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Tourism and Regional Revitalization Support
As inbound arrivals to Japan continue to reach record highs, tourism is evolving into an increasingly important industry that supports regional economic development.
The growing emphasis on high-value tourism, where quality takes precedence over quantity, is fostering new ideas and business models. Coupled with the expanded use of generative AI, this trend is enabling regions to leverage local cultural heritage and resources, promote coexistence with local communities, and drive sustainable tourism-led revitalization.
At EY, we place data at the core of our work, supporting business strategy development and ecosystem building. With a focus on regional revitalization and tourism, we design and implement data collection and utilization frameworks, provide tourism-related policy recommendations, and support corporate strategy development.
Tourism has become a key pillar of the Japanese economy. While the sharp rise in visitor numbers has brought challenges such as overtourism, inbound visitor spending in Japan has already reached a scale second only to automobile exports among major export categories.
As tourism faces increasing exposure to external shocks such as global volatility and geopolitical risks, the imperative for digital transformation is intensifying. At the same time, through effective use of data, tourism can serve as a hub that connects diverse regional industries.
At EY, we place data at the core of our approach, helping organizations develop strategies and build ecosystems for data-driven businesses. With a focus on tourism, we design and implement data collection and utilization frameworks, support regional revitalization, provide policy recommendations, and help organizations develop and scale data-driven initiatives.
Providing insights by drawing on the expertise of professionals across a wide range of industries and domains
At EY, drawing on our extensive global experience and insights, we bring together professionals with deep expertise across industries and domains as one team to provide end-to-end support for a wide range of business challenges.
As the leader of EY Japan's tourism and regional revitalization initiatives, Tomotaka Hirabayashi works closely with leaders in benchmark countries and regions that are at the forefront of areas Japan seeks to advance. He distills the essence of the latest policy developments and leading practices into insights that can be applied in Japan, providing strategic advice and support to clients.
What EY can do for you
Supporting policy and strategy development in tourism
EY supports a wide range of government-led tourism projects. Leveraging our global network and participation in major international events, we stay at the forefront of emerging trends and support the development of strategies to attract high-value travelers, including affluent visitors. We also help formulate strategies to advance emerging tourism models that are expected to become increasingly important, such as regenerative tourism, which brings together destination stakeholders to collaboratively reimagine and revitalize tourism ecosystems, as well as adventure tourism, sustainable tourism, and universal tourism.
- Study Group on the Promotion of Tourism DX (Japan Tourism Agency)
- Sustainable Development and Retention of Local Guides to Enhance Tourism Content in Regional Areas | Tourism Workforce Development and Retention | Strategy for Sustainable Tourism Destination Development | Tourism Policy and Programs (Japan Tourism Agency)
- Advancing regional revitalization and tourism DX
Data-driven strategies have become essential for advancing regional revitalization and tourism. However, many regions continue to face challenges, including limited access to basic data and insufficient infrastructure for effective data utilization.
At EY, we help these regions advance their DX initiatives by providing end-to-end support from strategy through execution, including the implementation of DX solutions, enabling sustainable, data-driven management and policymaking.
EY helps create a virtuous cycle of regional revitalization by providing services and solutions together with a framework for data collection and analytics.
![[EY Framework] Collecting and analyzing data while providing information and services](/adobe/dynamicmedia/deliver/dm-aid--dbdd6b80-eb7c-4687-a200-923760806f5e/ey-support-for-tourism-dx-regional-revitalization-01.png?quality=85&preferwebp=true)
Tourism and Regional Revitalization Case Studies
Related books and reports
International fintech review 2025-26
What is the role of payment roaming in developing a cashless landscape?
https://beaumont-capitalmarkets.co.uk/featured_item/japan-fintech-cashless-payments-qr-interoperability/
The International Fintech Review will highlight important issues, key developments, and the very latest trends within the industry; and will provide our global readership with a clear understanding of the opportunities within the global fintech industry and also within individual domestic markets.
Building on the Global Travel Tech Thinktank held at WiT Singapore in October 2023, the Tokyo event gathered industry leaders to discuss AI's impact on talent, product innovation, empowering the long tail, and over-tourism.
Its purpose was to brainstorm ideas under the umbrella theme of “The Possibilities & Responsibilities of Travel In The Age of Generative AI”
International Banking Review 2024/25
Regional financial institutions play a vital role on the path to true regional development -Recent developments affecting the business of regional financial institutions
https://beaumont-capitalmarkets.co.uk/featured_item/japan-ey-banking-2024-25/
The International Banking Review 2024/25 will be widely recognised as a leading guide to international banking, and monetary policy. The publication will be made of articles contributed by leading Financial Institutions, Advisory Firms and Law Firms, highlighting financial opportunities/developments and domestic regulatory environments.
International fintech review 2023-24
Emerging Trends in the Japanese FinTech Market
https://beaumont-capitalmarkets.co.uk/featured_item/japan-ey-international-fintech-review-2023-24/
The International Fintech Review will highlight important issues, key developments, and the very latest trends within the industry; and will provide our global readership with a clear understanding of the opportunities within the global fintech industry and also within individual domestic markets.
“The Future Business 2024-2033 All Industries Edition”（未来ビジネス 2024-2033 全産業編）
Editor: EY Strategy and Consulting Co.
Publisher: Nikkei BP
*Japanese edition only
For inquiries and purchases about the books, please check the following publisher’s website
– The Future Business (Nikkei BP website)
https://project.nikkeibp.co.jp/mirai/futbiz/
* You can download a special edited version for free from the above website.
“The Future of Tourism 2022-2031”（ツーリズムの未来 2022-2031）
Editor: EY Strategy and Consulting Co.
Publisher: Nikkei BP
*Japanese edition only
For inquiries and purchases about the books, please check the following publisher’s website
– The Future of Tourism (Nikkei BP website)
https://project.nikkeibp.co.jp/mirai/tourism/
* You can download a special edited version for free from the above website.
Our latest thinking
We analyzed a survey of 10,000 people, aged 18-69, from across Japan to see if tourism can foster lasting ties between urban and rural communities. Can it promote permanent or temporary relocation to these areas of depopulation? The report offers insights into regional policies and explores the journey from tourism-driven visits of an exchange population to sustained involvement of a connected population in rural communities. What motivates households to consider dual-base living or relocation?
How does high value creation benefit tourism? - Exploring innovation in tourism
Confronted with the rapid resurgence of travel demand and the ensuing challenges of overtourism, some Japanese tourist destinations face an urgent need to shift their focus from quantity to quality, for which high added value in tourism is a crucial strategy. This report analyzes the trends and impacts of high-value travelers while evaluating strategies to develop Japan’s domestic tourism industry and foster a virtuous circle for the local economy.
How Generative AI is transforming the tourism industry
There are raised expectations for AI’s potential which are unmatched by its widespread adoption. The democratization of AI will allow everyone to develop and execute new ideas. This report explores the transformative potential and applications of AI, including generative AI, for the tourism industry.
Tourism as a catalyst for Japan’s economic growth and the impact of overtourism
Tourism is positioned as one of the main pillars in Japan’s growth strategy. This article evaluates measures taken worldwide to combat overtourism, as well as analyzing the results of a survey which gauges the reaction of local people to high levels of incoming tourism in Japanese tourist destinations. It examines which course of action Japan should take to enhance its tourism industry as an important driving force for economic growth.
A recurring theme of the webinar is the need to redefine tourism. A “workation” lifestyle, popularized during the COVID-19 pandemic, has made tourism an everyday event. In addition, emerging digital technologies such as the metaverse have the potential to undermine the concept of mobility in travel. We need to explore a multi-layered concept of tourism which embraces travel in the metaverse and the real world.
Okinawa takes the lead in tourism DX - how local innovation is driving long-term value
Capabilities in the areas of DX, data science and design thinking are vital to the structural transformation that tourism in Okinawa requires. This discussion highlights the potential of tourism to contribute to the promotion of human resources development and innovation which follow revitalization, and also deals with the future of the industry.
Is Japan ready for global trends as it welcomes back foreign tourists?
We began to see inbound tourists return once the border control measures were eased in October 2022, but the influx of travelers has exploded after the new year - to the extent that it reminds us of the liveliness of tourism that was apparent before the breakout of COVID-19. This report analyzes challenges that await tourism in Japan during the inbound recovery phase.
Tourism during the COVID-19 pandemic and the road to recovery
With demand likely to recover, this report examines tourist behaviors during the COVID-19 pandemic and considers the outlook for the tourism industry.
Tourism in the time of COVID-19
A recurring theme of the webinar is the need to redefine tourism. A “workation” lifestyle, popularized during the COVID-19 pandemic, has made tourism an everyday event. In addition, emerging digital technologies such as the metaverse have the potential to undermine the concept of mobility in travel. We need to explore a multi-layered concept of tourism which embraces travel in the metaverse and the real world.
How to realize DX in tourism industry
COVID-19 has accelerated the need for Digital Transformation (DX) in travel and tourism, making it a top priority for destinations and tourism services. We can pave the way to overcoming this crisis by promoting DX in order to understand the diverse needs of tourists and redefining the attractions of destinations.