Japan Domestic Tourism Market Outlook to 2029
By Market Structure, By Regions, By Age Groups, By Purpose of Travel, By Transportation Mode, and By Accommodation Type
Report Overview
Report Code
TDR0116
Coverage
Asia
Published
February 2025
Pages
80
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Report Overview
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Report Coverage
Verified Market Sizing
Multi-layer forecasting with historical data and 5–10 year outlook
Deep-Dive Segmentation
Cross-sectional analysis by product type, end user, application and region
Competitive Benchmarking & Positioning
Market share, operating model, pricing and competition matrices
Actionable Insights & Risk Assessment
High-growth white spaces, underserved segments, technology disruptions and demand inflection points
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Executive Summary
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Table of Contents
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4.1. Revenue Streams for OTAs and Travel Agents in Japan Domestic Tourism Market
4.2. Business Model Canvas for OTAs and Travel Agents in Japan Domestic Tourism Market
4.3. Relationship between OTAs, Travel Agents and Hotels/Airline and other Stakeholders-Discuss about Commission and other revenue structure
5.1. Domestic Tourism Spending in Japan, 2018-2024
5.2. Tourism Contribution to Japans GDP, 2018-2024
5.3. Ratio of Domestic to International Tourism in Japan, 2018-2024
5.4. Number of Travel Agencies in Japan
5.5. Number of Domestic Tourists in Japan, 2018-2024
8.1. GTV, 2018-2024
8.2. Number of Bookings, 2018-2024
9.1. By Local or Interstate Travel, 2023-2024P
9.2. By Mode of Booking, (OTA Platform and Direct Booking), 2023-2024P
9.3. By Purpose of Travel (Leisure, Business, VFR, Wellness), 2023-2024P
9.4. By Tour Type (Conferences/Meeting, Weekend Getaways, Adventures Tours, Organized Tours, Holidays Trip and Others), 2023-2024P
9.5. By Age Group (18-29, 30-49, 50-59, 60+), 2023-2024P
9.6. By Region (Kanto, Kansai, Hokkaido, Kyushu, Okinawa, and Others), 2023-2024P
9.7. By Type of Accommodation (Hotels, Ryokans, Guesthouses, Vacation Rentals), 2023-2024P
9.8. By Type of Bookings (Hotel, Trains, Buses, Cars, Airline, Packages and others), 2023-2024P
10.1. Customer Landscape and Cohort Analysis
10.2. Customer Journey and Decision-Making
10.3. Needs, Desires, and Pain Point Analysis
10.4. Gap Analysis Framework
11.1. Trends and Developments in Japan Domestic Tourism Market
11.2. Growth Drivers for Japan Domestic Tourism Market
11.3. SWOT Analysis for Japan Domestic Tourism Market
11.4. Issues and Challenges for Japan Domestic Tourism Market
11.5. Government Regulations for Japan Domestic Tourism Market
12.1. Market Size and Future Potential for OTAs Domestic Tourism Market, 2018-2029
12.2. Business Model and Revenue Streams
12.3. Cross Comparison of Leading Online Travel Platforms Basis Operational and Financial Variables
13.1. Financing Penetration for Travel Expenses, 2018-2029
13.2. Changing Trends in Financing for Tourism, with Reasons
13.3. Financing Patterns for Different Tourism Segments
13.4. Tourism Financing Split by Banks, NBFCs, and Other Entities, 2023-2024P
16.1. Market Share of Key OTAs in Japan Domestic Tourism Market Basis GTV, 2023
16.2. Market Share of Key Players in Japan Domestic Tourism Market Basis GTV, 2023
16.3. Benchmark of Key Players in Japan Domestic Tourism Market Basis Operational and Financial Performance
16.4. Strength and Weakness Analysis
16.5. Operating Model Analysis Framework
16.6. Competitive Positioning Matrix
16.7. Gartner Magic Quadrant
16.8. Bowmans Strategic Clock for Competitive Advantage
17.1. GTV, 2025-2029
17.2. Number of Bookings, 2025-2029
18.1. By Local or Interstate Travel, 2025-2029
18.2. By Mode of Booking, (OTA Platform and Direct Booking), 2025-2029
18.3. By Purpose of Travel (Leisure, Business, VFR, Wellness), 2025-2029
18.4. By Tour Type (Conferences/Meeting, Weekend Getaways, Adventures Tours, Organized Tours, Holidays Trip and Others), 2025-2029
18.5. By Age Group (18-29, 30-49, 50-59, 60+), 2025-2029
18.6. By Region (Kanto, Kansai, Hokkaido, Kyushu, Okinawa, and Others), 2025-2029
18.7. By Type of Accommodation (Hotels, Ryokans, Guesthouses, Vacation Rentals), 2025-2029
18.8. By Type of Bookings (Hotel, Trains, Buses, Cars, Airline, Packages and others), 2025-2029
19.1. Strategic Recommendations for Stakeholders
19.2. Opportunity Analysis
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Research Methodology
Step 1: Ecosystem Creation
Map the ecosystem and identify all the demand-side and supply-side entities for the Japan Domestic Tourism Market. Based on this ecosystem, we shortlist the leading 5-6 players in the industry, including travel agencies, online platforms, and regional operators, based on their financial performance, customer reach, and service portfolio.
Utilize industry reports, government publications, and secondary data sources to gather initial insights and identify market dynamics.
Step 2: Desk Research
Conduct comprehensive desk research using secondary data sources, including proprietary databases, industry articles, press releases, and government reports. This step focuses on analyzing the market structure, segmentation, pricing trends, and key performance indicators.
Examine company-level data, including financial statements, service portfolios, and strategic initiatives, to gain a deeper understanding of the competitive landscape.
Step 3: Primary Research
Engage in in-depth interviews with executives, stakeholders, and regional tourism operators to validate secondary data and gain additional insights. These interviews focus on market trends, growth drivers, and operational challenges.
Adopt a bottom-up approach to estimate regional tourism spending and aggregate data to derive overall market size.
Conduct disguised interviews with service providers to corroborate the insights gathered and verify the financial and operational data shared during the research process.
Step 4: Sanity Check
Perform top-down and bottom-up market size modeling to validate data accuracy and ensure alignment with industry trends.
- Use cross-verification techniques to assess data reliability, combining secondary insights with primary research findings.
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Frequently Asked Questions
1. What is the potential for the Japan Domestic Tourism Market?
The Japan domestic tourism market is set to grow steadily by 2029, driven by government initiatives, increasing consumer interest in regional destinations, and advancements in travel technology. The market is expected to expand further as Japan continues to promote cultural and sustainable tourism.
2. Who are the Key Players in the Japan Domestic Tourism Market?
Key players include JTB Corporation, HIS Co., Ltd., Rakuten Travel, Nippon Travel Agency, and Jalan.net. These companies dominate the market with their strong distribution networks, tailored travel packages, and customer-centric approaches.
3. What are the Growth Drivers for the Japan Domestic Tourism Market?
Growth drivers include government subsidies such as the "Go To Travel" campaign, the rising popularity of rural tourism, and increasing digitalization of the travel industry. Additionally, consumer demand for wellness and cultural tourism continues to boost market growth.
4. What are the Challenges in the Japan Domestic Tourism Market?
Challenges include seasonality, overcrowding at major destinations, and limited infrastructure in rural areas. Other barriers include the aging population’s preference for shorter, less strenuous trips and the disruption caused by natural disasters like typhoons and earthquakes.
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