Corporate Communication Division, JTB Corp.
2-3-11 Higashi Shinagawa, Shinagawa-ku, Tokyo 140-8602 JAPAN. Tel: 03-5796-5833, Fax: 03-5796-5848 http://jtb.jp
December 16, 2015
(Translation of Japanese Release No. 182)
Prospective Travel Trends in 2016
Desire for Travel Remains Firm, Focused on Domestic Travel
Interest from Overseas Prompting Domestic Rediscovery of the
Appeals of Japan
Number of Overseas Visitors to Japan Projected to Reach New
Record Level of 23.5 million
● Number of domestic travelers to rise 0.7%, reaching 293.6 million
● Number of overseas travelers to rise 0.3%, reaching 16.2 million
● Number of overseas visitors to Japan to rise 19.0%, reaching 23.5 million
JTB Corp. has published the results of a survey of projected trends in 2016 for travel by Japanese
involving at least one overnight stay (including business travel and visits to the family home) and for
overseas visitors to Japan. The results are based on predictions of various economic trends, a survey of
consumer motivation for travel expenditure, and tourism-related trends, etc. This survey is the 36th since the
first in 1981. The projected trends in the travel market in 2016 are as follows.
2016
Projected figures
2015
% change
Estimated figures
y-o-y
2014
% change
Actual figures
y-o-y
398.0 million
＋0.7%
377.5 million
＋2.1%
314.0 million
Domestic
293.6 million
＋0.7%
291.6 million
＋2.5%
284.5 million
Overseas
16.2 million
＋0.3%
16.15 million
- 4.4%
16.9 million
Domestic
35,540 JPY
＋2.0%
34,860 JPY
＋3.3%
33,740 JPY
Overseas
274,900 JPY
±0.0%
274,900 JPY
＋0.5%
273,450 JPY
Total expenditure on travel
14,883 billion JPY
＋1.9%
14,610 billion JPY
＋2.7%
14,220 billion JPY
Domestic
10,430 billion JPY
＋2.6%
10,170 billion JPY
＋5.9%
9,600 billion JPY
Overseas
4,453 billion JPY
＋0.3%
4,440 billion JPY
- 3.9%
4,620 billion JPY
Total no. of travelers (cumulative)
Average expenditure
Average no. of trips
Overseas visitors to Japan
2.48 times
23.5 million
＋0.03 times
＋19.0%
2.45 times
19.75 million
＋0.05 times
＋47.3%
2.40 times
13.41 million
Notes:
* In the table above, domestic travel expenditure includes all door-to-door travel and accommodation-related costs, and purchases and meals at
the destination. Expenditure excludes before-and-after trip expenditure such as for clothing and luggage, etc.
* Overseas travel expenditure includes all travel and accommodation-related costs, plus the costs of purchases and meals at the destination.
Expenditure excludes but excludes before-and-after trip expenditure such as for clothing and luggage, etc.
* Estimates of overseas visitors to Japan are for their numbers only and do not cover expenditure.
* Actual figures for overseas visits by Japanese travelers in 2014 are the revised estimated figures from last year for total departures and
arrivals issued by the Ministry of Internal Affairs and Communications.
－1－
The Market Environment in 2016
1. The domestic economic environment has settled and people are actively
seeking to spend on things that capture their interest. The weak yen
continues to make Japan an attractive destination for overseas visitors.
During 2015 increases in commodity prices due to rising raw materials costs became less pronounced and
with other factors such as the downturn in the cost of gasoline the economic environment showed signs of
settling. Given that the employment situation is expected to remain firm for the foreseeable future it is
expected that the austerity mindset that once prevailed will weaken. With hit products appearing such as
micro-brew coffee, which is said to be the “third wave” in coffee, and ultra-lightweight dust-bag-type
vacuum cleaners, it appears that consumption of goods and activities that are a little expensive yet satisfying
will further intensify. It is also anticipated that a good number of people will seek to purchase the things they
want or do the things they want to do prior to the rise in consumption tax to 10% in April 2017.
Corporate results are expected to remain good on the whole and the move towards wage and bonus
increases, led by major corporations, is also likely to give a positive boost to personal consumption.
2016 is also the year of the Rio de Janeiro Olympic and Paralympic Games, and it is likely that
momentum will move into high gear towards the Tokyo Games of 2020. Similarly to the construction
industry the tourism industry is one that is expected to reap the economic benefits of the Olympic and
Paralympic Games and it is likely that various industries will seek to newly enter the market. Although this
is projected to result in intensified competition, with the synergy effects that can be gained from interaction
among diverse industries it is expected that 2016 will mark the start of further growth and development for
the post-Olympics tourism industry.
The yen remains weak against other currencies and it is therefore likely that Japan will continue to be an
attractive destination for overseas visitors.
Table 1: Tokyo Foreign Exchange Market/TTS Yen Year-End Rates
(Source: Bank of Mitsubishi-Tokyo UFJ, December 8, 2015)
2010
2011
2012
2013
2014
Dec. 8,
2015
1 USD
82.78
78.74
87.58
104.35
121.55
124.27
1 GBP
130.55
123.81
143.52
173.71
191.03
189.53
1 EUR
110.57
102.21
116.21
143.46
148.04
135.06
1 CNY
12.70
12.71
14.21
17.66
19.65
19.35
7.49
6.95
8.30
10.03
11.18
10.72
10.95
10.43
11.60
13.76
15.97
16.33
100 KRW
1 HKD
2. Desire for travel expected to remain firm, particularly for single people,
with people also looking to embark on overseas travel
The results of a consumer questionnaire survey on the motivation to travel in 2016 showed a one-point
increase in the number of people responding that “I would like to spend more” and a 1.3 point decrease in
those responding “I would like to spend less.” In terms of current lifestyle patterns, although there was an
increase in married respondents who indicated, “I am economizing in both general living expenses and
hobby-related expenses,” among single men there－2－was a high proportion of respondents who stated,
“I am not economizing in particular in either general or hobby-related expenses,” and a high proportion of
single women responded, “I curtail general expenses and spare no expense on my hobbies, etc.” This
suggests that the desire to engage in leisure-related spending, including travel, is likely to remain firm,
particularly among single people.
With regard to the number of domestic and overseas trips in the coming year, although there was a 0.3
point decrease in the number of respondents indicating that domestic travel would increase, there was a 0.6
point increase in those responding that overseas travel would increase. People who put off taking an overseas
holiday in 2015 are now looking to travel abroad in 2016.
Table 2: Overall Expenditure in the Coming Year
(*Based on JTB Questionnaire Survey on Travel Trends (Home visit survey)
Would like to spend
more
Would like to spend the
same
Would like to spend less
2016
Change
y-o-y
2015
Change
y-o-y
2014
Change
y-o-y
2013
12.9%
＋1.0
11.9%
＋1.5
10.4%
- 6.0
16.4%
58.1%
＋0.3
57.8%
＋3.0
54.8%
- 1.9
56.7%
29.0%
- 1.3
30.3%
- 4.6
34.9%
＋8.0
26.9%
Table 3: No. of Trips in the Coming Year
(*Based on JTB Questionnaire Survey on Travel Trends (Home visit survey)
Domestic
Overseas
2016
Change
y-o-y
2015
Change
y-o-y
2014
Change
y-o-y
2013
Increase
14.3%
- 0.3
14.6%
＋1.8
12.8%
- 1.8
14.6%
Stay the same
62.8%
- 2.6
65.4%
＋3.7
61.7%
- 3.4
65.1%
Decrease
22.9%
＋2.9
20.0%
- 5.4
25.4%
＋5.1
20.3%
Increase
5.3%
＋0.6
4.7%
- 9.9
14.6%
＋1.8
12.8%
Stay the same
73.7%
＋1.1
72.6%
＋7.2
65.4%
＋3.7
61.7%
Decrease
21.0%
- 1.7
22.7%
＋2.7
20.0%
- 5.4
25.4%
Statements that best suit your current lifestyle
Men - single
Men - married
Women - single
Women - married
50%
41.6
37.2
40%
33.0
29.6
26.9
30%
22.2
18.6
20%
24.1 23.1
18.2
19.3 18.9
20.6
17.9 17.1
13.9
16.6
15.6
11.7
12
10%
0%
I am reducing lownecessity
cons umption
I curta il general
expenses and s pare
no expense on my
hobbies, etc.
I am increasing my
s avings as I am
concerned about the
future
I am not economizing
i n particular in either
general or hobbyrel ated expenses
I a m economizing in
both general livi ng
expenses and hobbyrel ated expenses
Figure 1: Statements that best suit your current lifestyle
(*Based on JTB Questionnaire Survey on Travel Trends (Home visit survey)
－3－
3. National holidays will increase for the first time in 20 years with the
addition of “Mountain Day” on August 11
In terms of how the dates fall for long weekends in 2016, excluding Golden Week and the year-end/New
Year period, there will be six long weekends, the same as for 2015.
Golden Week this year is split into two three-day holiday periods from (Fri) April 29 to (Sun) May 1 and
(Tue) May 3 to (Thu) May 5. Although there is no five-day holiday period as there was in 2015, if people
take May 2 off work the result is a seven-day holiday, and if May 6 is taken as a holiday this creates a
six-day holiday period. As the beginning and end of the Golden Week period are therefore evenly split,
unlike 2015, when travel was concentrated in the five-day holiday period at the end of Golden Week, this
year travel is likely to be evenly spread.
In addition, for the first time in 20 years a new national holiday is to be created, with the designation
of August 11 as “Mountain Day.” Although this is a period when many people are already on holiday, it
is anticipated that many people will link the new national holiday on August 11 with the O-bon holiday
period of August 13 and 14. On the other hand, unlike 2015, there will be no long holiday period in
September this year (“Silver Week”) and this is likely to impact the number of people seeking to take a
late summer holiday in September.
Spring Golden Week (April-May)
Mid-August O-bon Holiday Period
S
M
T
W
T
F
S
4/24
25
26
27
28
29
30
5/1
2
3
4
5
6
7
8
S
M
T
W
T
F
S
8/6
7
8
14
15
9
10
11
12
13
Mid-September Holiday Dates
S
M
T
W
T
F
S
9/11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
4. Millennial generation to create new trends
People currently in their late 20s and 30s, known collectively as millennials are attracting widespread
global attention, including at the World Economic Forum in Davos in 2014, where it was noted that
millennials are the “new” consumers who have adapted to the digital society and will transform consumption
patterns in the future. The reason behind this attention is that on a global level the millennial population is
set to increase significantly in the future. In addition, in emerging economies in Asia and other regions,
social and economic development is boosting the millennial population that is a source of high income for
domestic and overseas companies, and it is this generation that has been influenced by the digital society,
including SNS, etc., from a young age. In the Survey on Smartphone Usage and Travel Consumption(*1)
implemented annually by Japan Tourism Marketing Co., among Japanese millennials a high proportion of
respondents indicated that “I linked up with an old friend on SNS and started seeing them again,” “I saw an
SNS post about a place I wanted to visit, and this prompted me to go there,” and “I purchased an item based
on information I found through SNS” (Table 4), making it clear that for this generation SNS has a previously
unprecedented impact on consumption and travel. In Japan there is a tendency to focus attention on the
senior generation, but in emerging economies the－4－younger generation makes up a significant
proportion of the population who enjoy overseas travel. It is likely that the actions and trends among
millennials will continue to attract attention, including those who visit Japan from overseas.
Table 4: Experiences of SNS
(Source: “Survey on Smartphone Usage and Travel Consumption (2015))
Cue for linkage and movement
SNS fatigue
Overall
1030
20.2
I saw an
SNS post
about a
place I
wanted to
visit, and
this
prompted
me to go
there
14.0
11.6
7.5
4.9
3.9
2.7
33.3
I do not
send out
negative
information
as I am
aware of
other
people
viewing the
posts
18.0
13.7
13.6
9.3
6.2
4.1
2.6
Men 29 and under
103
18.4
11.7
14.6
9.7
10.7
9.7
2.9
35.9
25.2
9.7
15.5
10.7
6.8
4.9
1.9
Men 30s
103
15.5
10.7
10.7
9.7
6.8
5.8
4.9
36.9
16.5
9.7
16.5
9.7
5.8
4.9
4.9
Men 40s
103
19.4
9.7
7.8
6.8
6.8
1.9
4.9
36.9
16.5
10.7
15.5
7.8
3.9
1.0
1.0
Men 50s
103
17.5
15.5
11.7
5.8
9.7
3.9
1.9
25.2
14.6
12.6
8.7
11.7
1.9
1.0
1.0
Men 60s
103
9.7
7.8
1.0
1.9
1.0
1.0
3.9
26.2
10.7
6.8
10.7
5.8
5.8
2.9
0.0
4.9
Sample
size
I linked up
with an old
friend on
SNS and
started
seeing
them again
I
purchased
an item
based on
information
I found
through
SNS
I went to
meet a
person I
met
through
SNS
I wanted to
SNS helped
send out
to boost
information enthusiasm
on SNS, so to gather a
I went to a group of
place that people to go
on a trip or
is
do a leisure
attracting activity
attention
For a
holiday I
went to a
destination
with no
SNS
linkage
I only look
at SNS and
do not post
anything
myself
Although I
do not think
it
particularly
good I still
click "Like!"
for the sake
of the
person who
made the
post
My interest
in SNS has
decreased,
and I
rarely use
it or have
stopped
using it
As it uses
up too
much of
my spare
time I have
decreased
or stopped
SNS usage
As
something
unpleasant
happened I
have
decreased
or stopped
using SNS
As
something
unpleasant
happened I
have
changed my
account and
decreased
the number
of online
friends
I click
"Like!" for
something
that seems
to attract
positive
attention
rather than
for things I
actually like
Women 29 and under
103
39.8
31.1
26.2
16.5
6.8
6.8
0.0
43.7
33.0
33.0
12.6
5.8
11.7
8.7
Women 30s
103
36.9
24.3
17.5
10.7
1.9
4.9
0.0
43.7
22.3
21.4
17.5
14.6
9.7
8.7
7.8
Women 40s
103
22.3
10.7
8.7
5.8
2.9
1.0
2.9
35.9
15.5
10.7
13.6
9.7
9.7
2.9
2.9
Women 50s
103
13.6
14.6
12.6
5.8
1.9
2.9
1.0
23.3
14.6
14.6
14.6
12.6
3.9
4.9
1.0
Women 60s
103
8.7
3.9
4.9
1.9
0.0
1.0
4.9
25.2
10.7
7.8
10.7
4.9
2.9
1.0
1.0
5. A time when “nothing” can be a tourism resource
Cycling tours of Japan’s rural villages and landscapes are proving to be popular with overseas visitors to
Japan. Furthermore, in a survey questionnaire targeting overseas visitors, when asked what was the most
enjoyable aspect of Japan, many respondents indicated, “Talking with Japanese people, learning about
cultural differences and enjoying everyday life.”(*2) In addition to overseas visitors, even among Japanese
travelers there is growing popularity for tourism that is enjoyable precisely because there is nothing there,
such as viewing a star-filled night sky, for example. The Isumi Railway in Chiba Prefecture has successfully
improved its business performance using the catchphrase “Here you will find ‘nothing’” and capitalizing on
the appeal of its local railway line that runs through countryside scenery. In today’s world where information
and things constantly surround us it seems that a fresh perspective can conversely be found in places devoid
of artificial creations and profundity discovered in a taste of the unremarkable or mundane.
In the above-mentioned SNS survey (*1), in response to SNS fatigue it is likely that the value of
“nothing” will become even more important.
－5－
Prospects for 2016
Domestic Travel
*Domestic travel by residents of Japan, excluding overseas visitors to Japan.
Number of domestic travelers expected to increase 0.7% to 293.6 million and total
expenditure on domestic travel to increase 2.6% to 10,430 billion yen in 2016
The domestic economy and employment environment have settled and it is expected that this will lead to a
robust desire for travel.
As domestic accommodation costs are being pushed upwards by increasing numbers of overseas visitors
to Japan, average expenditure on domestic travel is project to increase 2.0% year-on-year to 35,540 JPY per
person.
・Increase in overseas visitors prompting domestic rediscovery of the appeals of Japan
There was a significant increase in the number of overseas visitors to Japan in 2015, which also attracted
considerable media attention. This led to media focus on various tourist destinations that had not received a
great deal of attention from domestic tourists, including the wisteria trellises of Ashikaga Flower Park that
are so popular with Thai travelers, and the Snow Monkey Park in Nagano Prefecture. The media attention
seems to have sparked a rediscovery of the appeals of Japan, with many Japanese people also realizing just
how many good places to visit there are around the country. There are many products and items that have
become popular in Japan in response to the attention they have attracted overseas, including a foreign-owned
and operated Maccha green tea store and Nambu cast iron ware. Given that 2016 is expected to see further
increases in the number of overseas visitors, it is likely that overseas attention will help to shine a spotlight
on tourism and cultural resources around Japan.
・15th anniversaries of Tokyo Disney Sea® and Universal Studios Japan® attracting attention
During the period from (Fri) April 15, 2016 to (Fri) March 17, 2017, “The Year of Wishes” event is
scheduled to be held at Tokyo Disney Sea® to commemorate the 15th anniversary of the park’s opening.
Universal Studios Japan® is also celebrating its 15th anniversary in 2016 and the park has announced that
as the first part of celebrations in the spring a new roller coaster, “The Flying Dinosaur” will open, with the
world’s longest track and deepest drop.
Various events at both parks attracted public notice in 2015 and the 15th anniversary year looks set to draw
even more attention.
・Railways continue to attract attention, with the opening of Kyoto Railway Museum, Japan’s
largest rail museum, and the Hokkaido Shinkansen, and tourist trains remaining popular
Kyoto Railway Museum, Japan’s largest rail museum is scheduled to open in 2016. In addition, the
Hokkaido Shinkansen linking Shin-Aomori to Shin-Hakodate will open and a new 1930s-themed tourist
train is set to be introduced in Okayama. In addition to JR, Seibu Railway also plans on introducing
tourist trains and so 2016 looks set to be another year in which users enjoy the railways.
・Increasing numbers of people linking with local communities through sports, such as marathons
and cycling events
As the desire to maintain good health increases
－6－
along with the aging of Japan’s society, there is an
increasing trend for people to enjoy sports, such as marathons. As there is broad fragmentation in people’s
interests, this is leading to diversification in types of travel, and as objective-based trips become more
prevalent as people seek to follow their own individual hobbies and pastimes, more people are visiting local
areas for the purpose of participating in events such as marathons.
Regional marathon events often welcome entrants from multiple regions and there are many people who
become fans of the locality through interaction with local people and accordingly enter the same event each
year. Events such as these are also gaining attention overseas and it is likely that the potential to get a feeling
for the Japanese way of life and culture through interaction with local people will further boost participation
from overseas. The first-ever Kagoshima and Mito Komon Tour (Ibaraki) marathons, as well as themed
marathon events, such as a sweets-themed marathon, are likely to attract attention this year.
Overseas Travel
Number of overseas travelers expected to increase 0.3% to 16.2 million and total
expenditure on overseas travel to increase 0.3% to 4,453 billion yen in 2016
Although the yen is expected to remain weak in 2016 and there remain factors for instability in the
international situation, it is projected that desire for travel will remain firm and the number of Japanese
travelling overseas will increase 0.3% year-on-year to 16.2 million. Average expenditure per person is
projected to remain on a par with the previous year at 274,900 JPY, as although destination costs have
increased due to the weak yen, short- and medium-haul destinations, such as Asia and the Pacific region, are
expected to remain popular. As a result total expenditure on overseas travel is projected to increase in line
with the number of overseas travelers, rising 0.3% to 4,453 billion JPY.
・New LCC routes expected to further invigorate regional markets
More new low-cost carrier (LCC) routes are scheduled to start in 2016. The results of a survey of LCC
users (*3) showed that the launch of LCC provides an incentive for domestic and overseas travel.
Routes will be added not only at Narita and Kansai, but also at Central Japan International Airport
(Chubu), which provides relatively good access to Nagoya, making it easy to use LCC routes. Chubu
Airport is also planning the construction of an LCC terminal and it is expected that this will lead to an
increase in traveler numbers from various regions of Japan, as well as the central Japan area.
List of scheduled launches of major LCC routes in 2016:
V Air
Kansai-Taipei
Scheduled to launch January 26, 2016
Peach Aviation
Narita-Incheon
Scheduled to launch February 5, 2016
Spring Japan
Narita-Chongqing/Wuhan Scheduled to launch February 13/14, 2016
Air Asia Japan
Chubu-Taipei
Scheduled to launch Spring 2016
・Hawaiian Airlines to launch daily Honolulu-Narita flights
From July 2016 Hawaiian Airlines will begin daily flights between Narita and Honolulu, marking the
first time for this airline to fly out of Narita Airport. Hawaii is a well-established destination that can be
said to be one of the mainstays for overseas travelers from Japan and demand for travel remains robust.
It is expected that the new Narita route by Hawaiian Airlines will provide a positive talking point in the
overseas travel market.
－7－
・Anticipated expansion in new cruise ship passengers
Cruising has long had the image of being expensive; however, in 2016 the Italian Costa Cruise line is
planning to launch 28 cruises from Japanese ports, with rates starting from the competitively priced
50,000 yen range. The Diamond Princess of Princess Cruises is also scheduled to increase the number
of cruises from Japan from 14 in 2015 to 21 in 2016 and the Japanese-owned Asuka II will also be
increasing the number of cruise itineraries. Costa Cruises has introduced child rates, making cruising a
viable option for families. It is therefore expected that a wider range of customers will lead to increases
in passenger numbers.
・Shanghai theme park based on animation and films attracts attention
In 2016 Shanghai Disneyland® and “Dream Center,” a theme park operated by DreamWorks
Animation are scheduled to open in Shanghai, China. The world’s first-ever virtual reality theme park is
also scheduled to open in the United States. These theme parks are expected to be one of the talking
points of 2016, featuring contents that are very familiar in Japan and utilizing the very latest
technologies.
Overseas Visitors to Japan
Overseas visitors Japan are expected to increase by 19.0% to 23.5 million, with the
continuing weakness of the yen and the positive image of Japan overseas expected to
boost visitor numbers to new record highs
In 2016 it is projected that the number of overseas visitors to Japan will reach a new record high. This
projection is based on various factors, including the continuing weakness of the yen, which makes Japan
more accessible and attractive as a travel destination. Destinations are no longer limited to the “Golden
Route” of Tokyo, Osaka, Kyoto and Mt. Fuji, with increasing numbers of travelers seeking to visit other
appealing destinations, including the wide-area tourism route the “Dragon Route” (including central Japan
and the Hokuriku region) and Hokkaido, as well as growing awareness of the various destinations in Japan.
Furthermore, the growing number of repeat travelers means that there are more people who seek to
experience daily Japanese life and culture at a deeper level. The proportion of independent travelers is also
increasing, who are seeking to engage more deeply with Japan, which is expected to lead to a further
increase in visitors not only to major cities, but also to regional and local destinations.
In 2015 the MERS outbreak in Korea resulted in visitors from China and Taiwan choosing Japan as an
alternative destination. The effect of Taiwan also engaging in a policy to limit the number of travelers from
mainland China also meant that Japan was seen as an alternative destination. At the current point, however,
it is not thought that there will be any similar major developments. Furthermore, due to such effects as the
slowdown in the Chinese economy and the raising of interest rates in the United States, although the overall
Asian economy is not expected to fall back, it is anticipated that 2016 will be a year of relatively flat growth.
It is for this reason that the growth rate for overseas visitors to Japan is expected to fall back from the 47.2%
growth achieved in 2015, to a year-on-year increase of 19.0%.
Given the rapid rise in the number of overseas visitors to Japan, Osaka Prefecture and Ota Ward in Tokyo
are leading the way in utilizing a special provision under ordinances for National Strategic Economic
Growth Areas to start using vacant apartments as
vacation rentals. A number of challenges still
－8－
remain to be resolved in this area, including the formulation of formal rules, and the experiences of these
implementing areas will be closely watched.
In addition, for the first time ever in 2015 the number of cruise ship passengers visiting Japan surpassed
the 1 million mark. Cruise ships have a significant economic impact on port regions and as the government
is engaged in measures to further develop facilities for receiving cruise ships, the number of cruise ship
passenger visitors is likely to increase in 2016.
Figure 2: Month-by-Month Comparison of Trends in Overseas Visitors to Japan (Y-o-y
comparison)
(Compiled from “Foreign Visitors & Japanese Departures,” Japan National Tourism Organization)
Reference) Calendar for Spring Festival and National Day Golden Week holidays in China
(Compiled based on announcement by Chinese government authorities)
Spring Festival Week (February)
National Day Golden Week (October)
S
M
T
W
T
F
S
S
M
T
W
T
F
S
1/31
2/1
2
3
4
5
6
9/25
26
27
28
29
30
10/1
7
8
9
10
11
12
13
2
3
4
5
6
7
8
14
15
16
17
18
19
20
9
10
11
12
13
14
15
*February 6 and 14 are working days.
*October 8 and 9 are working days.
－9－
Calendar of Events in 2016
Establishment of “Mountain Day,” first new national holiday in 20 years; Relocation of Tsukiji Market to Toyosu;
Opening of the Hamamatsu Inasa-Toyoda Higashi section of the New Tomei Expressway; 15th anniversaries of Disney
Sea® and Universal Studios Japan®; 50th anniversary of the establishment of diplomatic relations between Japan and
Singapore; 60th anniversary of the establishment of diplomatic relations between Japan and the Philippines; 60th
anniversary of Japan’s accession to the United Nations
Jan
Sun 10
Broadcast starts of NHK drama series “Sanada-Maru” (Set in Ueda City, Nagano Prefecture)
Feb
TBC
Opening of the Hamamatsu Inasa-Toyoda Higashi section of the New Tomei Expressway
Mar
Sat 26
Opening of the Hokkaido Shinkansen from Shin-Aomori to Shin-Hakodate
Thu 31
15th anniversary of Universal Studios Japan®
Fri 15
Start of “The Year of Wishes” for the 15th anniversary of Tokyo Disney Sea® (runs until March
Apr
17, 2017)
Fri 29
Grand opening of Kyoto Railway Museum
Nico Nico Super Meeting 2016 (until April 30)
May
Thu 26
G7 Ise-Shima Summit (until May 27)
Jun
Sun 19
Voting age changes to 18 under the Public Offices Election Act
Jul
TBC
First time for Electric Daisy Carnival, one of the world’s great electronic dance music festivals,
to be held in Japan
Hoshinoya Tokyo hotel opens in Otemachi, Tokyo
Fri 5
31st Olympic Games in Rio de Janeiro
Thu 11
Establishment of Mountain Day as a national holiday
Sep
Wed 7
Paralympic Games in Rio de Janeiro (until September 18)
Oct
Sat 1
Opening of the 71st National Sports Festival in Iwate Prefecture (until October 11)
Nov
TBC
Relocation of Tsukiji Market to Toyosu
Aug
Opening of one of the largest commercial complexes in the Ginza area on the site of the former
Matsuzakaya Department Store
Others
During
-
Opening of the Shiodome-Toyosu section of the Daini-Kanjo Expressway
2016
-
Setouchi Trienniale 2016
-
Opening of the Sumida Hokusai Museum
-
Opening of Four Seasons Kyoto Hotel
-
Opening of Shanghai Disneyland ®
-
Opening of DreamWorks Animation “Dream Center” theme park in Shanghai
-
World’s first virtual reality theme parks opens in Utah, USA
(*1） Survey on Smartphone Usage and Travel Consumption (2013-2015)
http://www.tourism.jp/research/2013/10/smartphone/
http://www.tourism.jp/research/2014/10/smartphone-2014/
http://www.tourism.jp/research/2015/10/smartphone-2/
(*2) Activities by Overseas Visitors to Japan: Japanese Towns and Culture to be Proud of
http://www.tourism.jp/research/2014/03/japan-guide/
(*3) Survey on LCC User Sentiment and Activities
http://www.tourism.jp/research/2015/07/lcc2015/
－10－
Provisional Figures for 2015
Domestic Travel
・Number of domestic travelers estimated to increase 2.5% to 291.6 million and for average
expenditure to increase 3.3% to 34,860 JPY
2015 has seen a recovery in consumption following the decrease that occurred in the wake of the April
2014 consumption tax hike and the real GDP growth rate for 2015 is expected to be 1.57%. Employee
bonuses are also expected to increase, with major companies taking the lead in this respect. The opening of
the Hokuriku Shinkansen and the first long mid-September holiday period (“Silver Week”) for six years
have also helped to ensure that demand for domestic travel has remained robust.
However, due to the rapid rise in the number of overseas visitors, the cost of accommodation in major
cities has risen sharply.
Given this situation, it is estimated that the number of domestic travelers will increase year-on-year to
291.6 million and that average expenditure will increase year-on-year to 34,860 JPY.
Overseas Travel
・Number of overseas travelers estimated to decrease 4.4% to 16.15 million and for average
expenditure to increase 0.5% to 274,900 JPY
Although there were various positive factors behind overseas travel in 2015, including a decrease in fuel
surcharges and increase in LCC routes, the impact of the weak yen and concerns about the international
situation resulted in an overall slight decrease in the number of overseas travelers. Against this backdrop, the
number of travelers to well-established destinations that are familiar to Japanese travelers, including Hawaii,
Taiwan and Australia, remained relatively robust.
In light of this situation, it is estimated that the number of overseas travelers in 2015 will decrease to
16.15 million. On the other hand, the impact of the weak yen means that average expenditure will increase
slightly (0.5% year-on-year) to 274,900 JPY.
Overseas Visitors to Japan
・Number of overseas visitors to Japan to reach a new record, increasing 47.3% to 19.75 million
The yen weakened further in 2015, making Japan even more accessible as a travel destination. This
was coupled with the effect from the latter half of 2014 onwards of the abolition or simplification of
visa application procedures for travelers from Indonesia, the Philippines, Vietnam and China, which has
led to an increase in overseas visitors that has significantly surpassed all expectations.
Following the revision to the duty-free system for overseas visitors in October 2014, items that were
previously exempt from duty-free shopping, including food and beverage products, medicines and drug
products, cosmetics and other sundry items are all now also covered under the duty-free system, which has
further boosted the popularity of Japan as a destination for both shopping and tourism.
These factors lead to estimates that the number of overseas visitors to Japan will have set a new record in
2015, increasing 47.3% year-on-year to 19.75 million.
Contact for Press Inquiries: Corporate Communication Division, JTB Corp., 2-3-11 Higashi Shinagawa,
Shinagawa-ku, Tokyo 140-8602 JAPAN. Tel: 03-5796-5833, Fax: 03-5796-5848
－11－
Figures for 2000 to 2015 and Projections for 2016
Year
Total travelers (cumulative)
(Unit: 10,000)
Domestic Overseas
(Unit:
(Unit:
10,000)
10,000)
Average
domestic
Average
overseas
expenditure expenditure
(Per
(Per
person,
person,
JPY)
Total expenditure
Average
(Unit: 100 million yen)
Domestic Overseas
no. of
(Unit: 100
million
yen)
JPY)
(Unit: 100
trips
million
yen)
Overseas
visitors
(Unit:
10,000)
34,326
32,544
1,782
36,940
312,300
175,900
120,200
55,700
2.70
476
＋2.1%
＋1.8%
＋8.9%
- 1.2%
- 8.7%
＋0.2%
＋0.6%
- 0.5%
＋0.05
＋7.2%
33,840
32,218
1,622
36,500
293,000
165,100
117,600
47,500
2.66
477
- 1.4%
- 1.0%
- 9.0%
- 1.2%
- 6.2%
- 6.1%
- 2.2%
- 14.7%
0.04
＋0.2%
34,042
32,390
1,652
35,550
293,800
163,600
115,100
48,500
2.67
524
＋0.6%
＋0.5%
＋1.8%
- 2.6%
＋0.3%
- 0.9%
- 2.1%
＋2.1%
＋0.01
＋9.9%
33,781
32,451
1,330
35,590
300,800
155,500
115,500
40,000
2.64
521
- 0.8%
＋0.2%
- 19.5%
＋0.1%
＋2.4%
- 5.0%
＋0.3%
- 17.5%
0.03
- 0.6%
33,036
31,353
1,683
35,660
292,600
161,000
111,800
49,200
2.64
614
- 2.2%
- 3.4%
＋26.5%
＋0.2%
- 2.7%
＋3.5%
- 3.2%
＋23.0%
±0.00
＋17.9%
32,256
30,516
1,740
35,600
294,500
159,900
108,600
51,300
2.62
673
- 2.4%
- 2.7%
＋3.4%
- 0.2%
＋0.6%
- 0.7%
- 2.9%
＋4.3%
0.02
＋9.6%
31,794
30,041
1,753
34,310
297,200
155,200
103,100
52,100
2.60
733
- 1.4%
- 1.6%
＋0.7%
- 3.6%
＋0.9%
- 2.9%
- 5.1%
＋1.6%
0.02
＋8.9%
31,710
29,981
1,729
34,170
305,600
155,200
102,400
52,800
2.60
835
- 0.3%
- 0.2%
- 1.4%
- 0.4%
＋2.8%
±0.0%
- 0.7%
＋1.3%
±0.00
＋13.9%
31,251
29,651
1,600
33,760
286,300
145,900
100,100
45,800
2.51
835
- 1.4%
- 1.1%
- 7.5%
- 1.2%
- 6.3%
- 6.0%
- 2.2%
- 13.3%
0.09
＋0.0%
30,455
28,910
1,545
31,940
253,400
131,500
92,300
39,200
2.25
679
- 2.5%
- 2.5%
- 3.4%
- 5.4%
- 11.5%
- 9.9%
- 7.8%
- 14.4%
0.26
- 18.7%
30,808
29,144
1,664
32,020
251,900
135,200
93,300
41,900
2.29
861
＋1.2%
＋0.8%
＋7.7%
＋0.3%
- 0.6%
＋2.8%
＋1.1%
＋6.9%
＋0.04
＋26.8%
29,969
28,270
1,699
33,100
256,000
137,100
93,600
43,500
2.35
622
- 2.7%
- 3.0%
＋2.1%
＋3.4%
＋1.6%
＋1.4%
＋0.3%
＋3.8%
＋ 0.06
- 27.8%
30,439
28,590
1,849
32,780
251,900
140,300
93,700
46,600
2.39
836
＋1.6%
＋1.1%
＋8.8%
- 1.0%
- 1.6%
＋2.3%
＋0.1%
＋7.1%
＋0.04
＋34.4%
30,833
29,090
1,747
33,940
265,600
145,000
98,700
46,300
2.42
1,036
＋1.3%
＋1.7%
- 5.5%
＋3.5%
＋5.4%
＋3.3%
＋5.3%
- 0.6%
＋0.03
＋24.0%
2014
30,140
28,450
1,690
33,740
273,450
142,200
96,000
46,200
2.40
1,341
- 2.2%
- 2.2%
- 3.3%
- 0.6%
＋3.0%
- 1.9%
- 2.7%
- 0.2%
0.02
＋29.4%
2015
30,775
29,160
1,615
34,860
274,900
146,100
101,700
44,400
2.45
1,975
＋2.1%
＋2.5%
- 4.4%
＋3.3%
＋0.5%
＋2.7%
＋5.9%
- 3.9%
＋0.05
＋47.3%
30,980
29,360
1,620
35,540
274,900
148,830
104,300
44,530
2.48
2,350
＋0.7%
＋0.7%
＋0.3%
＋2.0%
±0.0%
＋1.9%
＋2.6%
＋0.3%
＋0.03
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2016
－12－
-
-
-
-
-
-
-
＋
19.0%