Condé Nast Japan, a publisher of VOGUE JAPAN or GQ JAPAN, and Deloitte Tohmatsu (Deloitte Japan) have launched a new consultation service for private companies or local governments that plan to develop businesses or PR activities for luxury international travelers to Japan.

The services contain research, strategy planning, marketing, action plan, media relations, creatives or events targeting wealthy people worldwide.

As one of the services, Deloitte Japan recently conducted a awareness survey on tourism and business in Japan to about 900 wealth people in nine countries. According to the survey results, the most attractive high-value experience in Japan is ‘local tourism    to experience local cultures and industries (40.8%),’ followed by ‘cultures and arts set on traditional architectures and historical sites (37.3%),’ ‘experiences recreating Japanese customs, such as tea ceremony (34.7%)’ and ‘premium seats for festivals or fireworks (32.4%).’

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For nature, wellness and gastronomy, top two answers are ‘walking or forest bathing in national parks (39.4%)’ and ‘onsen/spa (37.1%).’ More answers are seen in ‘authentic cooking class by a professional (38.2%)’ and ‘creation of Japanese sweets in a long-established shop (34.6%)’ among potential investors. 

Inspirations from traditional craftworks or cultures are ‘harmony with nature (41.0%),’ ‘historical backgrounds (38.9%),’ ‘details, accuracy and delicacy (38.3%)’ and ‘one of a kind (37.6%).’

The ratio of intention to ‘transformative travel’ reflecting travel experiences to daily life is higher among potential investors (36.4%) than the total average (26.4%).

The survey results also find that potential investors are more interested in ‘a community or an online salon directly connecting with local people in Japan (34.9%)’ and ‘transportation to shorten travel time (32.6%).’