Japan targets high-net-worth travellers keen to go beyond Tokyo, Kyoto and Osaka for ‘things they can’t usually see’, as it eyes regional revival

Japan is setting its sights on attracting high-net-worth travellers who are eager to explore beyond the popular tourist destinations of Tokyo, Kyoto, and Osaka. The aim is to revitalise Japan's regions and stimulate its post-pandemic economic recovery. Shintaro Masuda, the founder and CEO of Blank Marketing & Management, believes that the key to regional revitalisation lies in encouraging these wealthy travellers to spend money. This can be achieved through tourism and by leveraging the unique strengths of each prefecture. His company has developed an app called Airc, which allows users to book on-demand helicopter flights to various locations in Japan. They are also developing a platform that will simplify the process of arranging accommodation, booking restaurants, and planning activities. The platform will be able to recommend the best restaurants for specific foods, such as sea urchins, and make all necessary reservations. Masuda explains that luxury travellers are looking for unique experiences that they can't usually have. The Japan National Tourism Organisation defines 'high-value travellers' as those who spend a total of 1 million yen or more per visit. In 2019, these high-value travellers from six countries accounted for only 1% of total visitors to Japan but contributed 11. 5% of total travel expenditure. Recognising the value of luxury tourism, the Tokyo metropolitan government has been participating in trade shows and collaborating with businesses to develop content catering to high-end travellers. The Japanese government is keen to increase spending by inbound tourists and has eased rules for private jet arrivals and private boat travel. However, there are concerns that luxury tourism could lead to environmental degradation, cultural disruption, and over-commercialisation of destinations. To address these concerns, several Japanese organisations have joined the Global Sustainable Tourism Council, which manages standards for sustainable travel and tourism.