Changes Surrounding Tourism in the Post COVID-19
and Japan's Tourism Policy
February 22, 2023
MIZUSHIMA Satoru
Vice-Minister for International Affairs
Ministry of Land, Infrastructure,Transport and Tourism（ MLIT )Ministry of Land, Infrastructure, Transport and Tourism

Table of Contents

1 History of Japan-Thailand Exchange
2 Impact of COVID-19 on Tourism(1) Impact on Japan-Thailand traffic(2) Impact on the Japanese tourism market
3 New Japanese Tourism Policy
4 Conclusion

1 History of Japan-Thailand Exchange
2 Impact of COVID-19 on Tourism(1) Impact on Japan-Thailand traffic(2) Impact on the Japanese tourism market
3 New Japanese Tourism Policy
4 Conclusion

Number of foreign visitors to Thailand / Japan (since 2005)◯ Japan and Thailand are both focusing on inbound tourism, and thenumber of foreign visitors to Japan / Thailand has been steadily
increasing.
（Ten thousand people）
4,000

3,818

Thailand

Japan

3,559
3,253
2,992

3,000

2,655

2,481

1,594
1,341

1,157
1,000

673

733

835

835

679

2,869

1,974

1,923
1,382 1,446 1,458 1,415

3,119 3,188

2,404

2,235
2,000

3,992

1,115

1,036

861

836
622

670
412

0383
43 25InInInInInInInIn
In
In
InIn
In
In
InIn
In
In
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
(Source）: Thailand: Ministry of Tourism and Sports; Japan: Japan National Tourism Organization

3

Changes in the number of people-to-people visits and exchanges
between Japan and Thailand (since 2003)◯ The traffic between Japan and Thailand is growing steadily, increasing about
2.6 times during the 10-year period from 2009 to 2019.
（Ten thousand people）

350

Number of Japanese visitors to Thailand
Number of Thai visitors to Japan

300

Approx.
2.6 times

250

178.7

200

165.6150

138.2144.0

154.4

153.6 126.8
100500104.2

8.0

121.2 119.7

131.2 127.8 115.4

137.4
100.4 99.4 112.8

26.1
10.5 12.0 12.6 16.7 19.2 17.8 21.5 14.5

45.4

90.2 98.7
79.7
65.8

113.2

131.9
32.0
22.0

0.9
0.3

29.0
19.8

In
In
In
In
In
In
In
In
In
In
In
In
In
In
In
In
In
In
In
In
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
(Source: Thailand: Ministry of Tourism and Sports; Japan: Japan National Tourism Organization)4

Number and Percentage of Foreign Visitors to Japan[by Country/Region] (2019)◯ According to the number of foreign visitors to Japan by country/region,
Thailand is a very important market, ranking 6th with 1.32 million visitors.
Others1.38 million（4.3%）
5 major⑤U.S.A
European countries
1.72 million 1.29 million （4.0%）（5.4%）①China9.59 million

North America
2.1 million（6.6%）⑥Thailand
1.32 million（4.1%）

Total
31.88 million
people④Hong Kong2.29 million（7.2%）

Asia 26.37 million （82.7%）
of which East Asia 22.36 million （70.1%）
of which Southeast Asia 3.83 million （12.0%）③Taiwan
4.89 million(Source): Japan National Tourism Organization（30.1%）（15.3%）②South Korea
5.58 million（17.5%）

5Number and percentage of foreign visitors to Thailand[by country/region] (2019)◯ According to the number of foreign visitors to Thailand by country/region, Japanranks 6th with 1.79 million visitors.
Others3.84 million（9.6%）①China5 major European countries
2.93 million （7.4%）

11.14 million（27.9%）

Total
1.39 million（3.5%） 39.92 million
peopleNorth America

Asia 29.5 million （73.9%）of which East Asia 16.18million （41.8%）
of which Southeast Asia 10.86million （27.2%）⑥Japan1.79 million（4.5%）②Malaysia
4.42 million（10.7%）③India④South
1.96⑤Laos Korea million
1.88
1.86
（4.9%）
million million（4.7%）（4.7%）

6(Source): Thailand: Ministry of Tourism and Sports

Japan-Thailand Tourism Seminar

Attendees

OthersPrime Minister Kishida, Commissioner Wada of the Japan
Tourism Agency, and other Japanese tourism officials
Minister of Tourism and Sports Phiphat, Tourism Authority of Thailand
President Yuthasak, and other Thai tourism officials．

 96% of participantssurveyed were "satisfied“ 15 bottles of “Kamoizumi”(Japanese sake) ran out
during the reception

Total number of the participants : 220

Breaking open a ceremonialsake barrel

Greetings from the PrimeMinister

Prime Minister and Minister
Phiphat shaking hands 7

1 History of Japan-Thailand Exchange
2 Impact of COVID-19 on Tourism(1) Impact on Japan-Thailand traffic(2) Impact on the Japanese tourism market
3 New Japanese Tourism Policy
4 Conclusion

Impact of COVID-19 (number of visitors to Thailand / Japan)◯ The number of foreign visitors to both Thailand and Japan declined significantly.
In 2021, the number minus 99% compared to 2019.
（Ten thousand people）
4,000

3,992

3,818

3,119

Thailand

3,188

Japan

3,000

2,000

△99％

1,00067041243250In 2018

In 2019（Source: Thailand: Ministry of Tourism and Sports; Japan: Japan National Tourism Organization)

In 2020

In 20219

Impact of COVID-19 (Japan-Thailand traffic)◯ Due to the impact of COVID-19, traffic between Japan and Thailand
minus 99% in 2021 compared to 2019.
Japanese visitors to Thailand（Ten thousand people）
350

Thai visitors to Japan300

250200166

179△99％150

10050113

132

0In 2018In 20190.93222In2020(Source: Thailand: Ministry of Tourism and Sports; Japan: Japan National Tourism Organization)

0.3
In 202110

1 History of Japan-Thailand Exchange
2 Impact of COVID-19 on Tourism(1) Impact on Japan-Thailand traffic(2) Impact on the Japanese tourism market
3 New Japanese Tourism Policy
4 Conclusion

Impact on Japanese Travel Consumption◯ Due to the impact of COVID-19, Japanese travel consumption has also shrunk
significantly.
◯ Comparing travel consumption in 2019 and 2021, Japanese domestic travel is minus
10 trillion yen and inbound travel is minus 5 trillion yen.

2019 (１st year of Reiwa ) :27.9 trillion yen

Inbound travel
4.8 trillion yen（17.2%）
Others
1.2 trillion yen（4.3%）

2021 (３rd year of Reiwa):
9.4 trillion yen
Inbound travel
0.1 trillion yen▲Approx. 5 trillion yen

Others0.1 trillion yen（1.2%）（78.5%）

Japanese domestic travel
21.9 trillion yen（1.3%）（97.5%）▲Over 10 trillion yen

Calculated from the Japan Tourism Agency's "Survey of Travel and Tourism Consumption Trends" and "Survey of Foreign Visitor Consumption Trends in Japan

Japanese domestic travel
9.2 trillion yen

12Growing interest in outdoor activities◯ COVID-19 brought about a change in travelers' preferences. Interest in outdoor
activities that avoid the crowding of large numbers of people increased.
Number of hotel searches on Tripadvisor(index vs. previous year)

0

50

100

150

200

250

Facilities on the
農場内の施設farm

235

Campsites
キャンプ場

208

Rental villa
貸別荘

207

Hotels around

湖周辺のホテル
the lake

181

Family-friendly
家族向けリゾート

84

Hotelsin the city
都⼼のホテルcenter81

resorts

Budgethotelsバジェットホテル

69

格安ホテル
Discounthotels

67*Search for accommodations such as campgrounds and rental villas has
increased compared to before COVID-19
Source: Tripadvisor, beyond COVID-19: The Road to Recovery for the Travel
Industry (2020/5)

GlampingOutdoor activities

13

Growing Interest in “Sustainable Tourism”◯ The trend has been strong where interest in "sustainable tourism"
had been growing even before the COVID-19 epidemic.

◯ World travelers who say “the pandemic has made them want totravel more sustainably now”: 71%(10% increase from the 2021 survey)
Source: Booking.com "Sustainable Travel Report 2022" (June 2022)14

1 History of Japan-Thailand Exchange
2 Impact of COVID-19 on Tourism(1) Impact on Japan-Thailand traffic(2) Impact on the Japanese tourism market
3 New Japanese Tourism Policy
4 Conclusion

Future Direction of Tourism Policy◯ Paying particular attention to the three keywords of "sustainable tourism," "increasein consumption," and "promotion of regional visitors," the following three strategies
will be promoted comprehensively and cooperatively.

Strategies for creating high value-added
and sustainable tourism regions

Inbound Recovery
Strategies

Strategies for Expanding
Domestic Travel16Strategies for creating high value-added and sustainabletourism regions◯ Creating a sustainable tourisｍ destination
Building a leading model that balances the preservation of nature andculture with the promotion of tourism◯ Revitalization and high value-adding of tourism
attractions and tourism industry
Renovation of lodging facilities, etc., removal of abandoned buildings,
and wide-ranging DX of tourist attractions

Major renovation ofaccommodations

Removal ofabandonedbuildings17Inbound Recovery Strategies◯ Creation of special experience content that will serve as a trigger for inbound recovery

Tourism Restart Project
CulturalAssetsNational
Parks

Courtesy of Iriomote Wildlife Conservation Center,
Ministry of the Environment◯

Creation of high value-added inbound tourism destinations in regional areas

18Strategies to Expand Domestic Travel◯ Implementation of measures to stimulate tourism demand“National Travel Support Program”◯ Development of new markets

Promotion of workcation and universal tourism

19

The Master Plan for the Promotion of Tourism Nation◯ The “Master Plan for the Promotion of Tourism Nation" is a basic plan regarding the realizationof a tourism nation. A new plan has been under study since last fall.
◯ A new plan will be formulated by the end of March this year.
Strategies for Creating Sustainable
Tourism Regions
Number of regions committed
to sustainable tourism(newly established)

Inbound Recovery Strategies
Unit spending on inbound travel(new index)（In 2022）

100 regions(50 regions with12 regionsinternational certifications(including 6 regions withand awards)
international certifications and(Significant increase,awards)
nationwide expansion)（In 2019）

159,000 yen/person

200,000yen/person(25% increase in2019)

Strategies to Expand Domestic
Exchange
Domestic Travel Consumption

Year 2025(Draft)21.9 trillion yen

22 trillion yen(ahead of 2030target)

Goals to beachievedearlyTravel Consumption
5 trillion yenGoals to beachieved
early
20 trillion
yen(Note: Particular attention should be paid to the fact that this is set amidst uncertainty about the prospects for global COVID-19 convergence.

20Conclusion◯ Although the tourism industry was hit hard by COVID-19, it was an opportunity
to rethink tourism to date.
◯ Japan is working on “expansion of domestic travel ” and “inbound recovery” withcreating “high value-added and sustainable tourism regions”.
◯ Japan and Thailand have been actively working on inbound tourism. Exchange
between Japan and Thailand continues to expand in both directions.
◯ Tourism is not only an economic benefit, but also a wonderful opportunity toaccelerate mutual understanding between the two countries at the citizen level.
As the importance of world peace is being reaffirmed, we should promote
tourism in both countries more than ever.

21