日本购物旅行行业市场前景及投资研究报告-外文版培训课件旅行团

TRAVEL&TOURISMShopping

tourism

in

JapanHow

does

the

shopping

segment

contribute

to

Japan’s

inbound

tourism?Key

questions

answered

inthisreport123How

important

isshopping

to

Japan’sinboundtourism

industry?What

are

thecurrenttrendsand

characteristicsoftheshoppingsegment?What

aspects

enableshopping

tourism

inJapan?•

Theinbound

tourism

market

sawremarkablegrowth

inthe

pastdecade,

reaching

avalueof5.29tn

JPYin2023.•

Theshoppingsegment

stagnatedinrecent

years,while

theshareof

travel

expenses

onshoppingdeclined

to

26.4

percentin2023.•Shoppingexceeds

theexpectations

oftravelers,with

92.6

percent

satisfied

with

theirexperience.Theleadingreason

for

shoppingwasthe

highqualityofitems.•

Inboundtouristsaccountedfor18.4

percent

ofthe

total

tourismexpenditure

in2019,

while

theinternational

tourism

balanceclimbed

to

3.4tnJPYin2023.•

Visitors

fromChina,Taiwan,and

SouthKorea

arekey

consumers

forJapan’sshoppingsegment.Shoppingexpenses

vary

strongly

bytravelers’origin,with

Chinesetouristsspending

themostpercapita.•

Non-cash

payment

methods

suchascredit

cardsandmobile

paymentsfacilitateshoppingand

werebroadly

used,especially

byChinese

tourists.•

Thenumber

of

tax-free

shopsgrewto

56,600,enablingtax-free

shopping.Tax-free

purchasesare

made

by

roughlyhalfof

travelers.•

Shoppingisone

oftheleadingsegments

ofinboundtourism,generating

1.4tn

JPYin2023,andwas

aleading

motivation

for

tourists

tovisitJapan.•

Theshoes,

bags,and

leather

goods

category

sawthe

highestaverage

expenditure,

whileconfectionary

was

themost-bought

itemcategory.2How

important

isshopping

toJapan’s

inbound

tourismindustry?1Inbound

travel

plays

a

big

role

in

Japan‘s

tourism

industryInboundtourismgainsinimportance

astraveler

numberssoarNumber

of

inbound

travelers

2011

to2023VisitorsinmillionsAlthoughdomestic

tourism

remains

the

foundationof

the

tourism

industryinJapan,

inboundtourismhasgained

inimportance

inrecent

years,

asthenumberof

international

visitors

started

to

soar

atthe

beginning

ofthepast

decade,

reaching

anall-time

highin2019.

Possible

reasons

forthisincludethe

relaxation

of

visapolicies,

informationcampaignsby

the

government,

as

well

asthegrowingavailabilityof

low-cost

airlinecarriers,

andtheimprovement

oftheeconomic

situation

oftravelersfrom

neighboring

countries.31,8831,1928,6925,0724,0419,7413,4110,368,366,224,12Traveler

numbers

and

tourism

expenditure

correlate.Accordingly,therise

inthe

numberof

inboundtouristsresulted

inasteep

increase

inJapan’soverall

inboundtravel

expenditure.

Thegrowing

importance

of

theinboundsegment

was

alsoreflected

intherisingshareof

overall

tourism

expenditure

spent

byinboundvisitors,

peaking

at18.4

percent

in2019.3,830,252011201220132014201520162017201820192020202120222023Shareoftourismexpenditurebysegment2013to2022:

Domestic

/

Inbound

travelers3Notes:(1)

Japan;

2011

to

2023;

figures

have

been

rounded;

(2)

Japan;

2013

to2022Sources:

(1)

JNTO;Ministry

ofJustice;

ID:654263;

(2)

MLIT;

ID:731610;

Text:honichi;

JTB;

Kankokeizai

News

Corporation;

movincHow

important

isshopping

toJapan’s

inbound

tourismindustry?1Strong

post-COVID-19

recovery

for

the

inbound

segmentRecord-high

expenditure

byinbound

visitors

andInternational

Tourism

Balancetestify

tothe

recovery

of

the

inboundsegmentInbound

tourism

overall

expenditureInternational

Tourism

Balance2011

to2023

intrillionJapaneseyenTheeffectsof

the

COVID-19

pandemicbetween

2020

and2022

weredetrimental

toJapan’stourismindustry,especially

fortheinbound

segment,which

recorded

adramaticdecrease

inexpenditure.

However,

aspandemic-inducedrestrictions

subsided

and

international

travel

recommenced,

theinboundsegment

recovered

in2023

tothe

pointthatitreached

anall-timehighthatyear,

continuing

theupward

trend

ofthepastdecade.5.313,44.812,74.522,424.421,783.753.481,09Thegrowth

oftheinbound

tourism

segment

was

alsoreflected

inJapan’sInternational

Tourism

Balance.

Thefigure,which

iscalculated

bysubtractingthe

expenses

of

inboundtouristsfromtheexpenses

ofJapanese

touristsabroad,turnedpositive

forthefirsttimein2015

and

hasstayed

positive

eversince.

In2023,

Japan’sInternational

Tourism

Balance

achieved

anew

high,recording

asurplusof

3.4trillion

Japaneseyen.

Thisisbeneficial

toJapan,

asmoney

from

outsideispumpedintothe

economy.2.281.851.420.900,621,330.740,550.810,220.12-0,04-0,65-1,06-1,32011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

20234Notes:(1)

Japan;

2011

to

2023;

(2)

Japan;

2011

to

2023Sources:

(1)

JTA;MLIT;

ID:654349;

(2)

Ministry

ofFinance;

ID:654991;

Text:EastAsia

Forum;Travel

Voice

JapanHow

important

isshopping

toJapan’s

inbound

tourismindustry?1Shopping

is

a

pivotal

market

segment

of

inbound

tourismShoppingwasthesecond

largest

segment

byexpenditure

in2023Inbound

tourism

spending

andexpenditure

distribution

bysegmentIntrillionJapanese

yen,

2023Shoppingisrecognized

asadistinctmarket

segment

inthe

tourism

industry,next

to

theaccommodation,

eatinganddrinking,transportation,andentertainment

segments.

Recent

surveyresults

showed

thataccommodation

isthe

leading

segment

interms

ofgenerated

revenue

inthe

inboundtourism

industry.Shoppingrepresentedthe

second

largest

segment

in2023.

Inthatyear,

shoppingexpenses

by1.20(22.5%)Eating

anddrinkinginternational

travelers

accounted

formore

than

one

quarteroftheoverallgenerated

spendingrecorded,showcasing

theimportance

of

theshoppingsegment.

This

equatedtoroughly

1.4

trillion

Japanese

yen

in2023.1.83

(34.6%)1.40(26.5%)0.60(11.3%)0.27(5.1%)AccommodationShoppingTransportationEntertainment5Notes:(1)

(2)

Japan;

2023Sources:

(1)

(2)

JTA;MLIT;

SRC;ID:654542;

ID:654525How

important

isshopping

toJapan’s

inbound

tourismindustry?1Tourists

are

tempted

to

shop

in

JapanMore

travelers

were

enticed

toshopthanthosewho

cited

it

astheirinitialmotivationtovisitInbound

tourists

leadingactivities

in

2023ShareoftravelersLeading

activitiesthat

motivatedtourists

tovisit

Japan

in

2023Periodical

surveys

revealed

thatshopping-relatedactivitiesconstituted

some

oftheleadingmotivationsfortouriststovisitJapan.Inthemost

recent

survey,about61

percent

oftravelers

looked

forward

toshoppinginJapan,while

more

than

half

of

themanticipatedstrolling

through

shoppingdistricts.Eat

Japanese

food83,2%98,1%ShoppingTheshareof

travelers

who

engaged

inshoppingwaseven

higher,reaching

84.3

percent.

Shoppingwasappealingtoabroad

spectrumof

travelers,

even

tosome

ofthose

whowere

initiallyless

interested

inshoppinginJapan.Shopping-related

activitiesrepeatedly

scored

highintraveler

surveys,underscoring

theimportance

of

shoppingtoinboundtouristsand

consequently

tothe

inboundtourism

segment.60,9%84,3%Walkinginshopping

districtsNature/scenery

sightseeing51,7%74,5%49,4%62,8%Drink

Japanese

alcoholic

beverages34,9%51,7%6Notes:(1)

(2)

Japan;

2023Sources:

(1)

(2)

JTA;MLIT;

SRC;ID:1067557;

ID:1067623;

Text:geelee

media

groupinc.;

PRTimesWhatarethecurrent

trends

andcharacteristics

of

theshoppingsegment?2Post-COVID-19

recovery

of

the

shopping

segment

laggedbehindContrarytothe

overall

development

of

the

inboundtourism,

the

share

oftravel

spenddedicated

toshoppingdeclinedOverall

shopping

expenditure2015

to2023ExpensesintrillionJapaneseyenIncontrast

to

therise

in

overall

expenditure

recordedinthe

inboundtourism

industryin2023

(see

page4),the

shopping

segment

stagnated,marking

itslowestpointof

the

pastseveral

years,

when

disregarding

thefiguresfrom

2020

to

2022,

which

were

heavilyimpacted

bytheCOVID-19

pandemic.Share

oftravelspend

used

onshopping1,671,641,581,451,431,441,8%Saiddevelopment

isalsoreflected

inthe

share

oftravel

spending

onshopping,which

peaked

in2015at41.8

percent

andhasdeclined

steadily

ever

since,decreasing

to

26.5

percent

in2023.

Thediscrepancyinthe

share

oftravel

spendingon

shoppingbetween2015

and

2023

isremarkable,

falling

bymore

than15

percent.38,1%37,1%34,9%34,7%28,7%26,3%26,5%2023Whathascaused

thisdevelopment?

Tounderstandthe

dynamic

of

the

shoppingsegment,

acloser

look

atthe

key

contributors

isnecessary.0,230,220152016201720182019202020227Notes:(1)

(2)

Japan;

2015

to

2023;

no

data

for2021

available;

2023

data

is

preliminarySources:

(1)

(2)

JTA;MLIT;

ID:1448882;

ID:1051817Whatarethecurrent

trends

andcharacteristics

of

theshoppingsegment?2Chinese

travelers

are

key

contributors

to

the

shopping

segmentThevoid

created

bythe

lackof

Chinese

visitorsin2023

waspartially

filledbythestrong

performance

ofother

regionsNumber

of

inbound

tourists

byregionfrom

2015

to2023InboundvisitorsinmillionsFigures

ontraveler

numbers

and

expenditures

forthe

pastdecade

show

thatthesuccess

of

inbound

tourism

islargely

dictatedbytheperformance

ofaselect

fewcountries

andregions.

Touristsfrom

China,

Taiwan,andSouthKorea

were

themaincontributors

to

inboundtourism

expenditure

ingeneral

aswell

astothe

shoppingsegment

inparticular.9,591088,387,366,3764,994Chinesetourists

narrowly

topped

therankingforshoppingexpenditure

in2023,despite

beingoutnumbered

by

travelers

from

Taiwan

andSouthKorea.

Before

theCOVID-19

pandemic,touristsfrom

China

constituted

the

mainpillarof

the

inboundtourism

shoppingsegment.

However,

recent

results

show

adrasticdecline

inshoppingspending

by

Chinese

visitors,

which

strongly

correlates

with

adecline

inthe

number

ofChinese

tourist

arrivals.

Ontheotherhand,shoppingexpenditurebyallother

major

entitiesincreased

significantlywhen

compared

to2019,

savingthe

shopping

segment

from

adisastrousresult

in2023.2,4321,070,040,190Major

contributors’

inbound

shopping

expenditure2015

to2023Expenditure

inbillionJapaneseyen1.5001.000878811937809783291Itisalsonoteworthy

thatthe

increase

inChinese

travelers’

shoppingexpenditurehasnotbeen

proportional

tothe

surge

intheirvisitornumbers

inthe

pastdecade.Onepossible

reason

mightbethe

emergence

of

a

traveler

class

among

Chinesevisitors

thatisless

focused

onshopping.Anotherreason

mightbechangingconsumer

behavior

amidstadifficulteconomic

situationinChina.500093312015201620172018201920202021*China

U.S.20222023SouthKoreaTaiwanHongKong8Notes:(1)

Japan;

2015

to

2023;

(2)

Japan;

2015

to

2023;

*data

regarding

inbound

shopping

expenditure

for2021

was

not

published

by

the

sourceSources:

(1)

JNTO;Ministry

ofJustice;

ID:1455221;

(2)

JTA;MLIT;

ID:1449406

Text:JTA;MLIT;

Diamond

Inc.Whatarethecurrent

trends

andcharacteristics

of

theshoppingsegment?2Have

tourists

lost

interest

in

shopping

in

Japan?Inboundtouristswere

stillenthusiasticaboutshopping,as

individual

percapitaspendingincreased

in2023

compared

to2019Percapita

expenses

on

shopping

byregionSpendinginthousandJapaneseyenAspreviously

discussed,the

shopping

segment

hadasluggishrecovery

fromCOVID-19

compared

toothersegments.

Havetourists

lostinterest

inshoppinginJapan?20192023Percapitaspendingof

inboundtouristsshows

thatthisisnot

the

case.

Shoppingexpenditure

per

capita

in2023

grew

amongtravelers

fromall

major

regionscompared

to

2019.

Themainreason

fortheoverall

decline

of

the

shoppingsegment

lies

inthe

composition

of

travelers.

Shoppingexpenditure

varied

stronglybyvisitors’

nationality,with

Chinese

touristsspending,on

average,

much

more

thanother

tourists.

Although

Chinese

tourists’share

ofspending

onshoppingdeclinedduringthe

pastdecade,

China

stillranked

first

ininternational

comparison,underscoring

itspivotal

significancetothe

shoppingsegment.

Hence,

the

slowrecovery

of

Chinesevisitor

numbers

in2023

(see

previous

page)hadbigrepercussions

on

the

shoppingsegment

which

couldnot

be

compensated

fordespite

the

overall

positivedevelopment

interms

ofper

capita

spending.121.765.941.571.352.226.646.323.217.9108.8ChinaTaiwanHongKongSouthKoreaUnited

StatesShareof

travelexpenditure

spent

percapita

on

shopping,

byregionin

2023Shareofshoppingexpenditure38,0%34,8%31,3%25,0%While

the

growth

inpercapitaspendinglooks

impressive,

itshouldbeconsideredwithin

the

economic

context

ofinflationandaweak

yen.

Inflationtranslatesintohigherprices

forthe

same

goods,

while

the

weak

yen

mighthaveencouragedinboundtraveler

shoppingspending.15,7%ChinaTaiwanHongKongSouthKoreaUnited

States9Notes:(1)

Japan;

2019

and

2023;

(2)

Japan;2023Sources:

(1)

JTA;MLIT;

ID:1453614;

(2)

JTA;MLIT;ID:1449552

Text:JTA;

MLIT;ID:1468499Whatarethecurrent

trends

andcharacteristics

of

theshoppingsegment?2Mosttravelers

cannot

resist

the

charms

of

sweets

and

convenience

storesTobuyor

nottobuy?

There

was

noroom

fordoubtinmost

travelers’

intentionswhen

itcametoconfectionaryMost

common

placestogoshopping

in

2023ShareofinboundtravelersusingrespectiveshopsPurchaserateof

shopping

itemcategories

byinbound

travelers

in

2023Overall

average

Used

bymore

than

80

percent

of

inbound

travelers,most

touristscould

notseem

togetaroundshoppingatoneof

the

56,000

convenience

stores

inJapan.Otherwidely

used

typesof

stores

includedduty-free

shopsatairports

and

department

stores.83,1%Convenience

storesAirport

duty-free

shopsDepartment

storesDrugstores80,4%75%50%25%0%77,9%72,7%Which

were

themost

popularshoppingcategories?Confectionary

topped

the

overall

ranking,assweetsandsimilarproducts

were

purchased

bymore

than70

percent

ofall

inboundtravelers.

Thiswasfollowed

byitems

from

the

other

food,

beverages,andtobaccocategory,

boughtby43.8

percent

ofvisitors.

Othernoteworthy

trends

included

thepurchaserateof

cosmetics

byChinese

travelers

at52.2

percent

and

medical

suppliesbyTaiwanesetravelers

at48.2

percent.60,0%59,6%55,8%Supermarkets45,9%SouthKoreaTaiwanChinaShoes,bags,

andleather

goodsClothingConfectionaryCosmetics

andperfumesOtherfood,beverages,

andtobaccoMedical

supplies10

Notes:(1)

Japan;

2023;

(2)

Japan;2023Sources:

(1)

JTA;MLIT;

ID:729163;

(2)

JTA;MLIT;

ID:1455300;

Text:Lawson;METI;

ID:810901Whatarethecurrent

trends

andcharacteristics

of

theshoppingsegment?2Travelers

spent

the

most

on

clothingProducts

catering

topersonal

appearance,

suchasshoes,

bags,andclothes,

generated

thehighestrevenuePercapita

expenses

of

leadingcontributors

byshopping

category

in

2023SpendinginthousandJapaneseyenAbout84.3

percent

of

travelers

shopped

duringtheirtriptoJapan(see

page6).

Whileinboundtouristswereinterested

inabroadrange

ofitems,

clothinggenerated

the

highest

percapitaexpenditure

overall,followed

bytheshoes,

bags,andleathergoods

andconfectionary

categories.

Travelers

fromdifferentcountries

andregions

hadvery

different

shoppingbehaviors,

bothinterms

of

spendingamount

and

itemcategory

choices.

Forinstance,Chinese

visitorsdisplayed

aparticularinterest

incosmetics,

spendingclose

to23,500

Japaneseyen

on

theseitems

onaverage,

which

was

more

than

SouthKorean

travelersspenton

average

forthe

six

leadingexpenditurecategories

combined.Overall

average302520151050SouthKoreaTaiwanClothingChinaShoes,bags,

andleather

goodsConfectionaryCosmetics

andperfumesOtherfood,beverages,

andtobaccoMedical

supplies11

Notes:Japan;

2023;

only

the

leading

six

categoriesare

displayedSources:

MLIT;ID:1455279Whataspects

enable

shoppingtourism

inJapan?3Shopping

experiences

exceeded

expectationsInboundtravelers’

shopping-related

expectations

were

more

than

metShare

of

travelers

who

looked

forward

toshopping

before

their

trip

toJapan,

by

region

in2023Share

of

satisfied

travelers

withshopping-related

activities,by

regionin

2023OverallaverageOverallaverage62,9%97,0%95,5%UnitedStatesTaiwan63,7%56,4%94,1%94,6%68,5%50,3%93,0%China58,8%93,2%53,9%92,0%93,7%Hong

KongSouth

Korea70,4%35,9%88,6%88,9%49,0%Strolling

through

shopping

districtsShopping12

Notes:(1)

(2)

Japan;

2023Sources:

(1)

(2)

JTA;MLIT;

SRC;ID:1455535;

ID:1455545Whataspects

enable

shoppingtourism

inJapan?3The

quality

of

goods

stood

out

as

a

motivating

factor

to

buyInboundtravelers‘

decisions

toshopwere

backed

byabroad

spectrumof

reasonsMost

common

reasons

for

purchase

in

2023ShareoftravelersTraveler

motivations

toindulge

inshoppingweremanifold.

Inbound

travelers’

most

common

reason

tobuyitems

duringtheirtripwas

the

good

quality

ofproducts,followed

bytheirreasonable

pricing.Anothermotivating

factorwas

thegood

or

cutedesignof

items.

Many

travelers

seem

to

haveapositive

imageregarding

Japaneseproducts,asshown

bythe

factthat“madeinJapan”

was

among

the

leading

reasonsforpurchase.Difficult

toget

inmycountryItisdelicious20.2%24.5%Preferred

brand

orproductMadeinJapan18.8%25.0%Itispopular

orfamous15.2%25.7%Design

isgoodorcuteWhen

asked

tochoose

the

shoppingitem

categorythatsatisfied

themthemost,the

leading

category

wasconfectionary,

which

seems

to

beagenuinecrowdfavorite,

asitwas

alsothe

most-bought

itemcategory.Inboundtravelers

were

alsohighlysatisfied

with

theirclothing-related

purchases.Suitableasasouvenir;

wasaskedtobring

homeReasonablepricing;

cheaperthaninmycountry14.4%27.8%Traditional;peculiar

toJapan10.9%41.7%Good

quality13

Notes:Japan;

2023Sources:

JTA;MLIT;

SRC;ID:1455369;

Text:JTA;MLIT;SRCWhataspects

enable

shoppingtourism

inJapan?3Alternative

payment

methods

facilitate

shoppingWhile

cashisthedominantpayment

method,

othermethods

were

alsowidely

usedUtilization

of

main

payment

methods

bymajor

region

2023InJapan,

cash

isthe

established

payment

method,with

cashless

paymentamounting

to

roughly

39.3percent

in2023.

Toaccommodate

inbound

travelerswho

mightbeusedtoother

payment

methods,

effortshavebeen

made

to

increase

payment

versatility

forinternational

travelers.

According

torecent

surveys,cashwas

stillthe

leading

payment

method

amonginboundtravelers

to

Japan,used

by96.3

percent.However,

non-cash

paymentswere

alsoutilizedconsiderably,

with

credit

card

usagealonereaching70.7

percent,

muchhigherthan

thatoftheJapanesepopulation.

Chinesetourists,inparticular,often

usednon-cash

payment

methods,

with

roughly

three

infourtravelers

havingpaid

with

theirmobile

phonesviatheChineseappsAlipayor

WeChat.Overall

average96,4%97,2%94,3%73,8%72,3%64,4%58,4%38,8%32,5%12,5%12,4%2,2%

3,4%3,4%

1,5%SouthKoreaCreditcardsTaiwanChinaMobilepayment(Alipay,WeChat,etc.)CashTransportationsystemchipcardsDebitcards14

Notes:(1)

Japan;

2023Sources:

(1)

MLIT;

SRC;ID:1455571;

Text:METI;ID:1226533;

Bank

ofJapan;

Cabinet

Office;

JapanConsumer

Credit

Association;

METI;Payments

JapanAssociationWhataspects

enable

shoppingtourism

inJapan?3Tax-free

shopping

encourages

consumptionIncreasing

availabilityoftax-free

shoppingaimstoincrease

shopping

participationbyinboundtravelersNumber

of

tax-freeshops

2012

to

2023Tax-free

shopsinthousandsTax-free

shoppingisanotherincentive

devised

byJapan’sgovernment

toattracttouristsandincrease

shoppingexpenditure

by

travelers.

Theservice

canbeusedatparticipating

stores,

which

grew

innumber

to

reach

about56,600

facilitiesby2023.

Tax-free

shoppingisavailabletoallvisitors

holdingatemporary

residencepermit

inJapanifthe

shoppingactivity

complies

with

certain

conditions,

suchassurpassing

the

5,000

Japaneseyen

limit

perperson

pershop

on

asingleday.Thetax-free

shoppingincentive

alsoaimsto

contribute

to

therejuvenation

of

localeconomies,

asmanyparticipatingfacilitiesare

inrural

areas.56,64,2201220132014201520162017201820192020202120222023Theservice

hasbeen

digitalized

inrecent

years,

making

itmore

convenient

fortech-savvy

travelers.

In2023,

tax-free

shoppingwas

particularly

used

bytouristsfrom

Taiwan,China,

and

Hong

Kong,surpassingtheinternational

average

results.Thetax-free

shoppingscheme

was

lesspopularwith

visitors

fromWesterncountries,

suchastheU.S.,or

with

European

countries.

Theresultssuggest

thatshoppingis

high

on

the

agenda

ofmanytravelers

fromEastAsia,while

itplaysanauxiliary

role

forother

travelers.Participation

rateintax-freeshopping

2023ShareoftravelersOverallaverage

(48.1%)68,3%63,8%62,8%China51,4%17,4%TaiwanHongKongSouthKoreaUnited

States15

Notes:(1)

Japan;

2012

to

2023;

(2)

Japan;

2023Sources

(1)

MLIT;

ID:1193507;

(2)

JTA;MLIT;ID:1449476;

Text:Digital

Agency;

TokyoConvention

&Visitors

BureauOutlook123How

important

isshopping

to

Japan’sinboundtourism

industry?What

are

thecurrenttrendsand

characteristicsoftheshoppingsegment?What

aspects

enableshopping

tourism

inJapan?Shoppingconstitutesone

ofthemainsubsegmentsof

the

inboundtourismindustry,which

isbecominganincreasingly

importantsegment

inJapan’stourismsector.

Thetwo

mainKPIsunderscoring

this

are

thehighshareof

expenditure

spenton

shoppingaswellasthevery

high

shoppingparticipation

rateofinboundtravelers.

Shoppingconstitutesone

oftheleading

motiv