Japan Productivity Center released ‘Leisure White Paper 2025’ to reveal that the entire leisure market scale in 2024 increased by 5.6% year on year to 75.2 trillion yen, which were also up 4% compared to 2019 before the pandemic.
The market scale of ‘tourism’ was up 9.9%. The white paper says that the market scales of hotel, amusement park, travel industry, railway, domestic air travel and membership resort increased, and the scale of overseas travel recovered slowly.
In terms of the number of participants, ‘domestic travel’ was the top activity with 46.8 million for three years in a row, followed by ‘watching videos’ with 26.9 million. In 2024, more activities reduced the number of participants compared to 2023.
The number of participated activities per person was 10.2 on average. Reductions were seen more among females than among males, and the difference was 0.3 activities (10 activities among males and 10.3 activities among females).
