Japan witnesses growth in micro-tourism market

Thursday, July 30, 2020

More and more people now yearn for greater personalization and less crowded, off-the-beaten-track destinations for their next socially distanced getaway. The Covid-19 pandemic is propelling the growth of Japan’s micro-tourism market.

“The new travel trend will be focused on simplified itineraries with limited locales and activities to minimise exposure to Covid-19,” said Mark Wong, senior vice-president Asia-Pacific at Small Luxury Hotels of the World.

“Our reservations team has become like a travel concierge desk for our guests. And we are also partnering with local experiential travel providers to curate activities that are off-the-beaten-track,” Wong added.

Travelers are also choosing to stay at one accommodation for the entire duration of their trip.

90 per cent of respondents said in a survey that they would feel “more comfortable” in a small independent hotel, prompting SLH to launch its Stay Small initiative for promoting its properties, each having a collection of 50 rooms on average.

Sub-campaigns include Stay Small, Stay Local, driving staycations and weekend getaways; and Stay Small, Stay Longer, promoting regional itineraries.

Hoshino Resorts is cashing in on domestic demand by targeting people living within a 30-60 minute drive from their properties, with a temptation of meals, hot springs and relaxation in a private space.

Jiseon Lee, the company’s area manager for global marketing, said that there is increasing awareness among Japanese consumers for leeping “travel closer to home and in a safe place.”

Lee said that micro-tourism can assist Japan’s hard-hit tourism industry by improving partnership between nationwide and regional companies, while showcasing uniqueness of localities. Kai Nagato, the group’s hot-spring resort in Yamaguchi, for instance, is decorated entirely with local crafts like hagi glass and tokuchi washi paper.

Sean Brecht, managing director of luxury DMC Discover Shikoku, agreed that the current demand is focused “largely around the themes of exclusivity, privacy, and limited interaction with appropriate social distancing”.

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