In an effort to broaden the nation’s appeal to travellers from beyond the booming Chinese, South Korean and Hong Kong markets, the Japan National Tourism Organisation is to open new offices in seven countries over the coming year.
The existing 14 offices, in such key markets as London, New York, Los Angeles, Seoul and Beijing, will be supplemented by permanent presences in Italy, Spain and Russia in Europe, as well as in Malaysia, India, Vietnam and the Philippines in Asia.
The number of foreign visitors to Japan hit a record 19.73 million in 2015, a leap of more than 47 per cent from the previous year and well beyond the 13 million predicted by tourism authorities here.
The surge in interest also means that the industry is well ahead of its target of 20 million visitors in the year 2020, when Tokyo will host the Olympics and Paralympic Games. The government is planning to reconsider the 2020 target and may set it as high as 30 million arrivals.
Significantly, the JNTO is not planning to increase its presence in China, Hong Kong or South Korea.
In 2015, 4.99 million mainland Chinese visited Japan, the largest single national group and more than double the previous year. South Koreans accounted for the second-largest number of visitors, with a shade over 4 million arrivals, up 54 per cent on 2013.
Arrivals from Hong Kong totalled 1.52 million, an increase of more than 64 per cent.
Because of their relative proximity to Japan, as well as an increase in the availability of cheap flights, the weak yen and easier visa regulations, many mainland Asians have Japan on the top of their “must-see” destinations.
And while Japan’s tourist authorities - as well as hotel operators and others in the travel sector - are happy at the recent influx from other parts of Asia, they tend to stay a relatively short amount of time. Japan’s tourist authority is hoping to see an increase in the number of long-haul visitors who are likely to stay for at least 10 days.
For first-time tourists to Japan, the “Golden Route” of Tokyo, Hakone, Kyoto and Osaka by “shinkansen” bullet train is the preferred itinerary, but JNTO officials say the organisation is also working hard to encourage repeat visitors to venture further afield.
Japan wants more foreign tourists - and for them to stay longer - after a record 19.73 million visitors in 2015 | South China Morning Post
The existing 14 offices, in such key markets as London, New York, Los Angeles, Seoul and Beijing, will be supplemented by permanent presences in Italy, Spain and Russia in Europe, as well as in Malaysia, India, Vietnam and the Philippines in Asia.
The number of foreign visitors to Japan hit a record 19.73 million in 2015, a leap of more than 47 per cent from the previous year and well beyond the 13 million predicted by tourism authorities here.
The surge in interest also means that the industry is well ahead of its target of 20 million visitors in the year 2020, when Tokyo will host the Olympics and Paralympic Games. The government is planning to reconsider the 2020 target and may set it as high as 30 million arrivals.
Significantly, the JNTO is not planning to increase its presence in China, Hong Kong or South Korea.
In 2015, 4.99 million mainland Chinese visited Japan, the largest single national group and more than double the previous year. South Koreans accounted for the second-largest number of visitors, with a shade over 4 million arrivals, up 54 per cent on 2013.
Arrivals from Hong Kong totalled 1.52 million, an increase of more than 64 per cent.
Because of their relative proximity to Japan, as well as an increase in the availability of cheap flights, the weak yen and easier visa regulations, many mainland Asians have Japan on the top of their “must-see” destinations.
And while Japan’s tourist authorities - as well as hotel operators and others in the travel sector - are happy at the recent influx from other parts of Asia, they tend to stay a relatively short amount of time. Japan’s tourist authority is hoping to see an increase in the number of long-haul visitors who are likely to stay for at least 10 days.
For first-time tourists to Japan, the “Golden Route” of Tokyo, Hakone, Kyoto and Osaka by “shinkansen” bullet train is the preferred itinerary, but JNTO officials say the organisation is also working hard to encourage repeat visitors to venture further afield.
Japan wants more foreign tourists - and for them to stay longer - after a record 19.73 million visitors in 2015 | South China Morning Post
