#Japan #Visa #Tokyo #Inbound Spending #POS Visibility

Visa's Recent Pilot Program and Its Impact on Inbound Spending

Visa Worldwide Japan conducted a pilot program aimed at analyzing consumer behavior among inbound travelers visiting Japan. This program focused on enhancing Point of Sale (POS) visibility, with promising results indicating a notable increase in card usage directly linked to improved visibility of payment options in stores.

Implemented between March 1 and the end of April 2026, this initiative targeted key inbound areas in Tokyo, specifically Shibuya, Shinjuku, and Taito wards. These locations were strategically chosen based on high foot traffic from foreign visitors and significant spending patterns. Approximately 5,000 multilingual POS displays were installed, offering information in English, Traditional Chinese, Simplified Chinese, and Korean to cater to a diverse group of international travelers.

According to the “Inbound Consumption Trend Survey” published by the Japan Tourism Agency on April 15, 2026, the estimated spending by inbound travelers during the first quarter of the year reached ¥2.3378 trillion, reflecting a year-on-year increase of 2.5%. This spending was distributed across various categories, with accommodation costs accounting for 36.7%, shopping expenses at 25.2%, and dining costs at 22.9%. The total inbound consumption for calendar year 2025 was estimated at ¥9.4559 trillion, demonstrating a robust year-on-year growth of 16.4%, particularly in sectors such as accommodation, retail, and dining, indicating a substantial opportunity for consumer spending growth.

The pilot program specifically targeted sectors like dining, retail, and services—areas frequented by travelers—making it a relevant initiative to gauge real purchasing behaviors. The results were striking: the number of card users and transaction volumes among inbound travelers increased by approximately 5-6%. The data showed consistent growth across various categories, particularly in dining, retail, and services, leading to enhanced sales opportunities for merchants due to expanded card payment acceptance. Moreover, there was a reported 2% increase in contactless payment usage, further emphasizing a shift towards more convenient digital payment solutions.

When analyzing by market, significant growth was noted in primary inbound markets, especially from Thailand and Taiwan, indicating a positive trend in card usage among travelers from these regions. This observed effect can largely be attributed to the alleviation of uncertainty regarding payment options, attributed to improved visibility of accepted payment methods.

The findings of this pilot program underscore the efficacy of enhancing POS visibility as a tactic to influence payment behaviors among inbound tourists. Visa is poised to roll out this initiative nationwide, beginning in July 2026, with plans to expand slowly from Kanto and Kansai areas into five regions and over 20 cities. This expansion aims to further boost inbound consumption and enhance the overall payment environment for travelers in Japan.

About Visa

Visa is a global leader in electronic payments, connecting consumers, merchants, financial institutions, and governments across over 200 countries. With a mission to provide the most innovative, convenient, and secure payment network, Visa aims to contribute to the prosperity of individuals, businesses, and economies worldwide. They believe that inclusive economies can enhance the quality of life for people everywhere and that access to payments is key to the future of commerce. For more information, visit Visa.com or www.visa.co.jp.