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Unpacking Kyoto's Tourism Data\!
Dynamic Shifts and Future Outlook of the Accommodation Market\
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The tourism market in Kyoto, the ancient capital, faced an unprecedented crisis with the COVID-19 pandemic, a sharp reversal from the boom driven by the 2019 Rugby World Cup. While tourist demand had nearly vanished at one point, the market has achieved a dramatic V-shaped recovery since the easing of border control measures in the latter half of 2022.
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This article visualizes the tumultuous last few years using detailed monthly data from the Kyoto City Tourism Association. We will delve into the current state and past trends of Kyoto tourism revealed by the data, exploring the deepening problem of "overtourism" amidst the powerful inbound-driven recovery, changing traveler behavior, and the challenge of building a future of "sustainable tourism."
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- Kyoto City Hotel Occupancy Rate Trend (2019–2025)\
- Trend in Total Guest Nights (Since August 2021)\
- Decoding Kyoto's Tourism Trends from the Data\
- 1. Rising from Zero: The Astonishing Inbound-Driven Recovery\
- 2. From "Quantity" to "Quality": High-Price Strategy and Changes in Domestic Demand\
- 3. Light and Shadow of Tourism Recovery: Overtourism as a New Challenge\
- 4. Future Outlook: Maximizing the Expo Effect and the Challenge of Sustainable Tourism\
Kyoto City Hotel Occupancy Rate Trend (2019–2025)\
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Trend in Total Guest Nights (Since August 2021)\
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Decoding Kyoto's Tourism Trends from the Data\
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1. Rising from Zero: The Astonishing Inbound-Driven Recovery\
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The graph illustrates the rollercoaster ride experienced by Kyoto tourism. After a boom in October 2019 with a surge in guests from Europe, North America, and Australia due to the Rugby World Cup, the impact of COVID-19 became evident from early 2020. In late January of that year, the Chinese government banned group travel, and by April, under a state of emergency, the \room occupancy rate plummeted to a mere 5.8%.\ The number of foreign guest nights decreased by 99.7% year-on-year, and the market essentially collapsed.
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The exit from this long tunnel appeared in October 2022 with the significant easing of border controls. Following this, foreign tourists returned like a flood. The weak yen provided a strong tailwind, leading to a record-high proportion of foreigners among total guests, reaching \70.1% in April 2024\. The market structure has thus transformed, becoming far more dependent on inbound tourism than before the pandemic. This momentum is also reflected in pricing; in April 2025, with demand overlapping from the cherry blossom season and the Easter holiday, the \Average Room Rate (ADR) surpassed ¥30,000 for the first time since data collection began\.
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2. From "Quantity" to "Quality": High-Price Strategy and Changes in Domestic Demand\
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While inbound tourism is strongly driving the market, the domestic sector shows a different trend. Decreased travel enthusiasm due to rising prices and the end of demand-stimulation measures like the "National Travel Discount" (a domestic travel subsidy program in Japan) have affected the number of Japanese guest nights, showing some stagnation during certain periods.
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In this situation, many accommodation facilities have been forced to change their strategy: shifting from pursuing occupancy rates to a \"high-price strategy" aimed at maximizing profitability\. A severe labor shortage across the industry also underlies this change. Facing physical difficulties in achieving full occupancy, hotels are accelerating efforts to increase Revenue Per Available Room (RevPAR) by raising the Average Daily Rate (ADR). Consequently, a phenomenon is occurring where revenue is surpassing pre-pandemic levels even in months where the occupancy rate has not yet fully recovered. This result can be attributed to accurately meeting the needs of high-value and individual travelers, both domestic and international, who seek premium experiences.
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3. Light and Shadow of Tourism Recovery: Overtourism as a New Challenge\
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The rapid recovery in tourist numbers, while greatly benefiting the local economy, has also created undeniable negative aspects. The issue of \"Overtourism" (Kanko Kogai or 'tourism pollution' in Japanese)\ is beginning to have a serious impact on the daily lives of citizens.
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The transport problem is particularly notable. Scenes like "buses being too full for residents to board" and "large suitcases blocking aisles" are common, making it difficult for city buses to run on schedule. Furthermore, news of poor manners, such as tourists trespassing on private property or aggressively pursuing \Maiko (apprentice geisha in Kyoto)\ for photos, is frequently reported. This situation not only damages the quiet charm and culture of the ancient capital but also increases the dissatisfaction of local residents.
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\\Key Point:\ The economic benefits of tourism and the tranquility of citizens' lives are not necessarily conflicting goals. Awareness among individual tourists to respect local culture and customs, as promoted by the \"Kyoto Tourism Morals"\ initiative, is the first step toward the coexistence of tourists and residents, and the realization of "sustainable tourism."\
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4. Future Outlook: Maximizing the Expo Effect and the Challenge of Sustainable Tourism\
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A major catalyst for Kyoto tourism's future is the 2025 "Osaka-Kansai Expo." The global attention on the Kansai region is expected to have a ripple effect on Kyoto. The January 2025 monthly report already mentions increased inquiries from accommodation facilities regarding bookings during the Expo period, suggesting expectations for long-term high occupancy combined with the spring travel season.
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However, this also carries the risk of further exacerbating the overtourism problem. The crucial question is whether this opportunity can be converted into "quality improvement" rather than just "quantity increase." Specifically, urgent tasks include developing appealing content to disperse tourists across various locations in the city beyond the famous sights, promoting morning and night tourism for temporal dispersion, and expanding "experience-based consumption" (Koto-Shouhi, focusing on experiences rather than just goods) such as cultural programs, which leads to increased spending. Kyoto tourism is now entering a new stage that requires difficult navigation between economic success and harmony with the local community.
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