The Japan sports tourism market is estimated to reach approximately USD 10,420.7 million in 2024 and is projected to grow at a steady compound annual growth rate (CAGR) of 8.5% from 2024 to 2034. By the end of the forecast period, the market is expected to be valued at around USD 23,561.0 million.
Japan’s established position as a global leader in hosting prestigious sporting events, such as the Summer and Winter Olympic Games, the FIFA World Cup, the Rugby World Cup, and multiple World Championships, places the country in an ideal position to capitalize on the expanding sports tourism sector.
Key Growth Drivers
- Technological Investment & Infrastructure Development
Japan’s heavy investment in cutting-edge technology has led to the development of world-class infrastructure capable of supporting a wide array of sports activities. From martial arts and skiing to BMX and skateboarding, Japan’s diverse offerings attract both participants and spectators, particularly in the nation’s unique settings such as snowy mountains, coastal areas, and urban centers. The government’s focus on creating sports-centric tourism destinations and leveraging technological advancements to enhance the visitor experience further supports market expansion. - Seasonal Sports & Natural Resources
Japan’s four distinct seasons provide the ideal environment for a variety of sports. In spring, tourists enjoy trail running, while summer sees a surge in marine activities like river rafting and water sports. Winter sports such as skiing, snowboarding, and snow rafting take advantage of Japan’s world-renowned powder snow, particularly in regions like Hokkaido. Japan’s mountainous terrain also offers opportunities for hiking, trekking, zip-lining, and hang gliding, making the country a year-round destination for sports enthusiasts. - Government Policies & Strategic Plans
Since the early 2000s, Japan has recognized the role of sports tourism as a critical driver for economic growth. The establishment of the Japan Sport Tourism Alliance (JSTA) in 2012 and the enactment of policies like the Basic Act on Sport and the Sport Basic Plan underscore the government’s commitment to using sports as a tool for regional revitalization and economic stimulus. The recent Second Sport Basic Plan emphasizes the creation of 170 sports commissions aimed at promoting sports tourism and stimulating regional economies by attracting international events, teams, and tourists. - Nostalgia Sports Tourism
An emerging trend in Japan’s sports tourism market is the growing popularity of nostalgia-based sports tourism. Events celebrating iconic past sports moments and traditional sports like Judo, Karate, and Sumo are gaining traction, particularly among international tourists seeking to experience Japan’s cultural heritage. This trend is being fueled by millennials and younger adults, many of whom have a strong interest in retro sports and traditional events. - Start-Up Ecosystem & Customized Travel Experiences
Japan’s sports tourism start-up ecosystem is innovating to provide personalized experiences for visitors. Customized plans allow tourists to blend sports events with cultural and nature-based activities, such as exploring local heritage sites and engaging with wildlife. These tailored travel experiences are contributing to the growing attractiveness of Japan as a top sports tourism destination.
Market Outlook and Consumer Segmentation
The sports tourism sector in Japan is also experiencing a shift in customer demographics. Men have traditionally dominated the market, but there has been a notable increase in female participation in sports, contributing to an expanding female tourist base. As women’s participation in sports continues to rise globally, Japan’s sports tourism market is poised to see greater gender parity among visitors.
Online booking platforms are also becoming the preferred method of travel planning, offering tourists a seamless, hassle-free way to book accommodations, transportation, and event tickets. This trend is contributing to the growing ease and accessibility of Japan’s sports tourism market for international travelers.
Competitive Landscape
Leading players in Japan are prioritizing strategies to enhance customer engagement. By deepening their understanding of customer preferences, they aim to develop tailored plans that foster stronger relationships and drive greater loyalty.
For instance
- In 2022, following SAMURAI and Amsterdam 7s partnership, members from Team SAMURAI got the opportunity to attend the event in Amsterdam last weekend.
- In 2022, JTB Global Marketing & Travel Inc. received the Travelife Certified Sustainability award.
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Japan Sports Tourism Market by Category
By Direct Suppliers:
- Airlines
- Hotel Companies
- Car Rental
- Train
- Tour Operators
- Government Bodies
By Indirect Suppliers:
- OTA (Online Travel Agency)
- Traditional Travel Agencies
- TMCs (Travel Management Companies)
- Corporate Buyers
- Aggregators
By Number of Bookings:
By Age:
- 15-25
- 26-35
- 36-45
- 46-55
- Over 55
By Sports Type:
- Football/Soccer
- Cricket
- Motorsports
- Basketball
- Others
By Sports Tourism Type:
- Sports Event Tourism
- Nostalgia Sports Tourism
- Active Sports Tourism
- Passive Sports Tourism
By Consumer Orientation:
- Men
- Women
- Kids
By Booking Channel:
- Phone Booking
- Online Booking
- In-Person Booking
By Tourist Type:
- Domestic
- International
By Tour Type:
- Independent Traveller
- Tour Group
- Package Traveller
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