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EY Strategy and Consulting's Initiative on Luggage-Free Tourism

In a significant move to address the challenges posed by over-tourism in Japan, EY Strategy and Consulting Co., Ltd. has partnered with the Japan Tourism Agency to launch a comprehensive study aimed at promoting luggage-free tourism. This initiative addresses pressing issues tied to the rapid increase in international tourists visiting Japan, alongside the difficulties of managing large luggage volumes in public transport systems, leading to congested travel routes and overstaying at popular destinations.

The research findings, published in April 2026, showcase how luggage-free services can greatly enhance the tourism experience while simultaneously alleviating over-tourism challenges. Despite showing notable benefits, the current user rate of such services remains at an alarming low, ranging between 10% to 20%. This highlights the necessity for further exploration and the development of strategies to improve service adoption.

Key Findings of the Study

1. Mapping Tourist Travel Patterns
The study visualized nine primary travel routes used by international tourists, leveraging data collected from the Japan Tourism Agency, location data (FF-Data: Flow of Foreigners), and private sources. By consolidating this information, the research effectively categorized tourist behavior, presenting an insightful perspective on visitor movement across Japan.

2. Increased Leisure Time through Luggage-Free Services
Remarkably, utilizing luggage-free services can extend tourist activity time by up to 1.5 hours. Validation through monitor tours revealed significant increases in sightseeing durations, with various tourists reporting extended leisure time in cities like Kanazawa (1.3-1.5 hours), Kyoto (approximately 1.3 hours), Osaka (about 1 hour), and Hiroshima (30 minutes to 1.2 hours).

3. Satisfaction vs. Awareness
While more than 35% of travelers were unaware of luggage-free tourism services, those who engaged with them reported a satisfaction rate exceeding 94%. Interestingly, 64.6% expressed a desire for services such as transportation from the airport to accommodation.

4. Barriers to Adoption
The study unveiled that a lack of awareness and the complexity of procedures hinder the proliferation of luggage-free services. The main cited reasons for non-utilization included unfamiliarity with the service (26.8%) and insufficient promotion from service providers.

EY’s Social Agenda Team, represented by Director Keiichi Hasegawa and Manager Mano Goto, emphasized the uniqueness of this research. They articulated that integrating detailed travel patterns and participant feedback proved quantitatively how luggage-free tourism enhances travel experiences while mitigating over-tourism.

In their conclusions, they stressed the importance of improving public relations, multi-language support, and establishing nationwide networks through public-private collaborations. This will not only enrich Japan's tourism experience but also ease congestion, paving the way for broader adoption of luggage-free services across the country.

The Path Forward

Looking ahead, the EY team plans to support the expansion of these services, contributing to revitalizing Japan's tourism sector through enhanced partnerships between governmental bodies and private enterprises. By addressing barriers to recognition and ease of use, the initiatives underlined in this survey aim to create a sustainable and enjoyable travel environment for both tourists and local communities.

For further details, the Japan Tourism Agency has made the findings accessible on their official website, offering insights into sustainable tourism practices that can prevent future over-tourism challenges.

About EY

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