JATA’s Global Travel Vision: President Kuniharu Ebina on Japan’s Outbound Strategy and Bilateral Tourism with India

In a time when global travel is being redefined by shifting priorities, economic pressures, and the rise of new markets, the role of industry leaders like the Japan Association of Travel Agents (JATA) has never been more vital. “Japanese people seek safety and security in their travels. Hygiene and security are required,” emphasizes Kuniharu Ebina, President of JATA, during an engaging and insightful conversation with Peeush Srivastava in Tokyo.

Kuniharu Ebina, President of JATA

Tokyo, 14 June 2025

As the President of one of Japan’s most influential travel organizations representing over 1,160 travel agencies across the country, President Ebina offers a comprehensive view of Japan’s evolving travel landscape. From grappling with outbound travel challenges amid a weakened yen to advancing strategic efforts for balanced international exchange, he outlines how JATA is navigating the complexities of the post-pandemic world. He also sheds light on Japan’s deepening tourism ties with India, especially through the India-Japan Tourism Exchange Year initiative, and provides a candid assessment of the steps India can take to become a more compelling destination for Japanese travelers.

Could you briefly provide an overview of JATA and its core mission within Japan’s travel and tourism ecosystem?

JATA is a trade association for the travel industry comprising some 1,160 travel agencies, including the major tour operators. Together with its member companies, JATA promotes the development of the travel industry and makes recommendations to the government. Travel agencies have strong relationships with all tourism-related industries in Japan (transport, accommodation, tourist facilities, etc.) and JATA works with such operators to develop the tourism industry as a whole.

Japan's inbound tourism has seen a strong recovery post-COVID-19. How would you assess the current status of Japanese outbound tourism? What trends are you observing in destination preferences and traveler behavior?

Outbound in 2024 was 13 million, a situation of -35% compared to 2019, which was a record high. Inbound, on the other hand, is at a record high of approximately 36.87 million people, leaving an imbalance. International exchange is based on a two-way flow, and the recovery of outbound travel is essential for the development of inbound travel. JATA sees the full revival of outbound travel as its biggest challenge.

Due to the high cost of travel and the weak yen, Japanese outbound tourists tend to go to nearby countries in East and South-East Asia, where travel costs are relatively low. In the long-haul sector, travel to Los Angeles is strong due to the popularity of baseball, there is a tendency to go for specific purposes at higher prices. By cluster, the family and mature segments, which until 2019 were the volume zones for outbound travel, have been slow.

What are some of JATA’s recent or upcoming initiatives aimed at revitalizing and increasing Japanese outbound travel?

In March this year, JATA, together with the Japan Tourism Agency and the Ministry of Foreign Affairs, issued the “More Overseas” declaration to stimulate demand of traveling overseas. JATA is currently implementing the “Overseas Travel Expansion Project”, in which member companies are working together to provide support for passport acquisition. This is an initiative to provide financial support to those who have been discouraged from travelling abroad due to the weak yen and sharply rising travel costs. The special 'More! Overseas" special website includes information on special offers for overseas travel. The website also features artists with strong communication skills to help build momentum.

To support member companies in creating tours, business meetings and familiarization trips are held to share information between travel agencies and government tourism bureaus.

To enable young people in particular to go abroad, the organization proposes to local authorities the easing of restrictions on the maximum travel fees for overseas school trips, and suggests to the Government support for the acquisition of passports.

The Japan-India Tourism Exchange Year (2023–2025) featured several collaborative initiatives. How do you evaluate the overall outcomes of this initiative? Which specific programs or activities do you believe had the greatest impact in enhancing bilateral tourism ties?

With the end of the new coronavirus and the implementation of photo contests and travel business meetings as part of efforts to restore mutual exchange in earnest, the flow of people from India to Japan recovered rapidly and returned to pre-corona levels. In this respect, we feel that we have achieved significant results. On the other hand, the number of travelers from Japan to India is still less than 70% of the pre-Corona level due to rising prices and the weak yen, and we feel the need to continue our efforts to achieve a balanced mutual exchange.

Following the 4th Joint Working Group Meeting on Tourism Cooperation, what are JATA’s immediate priorities for deepening India Japan tourism collaboration? What is your long-term vision for strengthening these ties over the next decade?

Expanding demand for overseas travel (Japan to India) to resolve the imbalance in human flows between the two countries is considered a priority issue.

In addition, the two countries will promote the development and promotion of new mutual tourism materials and aim to increase mutual exchange by expanding and diversifying their products.

How does JATA view the current volume and profile of Indian travelers to Japan? What are the primary challenges and opportunities in expanding this segment? Beyond the popular Golden Route and cherry blossom season, what strategies are being explored to diversify promotional efforts?

The number of visitors to Japan from India grew by 161% year-on-year when comparing April 2024 with April 2025, and by a significant 136% year-to-date growth rate from January to April. However, Japan's share of India's overall overseas visitors is still low and has the potential to grow significantly in the future. As first-time visitors to India tend to focus on cherry blossoms, autumn foliage and golden routes, JATA encourages its member travel agencies to propose attractive regional sightseeing routes, not just Tokyo, Osaka and Kyoto. Specifically, wide-area routes that incorporate attractive regional areas, such as routes like the “Rainbow Route” that circles Tokyo, Hokuriku and Kansai.

The Japan National Tourist Organization (JNTO) analyses the profiles and segments of Indian visitors to Japan, and carries out promotional strategies. According to the report, the key target groups are families in their mid-20s to 40s and incentives, and in addition to the Golden Route, the introduction of areas where visitors can enjoy the natural beauty of Japan, theme parks for children and promotion of the nightlife will be carried out. Challenges include the limited number of restaurants that Indian visitors to Japan can enjoy, especially Indian and vegetarian restaurants, and the fact that shops close early in rural areas, making it difficult to enjoy the nightlife. We also want to offer adventure travel and high value-added products that allow visitors to experience Japan in more depth.