The Japan sports tourism market registered a market value of USD 9,577.8 million in 2023 and is expected to grow at a steady CAGR of 8.5% during the forecast period from 2024 to 2034. The target market is anticipated to be valued at USD 23,561.0 million by 2034.
Increasing investment in technology and having the landscape to support all kinds of sports are expected to drive the demand for Japan sports tourism. Sports tour is well-positioned to be an essential element of the Japanese government's efforts to accomplish its economic GDP growth. Beyond the top-line monetary gains, the government is also seeking to use inbound tourism as an engine to prompt interaction and vitalize outlying areas by capturing inbound demand, thereby reinvigorating non-metropolitan areas around Japan.
Japan has been successful in attracting and hosting mega-events, especially spectator events. It hosted the Summer Olympic Games in 1964 and again in 2020. Sapporo and Nagano were the host cities of the Winter Olympic Games in 1972 and 1998.
Japan has also been the host of (or will host) the Asian Games (1958, 1994, 2026), the FIFA World Cup (2002), the IAAF World Championship (1991, 2007), the Rugby World Cup (2019), the Universiade (1967, 1985, 1995), the Winter World University Games (1991), the World Games (2001), and the World Masters Games (2021) among others.
| Attribute | Details |
|---|---|
| Current Japan Sports Tourism Market Size (2023A) | USD 9,577.8 Million |
| Estimated Japan Sports Tourism Market Size (2024E) | ~USD 10,420.7 Million |
| Projected Market Valuation (2034F) | ~USD 23,561.0 Million |
| Value-based CAGR (2024 to 2034) | ~8.5% |
| Collective Value Share: Top 5 Companies (2023A) | ~4% to 8% |
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Japanese invest heavily in technology, which has enabled them to develop an infrastructure that supports any kind of sports, be it related to air, water, land, or mountains. Japan is mainly meant for martial arts forms like Judo, Karate, Sumo, etc. People from all over the world visit Japan to view events related to such art forms. This is expected to have a constructive impact on Japan's sports tourism market trends.
Japan is meant for its world-class snow quality as well. Because of this, there is a variety of sports that are held, which are related to cross-country skiing, snowboarding, and snow rafting. Tourists look forward to this amazing experience.
Moreover, the availability of an excellent infrastructure makes it possible for the Japanese to conduct events like Skateboarding, BMX, etc. Not only for participation, but tourists also visit Japan to view these amazing games in good numbers. This is expected to have a sound impact on Japan's sports tourism market share. Nowadays tourism sector is developing at a fast pace and thus Japan's sports tourism market is expected to expand at a CAGR of 8.5% from 2024 to 2034.
Increase in Economic Activities and Consumption Demand Bringing Japan Sports Tourism on the Rise
Japan also offers numerous possibilities throughout the four seasons owing to its abundant natural resources. Examples include trail running in the spring, river rafting, marine sports in the summer, and skiing & snowboarding in the winter.
In addition to various sports activities, participants have the opportunity to visit and experience cultural heritage sites or diverse wildlife in the local area. Sport heritage tourism in Japan has received very minimal attention. However, various sport-related museums and events tap into nostalgia.
Japan's natural tourism resources are classified into four distinct categories: marine resources, mountain resources, suburban resources, and snow and ice resources. Municipalities and local governments can take advantage of these resources to create and offer sports activities. This is expected to drive the demand for Japanese sports tourism.
In addition, Japan is predominantly mountainous, with two-thirds of its territory covered by forests. Its unique topography means that it has ideal locations for activities such as hang gliding, hiking, trekking, trail running, and zip-lining among others. Snow and ice resources are abundant in Japan, which is known for its powder snow, branded as "#japow" (i.e., a shortened word for Japan and snow) on social networking services, ski resorts in Hokkaido (e.g., Niseko) attract many foreign skiers and snowboarders.
Contribution to Research Strengthening the Japan Sports Tourism Market
Japan is one such nation that invests heavily in research and development. Based on a survey, it was found that the Japanese spent nearly 19.58 trillion Yen in 2019.
Because of increased involvement in research amalgamated with the right usage of technology, the Japanese can perfectly apply this combination in sports. This combination changes the aesthetics of all the sports to the extent that the tourists are awe-struck by the exemplary scenes that are presented in front of them. This is anticipated to increase the demand for Japanese sports tourism.
Government Policies and Plans Implementation Boosting the Japan Sports Tourism
Since the early 2000s, the Japanese government has eyed tourism as an important growth industry to contribute to and revive its stagnant economy. Japan Sport Tourism Alliance (JSTA) was established in 2012 to implement a policy regarding sports tourism.
The Japanese government enacted the Basic Act on Sport, which specifically addressed the role of sport in reviving regional communities, societies, and economies. Furthermore, to realize the basic ideas in the act, the Japanese government formulated the Sport Basic Plan in 2012 and the Second Sport Basic Plan in 2016.
In the Second Sport Basic Plan, sports were selected as one of the crucial economic drivers to revive Japan. At the same time, it aimed to promote sports tourism to generate new businesses in regions and also aimed to create 170 sports commissions, whose objectives were to revive stagnant regional economies by attracting and supporting sports activities, events, and professional and amateur sports teams' camps.
Development of Facilities and Customized Plans Influencing Sports Tourism in Japan
With so much to offer to almost all kinds of sports enthusiasts, the start-up ecosystem of Japanese sports tourism is looking for ways to further improve the existing system.
The main focus of start-ups is to provide an unmatchable experience for sports tourists. They are developing facilities to let tourists develop customized plans based on the duration of time being spent in the nation. This allows tourists to visit places apart from viewing sports-related events. This is expected to have a positive influence on Japan's sports tourism key trends and opportunities.
Risk of Natural Disasters Coming as a Threat to Japan Sports Tourism Market
The size of Japan in terms of area is very small. If sports enthusiasts visit the country, they may not be able to see a variety of places where events are held, unlike huge countries like India, China, Russia, or the USA. This is something that poses a potential threat to Japan's sports tourism market.
Japan is prone to natural calamities like earthquakes and tsunamis. This is quite scary for the visitors as well as the locals. Moreover, the majority of Japanese locals find it hard to converse in and understand English. This may lead to a language barrier while interacting with overseas tourists.
Foreign Sports Tourists Are Preferring Active Sports Tourism and Nostalgia Sports Tourism in Japan
Based on sports tourism type, active sports tourism holds the maximum share of the total market. But recently Japanese Government started promoting nostalgic-based sports, which are considered a new trend among foreign tourists.
However, the number of visitors is low but tremendously increasing. Growth can be attributed to a growing preference among millennials and younger adults as they prefer watching popular games, and nowadays, old generations prefer nostalgic-based game events. Active sports also include sports events that attract huge crowds from around the world.
Online Booking is More Preferred by Tourists
Sports Tourism has grown in popularity as a result of its performance throughout the period with which it can be booked and made available through online stages. Tourists prefer to use an online booking or mobile application platform since it provides for a direct, hassle-free digital transaction, as well as quick tracking and enhanced security.
Moreover, travellers may use the internet to search for and compare information on vacation locations, accommodations, restaurants, and other aspects, making online booking a more popular approach around the world.
Men Category Hold the Major Market Share in Japan's Sports Tourism Market
Based on the consumer segmentation, it is the men who currently dominate the market. But, over the past decade, there has been a paradigm shift. Though the number of male travellers has increased, there has been an exponential increase in the number of female travellers as well. Increased participation in sports by women is one such reason why the number of women travellers might increase in the future.
Moreover, the increased number of women working in the corporate sector and other kinds of settings as compared to a decade back is something that might influence Japan's sports tourism adoption trends in the future.
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Leading players operating in Japan are focusing on ways to increase customer engagement. This would enable them to better understand the demand of the customers and come up with plans which would lead to better customer association with the company.
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| Attribute | Details |
|---|---|
| Forecast Period | 2024 to 2034 |
| Historical Data Available for | 2019 to 2023 |
| Market Analysis | USD Million/Billion for Value |
| Key Segments Covered |
By Direct Suppliers, By Indirect Suppliers, By Number of Bookings (Age, Sports Type, Sports Tourism Type, Nationality, Booking Channel, Trip Length) |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
By Number of Bookings:
In 2023, the Japanese sports tourism market reached a valuation of USD 9,577.8 million.
Japan Sports & Tourism Premier, Samurai Sports, Japan Tourism Agency, KNT SPORT, Japan Travel, and Japan Sports Journey are some of the leading market players in the Japan sports tourism market.
The Japanese sports tourism market is expected to grow to USD 23,561.0 million in the year 2034.
The Japanese sports tourism market grew by around 9.0% in 2023.
| Estimated Market Size (2024E) | ~USD 18,135.6 Million |
|---|---|
| Projected Market Valuation (2034F) | ~USD 64,341.3 Million |
| Value-based CAGR (2024 to 2034) | ~13.5% |
| Market Size (2023) | USD 10870.41 Million |
|---|---|
| Anticipated Market Size (2033) | USD 52967 Million |
| Market Expected CAGR (2023 to 2033) | 17.1% |
| Market Size - 2023 | USD 50.42 billion |
|---|---|
| Market Size - 2033 | USD 185.317 billion |
| Market CAGR (2023 to 2033) | 13.9% |
| Market Estimated Size (2022) | USD 7,152 Million |
|---|---|
| Market Value-based CAGR (2022 to 2032) | 6.5% |
| Market Top Players Share in 2021 | 12%-16% |
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Japan Sports Tourism Market
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