Les chiffres 2018 du tourisme au Japon.

Il est indéniable que le Japon est devenu en quelques années une destination tendance pour les touristes étrangers. L’archipel devient de plus en plus accessible à toutes celles et ceux qui y voyagent pour la première fois grâce aux efforts marketing des compagnies aériennes et des agences.

Combien de touristes visitent-ils chaque année l’archipel ?  Quelles sont les destinations favorites ? Quelles sont les retombées économiques ?

Voici les derniers chiffres clés du tourisme international au Japon.

Le franchissement de la barre des 30 millions de visiteurs en 2018

Le Japon a accueilli 31, 19 millions de touristes étrangers en 2018 . Il apparait loin derrière la France avec ses 86,9 millions de visiteurs internationaux. Toutefois les chiffres des arrivées touristiques sont en hausse fulgurante depuis quatre ans : 13,4 millions (2014), 19,7 millions (2015), 24 millions (2016), 28 millions (2017). L’engouement croissant pour ce pays est indéniable.

C’est une manne financière pour le Japon et pour toute la filière du tourisme qui compensent la stagnation depuis plus de dix ans des départs des Japonais vers l’étranger (autour de 17 millions de personnes et sans progression apparente). A partir de 2015 les arrivées des touristes étrangers dépassent chaque année le nombre de départs des Japonais.

Le top 5 des nationalités en 2018

Le terme « touristes étrangers » désignent d’abord les Asiatiques en raison notamment de la proximité géographique mais aussi de la montée de la classe moyenne dans les pays limitrophes, la Chine en tête :

  •  Chine : 8,38 millions
  • Corée du sud : 7,53 millions
  • Taiwan : 4,75 millions
  • Hong Kong 2,20 millions
  • Thaïlande : 1,13 millions

 Les Asiatiques représentent près de 85,7 % de l’ensemble des touristes étrangers avec 26,7 millions de visiteurs.

Les Européens quant à eux représentent 18% des touristes étrangers, avec 1,72 millions de visiteurs, avec en tête les Britanniques :

  • Royaume-Unis : 333 979
  • France : 304 896
  • Allemagne : 215 336
  • Italie : 150 060
  • Espagne : 118 901

Le nombre de touristes européens a augmenté de près de 48% en dix ans. Dans la même période, la part des Français quant à elle a cru de 51 % passant de 147 580 en 2008 à 304 896 en 2018. Les Européens sont toutefois derrière les touristes nord-américains qui ont été  1,939 millions à visiter le Japon en 2018.

Enfin des progressions notables ont été constatées pour les touristes venant du Vietnam (+26%), de la Russie (+23%), de l’Italie (+19) de l’Espagne (+19%) et des Philippines (+19%). Les opérateurs du tourisme réfléchissent dès à présent à adapter leurs offres pour ces nationalités.

Le top 5 des destinations les plus visitées.

C’est sans surprise Tokyo et Osaka qui sont les deux premières destinations les plus visitées en raison à la fois de leur place dans le pays et de la présence des aéroports internationaux.

Les préfectures de Chiba, Kyoto et Fukuoka complètent le tableau.

Toutefois 2018 a sans doute été une année marquée par un début de changement dans le comportement des touristes. En effet même si Tokyo et Osaka sont en tête, ils ont perdu respectivement 0,3% et 3,8%  en termes de taux de fréquentation au profit de Nara célèbre pour ses daims lâchés en plein air (+1,7%) et de Hyogo (+0,6%) avec son château de Himeji. Les voyageurs collectent les informations sur ces destinations principalement via les réseaux sociaux.

Les retombées économiques

Les touristes internationaux ont dépensé 4506,4 milliards JPY (36,7 milliards EUR) dans le pays du soleil levant en 2018.

En termes de classement international en fonction des recettes du tourisme, la France , pourtant première destination au monde ne se classe qu’en 3e place avec 53,7 milliards EUR de recettes derrière les Etats-Unis et l’Espagne. L’écart n’est plus très grand avec le Japon qui se plaçait en 10e place avec 30,1 milliards d’EUR en 2017.

Au Japon, les Chinois et les Coréens du sud ont à eux seuls dépensé près de la moitié des dépenses générées par tous les touristes étrangers.

Les postes de dépenses 

34,7% des dépenses ont été consacrées en shopping, 29,3% en hébergement et 21,7% en repas et nourritures. Le shopping tend à diminuer au profit des hébergements et les consommations de nourritures sur place ce qui démontre que les touristes internationaux recherchent davantage les expériences durant leur séjour au Japon.

Les Anglais sont les plus dépensiers en matière d’hébergement avec 100 000 JPY (806 EUR) par personne par voyage. Ils sont suivi par les Australiens, les Espagnols, les Italiens et les Français qui ont dépensé 84000 JPY (677 EUR) par personne.

Quant aux repas et nourritures, ce sont les Espagnols qui arrivent en tête avec 61000 JPY (491 EUR) de budget consacré en moyenne par personne, suivis par les Australiens, les Italiens , les Français (55000 JPY soit 443 EUR) et les Anglais.

Durant le séjour, ce sont les Australiens qui dépensent le plus pour les loisirs avec en moyenne 17000 JPY ( 137 EUR) par personne pour les activités diverses. Les Anglais , les Canadiens, les Russes et les Chinois forment la tête de liste sans trop d’écart significatif entre eux avec pour une dépense qui tourne autour de 8000 JPY (64 EUR) par personne.

Le top 5 des préfectures où les touristes étrangers dépensent le plus.

Une fois arrivés au Japon, c’est à Hokkaido que les étrangers ont le plus dépensé   avec en moyenne 9 1043 JPY (735 EUR) par personne. Suivi par Tokyo avec 87709 JPY (707 EUR), Okinawa avec 71355 JPY (575 EUR), Osaka avec 60516 JPY (488 EUR) et Fukuoka avec 54657 (440,7 EUR).

Le coût total du voyage par personne (avant et pendant le voyage)

C’est pour les Australiens qui dépensent en moyenne 230000 JPY (1854 EUR) par personne, que le voyage au Japon coûte le plus cher. S’ensuivent les Espagnols (230000 JPY soit1854 EUR), les Italiens (220000 JPY soit 1774 EUR), les Chinois (220000 JPY soit 1774 EUR), les Anglais et Français (210000 JPY soit 1693 EUR).

Sources: JNTO , NIKKEI

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