future growth opportunities for the Travel industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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Travel
Travel encompasses several categories including tourism flows, lodging, travel modes, in-destination spending and booking.
See All of Our DefinitionsThis report originates from Passport, our Travel research and analysis database.
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