Recently, the number of tourists visiting Japan from abroad has surged, creating increased inbound demand. Consequently, businesses targeting foreign customers have become increasingly active, and the inbound market is expected to continue expanding.

On the other hand, many businesses are unsure about how to attract customers in the inbound business sector. In this article, we explore what businesses can do to acquire more foreign tourists, including effective methods and case studies of successful initiatives in the inbound tourism sector.

What’s in this article?

• What is inbound customer acquisition?
  
• The importance of inbound customer acquisition
  
• Information gathering methods of foreign tourists visiting Japan
  
• Six methods for inbound customer acquisition
  
• Useful tools for inbound customer acquisition
  
• Case studies of successful inbound customer acquisition
  
• Why the development of tourism infrastructure is important for effective customer acquisition
  
• How Stripe Terminal can help
  

What is inbound customer acquisition?

Inbound customer acquisition refers to all customer acquisition strategies and promotional activities aimed at attracting overseas visitors to Japan. Businesses can increase awareness of their products and services by attracting inbound customers. The goal is to increase sales by encouraging foreign visitors to use a variety of stores and facilities during their travels in Japan. Inbound customer acquisition also aims to grow a sustainable inbound market by encouraging foreign tourists to revisit Japan and repurchase the same products.

Examples of inbound customer acquisition and promotion include promoting Japan’s unique appeal, such as Japanese culture, food, and subcultures (e.g., anime and games). This can be achieved by disseminating information in multiple languages on websites and social media.

Inbound customer acquisition goes beyond promoting popular products within Japan. It includes understanding the interests and needs of travelers from countries with different cultural backgrounds and religious beliefs and providing services customized for each target demographic. Unlike promotional activities that target domestic customers, attracting inbound customers requires overcoming a variety of language and business-custom barriers before it can lead to sales of products and services. Achieving this requires creative marketing strategies that address the needs of travelers from each country.

The importance of inbound customer acquisition

According to the Japan National Tourism Organization (JNTO), Japan was ranked first in an October 2024 reader poll conducted by the major travel magazine Condé Nast Traveler in its US and UK editions. Japan was ranked as the most attractive country in the world for the second consecutive year. Furthermore, there has been a sharp increase in the number of foreign tourists visiting Japan since the government loosened COVID-19 pandemic restrictions.

Against this backdrop, the importance of attracting and acquiring inbound customers has increased. Efforts to develop tourism that can respond to and support inbound demand are actively underway in major cities such as Tokyo and Osaka and in other local and rural regions.

In addition, many expect the global popularity of Japanese subcultures—such as games and anime—and the recent depreciation of the yen to further boost Japan’s inbound market. It is expected to continue growing in the future.

According to the Japan Tourism Agency, the Japanese government has set a target of 60 million foreign visitors and ¥15 trillion in spending by 2030. Therefore, the key to inbound business success will be in converting foreign tourists into customers.

Information gathering methods of foreign tourists visiting Japan

When planning to acquire inbound customers, one important factor businesses should consider is how foreigners gather information about travel in Japan. By understanding foreign tourists’ interests and how they gather information, businesses can provide useful information to inbound tourists.

Here are some of the main sources of information foreign tourists use:

Social media, video sites, and personal blogs

According to the 2024 report Trends in Spending by Foreign Visitors to Japan by the Japan Tourism Agency, travelers used the following three methods most often prior to travelling to Japan:

• Social media: 38.9%
  
• Video sites: 38.1%
  
• Personal blogs: 24.9%
  

In addition, the report also shows that the JNTO website and the websites of travel agencies and accommodations were also used as web sources. Popular noninternet sources included the following:

• Relatives and acquaintances in their own country: 18.7%
  
• Relatives and acquaintances living in Japan: 14.1%
  
• Guidebooks: 9%
  

With the internet as the primary source of information, it is important for businesses to create useful online content for foreign tourists. In particular, social networking sites and social media—which enable opinion and information sharing and are widely used as community platforms—have become extremely important as marketing tools for inbound business. For example, travelers might stream videos of tourist attractions on social media as a way to share travel experiences with other customers.

For Japanese businesses, this type of specific and reliable information on social media can attract attention and lead to opportunities to expand inbound business.

Gathering information in advance

Generally, tourists to Japan tend to plan their trips and gather information well in advance. When foreign tourists gather information, they are more likely to find a site convenient and attractive when it provides comprehensive information.

Therefore, businesses should actively share recommendations and promotions for local tourist attractions, cuisine, events, and other points of interest. At the same time, businesses should take steps to enhance search engine optimization (SEO) on their websites and ensure the sites are available in multiple languages.

Six methods for inbound customer acquisition

Offer multilingual support

One of the most important points in attracting inbound customers is support for multiple languages. Travelers often experience language barriers or other issues while abroad because they can’t communicate well with local people.

However, offering multilingual support for inbound tourism can help visitors who do not understand Japanese gather information on accommodations, sightseeing, dining, shopping, and other topics. This could allow them to enjoy a comfortable and stress-free stay in Japan.

According to the Japan Tourism Agency, the following are the top three languages used to gather travel information about Japan:

• English: 50.3%
  
• Korean: 24.5%
  
• Traditional Chinese: 23.5%
  

Therefore, it is important to communicate in these languages and others when trying to acquire inbound tourist customers. Doing so could give foreign visitors to Japan a sense of security, which could lead to a positive travel experience.

To provide support in multiple languages, consider the following measures:

• Employ staff who can speak many languages
  
• Operate social media accounts in multiple languages
  
• Translate websites, apps, pamphlets, flyers, and ads into multiple languages
  

Provide free Wi-Fi

Providing free Wi-Fi is another important element for inbound tourism. Being able to use Wi-Fi for free while traveling can make the trip much more comfortable and enjoyable. Travelers from regions where free Wi-Fi is widely available in urban areas—such as Europe and the US—could find Japan’s limited Wi-Fi environment inconvenient. The lack of free Wi-Fi in rural areas is one challenge the Japanese tourism industry must address in the future.

However, if free Wi-Fi was available at more tourist spots and stores, it could help attract more overseas tourists. This could also lead to those regions having better reputations and increased popularity.

If free Wi-Fi is already available, locations should clearly indicate this at the entrance or reception area.

Use cashless payment methods

To effectively attract and acquire inbound tourist customers, it is important to provide flexible and convenient services, including payment methods. Offering a variety of cashless payment methods can improve convenience and attractiveness for foreign tourists.

However, in Japan, there are still many stores and restaurants that only accept cash. There are also many places where cashless payments—such as credit cards—are not accepted. The inability to pay by credit card while in Japan can be challenging for foreign tourists.

To target more foreign tourists and develop inbound business, businesses should introduce cashless payment methods, such as credit card payments and mobile payments. This could help improve payment infrastructure in all regions, including rural areas.

If cashless payments become widely available during stays in Japan, more travelers will be able to continue using goods and services, which could significantly boost inbound tourism.

Promote with social media, websites, and blogs

Another way to attract and acquire customers from the inbound market is through skillful use of social media, websites, and blogs. This can help raise awareness of products and services. When promoting their offerings, businesses can include basic information—such as business hours and location—in addition to specific information about prices, directions from the airport by taxi or train, and travel distance.

Many foreign travelers appreciate this kind of detailed information, particularly those who are visiting Japan for the first time. Japanese businesses should take this into consideration when deciding what kinds of information to provide. For example, restaurants can offer information on food allergies, vegetarian and vegan options, and halal certification. This could help travelers enjoy dining out in Japan with peace of mind.

In addition, businesses can attract the attention of more travelers by sharing travel advice and tips on blogs and social media linked to their websites. This can help increase site use and repeat visits, which can also help to generate more interest in products and services.

When posting on social media, websites, or blogs, businesses should also consider providing multilingual support.

Post on foreign tourist portal and review sites

Travelers often use review sites and online travel agents (OTAs) for easy access to information before a trip, including details about regions, shopping, accommodations, and others. These sites are reliable sources of information for travelers, so they can be used to attract inbound customers to businesses.

In most cases, OTAs allow businesses to list accommodations and travel-related products, such as optional tours, experiences, and nearby tourist attractions. Similar to dedicated review sites, OTA sites allow tourists to post reviews of businesses. Positive customer reviews often encourage more travelers to use the service, which can help businesses acquire more customers.

However, as a business becomes more well-known, negative reviews are likely to increase. Therefore, it is important to focus on providing high-quality services and responding quickly to issues. This can help a business achieve higher ratings.

Please note that being listed on an OTA site is almost always a paid service. In addition, there are cases where additional fees apply, even if basic registration is free. Therefore, it is important to check pricing plans and consider cost-effectiveness before listing a business.

Here are some examples of popular sites:

• Tripadvisor
  
• Gourmet Navigator
  
• Jalan
  
• Expedia
  

Use Google Maps

Many foreign tourists use Google Maps to search for restaurants, hotels, tourist attractions, and other locations. The app offers convenient features, such as customer reviews and location search capabilities within a general area. For these reasons, Google Maps is an important marketing tool for attracting inbound visitors.

On Google Maps, businesses can implement map engine optimization (MEO) measures to ensure that they appear at the top of search listings. Businesses can follow the steps below to get a higher ranking in the search results:

• Create and register a Google Business Profile.
  
• List business information clearly and accurately, and prepare a detailed profile.
  
• Set important search categories.
  
• Use the posting function to share updated information when necessary.
  
• Respond to customer reviews.
  

Customers can post low ratings in reviews, so it is important to take prompt action to address any issues.

Useful tools for inbound customer acquisition

When considering inbound customer acquisition tools, it is a good idea to look for ones with the following features:

• Multilingual artificial intelligence (AI) chatbot tools
  AI chatbots are designed to facilitate communication with foreign tourists. They can provide information on Japanese culture and recommended attractions in various regions. Typically, these chatbots also support voice input in multiple languages. They can also function as receptionists or concierges at lodging facilities, such as hotels.

• Quick response (QR) code multilingual customer service tools
  These tools translate the contents of QR codes placed on street signs, flyers, and posters into multiple languages. Customers can use the service by scanning a QR code without downloading an app. A voice-reading function also makes it easy for visually impaired customers to use this service.

• Multilingual solutions for websites and apps
  These solutions enable websites and apps to support multiple languages. Generally, they can be added to existing sites and apps, reducing the time and cost required for system development.

Case studies of successful inbound customer acquisition

Some foreign tourists visiting Japan seek out products and services exclusive to Japan. Here are some examples of businesses that have successfully attracted and acquired inbound customers:

Samurai Theater Tokyo

Samurai Theater Tokyo is an example of a facility that has successfully acquired inbound customers. Foreign tourists can experience various aspects of samurai culture, such as wearing samurai costumes, wielding replica swords, and enjoying samurai shows performed by stuntpeople.

To meet the needs of inbound tourists, Samurai Theater Tokyo has introduced an eticket system. This enables advance reservations and payments on the official website, reducing the work of processing on-site payments. In addition, enabling advance payment has reduced the risk of no-shows.

Kimono Tea Ceremony Maikoya

Many foreign tourists visit Japan in search of cross-cultural experiences. Kimono Tea Ceremony Maikoya offers a wide variety of plans where customers can experience traditional Japanese culture, such as tea ceremonies, calligraphy, flower arrangements, origami, and Japanese confectionery making.

In addition, staff members can provide customer service in English, which allows foreign visitors to enjoy a high level of service. Customers can listen to explanations from staff members while preparing tea and experiencing various aspects of Japanese culture.

Kusatsu City, Gunma Prefecture

Successful examples of inbound customer acquisition include prefectures and municipalities in addition to companies. One example is Kusatsu City in Gunma Prefecture.

The city has attracted a large number of inbound tourists by advertising its hot springs, which is its main tourist attraction. The unique experience of soaking in a hot spring or relaxing while wearing a yukata has attracted the attention of many foreign tourists. The city actively promotes the hot springs and the Yubatake (hot water field) by using non-Japanese social media influencers to attract overseas customers.

In addition, the city established a comprehensive inbound tourism system to assist foreign travelers. This includes providing multilingual signage for facilities, such as hot springs, large public baths, and restaurants at the traditional Japanese inn—which has been operating for over 100 years.

Why the development of tourism infrastructure is important for effective customer acquisition

In this article, we focused on how to attract and acquire inbound customers and explained the most effective methods for doing so.

To attract as many overseas visitors to Japan as possible, it is important to make their stays in Japan comfortable, fulfilling, and enjoyable. To do so, it is necessary to improve tourism infrastructure, such as free Wi-Fi and payment methods. The payment environment, which is a major concern for tourists, needs extra attention. Businesses can prepare for inbound demand by introducing multiple cashless payment methods that can meet the diverse payment needs of visitors from different countries.

How Stripe Terminal can help

Stripe Terminal allows businesses to grow revenue with unified payments across in-person and online channels. It supports new ways to pay, simple hardware logistics, global coverage, and hundreds of POS and commerce integrations to design your ideal payments stack.

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