How to Attract Foreign Tourists to Your Retail Store in Japan

Japan is experiencing an unprecedented boom in inbound tourism. With over 25 million visitors in 2023 and expectations to exceed 40 million by 2025, businesses across Japan have a golden opportunity to tap into a lucrative and growing market. Whether you run a restaurant, café, boutique, or retail service, learning how to attract foreign tourists is no longer optional — it’s a business imperative.

In this guide, we’ll cover everything from market trends to proven inbound marketing strategies, helping you capture your share of this tourism-driven growth.

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Why Targeting Inbound Tourists is Crucial for Japanese Businesses

A Post-Pandemic Tourism Boom

Japan’s tourism industry has rebounded stronger than ever. In 2023, tourist spending reached a record 5.3 trillion yen, with visitor numbers at 80% of pre-pandemic levels. Countries like South Korea, China, Taiwan, the United States, and Australia lead in visitor numbers, and this trend is set to continue.

Upcoming mega-events such as the 2025 Osaka Expo, the World Athletics Championships, and the Setouchi Triennale are expected to further boost inbound travel, making it essential for businesses to prepare now.

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Shifting Spending Trends: Experiences Over Shopping

Today’s tourists prioritize experiences — including traditional food, cultural activities, and unique local services — over shopping. Restaurants, cultural shops, and experience-driven retail stores have become prime destinations for foreign visitors eager to dive into authentic Japanese culture.

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The Inbound Advantage

• Higher spending per customer: Tourists tend to spend more per visit.
• Seasonal stability: Tourist demand often offsets slow domestic seasons.
• Currency advantage: A weaker yen makes Japan an attractive, cost-effective destination.

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Common Challenges Japanese Businesses Face with Inbound Tourism

Many restaurants and retailers in Japan struggle to convert tourist interest into actual business. Here are the common hurdles:

• Language Barriers: Lack of multilingual websites, menus, or customer service options.
• Poor Online Visibility: Tourists rely heavily on Google Maps, TripAdvisor, and social media for recommendations.
• Cultural Gaps: Misunderstanding foreign customer expectations can lead to poor experiences.
• Lack of Expertise: Many businesses don’t have marketing teams skilled in targeting overseas audiences.
• Seasonal Dependence: Domestic sales fluctuate, but few businesses capitalize on offsetting this with steady tourist traffic.

If you recognize these problems in your business, you’re not alone. But there’s a proven solution.

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Proven Inbound Marketing Strategies for Restaurants and Retail Services

Strategic Market Targeting and Customer Journey Design

Identifying the right target markets — based on visitor demographics and spending patterns — is the foundation of a successful inbound strategy. Businesses must understand the customer journey from discovery (online searches and social media) to decision-making (reviews, word-of-mouth) and in-person experience.

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Building a Multilingual Online Presence

A fast, mobile-friendly, multilingual website is non-negotiable. Having English, Chinese, and Korean language support ensures tourists can find, understand, and trust your business before they even arrive.

Similarly, multilingual menus or service guides reduce friction during in-person visits, making the customer experience smooth and stress-free.

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Leveraging Influencer Marketing

Social media is the modern travel guide. Partnering with influencers who have audiences in target countries like China, Korea, or the U.S. can dramatically boost visibility. Influencers offer authentic, trust-based recommendations that resonate with international audiences.

For example:

• Chinese tourists: Target WeChat, Xiaohongshu (RED).
• Korean tourists: Target Instagram, Naver.
• American tourists: Instagram, TikTok, and Google.

Successful influencer campaigns are amplified further through paid ads, maximizing exposure.

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Optimizing Google Maps for Tourist Visibility (MEO)

Most tourists search for places to visit via Google Maps. Map Engine Optimization (MEO) ensures your business appears prominently in search results, with accurate, appealing, multilingual profiles and up-to-date reviews.

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Consistent Execution and Performance Tracking

Running successful inbound campaigns isn’t a one-time effort. Ongoing reporting, real-time optimization, and customer feedback loops are key to continuously improving performance and return on investment (ROI).

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Real-World Success Stories: Restaurants Winning with Inbound Strategies

Tokyo Restaurant Case

• Challenge: High rent area, seasonal dips in domestic sales.
• Solution: Targeted Chinese tourists with influencer marketing, a multilingual website, and customized menus.
• Results:
  • Monthly inbound tourist sales increased by 5 million yen.
  • Google reviews grew from 20 to 100 within three months.

Osaka Restaurant Case

• Challenge: Limited know-how in attracting inbound tourists.
• Solution: Launched multilingual influencer campaigns targeting Chinese and Korean visitors, improved online presence.
• Results:
  • Monthly inbound tourist sales increased by 950,000 yen.
  • Google reviews surged from 10 to 52 in three months.

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Why Choose Exlimify for Inbound Marketing Support?

• Direct Influencer Partnerships: Work with over 200 influencers across 10 countries with no agency markup.
• Experienced Global Team: Professionals with backgrounds in top consulting firms and global brands.
• Proven Cross-Border Success: Extensive experience in international marketing and retail localization.

Exlimify’s 360° inbound marketing solution provides everything needed to turn foreign tourists into loyal customers.

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Business Benefits of a Strong Inbound Strategy

• New Customer Acquisition: Expand your reach beyond domestic customers.
• Higher Revenue Per Customer: Foreign tourists tend to spend more, especially on experiences.
• Online Asset Building: Influencer posts and positive reviews continue to attract new customers over time.
• Seasonal Revenue Stabilization: Balance out domestic market fluctuations with steady inbound traffic.

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Final Thoughts: Get Ready for Japan’s Inbound Tourism Boom

With inbound tourism forecasted to surge beyond pre-pandemic levels, now is the time for restaurants and retail businesses in Japan to act. A well-executed inbound strategy can future-proof your business, boost profitability, and build a strong brand presence among international visitors.

Ready to grow your business with inbound tourism?

Contact Exlimify today and start building a winning strategy.

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FAQ: Attracting Foreign Tourists to Japanese Restaurants and Retail Stores

Q1: How can I attract more foreign tourists to my restaurant or store in Japan?

A1: Focus on multilingual websites, optimized Google Maps profiles, influencer partnerships, and delivering memorable customer experiences.

Q2: What languages should I prioritize for my business?

A2: English, Chinese, and Korean are the top priority languages, based on the majority of Japan’s inbound tourist demographics.

Q3: How important is social media for inbound marketing?

A3: Extremely important. Tourists often rely on social media recommendations and reviews when deciding where to eat or shop.

Q4: What is MEO (Map Engine Optimization)?

A4: MEO is the process of optimizing your Google Maps listing so it appears higher in search results, which is crucial for attracting nearby tourists.

Q5: How quickly can I see results from an inbound marketing campaign?

A5: Many businesses start seeing improvements in traffic and sales within 3–4 months, depending on campaign scale and execution.