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Thailand-based ★ Japan Travel Guidebook Becomes Bestseller, Popular Among Independent Travelers
Tourism to Japan is booming in Thailand. More people are opting for independent travel over package tours, spurring active publication of guidebooks offering detailed travel information. Their high practicality—providing reliable information unavailable through social media interactions—has led to bestsellers selling tens of thousands of copies. This was reported by NNA, which distributes Asian economic news.
In the travel book section of large bookstores in Bangkok, Japanese guidebooks dominate the space, overwhelming editions from other countries. According to bookstore staff, popular titles consistently sell around 100 copies per month. The number of Japanese travel books published has increased by about 60% compared to the previous year. Beyond the growing diversity in the format and content of travel books, notable trends include the establishment of new publishers and the entry of publishers who previously did not produce travel books.
"Yipun, Thiao Mai Ngor Guide, Pai Mai Ngor Tour" (Travel Without Flattery, Tours Without Flattery), which introduces Tokyo and its surrounding areas, is a bestseller that has reached 24,000 copies sold to date and continues to grow in sales. Recognizing its contribution to inbound tourism, the Japan National Tourism Organization (JNTO) awarded it the "Unique Guidebook Award" in 2014.
The author, Pongsakan Patumwong, a former systems engineer, first published the guidebook in 2004. Its innovative style caught the attention of young people in their 20s and 30s, leading to subsequent sequels. He has since left his corporate job and now works as a freelance writer.
The compact pocket-sized "TOKYO GUGGIG Guide" series has gained popularity among readers seeking originality in travel, prominently featuring Japan as seen through a woman's perspective. Since its first edition in 2008, it has gone through four printings and sold approximately 10,000 copies.
Author Panida Iamsiripakun personally selected restaurants, cafes, museums, and other spots she loved during her visits to Japan, compiling them into a travel book interspersed with essays. Its casual, conversational style—like girlfriends chatting about travel memories—has been well-received. A translation publishing contract has also been signed with a Chinese publisher, with plans for release in China and Taiwan. Panira expressed enthusiasm for writing sequels, stating, "Next, I'd like to create a family-oriented Japanese sightseeing guidebook."
The booming guidebook market has also caught the attention of web operators. "I'd like to eventually publish a travel book in print too," says Mr. Thanatong Ngammonkongwon, operator of the popular Japan-focused website "marumura.com."
The site has grown into a popular destination with over 400,000 monthly views, buoyed by its rich content and the current boom in Japanese tourism. Based on the accumulated online information and expertise, he aims to launch mutual community sites and publish guidebooks that delve deeper into the information.
According to JNTO, the number of Thai visitors to Japan increased from approximately 140,000 in 2011 to 660,000 in 2014. There are voices suggesting that reaching 1 million this year is achievable. "Thailand has a strong tendency toward independent travelers who arrange their own itineraries through word-of-mouth and other means," said a JNTO representative. As the segment of travelers seeking "their own unique Japan experience" grows thicker, the boom in publishing these meticulously crafted travel guides that cater to niche interests looks set to continue.
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