As the inbound tourism market in Japan continues to expand, implementing effective the marketing strategies for websites targeting inbound tourists visiting Japan is becoming increasingly important.
With the ongoing depreciation of the Japanese Yen (￥) in recent years, Japan has become a paradise-like destination for tourists from all over the world, offering excellent services at affordable prices. This situation presents significant advantages for businesses involved in the inbound tourism industry.
The growing number of foreign tourists visiting Japan leads to higher sales. The weak yen makes Japanese products and services more attractive to foreign customers, boosting their willingness to spend.
In 2024, Japan set a new record for the highest number of inbound tourists. According to the Japan National Tourism Organization (JNTO), the statistics were as follows:
Number of inbound visitors (December 2024 and annual estimate)
In 2024, the total number of inbound visitors was 36,869,900, an increase of 47.1% from the previous year and 15.6% higher than the record set in 2019 (31,882,049 visitors). This represents an increase of about 5 million from the previous all-time high.
(Source: Japan National Tourism Organization, December 2024 & Annual Estimates)
With the right inbound marketing strategies in Japan, businesses can ride this wave of increasing foreign tourists and expect higher revenue.
As the domestic market in Japan continues to shrink, targeting inbound tourists allows businesses to tap into new and growing international markets.
Providing services to foreign visitors helps businesses expand their brand presence internationally. Tourists often share their experiences on social media and through word-of-mouth, creating opportunities for businesses to enter overseas markets.
To fully leverage these benefits, a well-planned digital strategy is necessary. At the core of inbound marketing is a properly developed website for foreign tourists.
Since Japan is an unfamiliar place for most visitors and many do not understand Japanese, they rely on online searches to find information. Companies that provide clear service explanations and engaging content online are more likely to attract international customers and differentiate themselves from competitors.
Websites should support both Japanese and English (and other relevant languages). More than just direct translation, localization—adapting content to cultural differences—is crucial for making the website user-friendly and engaging for foreign audiences.
For an inbound website to succeed, search engine optimization (SEO) is essential. Proper keyword research, targeting phrases that foreign visitors use when searching, and optimizing for Google rankings will ensure better visibility and higher organic traffic.
Inbound websites vary in function and purpose. A clear understanding of business goals helps create the most effective website.
At Goat WebCreation Japan, we specialize in website development that supports marketing strategies for inbound tourism industry. Regarding website development, the entire process – including emails and online meetings – is also available in English.
Developing a website for inbound business requires expertise in design, SEO, localization, and more. Compared to domestic Japanese websites, inbound websites are more complex, requiring careful attention to multiple factors.
Goat WebCreation Japan offer a full range of services, including planning, design, bilingual translation (Japanese & English) and SEO for multiple languages.
Even if you’re unsure where to start, feel free to contact. Happy to help you bring your vision to life.