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Seminar Report: Understanding the Shifting Interests of Repeat Visitors to Japan

On April 24, 2025, ENGAWA Inc., headquartered in Minato, Tokyo, organized a hybrid seminar titled "Complete Guide to Inbound Strategies for 2025 - Effective Measures Learned from Data and Case Studies" in collaboration with Agoda Company Pte. Ltd. This seminar was pivotal in analyzing the latest trends in the inbound foreign tourist market, especially in the post-COVID recovery phase. A total of around 90 participants, primarily from inbound-related businesses, took part both online and in-person, showing keen interest in the data-driven insights provided.

Understanding Inbound Marketing (Speaker: Maiko Shikata, ENGAWA Inc.)

Maiko Shikata highlighted the necessity of a multifaceted approach to inbound marketing that guides promotional efforts. She emphasized the need for tailored marketing strategies that align with the specific characteristics of various countries and regions. To effectively cater to travelers, she categorized their journey into three phases: Pre-trip, During the trip, and Post-trip. Shikata proposed that understanding the appropriate approach for each phase is essential for success.

Additionally, she presented concrete data trends showing that the optimal information gathering channels and trip planning timings differ across regions. By deeply comprehending these local characteristics, it becomes critical to select the right channels for each travel phase and design messages that resonate with consumers' psychological needs. ENGAWA advocates for a combined approach leveraging these elements to achieve more effective inbound marketing.

Insights on the Foreign Visitor Market (Speaker: Takahiro Kato, Agoda International Japan)

Takahiro Kato presented detailed insights into the current trends of the inbound foreign traveler market. A notable takeaway was the projection that in 2024, the number of foreign overnight stays in Japan is expected to reach approximately 163.6 million, marking a 41.5% increase compared to 2019—a significant recovery. However, a disparity in recovery speed between major urban areas and rural regions was also highlighted.

Kato observed an intriguing trend where repeat visitors are shifting their interests from initial attractions such as Japanese cuisine and famous sightseeing spots to more immersive experiences, including hot springs, ryokan stays, local tourism, and traditional cultural experiences in Japan. This trend strongly indicates the necessity of promoting rural tourism and developing content that caters to the diverse needs of repeat visitors as part of future inbound strategies.

Active discussions followed the presentations, with many participants inquiring about specific inbound strategies for their regions and applications of the insights to their own initiatives. Feedback from attendees acknowledged the seminar's practical relevance, with statements such as "I gained actionable insights" and "The data-driven suggestions were immensely helpful" being common.

Seminar Overview

• - Title: Complete Guide to Inbound Strategies for 2025 - Effective Measures Learned from Data and Case Studies
• - Date: April 24, 2025
• - Time: Seminar from 15:00 to 16:00, followed by a networking session
• - Location: ENGAWA Inc. (31st Floor, Roppongi Hills Mori Tower, 6-10-1 Roppongi, Minato, Tokyo)

Upcoming events

The next seminar is scheduled for June 17, 2025, featuring speakers from NAVITIME JAPAN Co., Chiyoda Ward Tourism Association, and ENGAWA Inc.
Details and registration methods will be published on ENGAWA’s official website in early May.

Guest Speaker Profile

Takahiro Kato (Agoda International Japan, Head of North Asia Advertising Media Division) has an extensive background in promoting large enterprises and digital media planning since joining Dentsu Inc. in 2011. Previously, he has worked on global campaigns for Japanese companies and government bodies. He now leads the establishment of Agoda's advertising media business for North Asia, with an MBA from Hitotsubashi University.

About Agoda International Japan

Booking Holdings (BKNG) is a global leader providing online travel and related services across 220 countries and regions through well-known brands including Booking.com, Agoda, Kayak, Priceline, Rentalcars.com, and OpenTable. Their mission is to make it easy for everyone to experience the world. Agoda Official Site

About ENGAWA Inc.

ENGAWA is a marketing company dedicated to effectively conveying the value of Japan to the world, creating impactful moments of resonance between foreigners and Japanese people. They manage the English media "Tokyo Weekender," which has over 50 years of history, along with influencer marketing and the OMOTENASHI Selection initiative. ENGAWA Official Site