The Next Form of the Inbound Boom

Beyond the era of “getting people to visit”

Six months ago, I posted a column titled “How many years until the end of the inbound boom?”

Half a year has passed since then.
The tourism industry has gained even more momentum,
and we have reached a point where the number of visitors to Japan might exceed the 2019 peak.
Looking only at the numbers,
we are certainly in the midst of a “Japan boom.” It’s a happy story, isn’t it?

But this time, I wanted to dare to think about what comes after that.

If this boom is something that
“won’t last forever”—what kind of future can we envision after it ends? That is the perspective I am taking.

The difficulty of
“relying on tourism”

An increase in tourists is, of course, a good thing. Money flows into various parts of Japan, a flow of people is created, and towns become vibrant. This is a very significant positive.

But on the other hand, some concerning points are starting to emerge.

For example, a common sentiment recently is, “We are getting visitors thanks to the weak yen, but what will happen if the yen strengthens again?”

Furthermore,
there is a labor shortage in the tourism industry,
and some areas have exceeded their capacity to host visitors.

Tourist spots are becoming too crowded,
and there are even cases where it hinders the daily lives of local residents...

While “bustle” is welcome, if it becomes a burden for someone, it will be difficult to sustain for a long time.

From “tourism for sightseeing” to “tourism for engagement”

Now, there is an increase in
“repeat visitors” who come to Japan multiple times.

While there is the reason of “wanting to see that scenery again,”
perhaps even more than that,
there might be an “attachment to the people and the atmosphere,” such as “wanting to meet that person again” or “liking the vibe of that town.”

It is not just “tourism,” but a journey with “engagement.”

Talking to someone. Helping out a little. Experiencing the daily life of the region just a bit.
I feel that this form of travel will be sought after even more in the future.

From “customer” to “member of the community.”
If such an attitude of hospitality increases, the connection with the travel destination should become even deeper.

What are
“tourism resources” made of?

Tourism today is changing from the old “traveling around famous places” to “traveling to find your own unique experiences.”
Towns that would have been

unrelated to tourism in the past are gradually
starting to attract attention.
The daily lives of local people, simple landscapes,
and small conversations become
irreplaceable memories for travelers.
That means,

it is a moment where I feel that “tourism resources” are not just flashy or historical things, but also include “the life that exists there itself.”


Beyond the numbers, connectionsWhen talking about tourism, it tends to

become a conversation about “numbers.”
However,

what people who actually travel take home
is not that kind of data,
but rather the scenery and encounters that remain in their hearts, isn't it?
Travel destinations that make people think

“I want to go back” surely have a “connection” that can only be found there.
While the continuation of the inbound boom itself is a happy thing, if we look toward what comes “next,”

it might be important to cultivate relationships where people not only “visit” but also “engage again.”
A future where Japanese tourism grows as a “power to build relationships.”

We might be standing at the beginning of that.
Thank you for reading

to the end this time as well.