JATA Tourism EXPO Japan 2016 in Tokyo
Date: September 22-25, 2016
Venue: Tokyo Big Sight
In 2014, Japan was the fourth largest overall source of inbound travelers (and second largest overseas source) to the U.S., attracting 3.62 million visitors. The total number of Japanese outbound travelers in 2014 was 16.9 million. The U.S. continues to be one of the most popular destinations for Japanese visitors with a 21 percent market share in Japan. Japanese spending in the U.S. remained healthy with travel and tourism receipts totaling $17.7 billion, fourth after Canada, China and Mexico.
Within the Japanese outbound travel market, the senior travel segment shows especially good growth potential for U.S. firms and destinations. While the overall size of the Japanese population will slowly decrease, the number of people aged 60 and over is steadily increasing. Currently, one out of every four people in Japan is over the age of 65, which will be over 33 million people (of the total population of 127 million).
The Japanese senior segment, especially the 6.6 million baby boomers born between 1947 and 1949, was strongly influenced by American music, film and TV. As a result, these baby boomers, especially Japanese males, have a favorable impression of American lifestyle and culture. These individuals have time, money, and energy to spend on leisure travel, and are the best match for long-haul destinations such as the United States.
Japanese are also focused on special interest tours (SIT). Examples that appeal to Japanese SIT travelers are:
In addition, the educational travel market has promising growth potential for U.S. firms and destinations. In Japan, almost all public and private schools including primary, junior high, and high schools organize school trips, including international trips, for their students. According to the Japanese Ministry of Education, in the Japanese fiscal year 2013 (April 2013 to March 2014), a total of 168,668 junior high and high school students participated in overseas school organized travel, and a total of 1,300 high schools organized school travel. Within the 1,300 high schools, 260 schools went to the United States with more than 35,000 students. U.S. is the number one overseas school travel destination in Japan. In fact, many high schools, especially private high schools all over Japan, organize some type of overseas educational travel including large-scale school trips, and voluntary small group trips with homestay and language training components.
With the conclusion of the Open Sky agreement between the U.S. and Japan, we expect the number of day-time flights from Tokyo/Haneda to the U.S. would increase in the latter half of 2016. With this increase in the number of seats between the U.S. and Japan, now is an excellent time for the U.S. travel industry to promote their destinations and services in the Japanese market.
U.S. Department of Commerce, National Travel & Tourism Office (NTTO)
U.S. Travel Association
Visit USA Committee Japan
Japan Tourism Agency
Japan Association of Travel Agents (JATA)