Transaction value of agent-organized tours in Japan 2014-2023

In 2023, the transaction value for organized tours handled by travel agencies in Japan amounted to around 0.8 trillion Japanese yen. The figure declined drastically after the advent of the COVID-19 pandemic but recovered somewhat in 2023. The agent-organized tour market in Japan is dominated by products directed at Japanese travelers, with domestic tours accounting for the majority of the transaction value, followed by outbound trips.

Package tour expenditure

The price customers pay on average for package tours strongly depends on the type of trip. The industry differentiates between travel packages designed for Japanese nationals and those for international inbound tourists. The travel category further branches out into overnight travel and same-day travel, as well as into package tours for touristic or business purposes. Outbound travel packages are on average by far the costliest service, which is natural considering that outbound package tours usually include costs for transportation and several overnight stays. Domestic travel package tours cost around 33 thousand Japanese yen on average.

Leading travel agencies

There are close to 12 thousand travel agencies or similar establishments operating in Japan, most of which are minor in size. Despite the high number of travel agencies, the market is dominated by a few players. In terms of the annual transaction value handled, JTB Corp. is the leader among travel agencies in Japan. The company ranked first in all package tour travel categories, including outbound and inbound travel.