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Travel operators transaction amount from domestic tourism in Japan 2015-2019

The transaction value of travel agencies generated through domestic tourism in Japan amounted to around 2.83 trillion Japanese yen in 2019, a decrease from about 3.6 trillion yen in 2015. Contrary to the downward trend of the demand from domestic travelers, transactions of inbound tourists handled by Japanese travel operators showed a continuous growth throughout recent years.

Target group: domestic travelers

Despite the shrinking domestic market, Japanese travelers remain the main target of travel operators in the country. Agent organized tours for trips within the Japanese borders accounted for the lion’s share of transactions for inhouse brand products, whereas guided tour sales directed at foreign visitors were hampered significantly by language barriers.

The internet as a competitor

The travel booking business shifted and turned into a competitive landscape in the wake of fast and feeless sales channels provided on the internet. While only one in three domestic travelers relied on travel agents’ websites for bookings, more than 46 percent accessed online-specialized travel booking sites to customize their overnight trips to their expectations. However, travel agencies remain the main channels for purchasing overseas travels, with both company websites and physical stores being the places to go.

Transaction value of travel agencies from domestic tourism in Japan from 2015 to 2019

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Release date

July 2020



Survey time period

2015 to 2019

Supplementary notes

1 Japanese yen equals 0.0095 U.S. dollars or 0.0080 euros as of August 2020.

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Statistics on "Domestic travel and tourism in Japan"

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