What Attracts You to Japan? Learning from Successful Case Studies: Social Media Strategies for Inbound Tourists

I'm Chiba, Manager of the Inbound Division at D2C Inc. X. With a team of 26 including foreign staff, D2C Inc. X supports overseas marketing and social media strategies for companies and local governments. Earlier in this article, we covered common pitfalls in social media campaigns.

As the inbound tourism market expands, more companies and municipalities aim to "attract more foreign visitors by sharing information on SNS." However, we often see cases where, despite starting SNS outreach, efforts fail to gain traction and eventually fade away. This article shares key points for effective SNS communication and management, drawn from the expertise D2C Inc. has accumulated through daily operations.

First, let's discuss how foreign visitors are currently behaving in Japan. Traditionally, the "Golden Route" centered on Tokyo, Hakone, Mount Fuji, Nagoya, Kyoto, and Osaka was the most popular tourist path for visitors to Japan. Now, however, travelers are venturing beyond the "Golden Route" to various regional areas. While travel agencies used to handle all travel and accommodation arrangements, more people are now making their own plans.

Beyond simply visiting famous sights or shopping, there's a growing number of travelers prioritizing "experiences" like camping, glamping, and driving tours using rental cars. Led by JNTO (Japan National Tourism Organization), there's a movement to promote adventure tourism across Japan.

For example, they are promoting overseas activities like skiing and snowboarding in Hokkaido and Niigata, walking the Kumano Kodo pilgrimage routes, the Shikoku pilgrimage, and cycling around the Seto Inland Sea. Going forward, it is expected that touring regional areas and experiential travel will increase, leading to increasingly diverse and specialized needs among foreign visitors to Japan. As travel styles change, inbound tourists are actively seeking information, with web media and SNS becoming the primary sources for travel information.

One reason for the increased use of SNS when traveling in Japan is the ability to access niche, authentic information not found in guidebooks or pamphlets.

Facebook and Instagram are indispensable for information dissemination!?

When implementing inbound strategies targeting foreign visitors to Japan via SNS, the first step is to identify which web media and SNS platforms your target audience uses. Outside of China, Facebook and Instagram dominate SNS usage rates. Overseas users not only research information on Facebook but also post their own findings more frequently than in Japan. Rather than tackling multiple platforms simultaneously from the start, begin by managing the English version of Facebook, then expand to the English version of Instagram. One approach is to create English versions first, then gradually expand to other languages like Traditional Chinese. If you have a clear target audience of tourists from specific countries, you also need to research media usage rates in those countries, as they vary. For example, the most commonly used social media platforms for people from Taiwan and the United States are listed below.

 

Beyond Just "Instagrammable" Photos: 4 Posts That Trended with Foreigners

Here, we'll share key points to consider when posting tourism information on social media, using examples of overseas-targeted Facebook posts by D2C Inc. that went viral. This time, we'll highlight tips from accounts run by municipalities that share tourism content from various angles, focusing on strategies easily adaptable for corporate accounts.

This post about snow-viewing trips on the JR Iiyama Line was shared from Niigata Prefecture's official Facebook page. Targeted at audiences in Taiwan and Hong Kong, it garnered 4,555 likes! "Japan's four seasons" attract significant international attention. Many people from regions without distinct seasons, such as Southeast Asia, visit Japan seeking landscapes that evoke seasonal feelings. Japanese trains are also popular with overseas travelers. The key to this post's success was combining an image of a train running through a fantastical snowy landscape with practical information about the Iiyama Line, including where to board. This applies beyond municipal accounts: since Facebook posts tend to be read thoroughly, incorporating useful information is crucial.

This is an English-language post targeting Western and Australian audiences, introducing the carp streamers along the Kamo River in Niigata Prefecture. Foreigners are highly interested in Japanese culture. This post's text included specific numbers, such as "The Kamo River's carp streamers have a history of about 300 years, with 500 carp streamers swimming along the riverbank." Using quantitative data to clearly convey scale makes it easier for readers to visualize, often leading to greater engagement.

This post targeted audiences in Taiwan and Hong Kong, introducing the Great Cherry Tree at Isshigyo in Minamiaso Village, Kumamoto Prefecture. Japanese cherry blossoms enjoy high recognition overseas and are a popular topic on social media. This post featured images of the colorful contrast between cherry blossoms and rapeseed flowers—a sight rarely seen in other countries or regions—which went viral, garnering 10,000 likes! Scenes like this, uncommon overseas, tend to attract attention. This post also heightened interest by including specific details: the Isshigyo Grand Cherry Tree is 400 years old, stands 14 meters tall, and is best viewed from late March to early April.

Finally, a post about Kurokawa Onsen in Kumamoto Prefecture. Our foreign staff selected this spot, noting the interesting font on the ryokan sign and the nostalgic feel of old Japan conveyed by the stone pavement with its varied shades. Westerners, in particular, tend to appreciate historical context and stories. The post included the history of Kurokawa Onsen. This post garnered approximately 7,500 likes, was shared about 620 times, and received numerous images and comments from travelers who visited the location.

Breaking things down into factors increases your post ideas

D2C X Inc.
Founded in 2013 with the vision: "We want to share Japan's proud products and experiences with the world, helping more people overseas discover Japan's appeal." We offer comprehensive inbound marketing solutions from a foreigner's perspective—from planning concrete inbound promotions to attract and raise awareness among international visitors, to managing social media for companies and local governments.