The Inbound Tourism Market and Product Development in the Era of “Fan-Driven Purchases”
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As the inbound tourism market in Japan continues to expand, travelers’ purchasing behaviors are also changing. This report uses “fan-driven purchases” as a starting point to introduce perspectives on transforming travel memories into product value, along with insights for product development.
This report is available for download exclusively to participants in the JTB Tourism Research & Consulting Membership Program.
This report is available for download exclusively to participants in the JTB Tourism Research & Consulting Membership Program.
On Wednesday, June 24, 2026, Nobuo Ozawa, Chief Consultant at our company, delivered a presentation at the “29th Lifestyle Week [Summer]” event hosted by RX Japan LLC.
This report has been re-edited based on the content of that presentation and is available for download exclusively to members of the JTB Tourism Research & Consulting Membership Program.
Key Points of This Report
- This report explains the background behind the shift in spending by visitors to Japan from “mass buying” to “fan-driven purchases,” as well as the latest inbound shopping trends.
- We offer insights for future inbound product development from the perspective of transforming travel memories and shared experiences into value.
Excerpt from this report
