Japan Market Profile

Japan has long been a cornerstone of California’s international tourism, with Japanese visiting in the early 1960’s when overseas travel was first opened. While the market is currently navigating significant headwinds including a historically weak yen and increasing air costs due to high oil prices, the fundamental desire for California’s fun-loving spirit remains intact. To overcome economic caution, the strategy has shifted toward reaching the consumer where they are with strong influencer/celebrity relationships, impactful partnerships with trade and media and, of course, the magnetic pull of Major League Baseball. The "Ohtani Effect" has transformed Los Angeles and the wider state into a primary place of pilgrimage for Japanese fans, serving as a powerful driver to push travelers beyond traditional gateways and into all 12 regions of California through sports-themed itineraries and pop-culture discovery.

The travel trade landscape in Japan is undergoing a critical transformation as the era of the mass-market group tour gives way to a dominant "self-organized" traveler, with 87% of Japanese trips to California now being independent. As traditional operators lose share to OTAs and direct bookings, there is a pressing need to work with in-market partners on exciting, specialized products that cater to high-intent niches like culinary arts and outdoor wellness. Success in FY 26/27 relies on utilizing trusted local voices and cultural influencers to build confidence and reinforce California’s value in a price-sensitive climate. By leveraging the immense impact of Japanese athletes in the U.S. and providing bookable, passion-led experiences, California can maintain its status as a top-tier destination despite the shifting reality in Japan.

To learn about Visit California's approach to its global marketing strategy, view the current marketing work plan and strategic framework.