日本觀光廳"過夜旅行統計調查"暴露的潛在商機
Potential Opportunities Revealed by the Japan Tourism Agency's Overnight Travel Survey

海擇短評 Haize Comment：

日本觀光廳近期公告"2024年5月過夜旅行統計調查"，結合例行公告的訪日旅客數據，有些特別有意思的現象，也反映了值得投入的商機。海擇資本簡述如下：

1. 訪日人次：5月的訪日旅客人次為304萬，較2019年同期(277萬)增長9.6%，按照這個趨勢，全年超4,000萬應該輕而易舉。

2. 過夜人次：根據該過夜旅行統計調查，2024年5月外國旅客的過夜總數為1,356萬人次，較2019年同月增加39.4%。考慮到訪日人次僅增長9.6%，這表示5月外國遊客在日本停留的時間長度遠高於2019年，今年5月平均每個外國人在日本過了4.5夜，而2019年只過了3.5夜。

3. 按出生地劃分過夜人次：按出生地(護照核發地)劃分，在過夜人次總數中，前五高分別為中國(185萬)、韓國(144萬)、台灣(135萬)、美國(132萬)與香港(58萬人)。

4. 城鄉比較：三大都會地區的住宿過夜量相對2019年同期，增加59.0%至976萬間夜；鄉村地區的住宿入住夜量則增加5.9%至381萬間夜；但少數鄉村城鎮增速快，如：石川縣(增加148.6%)、愛媛郡(增加114.2%)與福島縣(增加86.9%)。

5. 商機來臨：日本在令和五年的旅遊白皮書，強調推動鄉村地區成為旅遊目的地，並給了間夜增漲指標，但目前看，5月間夜增速只有5.9%，明顯不如預期；但石川縣、愛媛郡與福島縣又是成長良好的典範。看來，各客源國的廣告策劃公司與旅行社可以好好努力，現在正是接案，得到日本鄉村地區自治政府DMO投放的好機會！

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The Japan Tourism Agency recently published the "May 2024 Overnight Travel Statistics Survey," combined with routine data on visitors to Japan, revealing interesting phenomena and potential business opportunities. Haize Capital briefly summarizes as follows:

1. **Visitor Arrivals**: In May, the number of visitors to Japan was 3.04 million, a 9.6% increase from the 2.77 million in May 2019. Based on this trend, exceeding 40 million visitors annually should be easily achievable.

2. **Overnight Stays**: According to the survey, the total number of overnight stays by foreign visitors in May 2024 was 13.56 million, up 39.4% from May 2019. Given that the number of visitors only increased by 9.6%, this indicates that foreign tourists spent significantly more time in Japan in May 2024, averaging 4.5 nights per person compared to 3.5 nights in 2019.

3. **Overnight Stays by Nationality**: Breaking down the overnight stays by nationality (country of passport issuance), the top five were China (1.85 million), South Korea (1.44 million), Taiwan (1.35 million), the United States (1.32 million), and Hong Kong (580,000).

4. **Urban-Rural Comparison**: In the three major metropolitan areas, overnight stays increased by 59.0% to 9.76 million compared to the same period in 2019; in rural areas, the increase was 5.9% to 3.81 million. However, some rural towns showed rapid growth, such as Ishikawa Prefecture (up 148.6%), Ehime District (up 114.2%), and Fukushima Prefecture (up 86.9%).

5. **Business Opportunities**: The Japanese Reiwa 5 Year Tourism White Paper emphasizes turning rural areas into travel destinations, setting targets for increases in overnight stays. However, with only a 5.9% increase in May, the results are below expectations; yet, places like Ishikawa Prefecture, Ehime District, and Fukushima Prefecture are exemplary in their growth. It appears that advertising agencies and travel companies from various source countries have a prime opportunity to secure projects and gain advertising placements from Destination Management Organizations (DMOs) in these growing rural areas of Japan! 

標籤 Label： Tourism  Destination  Japan  Accommodation