What is the relationship between sports events and inbound tourism?

The number of tourists visiting Japan has been increasing year by year, reaching a record high in 2017.

Furthermore, 2019 brought the Rugby World Cup, 2020 the Tokyo Olympic and Paralympic Games, and 2021 the World Masters Games Kansai, marking the "Golden Sports Years."

These major sporting events are expected to further increase the number of foreign visitors to Japan and stimulate more active initiatives by government, local authorities, and companies. Against this backdrop, how is Japan perceived globally?

In which countries and regions is the desire to visit Japan growing, and for what reasons? Furthermore, how is "Made in Japan" currently perceived? Dentsu Inc.'s "Team Cool Japan" conducted the "Japan Brand Survey 2018" in 20 countries and regions worldwide from January to February 2018.

This series introduces survey findings that will be key points for future inbound tourism businesses. Part 5 focuses on "The Relationship Between Sports Events and Inbound Tourism." We explore sports preferences across countries and regions and the impact of sports events on the desire to visit Japan.

Q What is your favorite sport?

A Globally, swimming is popular after soccer. In Asia, table tennis, cycling, and mountain climbing/trekking are also popular.

Following soccer, which ranks first in Asia and Europe, swimming consistently ranks within the top five in popularity across all countries and regions. Additionally, basketball and tennis rank highly in many countries, confirming their status as globally popular sports.

Looking at specific regions, cycling and table tennis rank higher in Asia compared to other areas, while skiing and rugby are more prominent in Europe. In North America, the so-called "Big Four" American professional sports※—baseball, American football, basketball (NBA), and ice hockey (NHL)—remain popular.

*Refers to American football (NFL), baseball (MLB), basketball (NBA), and ice hockey (NHL).

Next, from a series of surveys regarding the upcoming Golden Sports Years, we present data on the intention to visit Japan for the Tokyo Olympics.

Q: Would you like to watch the Tokyo Olympics in Japan?

A: Overall, 40% of respondents expressed a desire to visit Japan specifically to watch the Games. Vietnam showed the strongest interest, with 70% expressing this intention.

Approximately 40% of respondents overall expressed a desire to visit Japan to watch the Games. Vietnam showed the strongest interest, with a significant 70% expressing enthusiasm for the Tokyo Olympics.

Beyond Vietnam, interest is generally strong across Asia, particularly in countries like China and Thailand. Nations witha high proportion of people who have visited Japan or hold a favorable view of Japan tend to show stronger interest in attending the Olympics.

Regarding the 2021 World Masters Games, nearly 40% were aware they would be held in Japan, and about 30% expressed interest in attending.

Thus, an increase in inbound tourists visiting Japan specifically to watch sports or participate in sporting events is anticipated. By actively implementing initiatives and policies that capture the sporting preferences of inbound tourists, regional revitalization through sports promotion appears promising.

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Overview of the Japan Brand Survey 2018
● Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand," including Japanese food, tourism, and Japanese products, thereby supporting corporate marketing activities.
●Target Areas: 20 countries and regions
China (Group A = Beijing, Shanghai, Guangzhou; Group B = Shenzhen, Tianjin, Chongqing, Suzhou, Wuhan, Chengdu, Hangzhou, Dalian, Xi'an, Qingdao), Hong Kong, Taiwan, South Korea, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Australia, United States (Northeast, Midwest, South, West), Canada, Brazil, United Kingdom, France, Germany, Italy, Russia
※East Asia (China, Hong Kong, Taiwan, South Korea)
※ASEAN (Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines)
●Survey Method: Internet survey
●Respondent criteria: Men and women aged 20-59 in the middle-income bracket and above
※Definition of "middle-income": Criteria set per country based on national average income (OECD statistics) and social class classification (SEC)
●Sample size: China: 300 each for A and B groups, total 600; USA: 600; Other regions: 300 each, total 6,600
●Survey Period: January 12 to February 16, 2018

Dentsu Inc. Team Cool Japan
A cross-functional project team established by Dentsu Inc. to promote 'Cool Japan-related initiatives'—expanding products and services leveraging Japanese culture and strengths into overseas markets. It brings together client company representatives handling overseas expansion, media and content specialists, overseas subsidiary network managers, producers, and planners to work on initiatives that project Japan's appeal to the world.