Japan beckons LGBT tourists

Japan Tourism is targeting LGBT tourists from abroad to take advantage of their tendency to spend more than average tourists.

Tourism industry all over the world strive to attract LGBT travellers, who have considerable purchasing and spending power. It was opined by Shintaro Koizumi, chief executive of Out Japan Co., a Tokyo-based marketing firm conducting seminars and other programs to support corporate clients seeking to learn how to handle issues involving lesbian, gay, bisexual and transgender people.

As per statistics available, LGBT tourists spend about twice as much as average travellers, which encourage hotels and other accommodation facility providers in Japan to formulate plans to lure them. The move is in line with a government target of attracting 40 million foreign tourists in 2020, up from 28.69 million in 2017, estimating total spending of 8 trillion Yen.

When American tourists visit Japan for 10 days, an average travel agency arranges tours that cost them USD 3,500 to USD 4,000 each, excluding airfare, according to industry officials. In contrast, trip arrangements made by a travel agency catering to LGBT clients generally cost more than USD 7,000.

As per Koizumi, a same-sex couple is a double-income one and has more money to spend. Interestingly, Koizumi himself is gay.

Among other factors, LGBT tourists tend to post messages on social media and have a high chance of revisiting places they like, Koizumi said.

The Keio Plaza Hotel in Shinjuku Ward, Tokyo, aims to be LGBT tourism-friendly under its business philosophy of serving as a “plaza visited by wide-ranging kinds of people.”

Keio Plaza Hotel

Keio Plaza has held a seminar on LGBT tourism for 150 managerial staff and other workers in In January and gave training to the staff, who to deal with LGBT tourists.  The lecturer recommended the use of universal restrooms for the special guests, while answering a question of a participant regarding usage of toilets for the LGBT tourists.

Overseas visitors, coming from more than 100 foreign countries, account for 75 per cent of guests at the Keio Plaza.

“We want to offer services by learning what is comfortable for each customer,” said Junko Saito, deputy marketing director of the hotel, noting that guests have varying senses of value and tastes. The acceptance of LGBT tourism is part of the hotel’s business philosophy, Saito said.

The number of local governments and accommodation facilities friendly to LGBT tourism is expected to increase.

Japan is open to various kinds of visitors as a “wonderful base for services,” Koizumi said.

“I hope the Japanese tourism industry will recognize the presence of LGBT people and constantly consider how best to serve them,” he added.