Inbound Tourism Shifts from "Things" to "Experiences" ~JRA's New Challenge~

While Japan saw explosive inbound consumption at department stores and retailers this year, inbound strategies will increasingly become crucial in the service and entertainment sectors going forward. The event held by the Japan Racing Association (JRA) for Chinese customers at Tokyo Racecourse on November 15th is precisely such a pioneering initiative.
Akiyo Yamamoto of Dentsu Inc. Promotion & Produce Bureau, who spearheaded this project, reports on inbound strategies that truly resonate with Chinese visitors, offering insights from a uniquely Chinese perspective.

Edited and Compiled by: Aki Kanahara, Dentsu Inc. Event & Space Design Bureau

 

Challenging JRA's Unique Inbound Event!

The phenomenon of foreign visitors to Japan, particularly Chinese tourists, purchasing vast quantities of various goods has become a social phenomenon, so much so that "mass buying" became a keyword in 2015. From home appliances like rice cookers and bidets to health-focused purchases like green juice and supplements, Chinese mass-buying groups are flooding department stores, drugstores, and convenience stores.

Amidst this, is Japan's appeal solely about shopping? Is this "spending spree" just a temporary phenomenon influenced by external factors like exchange rates and seasons? Many clients are increasingly interested in the next steps for inbound tourism.

Let me be clear: Japan's appeal is not limited to shopping. Abundant nature, rich cultural heritage, and uniquely Japanese culture—aspects that may seem ordinary to Japanese people—actually hold many attractive elements for Chinese visitors.
Amidst this, the JRA is focusing on the next step for inbound tourism and taking on new challenges.

 

Conveying Japan's "Horse Racing as Culture" through Knowledge and Experience

On Sunday, November 15th, a large bus carrying about 20 Chinese tourists arrived at Tokyo Racecourse. On the final day of their Japan trip, their destination was a horse racing experience event for Chinese visitors hosted by the JRA. Since horse racing doesn't exist in mainland China, experiencing it at the JRA must be a unique and highly intriguing activity for them. Their keen interest was evident immediately after disembarking, as they bombarded their tour guide with questions like "How do you play horse racing?" and "Is it fun?"

 

Upon arrival, rather than immediately experiencing the races, they were first guided to the JRA Horse Racing Museum. Through exhibits on horse racing history, the story of its introduction to Japan, and simulated race participation, the museum effectively conveyed to these first-time Chinese visitors that horse racing is part of Japanese culture and a national entertainment enjoyed by people of all ages and genders.

 

Afterwards, the group was guided to a guest room prepared by JRA, where they received a lecture on horse racing from Mr. Liu of China International Travel Service, who had organized this tour. Mr. Liu, himself a horse racing enthusiast, explained everything from how to purchase betting tickets to how to enjoy the racecourse, incorporating his own experiences to make it easy for the Chinese visitors to understand. The table was set with guidebooks and betting tools specially produced by JRA for Chinese visitors, ensuring even those with no Japanese language skills could easily enjoy the experience.

 

Time to buy tickets and join the races! Many initially bought tickets without fully understanding how to enjoy it, but after trying one race, everyone seemed to find their own way to enjoy it. "This horse is definitely number one!" or "My eyes don't deceive me, I should bet on this horse!" were common sentiments when purchasing tickets. Once the races started, shouts of "Go!" and "Run!" filled the air, creating an incredibly lively atmosphere in the VIP lounge.

 

This was a thrilling experience rarely found in China, and many participants commented, "This was my first time experiencing something like this in Japan. It was so much fun, I want to come again next time!" Beyond participating in the races, the event offered various ways to enjoy the experience through firsthand participation. This included interacting with retired racehorses, observing horses in the paddock, touring the Japanese garden adjacent to the paddock, and watching races while taking in the lush, expansive view of Tokyo Racecourse from the 7th-floor stands.

 

Developing the potential of inbound tourism through "experiences"

After the tour, we interviewed several participants. A young female participant shared, "This was my first time experiencing something like this, and I really enjoyed learning about a lesser-known side of Japan. It made me realize Japan has so many tourism resources beyond just shopping." Another participant, a woman in her 50s, commented, "It's so green, it feels more like a theme park than a racecourse. Next time, I want to bring my grandchildren."

Currently, Chinese group tour visitors to Tokyo Racecourse number around 300 to 600 annually. While still small compared to the 4 million Chinese visitors to Japan overall, their word-of-mouth based on these experiences will surely have a significant impact on prospective visitors.

Furthermore, since they gained new perspectives on JRA and horse racing through this experience, we can expect them to visit again on their next trip to Japan.

Participants and those exposed to their word-of-mouth should now understand that Japan's unique "experiences" are the most enjoyable and valuable aspect of the country. Furthermore, PR articles about the experience event should have successfully conveyed to more Chinese visitors that Japan is not just a shopping paradise, but also a premier tourist destination.

JRA's inbound initiatives centered around the keyword "experience" are set to continue.
Stay tuned for the next issue of Dentsu Inc. News, where we plan to feature an interview with the mastermind behind this experiential event!