Hype about Japan boosts travel industry
Published: Friday, Jun 21st 2024, 10:20
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Matcha, anime and ramen: Anything to do with Japan is on trend. Swiss travel agencies are noticing this. The destination is becoming increasingly popular with young people in particular - partly because of social media.
They rave about the snacks in the 24-hour stores and queue up for unusual street food. They test the matcha range or feed tame deer: Influencers from all over the world have discovered Japan. Hundreds of thousands of people watch their videos, millions follow them.
There are many reasons for Swiss people to travel to Japan. Some fulfill a lifelong dream with a round trip after retirement. Others are inspired by the latest game design. Still others stop off on a backpacking trip or choose the country as an Erasmus destination.
"After the end of the pandemic, Japan experienced a veritable rush of travel bookings," says the Zurich-based travel agency for long-distance travel, Travel Worldwide, when asked by the news agency AWP. One reason: the borders remained closed for almost three years during the pandemic. It was not until last April that foreign guests were able to enter the country again.
At Travel Worldwide, it is mainly older people with an interest in culture who opt for a trip to Japan. They have often only visited the country once in their lives. Since the reopening, however, the guest group has become much more heterogeneous, as various travel providers report. The age range varies between 20 and 80 years.
Records in sight
The hype surrounding Japan has recently picked up speed. The Japan National Tourism Organization, which oversees 22 travel providers worldwide, recorded a record number of guests in 2019. This level was almost reached again in 2023. And this March, Japan reached over three million tourists in one month for the first time - an increase of over 10 percent on the record year of 2019.
Around 53,400 guests traveled from Switzerland last year, which corresponded to a good 0.2 percent of all guests. Some Swiss travel providers recorded bookings "significantly" above the pre-pandemic level. The specialist Asia365 of travel provider Dertour Suisse expects at least 40% more sales this year than in the previous year.
The rush is partly due to the economic situation. Japan has long been considered expensive, but there has hardly been any inflation in recent decades. At the same time, the Japanese yen has lost value.
In addition, it is no longer a must to seek professional advice before traveling. Younger travelers in particular prefer to be guided by Google reviews and Tiktok tips. Google Translate helps with language barriers.
The high-speed trains also provide efficient transportation to cities with millions of inhabitants, national parks and art islands. "The excellent infrastructure allows unaccompanied travel within Japan, right to the last corners," confirms the tour operator Hotelplan Group.
"Soft power" has increased
While Japan has effectively lost economic importance since the 1990s, it has gained cultural "soft power", as Japan expert David Chiavacci explains. "In the past, it was primarily followers of karate or Zen Buddhism who traveled to Japan," says the Japanology professor. Today, Japanese comics, anime and music have developed into a dominant niche.
According to the travel specialist Asia365, guests are particularly fascinated by "the unfamiliar in the familiar": they appreciate the mixture of hospitality and "the strangeness of some customs and behaviors".
However, Japan also attracts niche interests. Matteo Tittone from Solothurn, for example, traveled here for the so-called Japanese domestic market cars. These are produced for the domestic market and are often tuned. Officially, these customized vehicles are banned in Japan, but as the police are not allowed to chase them, they are widespread. In order to see such cars live, the 24-year-old quit his job at the beginning of the year.
Tittone, who was on site for three and a half weeks, also enjoyed the gaming and anime culture: "There are references to childhood everywhere." You can find fantasy characters on every street sign, for example, because every city has its own mascot. Western brands such as McDonald's and Mars also feature anime characters on their products in Japan.
After all, Japan is "not as expensive as you think": Tittone paid around 800 francs per week for accommodation, transportation and food; the hotel in Tokyo cost 23 francs per night.
Large majority pleased
Tourism is already pushing Japan to its limits in some places. For example, a mesh net was recently installed in front of the summit of Mount Fuji to restrict the view of the popular photo subject. Some hiking trails now cost money, while in other places the city hands out fines to tourists who break the rules.
"However, the vast majority of Japanese are happy about the guests," says expert Chiavacci. Tourism is seen as a sign of appreciation.
Swiss tourists in particular are popular: "Switzerland is seen as an advanced country with people who stick to the rules," says Chiavacci. Switzerland has also long been a travel magnet for Japanese tourists. Now the Japanese are joking: "The tables have turned."
©Keystone/SDA
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