From October 11th, border measures were eased all at once, and expectations are high for inbound recovery. Among them, the Japan Tourism Agency and the Japan National Tourism Organization (JNTO) are also strengthening the acceptance of wealthy people as a priority strategy. In pre-corona times, people who spend more than 1 million yen per person on arrival account for only 290,000, or about 1% of the total number of tourists visiting Japan, but they account for 11.5%, or 550 billion yen. .

JNTO divides the wealthy class into two categories: classic luxury and modern luxury.

Classic Luxury is people who are traditional luxury-oriented, mainly in their 50s and 60s. It is a layer that seeks high comfort and luxury in everything. There is a strong tendency to always pursue the same standard even when traveling, placing importance on the evaluation in the world and what is familiar.

On the other hand, the modern luxury segment is considered to be a new type of luxury, and is considered to be a segment that emphasizes experience and meaning for oneself rather than the challenge of new things and luxury. There is a strong tendency to emphasize authentic experiences, ecotourism/sustainability, and once-in-a-lifetime experiences.

In the future, attracting the modern luxury segment will be a key factor in attracting more visitors to Japan from rural areas, and the development of a system that matches their preferences will be an important axis.

We also support monitor tours and familiarization trips in various places to promote sustainable tourism.

The first is that the concepts of classic luxury and modern luxury themselves have been categorized by the Japanese tourism strategy centered on JNTO. It is pointed out that it is easier to convey if it is replaced with something like (making life richer). I would like to make an easy-to-understand presentation about this.

Secondly, it is sourly pointed out that the flexibility of various adjustments is important. The itinerary should not be packed, but should be prepared on the premise that changes can be made depending on the physical condition and mood of the time.

I apologize for the inconvenience for the local people, but it is not the local side’s fault. Of course, 100% cancellation fee is assumed.

The third is that there is a strong demand for people who want to know the way of life of people who have feelings in the area and want to interact with them, rather than experiencing it. Rather than giving an explanation, they are required to play the role of skillfully bridging questions in the flow of communication after conveying the points.

It is an urgent task to understand the demand for each target and raise the level of response to the demand of tourists who return to Japan at once. For the purpose of transforming the tourism industry into a profitable industry, we would like to strengthen the acceptance system of the region that will please these people, and expect an early recovery.

(Representative Director of Regional Branding Research Institute)

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