The joint research by JTB Foundation and Development Bank of Japan finds that there are still large gaps between consciousness and action in maintaining local communities among foreign visitors to Japan, while their awareness about contribution to sustainable tourism has recently been higher than before.
According to the research results, about 30% of foreign visitors have experienced over-crowded situation in tourist destinations or tourism spots. 13% have seen or heard misbehaviors against tourism resources or tourism spots, and 11% have been in trouble with accommodations.
The percentage of respondents who agree to pay addition money to ease over-tourism or preserve tourism resources is 63%, 20 higher points than 2019. Around 70% pay attention to sustainable efforts when they choose a destination or a hotel.
出所：日本政策投資銀行、日本交通公社
Regarding sustainable efforts, consciousness is still superior to action in many cases. Large gaps between consciousness and action are particularly found in ‘purchasing local products at right prices,’ ‘avoiding busy places and times’ and ‘joining local events.’
Action is superior to consciousness in ‘paying contributions for resource preservation,’ ‘not purchasing imitations of local craftworks,’ ‘not using amenities in a hotel’ and ‘not asking unnecessary housekeeping services.’
Visiting Japan is inspired by experiences in a home country
The research results discovered that experiences of Japanese cultures or foods in daily life can be a trigger for international travelers to visit Japan. Tourism events or online tours possibly play roles to rise their intentions to visit Japan.
出所：（株）日本政策投資銀行、（公財）日本交通公社
The awareness rate of Osaka Kansai EXPO 2025 is 51%, higher than 31% a year ago. Respondents who want to go the EXPO reached 70%, and about 40% said that the EXPO can be an opportunity to visit Japan.
Regarding Noto Peninsula Earthquake happened in January this year, more than half on average said ‘no Influence’ to visit Japan, and the ratios are especially high in Hong Kong (65%) and Taiwan (61%).
