Japan’s tourism industry is looking for ways to attract LGBT visitors from overseas and take advantage of their tendency to spend more than average tourists.
Tourism-related businesses all over the world are “scrambling” to attract LGBT travelers, who have “considerable purchasing and spending power,” said Shintaro Koizumi, chief executive of Out Japan Co., a Tokyo-based marketing firm conducting seminars and other programs to support corporate clients seeking to learn how to handle issues involving lesbian, gay, bisexual and transgender people.
With data showing that LGBT tourists spend about twice as much as average travelers, hotels and other accommodation facilities in Japan are stepping up efforts to appeal to them. The move is in line with a government target of attracting 40 million foreign tourists in 2020, up from 28.69 million in 2017, estimating total spending of ¥8 trillion during their stays, up from ¥4.42 trillion.
When American tourists visit Japan for 10 days, an average travel agency arranges tours that cost them $3,500 to $4,000 each, excluding airfare, according to industry officials. In contrast, trip arrangements made by a travel agency catering to LGBT clients generally cost more than $7,000.