What Are the “Japan Brands” Shining in Regional Areas? The 3+1 Strategies for Attracting Inbound Tourists to Regional Areas

Part 1 In this first installment, we’ll examine the current state of the “Japan Brand” based on the latest 2024 survey, Part 2 , we focused on “inbound tourism” and traced the evolution of Japan’s popularity among international visitors, drawing on past surveys as well.

In Part 3, we shift our focus to “Japan’s Regional Areas” to examine specific points of interest in the growing trend of “regional tourism” and the needs of visitors to Japan. We will explore how the “Japan Brand” truly shines in these regional areas.

Global Interest in “Regional Japan” Is Growing

The Japan Brand Survey continuously gathers data on “awareness,” “visitation history,” and “intention to visit” for Japan’s 47 prefectures. Comparing the 2024 results with those from 2019—five years ago—reveals a rise in the visibility of regional areas.

With the exception of Hokkaido and Tokyo, awareness scores for the names of 45 prefectures have risen compared to 2019. Awareness increased particularly in Kyoto Prefecture (+7.6 points), Osaka Prefecture (+7.3 points), and Okinawa Prefecture (+6.8 points).Next, Yamaguchi Prefecture (6.0 points) ranked fourth. This may be partly due to the fact that Yamaguchi City, Yamaguchi Prefecture, was selected as one of The New York Times’ “52 Places to Go in 2024” during the survey period.

Furthermore, when focusing on the “potential segment” (i.e., those who have never been to Japan but would like to visit in the future), awareness of each prefecture increased significantly by 5.0 points or more in 15 prefectures (see Figure 2).One factor behind this trend is likely the active overseas promotional efforts by each prefecture. In Aomori Prefecture, which has been attracting tourists from Asia in recent years, the effectiveness of digital media outreach is growing—as evidenced by its Weibo account, which has over 1.3 million followers.

Approximately 68% of visitors to Japan are repeat visitors. Opportunities to attract tourists exist throughout the country!

According to the “Reiwa 6 Tourism White Paper,” approximately 68% of visitors to Japan in 2023 were “repeat visitors” (those visiting Japan for the second time or more); specifically, around 90% of visitors from Hong Kong and Taiwan were repeat visitors, while 70–80% of those from South Korea, Thailand, and Singapore were also repeat visitors.The same survey found that when focusing on visits to the three major metropolitan areas and regional areas, approximately 86% of visitors who traveled “exclusively to regional areas” were “repeat visitors.”

Since the Japan Brand Survey gathers data on future “intentions to visit,” it is possible to analyze these results with an eye toward future opportunities.When examining visit intentions by prefecture for each group—the “potential” group (those intending to visit Japan but having never done so), the “beginner” group (those who have visited once), and the “repeat visitor” group (those who have visited two or more times)—scores were higher for prefectures other than Tokyo, Kyoto, and Osaka. Furthermore, a similar trend to that of the “repeat visitor” group was observed among the “light repeat visitor” group (those on their second or third visit). This suggests that, starting from the second visit onward, there are opportunities to attract visitors to regions across the country.

*The “repeat visitors” group includes “light repeat visitors.”

Is “Lack of ~” the Real Appeal!? Three “Lack of ~” Values Expected in Regional Tourism

Why are regional areas attracting attention from visitors to Japan? Three key characteristics emerged from responses to the newly added question in the Japan Brand Survey 2024: “What you expect from regional tourism.”

Ranking in the top three overall were “enjoying natural landscapes that reflect the four seasons,” “savoring local cuisine made with locally sourced ingredients,” and “relaxing both mind and body while taking in the laid-back rural scenery.” The fact that there is demand not only for “the four seasons,” “food,” and “history” but also for “spending time at a leisurely pace (relaxation)” was one of our key discoveries.

Yamaguchi City, which was selected for the aforementioned “52 Places to Go in 2024,” was cited for the following reason: “Yamaguchi City is called the ‘Western Capital,’ and compared to Kyoto, it suffers from significantly less tourism-related pollution.” At a time when overtourism is a growing concern, the fact that a place “is not yet crowded with visitors” and “is not yet widely known” appears to be a major draw.

When looking at international visitors by region, subtle differences in what they seek from tourism in regional areas also become apparent. In East Asia, “gastronomy” ranks first, reflecting expectations for unique local culinary experiences. The fact that “forest bathing” ranks fifth also suggests a strong desire for relaxation. In Southeast Asia, there is a strong longing for the “four seasons,” and demand remains high for natural landscapes—such as snow, cherry blossoms, and autumn foliage—that are not found in their tropical home countries.

Furthermore, there is a high level of interest in “locally sourced ingredients,” suggesting that fresh seafood (such as oysters, crab, and sea urchin) and regional brand fruits (such as strawberries, melons, grapes, and peaches)—which can only be enjoyed in Japan—are key factors behind their popularity. A notable characteristic of visitors from Europe, the U.S., and Australia is that “history” ranks as the top priority, unlike in Asia.

Based on these expectations for regional tourism, three major “non-traditional” attractions of regional areas emerge.

The first is the value of being “not overly developed.” In addition to physical infrastructure such as historic ruins, traditional townscapes, and local transportation, the preservation of time-honored local customs and ways of life is the very source of experiences unique to regional tourism.

The second is the value of being “still unknown.” Amid the popularity of travel to Japan, the number of discerning Japan connoisseurs is increasing, and this trend is particularly pronounced among repeat visitors. Furthermore, given the desire to avoid crowds, the very fact that a destination is not widely known is becoming increasingly valuable. Tourism to unknown regions is precisely what will capture the hearts of visitors to Japan.

The third is the value of “something unavailable in their home country.” As is often seen among visitors from Southeast Asia, the appeal of the four seasons and fresh local ingredients lies in their rarity—precisely because these experiences are unavailable in their home countries. It is these experiences—which are hard to come by in the visitors’ home countries—that distinctive regional areas can offer.

By keeping these three “lack of…” values in mind, you’ll likely begin to see the attractions within your region that deserve to be highlighted.

This Is a No-Go! One “Lack” Obstacle We Want to Overcome in Regional Tourism Promotion

On the other hand, a new question introduced in 2024—“Barriers to Regional Tourism”—revealed several challenges in attracting visitors to regional areas.

The biggest concern was “anxiety about communicating due to language barriers.” When broken down by number of visits to Japan, this trend was most pronounced among those who had never visited the country before. Following this, concerns such as “not knowing about regional tourist destinations outside major cities,” “insufficient sources of information about activities available at regional tourist destinations,” and “not understanding Japanese traffic rules” indicate that a lack of information regarding tourism resources and local transportation remains a concern regardless of the number of visits to Japan.

Looking at the survey results as a whole, it became clear that the barriers to regional tourism are not a “lack” of regional appeal or an “inability” to visit due to inadequate infrastructure, but rather a concern stemming from a “lack of understanding.” Based on this, it seems that the first step in improving the environment for welcoming international visitors to Japan should be to address the lack of information within the regions themselves.

To achieve this, it is important to assess, from the perspective of international visitors, whether detailed information is being provided. For example,

• transportation options and routes for visiting

• Preparations required for the experience, as well as skills such as Japanese language proficiency

• The time, cost, and effort required for the experience

• whether advance reservations are required

. Ensuring that information—from the planning stage through arrival at the destination—is presented in a way that international visitors can “understand” is just as important as promoting the region’s attractions.

3+1 Key Points to Prioritize in Promoting Regional Tourism

In this article, we’ve focused on “regional tourism in Japan” and examined, based on survey results, what constitutes the “Japan brand that truly shines in the regions.”

With repeat visitors now accounting for more than two-thirds of all visitors to Japan, there is an opportunity for regional tourist destinations—where unique history, culture, and lifestyles remain intact and which are “untouched” compared to urban areas—to be chosen as the next destination by visitors who have developed a discerning eye for Japan.Furthermore, combined with recent issues such as overtourism in Japan and the popularity of Japanese cuisine, the value of “unknown” spots —known only to those in the know—and experiences that are “unobtainable” in their home countries is increasing among many visitors. We believe these three “lack of” values are precisely what characterize the Japan Brand that shines in regional areas.

On the other hand, in regional tourism, the “inconvenience” of transportation and the environment remains a persistent concern compared to metropolitan areas. However, it has become clear that what foreign visitors to Japan perceive as a greater obstacle than such inconveniences is a sense of “uncertainty.” It is essential to quickly dispel this uncertainty by providing appropriate information—from online resources before their visit to on-site details regarding regional transportation hubs, accommodations, and tourist attractions—and by utilizing technologies such as automatic translation.

Further revitalizing regional tourism—which is garnering increasing attention—is not only a breakthrough for regional revitalization but also an indispensable piece of the puzzle for achieving the government’s goal of attracting 60 million international visitors to Japan. However, we surmise that those on the front lines of regional tourism face challenges such as “not understanding the region’s appeal,” “being unable to disseminate necessary information due to a shortage of staff and key personnel,” and “lacking the know-how to effectively communicate.”Against this backdrop, we hope that these “3+1” points will serve as useful hints for prioritizing and selecting which attractions to highlight and how to communicate them effectively.

Moving forward, the Japan Brand Survey Project Team intends to continue its efforts—including analyzing how international visitors perceive regional areas by nationality and region—to help enrich tourist destinations across Japan.

[Contact Information for Inquiries Regarding This Matter]
Dentsu Inc., Japan Brand Project Team
japanbrand@dentsu.co.jp

Japan Brand Survey Hub Page
https://www.dentsu.co.jp/knowledge/japan_brand/ 　

[Purpose of the Dentsu Inc. Brand Survey]
Launched in 2011—when the Great East Japan Earthquake led to reputational damage affecting Japanese agricultural and marine products as well as inbound tourism—this is Dentsu Inc.’s proprietary commercial marketing research initiative designed to understand how products and services originating in Japan are perceived globally.The Japan Brand Survey regularly assesses overseas consumers’ perceptions and actual behaviors regarding the Japan brand as a whole, covering areas such as overseas travel, inbound tourism, culture, regional revitalization, Japanese cuisine, Japanese products, and lifestyle. By visualizing shifting consumer sentiments as well as the challenges and potential of the Japan brand, the survey contributes to increasingly complex corporate activities while also promoting cross-cultural understanding within Japanese society.

[Dentsu Inc. Brand Survey 2024: Survey Overview]
・Target Areas: 15 countries and regions (United States, Australia, United Kingdom, Germany, France, India, United Arab Emirates, Indonesia, Singapore, Thailand, Vietnam, Mainland China, Hong Kong, Taiwan, South Korea)
・Sample Size: 7,460 (Breakdown: United States 960, India 900, Mainland China 800, other countries and regions 400 each)
・Survey Period: January 19–March 26, 2024
・Eligibility criteria: Men and women aged 20–59 (middle-income and above)
・Survey Method: Online survey
・Research Organizations: Dentsu Inc. (Principal Investigator), Video Research Ltd. (Implementation Partner)

[Notes and Disclaimers]
*1: The target areas in mainland China are primarily Tier 1 cities; in India, they are Delhi, Mumbai, and Bengaluru; in Australia, the Sydney metropolitan area; and in Southeast Asia, they are primarily metropolitan areas.
*2: Definition of middle-income group: Criteria were established for each country based on average national income figures (such as OECD statistics) and socio-economic classification (SEC).
*3: Samples were collected using equal allocation by gender and age group in each country and region, and the data was weighted to reflect the population distribution.
*4: Since the composition ratios in this survey are rounded to the second decimal place (or to the first decimal place where displayed as whole numbers), the totals may not add up to 100%.
*5: In creating the charts and tables for this survey, the names of the countries and regions analyzed use the international standard ISO country codes (ISO 3166-1 alpha-2/3), with a few exceptions.
United States/US/USA, Canada/CA/CAN, Australia/AU/AUS, United Kingdom/UK/GBR, Germany/DE/DEU, France/FR/FRA, Italy/IT/ITA,Spain/ES/ESP, Finland/FI/FIN, United Arab Emirates/UAE, Saudi Arabia/SA/SAU, India/IN/IND, Indonesia/ID/IDN, Singapore/SG/SGP, Malaysia/MY/MYS, Philippines/PH/PHL, Thailand/TH/THA,Vietnam/VN/VNM, Mainland China/CN/CHN, Hong Kong/HK/HKG, Taiwan/TW/TWN, South Korea/KR/KOR
*6: The names of countries and regions used in this survey report and on our website are based on the long-standing views of the Japanese government, as well as Japanese social norms and business practices.
*7: The names of countries and regions used in this survey are for statistical or analytical convenience only and do not imply any political stance or opinion.
*8: The maps used in this survey (world map and map of Japan) have been partially modified and cropped to suit the analysis content and page layout; therefore, they may not necessarily reflect national borders and territorial boundaries accurately.
*9: As a commercial marketing research study aimed at understanding the lifestyle habits and brand preferences of general consumers, this survey has been conducted consistently since its inception through commissioned fieldwork partners, in strict compliance with local laws, regulations, and public order and morals.Surveys conducted in China are carried out through fieldwork contractors who have obtained the “Foreign-Related Survey Permit” required by Chinese authorities; our company does not conduct market research activities within China itself. Furthermore, we monitor and review our operational procedures as necessary in light of developments such as changes in laws and regulations.
*10: The response data collected through this survey is obtained, managed, and processed lawfully in accordance with the relevant laws and regulations of each target market. The data we receive consists solely of aggregated data that has been anonymized in a manner that does not allow for the identification of specific individuals and cannot be reversed; it does not contain any personal information.