THE Japan constitutes one dynamic outbound tourism market which shows a special love for Greece. On the occasion of the proclamation of 2024 in Greece-Japan year of Culture and Tourismthe Research Directorate of the Ministry of Tourism conducted a survey on the characteristics of the Japanese market.
According to the research results, the great cultural heritage and unique landscapes of Greece are the main motivations for Japanese travelers to choose our country as a destination.
The emblematic images and photographs of Greece are main means of promotion.
The main challenges are lack of direct flights between the 2 countries as well as the high prices of travel packages to Greece.
Most visitors are over 60 years old (senior tourism) but significant flows from working people (honeymooners, women) are recorded.
Usually, it is emiddle and high income visitors. They prefer to visit Greece during autumn and spring and avoid the summer season because of the high temperatures.
The role of travel agencies is particularly important for attracting tourists from Japan while efforts are being made to add less popular destinations to the classic route and to create packages for Northern Greece.
The following thematic formats show significant popularity or further development potential: cruise, wedding ceremonies and honeymooners, culinary, sports, mountain-winter.
THE Croatian and the Turkey are our most important competitor countries. As noted, special emphasis must be placed on solving problems that make the work of tourist agencies difficult, such as the lack of Japanese-speaking guides, the limited visibility of Greece in the Japanese media and the lack of promotion of less popular destinations.
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Japanese tourists tourist market
