20 mln

Number of the Japanese oversea tourists in 2019


Percentage of the Japanese responders, who chose France as their dream destination in the public opinion survey

1,5 bln

The number of the registered international tourists all around the globe in 2019


Japanese tourist in Europe

Report on the condition of the Japanese tourism sector for the European SMEs

Europe remains one of the most popular regions visited by Japanese tourists. The spread of the coronavirus has strongly affected the tourism sector, but more and more small and medium-sized businesses are already preparing for the period when statistics will return to pre-pandemic values. They are looking for information on preferences, numerical statistics, key trends and forecasts.

To answer some of these questions and better prepare readers for how the tourism industry may change in the coming period of time, the EastAnalytics research team has prepared the report ‘Recent Evolution of Japanese Outbound Tourism and Recommendations for EU SMEs’.

The proposed report offers insight into the group of Japanese tourists travelling to Europe, outlining their preferences, related statistics, key industry organisations, both governmental and private, events, with a particular focus on Japan-EU cooperation. The report focuses on ways in which European investors can make their region more attractive in the eyes of the Japanese, taking into account cultural, economic and social considerations.

Structure of the report

  • Presentation of the market including historical context and latest numerical statistics,
  • Analysis of the preferences of Japanese tourists by gender, travel destinations, age, cultural aspects, and identification of those groups of Japanese tourists who have the greatest potential for small and medium-sized enterprises in the European Union, i.e. senior citizens, solo travellers and those who are interested in specific activities on the spot (sports, birdwatching, visiting historical sites, etc.)
  • Outline the key challenges affecting Japanese tourism statistics, including issues of an ageing population, COVID-19 concerns,
  • Description of key industry events and organisations that may be useful to European tourism representatives,
  • A list of recommendations for those businesses interested in further attracting Japanese tourists to their regions.

Japanese tourists in the European Union – key factors and processes

The most important factors influencing the development of the global tourism industry are social changes, technological developments, globalisation processes and increased income, which are reflected in the increasing number of flights, airports, hotels, etc. In 2019, the World Tourism Organisation registered almost 1.5 billion international tourists, whose numbers have been growing at an annual rate of 5% over the last decade. Europe received around 750 million international tourists in 2019, 4% more than in 2018. The biggest increases in tourists were registered in Montenegro, Albania, Bosnia and Herzegovina, Turkey, Moldova, Serbia, Portugal and Poland. The growing popularity of the Balkan countries may indicate further development trends in the future.

Japan, the world’s third largest economy by GDP, fourth by export value and fifth by imports, is consolidating and expanding its cooperation with the European Union. The 2019 Economic Agreement (EPA) has allowed for further trade facilitation between the EU and Japan, which is the second most important Asian business partner in the region.

The webinar is avialable at the EU business in Japan website as a: Webinar 172: Recent Evolution of Japanese Outbound Tourism and Recommendations for EU SMEs



  • Great potential of the European communication and infrastructure network supporting the tourist industry,
  • Growing tourism competitiveness indexes (TCI) in Central and Eastern Europe and the Balkans,
  • Presence of European and EU organisations supporting the flow of information between representatives of the tourism industry in the region.

  • Japan’s ageing population, with more than 28% of the population aged 65 or over, characterised by a shrinking workforce, a growing economic slowdown and lower travel motivation statistics,
  • The unprecedented impact of lockdowns and movement restrictions associated with the COVID-19 pandemic,
  • In the near future, Japanese tourists are likely to travel locally due to safety and health concerns. In the past, Japanese tourist numbers in Europe have declined following the terrorist attack on the WTC in 2001, events in Iraq, swine and bird flu outbreaks in previous years, among others.
Do you have any questions regarding the tourism industry in Japan?