UK set for big rise in high-spending Japanese visitors this year

The number of Japanese tourists visiting the UK this year is expected to reach its highest level since 2007.

VisitBritain said it was expecting 270,000, a rise of 9% over 2017.

Spending by Japanese visitors is expected to reach £285 million, up from £250 million two years ago. Visitors from Japan spent, on average, £1,011 per visit in the UK in 2017, compared to the all market average of £625.

Nationals from Japan will be able to use ePassport gates to enter the UK from summer 2019 as part of the government’s commitment to develop a new global immigration system as Britain leaves the EU.

Electronic passport gates, which are currently available only for British and EU nationals, provide a faster route through the border as they allow eligible passengers to be processed more quickly.

The growing number of flights to Japan, including BA’s new Osaka route due to launch in April, is also expected to boost visitor numbers.

As Prime Minister Theresa May prepares to welcome her Japanese counterpart Shinzo Abe to Downing Street tomorrow, UK tourism minister Michael Ellis said: "The UK and Japan have strong cultural, artistic and sporting ties and this is translating into increased visitor numbers to our shores.

"Tourism is good for our understanding of each other’s cultures and can help strengthen our economies. With thousands of Brits expected to travel to Japan for the Rugby World Cup this year and the Tokyo 2020 Olympic and Paralympic Games, our continued close relationship will benefit both nations."

VisitBritain director Patricia Yates added: "Japan is an important market for VisitBritain and we want the UK to be the number one destination in Europe for Japanese visitors, so it is encouraging to see the expected growth this year. A passion for rugby is a strong connection between our countries and the Rugby World Cup in Japan this year also provides us with a valuable opportunity to promote Britain internationally as the ‘home of rugby’ and our associated destinations and tourism experiences.

"Tourism is a fiercely competitive global industry and we continue promote the message of welcome and value, working with partners to make it easier to travel here and promote the amazing experiences that Japanese travellers can only have in Britain."

ABTA will strengthen travel trade ties with Japan when it holds its annual convention in Tokyo later this year.

VisitBritain’s global campaign "I Travel For…" that launched in Japan last year is also shining the spotlight on unexpected experiences and less explored destinations across the UK alongside its globally renowned and iconic landmarks and attractions to drive tourism from Japan.

VisitBritain is working with travel trade and content partners to amplify its marketing reach in Japan and convert the inspiration to visit Britain into bookings.

Last year, the Prime Minister and Prime Minister Abe announced an arts and culture programme of UK in Japan in 2019-20, bringing together British and Japanese artists, technology experts and businesses to continue to build creative links between the two countries.

The programme, run by the British Council, will provide UK artists and their Japanese partners with opportunities to share state-of-the-art digital technology and showcase the best of UK and Japanese creativity in the run-up to the Tokyo 2020 Olympics and Paralympics.

To coincide with this, Japan will also stage a parallel cultural programme in the UK.