Japan’s post-pandemic tourism landscape undergoes a notable transformation as tourists increasingly gravitate towards folk crafts and jewelry, marking a significant shift in spending patterns. The Japan Tourism Agency reports an 80% surge in average spending per visitor on traditional handicrafts, reaching ¥13,338 ($92) in the July-September quarter, signaling a trend initiated in early 2023. Concurrently, sales of cosmetics experience a 30% decline during the same period.
This shift is attributed to changing demographics, with European visitors exploring Japan while Chinese tourists, once dominant, opt to stay home. Chinese tourists now constitute about 10% of total visitors, down from 30% in 2019, while travelers from the US, Canada, Germany, and other nations show an uptick.
Duty-free sales at stores catering to this evolving trend, such as Traditional Crafts Aoyama Square, witness a notable uptick of about 20% from pre-pandemic levels. Manager Kazuhiko Asakawa credits this surge to an influx of travelers from diverse locations such as Mexico, Brazil, and Poland since late 2022.
Certain product categories, including stationery, experience a boom, exemplified by Ito-ya Ltd., where duty-free sales more than double. However, despite these positive shifts, Japan still lags behind other regional destinations in total spending per visitor.
Professor Noriko Yagasaki from Tokyo Woman’s Christian University highlights the need for Japan to enhance its entertainment and services sector. This includes addressing a shortage of guides and prioritizing experiential offerings. As Japan adapts to these changing dynamics, the evolving preferences of post-pandemic tourists present opportunities for economic growth through unique and enriching experiences.
