持続可能なツーリズムの発展を目指して

2025年 1月1日
一般社団法人 日本旅行業協会  (JATA)
会長 髙橋 広行

2025年の年頭にあたり、謹んで新年のご挨拶を申し上げます。

昨年は、世界的に旅行需要が拡大しマーケットが大きく動いた年となりました。日本においても、訪日インバウンドは円安が追い風となり10月時点で3000万人を上回るなど過去最も早いペースで伸びを示し、国内旅行もほぼ2019年と同レベルまで回復してきました。しかしながら、海外旅行については円安、旅行代金の高騰等の影響により回復のペースは遅く、未だ2019年比で6割強程度に留まっており、各国から早期回復を期待する声が強く寄せられています。旅行業界として今年こそは海外旅行の完全復活に向けた取組みを加速させなければなりません。あわせて、バランスのとれた双方向交流の実現と国際交流活性化のためにも、特に若年層が積極的に海外へ出て視野を広げていただけるよう取組みを進めます。

今年は旅行マーケット拡大の大きな機会となるイベントが2つあります。ひとつは、いよいよ4月に開幕が迫る「大阪・関西万博」です。海外約160カ国・地域から出展され各国の魅力をPRしていただくことで、日本人の海外旅行機運を高める絶好の機会であると考えています。同時に万博を機に多くの訪日客が見込まれるため、「万博+観光」による地域への分散、高付加価値旅行の提案といった新たな展開を促進する機会でもあります。国内旅行も団体・個人ともに大きな需要の創出が予想され、旅行業界としても多くのお客様を誘致し、万博の成功と地域経済の活性化に貢献してまいります。

もうひとつは愛知県で初の開催となる「ツーリズムEXPOジャパン2025愛知・中部北陸」です。この地で開催する意義としては、万博との相乗効果による国内・海外・訪日旅行の活性化、中部国際空港のイン・アウト双方の拡大、そして、観光による継続的な能登半島復興支援を訴求することであります。国内外へ日本の魅力を最大限発信いたします。

また、観光業界の課題解決に向けて、持続可能な観光への積極的な取組みも重要です。急激な訪日インバウンドの回復に伴い、一部の地域ではオーバーツーリズムが課題となっています。解決に向けてゴールデンルートへの一極集中から、地域・時期の分散を実現する必要があります。そのためには、地域観光資源の掘り起こしや磨き上げ、高付加価値旅行の提供、観光型MaaSなどの仕組の構築やDXなどに官民が連携し取組まなければなりません。また、国内旅行における旅行需要の平準化と総需要拡大は、オーバーツーリズムの解決や地域活性化にとって重要なテーマです。既に多くの自治体で導入されている「ラーケーション」、「休み方改革」はこれらの推進につながると考えています。旅行業界としても地域や観光事業者と一体となって取組みを進めてまいります。

最後になりますが、旅行業界がこれらを取組むにあたり、全てコンプライアンスが基盤にあることを改めて肝に銘じ、本年もコンプラインス関連の研修を深度化し、意識と行動の改革に真摯な取組みを継続してまいります。 本年も皆様のご指導・ご鞭撻を何卒よろしくお願い申し上げます。

English Translation

New Year Message

Japan Association of Travel Agents
Chairperson  Hiroyuki  Takahashi

“Toward the Development of Sustainable Tourism”
At the beginning of 2025, I wish everyone a very Happy New Year.

Last year was a year of significant market movement as the demand for travel expanded worldwide. In Japan, driven by the weak yen, inbound travel grew at the fastest pace on record, exceeding 30 million as of October, and domestic tourism has almost recovered to the same level as in 2019. However, the pace of recovery in overseas tourism has been slow due to the weak yen and soaring travel prices. The level of overseas tourism is slightly over 60% of the level in 2019. There are many countries expressing their strong hopes for an early recovery. The travel industry must accelerate efforts to fully revive overseas tourism this year. At the same time, we will promote efforts to encourage young people in particular to actively travel abroad and broaden their perspectives in order to realize well-balanced bilateral exchanges and revitalize international exchange.

This year, there are two events that will provide great opportunities to expand the travel market. The first is Expo 2025 in Osaka, Kansai, which is scheduled to open in April. We believe this will be an excellent chance for us to increase opportunities for Japanese people to travel overseas by having exhibitors from approximately 160 foreign countries and regions promote their respective attractions. At the same time, since a large number of visitors are expected to travel to Japan to visit the Expo, it also represents an opportunity for us to promote new developments such as regional diversification through “Expo+Tourism” and to introduce travel opportunities with high added value. The Expo is also expected to generate significant demand for domestic tourism, both group and individual. The travel industry will contribute to the success of the Expo as well as the revitalization of regional economies by attracting many visitors.

The second event is Tourism Expo Japan 2025 Aichi/Chubu-Hokuriku, which will be held for the first time in Aichi Prefecture. The significance of holding this event in Aichi Prefecture is to stimulate domestic, international, and inbound travel through synergizing with the Expo. We also aim to expand both inbound and outbound travel at the Chubu International Airport and appeal for continued support for the reconstruction of the Noto Peninsula through tourism. We will maximize our efforts to promote the charms of Japan, both in the domestic market and internationally.

It is also important to take a proactive approach to sustainable tourism in order to resolve issues in the tourism industry. With the rapid recovery of inbound tourism to Japan, overtourism has become an issue in some regions. In order to solve this issue, it is necessary to diversify travel in terms of regions and seasons instead of concentrating on the Golden Route. To this end, the public and private sectors must work together to uncover and refine regional tourism resources, provide products with high added value, establish tourism MaaS and other mechanisms, as well as DX (digital transformation). In addition, the equalization of travel demand and the expansion of total demand for domestic travel are important themes for solving overtourism and revitalizing local communities. We believe that the “learning vacation” and “vacation reforms” that have already been introduced by many local governments will help in promoting these efforts. The travel industry will continue to work hand in hand with local communities and tourism businesses to drive these initiatives.

Last but not least, we will always keep in mind that compliance is the foundation of all the initiatives promoted by the travel industry. We will continue to further our compliance-related training and make sincere efforts to reform our awareness and behavior, together with our member companies.

We look forward to your continued guidance and encouragement in the coming year.