Attracting Tourists
2025-06-26 01:56:25

Innovative Strategies for Attracting Foreign Tourists through Data-Driven Marketing

Innovative Strategies for Attracting Foreign Tourists



On June 17, 2025, ENGAWA Inc. held a seminar in collaboration with NAVITIME Japan, welcoming the Chiyoda City Tourism Association as a panelist. This event focused on practical area marketing strategies aimed at attracting foreign tourists visiting Japan. Approximately 40 participants from various sectors, including commercial establishments, manufacturers, and local governments, gathered to explore how to combine objective data-driven strategies with engaging creative content.

Insights on Marketing Strategies and Approaches



During the seminar, ENGAWA Inc. highlighted the factors contributing to a record-high number of inbound visitors anticipated in April 2025. This includes the recovery of the Chinese market, the increase of affluent travelers from Europe, the United States, and Australia, as well as the rise in charter flights to rural areas. However, the company emphasized that simply continuing traditional marketing practices amid a growing market could lead to missed opportunities. They stressed the importance of clarifying the target audience and the message to be delivered, pointing out that utilizing data to identify specific targets is crucial for enhancing the effectiveness of inbound strategies. Engaging creative content tailored to the emotional responses of these targets was identified as the key to strategic success.

Understanding Tourist Behavior through GPS Data



NAVITIME Japan introduced its inbound tourists' behavior analysis tool, the “Inbound Profiler,” using data from Fukui Prefecture’s Tsuruga City, which saw a surge in visitors following the extension of the Hokuriku Shinkansen. They revealed that the increase is not merely due to the new Shinkansen line, but because it created new flows of traffic through Tsuruga to Kyoto and surrounding areas. This aspect of transportation infrastructure was visualized through GPS data, providing valuable insights for municipalities and transportation companies on how infrastructure acts as a pivotal point for tourism routes.

Panel Discussion on Local Tourism Promotion Successes



A panel discussion featuring representatives from the Chiyoda City Tourism Association, NAVITIME Japan, and ENGAWA Inc. provided a case study on Chiyoda. While they acknowledged the influx of tourists, they recognized challenges in effectively communicating Japan's allure primarily through Japanese language outputs. Tackling this, they used NAVITIME's inbound analysis tool to gain valuable insights, such as:

  • - Improving Target Resolution: They discovered distinct cultural demographics within Chiyoda, highlighting areas such as Akihabara attracting U.S. pop culture enthusiasts while the Yasukuni Shrine draws significant Korean visitors.
  • - Identifying Hidden Strengths: Comparatively, Chiyoda's steady foot traffic from morning to night enhances its appeal over nighttime-focused Shinjuku and afternoon-centric Shibuya, indicating a strong advantage in maintaining a continual visitor presence.
  • - Understanding Travel Patterns: A prevalent trend emerged where tourists frequently stay in Taito and visit Chiyoda during the day before returning, thus allowing for targeted collaborative strategies with nearby regions.

Using these insights, ENGAWA’s English-language lifestyle magazine, “Tokyo Weekender,” produced a one-day itinerary highlighting experiences in Chiyoda. After sharing this model course, it led to increased inquiries from overseas users and actual visits, demonstrating an effective model of transforming awareness into action.

Towards the end of the session, an interactive Q&A segment revealed participants' keen interest in practical aspects of promotions. Questions included budget considerations and methods for measuring post-implementation effects. Responses from speakers prompted reactions from attendees, indicating a willingness to explore area-specific analyses immediately.

Seminar Details



  • - Title: Area Marketing Strategies to Attract Inbound Tourists: Starting with Target Visualization
  • - Date: June 17, 2025, from 15:00 to 16:00 (Seminar), followed by networking from 16:00 onwards.
  • - Venue: ENGAWA Inc., Roppongi Hills Mori Tower, 31st Floor, 6-10-1 Roppongi, Minato, Tokyo, 106-6131, Japan.
  • - Organizers: ENGAWA Inc. and NAVITIME Japan.
  • - Cooperation: Chiyoda City Tourism Association.

About the Chiyoda City Tourism Association


The Chiyoda City Tourism Association aims to enhance Chiyoda's attractiveness and foster exchanges among domestic and international visitors through tourism promotion utilizing regional resources such as nature, scenery, culture, and industry.

About NAVITIME Japan and Its Travel Services


NAVITIME Japan offers comprehensive navigation services aimed at foreign tourists, providing support for all aspects of travel in Japan, including route searches, lodging, and activity reservations.

About ENGAWA Inc.


ENGAWA Inc. is a marketing company dedicated to effectively communicating Japan's values to global audiences, continually creating scenes of empathy and emotion among both foreign and local individuals.


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