インバウンド需要の予測～取り組みと期待～

Inbound demand

It is expected to exceed pre-COVID levels in 2023 and continue to grow in 2024.

The highest figure was in 2019

Inbound demand in 2023

Demand: Expected to far exceed 5 trillion yen (4.8 trillion yen in 2019)

Reason: Consumption per foreign visitor to Japan remains at an unexpectedly high level

References:
Inbound demand recovering smoothly: Estimated value for 2023 is 5.9 trillion yen, exceeding pre-COVID levels (number of foreign visitors to Japan in June): https://www.nri.com/jp/knowledge/blog/lst/2023/fis/kiuchi/0720_2

Inbound demand in 2024

Number of foreign visitors to Japan: Predicted to be a record high of 33.1 million

Reason: Recovery of individual travel from China

References:
Travel forecast for 2024, inbound visitors to Japan to reach a record high of 33.1 million, domestic revenge consumption showing a pause, overseas travel showing a slow recovery, JTB estimates – Travel Voice: https://www.travelvoice.jp/20231220-154831

Other

The government has set a goal of 5 trillion yen in inbound demand, 20 million foreign visitors to Japan, and 4 trillion yen in travel spending by foreign visitors to Japan by 2025, but these goals may be achieved ahead of schedule.

The increase in inbound demand is expected to have a positive impact on various industries, including the tourism industry.

In response to the increase in inbound demand, restaurants are taking various measures.

Attracting customers

Multilingual support: Make menus, websites, SNS, etc. multilingual to make it easier for foreign tourists to obtain information.
Online reservations: Register on an online reservation site for foreign tourists to lower the barrier to reservations.
Utilizing SNS: Disseminate information on SNS such as Instagram and TikTok to attract the interest of foreign tourists.
Featured in inbound media: Have your restaurant featured in guidebooks and websites for foreign tourists.
Experience-based content: Offer Japanese cultural experiences (e.g., sushi making experience, sake tasting), etc. to attract the interest of foreign tourists.

Customer service

Assign multilingual staff: Assign staff who can speak major languages ​​such as English and Chinese.
Use tablet devices: Display multilingual menus on tablet devices or use translation apps.
Use pictograms: Use many photos and illustrations on the menu so that customers can understand the contents of the dishes even if they do not understand the language.
Consideration for religion and culture: Offer menus that take religion and culture into consideration, such as halal and vegetarian.
Cashless payment: Introduce payment methods that are easy for foreign tourists to use, such as credit cards and QR code payments.

Other

Provide free Wi-Fi: Create an environment where foreign tourists can easily use the Internet.
Multilingual toilet signs: Display the location of toilets and how to use them in multiple languages.
Tourist information: Provide information on nearby tourist spots and transportation.

These efforts will increase the satisfaction of foreign tourists and lead to repeat visitors.

It is also important for the entire region to work on inbound measures. For example, tourism associations and local governments can take the lead in creating multilingual maps and setting up tourist information centers to create an environment where foreign tourists can tour the area with peace of mind.

It is important for restaurants to use this information to consider effective inbound measures that are tailored to their strengths and target customer demographic.

The increase in inbound demand also represents a major business opportunity for Japan’s primary industries.

Examples of inbound initiatives in the agriculture, forestry and fisheries industry

Farm and fishing village experience tours: Planning and implementing tours that allow visitors to experience Japan’s agriculture, forestry and fisheries industries, such as harvesting, fishing and processing experiences

Farm and fisherman’s guesthouses: Staying at farmhouses and fishermen’s homes and offering cuisine using local ingredients and cultural experiences

Inbound support at direct sales outlets and roadside stations: Foreign language support, tax-free procedures, multilingual displays, introduction of overseas payment methods

Export promotion: Exporting high-quality agricultural, forestry and fishery products overseas

Developing overseas sales channels: Product development and promotion tailored to local needs

Inbound information dissemination: Multilingual information dissemination on websites and SNS, exposure to overseas media

Agricultural training for foreigners: Accepting foreigners and having them learn Japanese agricultural techniques

Inbound product development: Development of processed products and souvenirs using local specialty products, development of vegetarian, vegan and halal products

Specific examples

Strawberry picking: Strawberry picking, which is popular in Japan, is also a popular activity for foreign tourists. Some farms are also being considerate to foreign tourists, such as by assigning multilingual staff and using pictograms to explain things.

Winery tours: Japanese wines are gaining recognition overseas, and winery tours are a popular tourist attraction for foreign tourists.

Fishing experience: Tours that allow foreign tourists to experience fishing on a fishing boat are a good opportunity for foreign tourists to experience Japan’s fishing culture.

Challenges and future prospects

Language and cultural barriers: There are many challenges in responding to inbound tourists, such as foreign language support and cross-cultural understanding, but it is important to work together as a region.

Lack of human resources: Since the agriculture, forestry, and fisheries industries have a serious labor shortage, efforts to secure human resources are also necessary, such as accepting foreign workers and providing agricultural training for foreigners.

Developing sales channels: It is also important to take measures to promote exports, such as developing overseas sales channels and developing products for overseas markets.

It is expected that capturing inbound demand will revitalize Japan’s primary industries and lead to the promotion of local economies.

As inbound demand increases, restaurants are facing a serious labor shortage. There is an urgent need to secure personnel who can deal with foreign tourists, and various efforts are being made in recruitment and hiring.

Recruitment

Job information in multiple languages: Post job information in the languages ​​of the target foreign tourists, such as English and Chinese.
Job sites for foreigners: Post job information using job sites and social media for foreigners.
Job fairs for foreign students: Participate in job fairs for foreign students.
Internships: Accept foreign students and hire them through internships.
Referral system: Introduce a referral system from employees to have them introduce personnel who can deal with foreign tourists.
Hello Work: Consult with the Hello Work Foreign Employment Service Center and have them introduce foreign job seekers.
Foreign talent introduction companies: Request a foreign talent introduction company to introduce foreign job seekers.

Recruitment

Emphasis on language skills: Emphasis on language skills that can deal with foreign tourists, such as English and Chinese.
Emphasis on communication skills: Emphasis on intercultural understanding and communication skills.
Emphasis on personality: Because this is a customer service job, emphasis is placed on bright and polite personalities.
Diverse working styles: Accept diverse working styles, such as short-time work and working three days a week.

Training system: Establish a training system to learn how to serve foreign tourists and Japanese culture.

Career path: Prepare a career path that allows foreign employees to advance their careers.

Other

Support for foreign employees: Support the lives of foreign employees, such as obtaining a visa and finding housing.

Multicultural coexistence: Create a work environment where employees can understand and respect each other’s cultures.

Through these efforts, restaurants can secure personnel who can serve foreign tourists and accelerate the capture of inbound demand.

Job openings and recruitment information for restaurants in Osaka

In Osaka, with the increase in inbound demand, more and more restaurants are looking for personnel who can serve foreign tourists. Job openings can be found at Hello Work and recruitment sites for foreigners.

Indeed: https://jp.indeed.com/
YOLO JAPAN: https://yolo-japan.com/

In addition, job fairs for foreigners are held, organized by the Osaka Chamber of Commerce and Industry, Osaka Prefecture, and others. By participating in these events, you can directly interact with companies and find a job that suits you.

参考：内閣府