旅遊行業針對外國人回訪日本，可投入三大都市圈外地區
Travel businesses may focus on areas outside the three major metropolitan regions for the return visits of foreigners to Japan

海擇短評 Haize Comment：

近期DBJ(株式会社日本政策投資銀行)與JTBF(公益財團法人日本交通公社)的一篇研究報告"2023年亞洲、歐洲、美洲、澳洲外國遊客訪日意向調查(アジア・欧米豪訪日外国人旅行者の意向調査)"引起了我們的注意，在可公開的範圍內，海擇資本談談幾個值得專注於日本旅遊的業者與投資人留心的研究成果：

1. 目前入境消費不均，城市獨大：隨著新冠疫情結束和日本入境遊恢復，若以旺季的入境消費額來看，2023Q3全日本訪日遊客的消費額較2019Q3增長23%。不過，消費增長高度集中於主要旅遊城市，比如東京都、京都府與福岡縣，分別較2019Q3增長51%、49%與125%，大幅高於平均值；部分非主要城市不僅沒有增長，甚至有大幅下滑，比如愛知縣與靜岡縣，分別比2019同期下降47%與37%。

2. 遊客回訪三大都市圈外地區具有潛力：從歷史數據看，首次訪日遊客最多的是三大都市圈(東京、大阪、愛知等8個都道府縣)，而遊客回訪日本最多造訪的是三大都市圈外的非主要城市與農村地區。目前非主要城市與農村雖然消費總額不佳，但從客單價層面來看，客單價仍是增加的，主要問題是遊客數量不足，特別住宿人數的恢復速度較慢；從客源地看，主要原因是疫情前佔比高的中國遊客恢復緩慢，因為類似靜岡縣和愛知縣等對中國遊客依賴較高的縣受影響較大。隨著遊客回訪/再訪日本，三大都市圈外地區的總住宿人數有望恢復到疫情前水準，消費額也會超過疫情前。

3. 三大都市圈外地區的投入重點：對於入境遊客來說，首重從廣域交通樞紐到旅遊景點的二次交通。其次，亞洲、歐洲、美洲、澳洲外國遊客對結合當地傳統和文化特點的旅遊相關產品，興趣最高的在於四類："自然觀賞"、"美食"、"購物"、"體驗"，其中各領域最被重視的前三大品項依序為：

● 自然觀賞：自然風景觀光、賞櫻、賞雪。

● 美食：傳統日式料理 、當地人常造訪的餐廳(現地の⼈が普段利用しているカジュアルな食事) 、甜點(スイーツ) 。

● 購物：食品與飲料、服飾與時尚用品(洋服や雑貨)、化妝品與藥品(化粧品や医薬品)。

● 體驗：溫泉泡湯(温泉への入浴)、觀賞節日和祭典(イベント・ 祭りの⾒物)、城市散步(繁華街の街歩)。

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A recent research report by DBJ (Development Bank of Japan) and JTBF (Japan Transportation Bureau Foundation) titled "2023 Survey on the Intention of Foreign Tourists to Visit Japan from Asia, Europe, Americas, and Australia" has caught our attention. Within the publicly available scope, Haize Capital discusses several findings that are noteworthy for operators and investors focused on Japan's tourism sector.

1. Uneven inbound spending, dominance of major cities: As Japan's inbound tourism recovers post-COVID-19, the spending by tourists in Q3 2023 saw a 23% increase from Q3 2019. However, this growth is highly concentrated in major tourist cities such as Tokyo, Kyoto, and Fukuoka, which saw increases of 51%, 49%, and 125% respectively, significantly above the average. In contrast, some non-major cities not only failed to grow but even saw substantial declines, like Aichi and Shizuoka prefectures, which dropped 47% and 37% respectively from the same period in 2019.

2. Potential for repeat visits beyond the three major metropolitan areas: Historically, first-time visitors to Japan flock to the three major metropolitan areas (including Tokyo, Osaka, Aichi, and five other prefectures), while repeat visitors often travel to less prominent cities and rural areas outside these regions. Although these non-major cities and rural areas currently show poor total consumption, the average spending per customer is increasing. The main issue is the insufficient number of visitors, especially a slower recovery in accommodation occupancy. The slow return of Chinese tourists, who were a significant proportion before the pandemic and heavily impacted regions like Shizuoka and Aichi Prefecture, is a primary factor. As repeat visits increase, the total number of stays in areas outside the three major metropolitan areas is expected to return to pre-pandemic levels, and spending is anticipated to exceed pre-pandemic amounts.

3. Focus on areas outside the three major metropolitan regions: For inbound tourists, priority should be given to secondary transportation from major transportation hubs to tourist attractions. Additionally, tourists from Asia, Europe, the Americas, and Australia show the highest interest in travel products that incorporate local traditions and culture, particularly in four categories: "Nature Viewing," "Gastronomy," "Shopping," and "Experiences." The top three preferred options in each area are:

●   Nature Viewing: Scenic nature tours, cherry blossom viewing, and snow viewing.

●   Gastronomy: Traditional Japanese cuisine, casual dining spots frequented by locals, and desserts.

●   Shopping: Food and beverages, apparel and fashion accessories, cosmetics and pharmaceuticals.

●   Experiences: Hot spring baths, viewing festivals and events, and city walks.

標籤 Label： DBJ  JTBF  Japan  Inbound  Gastronomy  Experience