In-Depth Insights from MATCHA's Recent Survey on Inbound Tourism Challenges

Understanding the Survey Insights on Inbound Tourism Challenges

Recently, MATCHA conducted a comprehensive survey targeting municipal authorities and tourism businesses across Japan. The primary goal was to measure the awareness regarding inbound tourism strategies as the number of international visitors recovers to pre-pandemic levels. With the much-anticipated 2025 Osaka-Kansai Expo on the horizon, the need for robust welcoming systems in various regions has become increasingly urgent.

Key Findings of the Survey

One of the standout findings from the survey indicates that over 71% of respondents expressed concern over the lack of understanding about inbound tourism initiatives within their organizations and communities. This statistic highlights a significant emotional barrier impeding the operational progress of these strategies—the ‘invisible walls’ within organizational cultures that hinder actionable steps.

Interestingly, the survey revealed that nearly half of those responsible for inbound tourism efforts have less than three years of experience in the field. This suggests that many individuals are new to their roles and that organizations often lack the systems necessary to accumulate and share crucial know-how regarding effective tourism strategies.

Furthermore, the survey indicated that inbound tourism initiatives are frequently relegated to a lower priority on officials’ to-do lists. Approximately 29% of those eager to engage in inbound tourism activities report that they hardly devote more than two hours a week to these tasks due to competing job responsibilities. This status underscores a common theme where, despite genuine interest in promoting inbound tourism, many are overwhelmed by other duties that take precedence in their daily operations.

Moreover, target market definitions are still unresolved in many cases; over 20% of respondents indicated that they lacked clarity on their primary market focus. While Taiwan emerged as the most cited primary market at 30.2%, a surprising segment of respondents had either not established a target or chose not to respond. This raises concerns about the clarity and effectiveness of the strategies being implemented.

Survey Execution Details

The survey was conducted online from February 20 to March 20, 2025, targeting a variety of stakeholders involved in inbound tourism efforts, including local authorities, tourism associations, and DMOs. With 63 valid responses collected, the survey aimed to quantify the real-world challenges faced by individuals working in this sector, assessing their priorities, the perceived importance of inbound tourism strategies, and existing barriers.

MATCHA's Commitment to Supporting Inbound Tourism

In light of the challenges identified in the survey, MATCHA is dedicated to providing multifaceted support for local authorities and tourism businesses seeking to enhance their inbound tourism strategies.

- MATCHA Contents Manager (MCM): This tool allows efficient multilingual dissemination of tourism information while significantly cutting costs and time related to translation and updates.
- Inbound Marketing Support: By studying the needs and preferences of foreign visitors, MATCHA aids in formulating localized strategies, including target market identification and promotional planning.
- Workshops and Seminars: MATCHA hosts practical seminars aimed at novices and workshops to share best practices, addressing the needs of those in the field.
- Inbound Summit Organization: MATCHA organizes cross-industry collaboration events where local governments and businesses can share real-world challenges and practical case studies.

Going forward, MATCHA is committed to crafting sustainable and manageable approaches to inbound tourism in collaboration with local communities.

Who is MATCHA?

Established in December 2013, MATCHA has grown into one of Japan's largest media platforms focused on providing information for international visitors. With over 20,000 articles available in 10 languages, MATCHA attracts approximately 6.63 million page views monthly from visitors in 227 countries and regions.

MATCHA not only shares valuable content but also assists clients in solving inbound tourism challenges through various services. For further information, please visit MATCHA's official site.