Unlocking Japan’s Tourism Potential

The Future of Japan’s Inbound Tourism: Insights from Parthenon Japan’s Senior Advisor and CEO

In an interview featured in Hoteres Magazine, Parthenon Japan’s Senior Advisor Benjamin Boas and CEO Parker J. Allen shared their perspectives on the future possibilities for Japan’s inbound tourism industry. Released on June 9, 2023, as a part of the weekly magazine’s 2,500th anniversary issue, the interview delves into communication strategies, attracting wealthy tourists, incorporating the foreign perspective, promoting rural tourism, and the potential of integrated resorts.

Communication Strategies: From “My Japan” to “Your Japan”

Benjamin Boas, a Cool Japan Producer for the Cabinet Office of Japan, highlighted the importance of effective communication in the context of the global tourism industry. He discussed Japan’s position as a top tourism destination and offered insights into overcoming past challenges in communicating with foreign travelers.

Benjamin introduced the concept of “My Japan” and “Your Japan,” which he used to demonstrate the need to understand and incorporate the perspectives of inbound travelers in communications. Furthermore, he explained that by adopting a customer-centric approach and incorporating the foreign perspective, Japan can create business opportunities and tailor experiences to the preferences of foreign customers, contributing to the growth of the tourism industry.

Beyond Major Cities: Attracting Tourists to Rural Japan and the Role of Integrated Resorts

Benjamin and Parker also discussed strategies for attracting tourists to areas beyond Japan’s major cities. Benjamin pointed out the potential of regions like Yamanashi Prefecture, known for its wine, and emphasized the importance of targeting tourists effectively and leveraging proper communication channels to promote lesser-known destinations.

They also addressed the need for Japanese accommodations to make adjustments to welcome foreign guests, and also shared their thoughts of the future role of integrated resorts in creating more familiar experiences for foreign tourists. Parker specifically highlighted the unique aspects and benefits of integrated resorts, including the inclusion of gaming facilities, which has high potential to attract travelers who currently seek gambling experiences in other countries.

They concluded the interview by expressing their optimism and belief in the future potential of Japan’s tourism industry, emphasizing the significance of communication in unlocking Japan’s latent potential as a global tourism destination. Although there are long-standing practices which currently limit potential growth, through effective communication and mutual understanding between Japanese establishments and inbound tourists, Benjamin and Parker envision a bright future for Japan’s tourism industry.