Japan rolls out the red carpet to welcome the super rich

Japan is struggling to attract super-rich visitors as they make up just 0.9% of international visitors to the country but generate 11.5% of revenue.

Japan has implemented a series of policies such as cutting administrative procedures, creating conditions for visitors arriving by helicopter and super yacht (24m or longer) to enter the country easily.

According to the Ministry of Transport, the requirement for private air passengers to give 10 days’ advance notice before entering the country will be reduced to three days. They will also be able to apply for a 24-hour advance landing program called “unavoidable circumstances” (emergencies). The government is drafting plans to amend the civil aviation law to align with the above strategies.

A neighborhood in Kyoto. Photo: Trip.com — A neighborhood in Kyoto. Photo: *Trip.com*

The move is aimed at increasing competitiveness with other luxury Asian destinations such as Singapore. In 2019, wealthy visitors made up less than 1% of visitors to Japan, but their spending accounted for 11.5% of total international tourism receipts.

Kyodo News reported that nearly 6,000 people arrived in Japan on private planes in 2019. In 2021, the number dropped to 1,332 due to the pandemic and increased to more than 3,100 in 2022 when tourism activities resumed.

Local tour operators say the new initiative could attract millionaire travelers from across the Asia-Pacific who are suddenly drawn to Japan and are on the move. Japan’s luxury tourism sector is also booming, with luxury hotels and expensive dining also attracting attention.

However, Japan still faces a lack of infrastructure that the world's wealthy want, such as luxury waiting rooms (for guests to sit while waiting to enter the country), special assistance services, and shuttle buses that they are used to using in Monaco, Dubai, Switzerland or the US.

Cruise passengers (white) pass a dinner ship in Dubai, UAE. Photo: AP

Ashely Harvey, an analyst who has worked in Japan’s tourism industry for more than 15 years, said the government can only help ease regulations. Attracting visitors depends on whether the tourism industry can seize the opportunity. Harvey predicted that coastal cities such as Fukuoka, Atami and Naha could attract large yachts, similar to what Monte Carlo (Monaco), Dubai and Singapore are doing. Mediterranean and Caribbean cities have attracted visitors by offering services to yacht owners. Japan hopes the new regulations will create similar attractions for destinations in the Pacific.

Hiro Miyatake, founder of luxury travel network Bear Luxe Corp, said demand at the high-end end of the travel market has rebounded strongly and continues to grow. Making it easier for guests to arrive by private jet and superyacht is just the beginning. “My concern is what they do after they get off the plane,” Hiro said.

Anh Minh (According to SCMP )

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