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Overview of the Leisure White Paper 2025

On October 31, the Japan Productivity Center (JPC) will release the "Leisure White Paper 2025," which analyzes the current state of leisure activities in Japan through extensive surveys and industry market analyses. This annual publication, first launched in 1977, aims to comprehensively record the trends and changes in leisure activities over time.

The Growth of the Leisure Market

In 2024, the leisure-related market size is estimated at 75.203 trillion yen, reflecting a significant increase of 5.6% from the previous year. Notably, this figure surpasses pre-pandemic levels, achieving 104% of the market size in 2019. This marks a continued recovery of the leisure sector in Japan following the transition of COVID-19 to a category 5 infectious disease in May 2023.

Participation in Leisure Activities

Domestic travel remains the most popular leisure activity for the third consecutive year, with 46.8 million people participating in activities such as summer vacation trips, winter retreats, and visits to hot springs. Video streaming has also seen a surge, making it the second most popular activity.

However, the average number of leisure activities per person fell to 10.2, a slight decline of 0.2 activities compared to the previous year. This change is concerning as it indicates a potential decline in overall engagement in diverse leisure activities.

Interestingly, the ratio of respondents prioritizing leisure over work has shown a steady increase, with more than two-thirds of participants emphasizing the importance of leisure time.

Industry Insights

Market Dynamics and Segment Performance

The leisure-related industry continues to recover, with significant growth observed across multiple sectors:

• - Tourism and Leisure: This sector has shown the most remarkable growth, registering a 9.9% increase in 2024. Domestic travel services, including hotels, leisure parks, and travel agencies, are experiencing a surge in demand, thanks in part to a gradual recovery in international travel.

• - Sports Sector: This area recorded a 1.6% increase, with fitness clubs and ski resorts thriving despite a slight downturn in golf facilities.

• - Hobby and Arts: The arts and hobbies sector marked a 3.8% increase, driven by strong performances in concerts and theater, although traditional media like books and CDs faced declines.

• - Entertainment Sector: Experiencing a 5.3% growth, this category benefitted from the recovery of dining out and karaoke, although traditional gaming sectors such as video games and social games are still struggling.

The findings from the 2025 Leisure White Paper paint a complex picture of Japan's leisure market, showcasing robust growth in certain sectors while warning of declines in participation rates across broader categories. It is an essential resource for understanding evolving consumer behaviors and market dynamics in the post-pandemic world.

For further details, please refer to the official Leisure White Paper website.