Tourism Team - Japan

The Japan Tourism Team develops a set of activities that aim to boost Portugal’s visibility and reputation as a tourist destination, actively promoting its culture, history, gastronomy, diversity and investment opportunities, in addition to providing support to Portuguese companies. It is also responsible for developing activities in the Republic of Korea market. 
Several seminars are organised annually to train the Japanese and Korean business fabric and familiarisation visits are promoted with both companies and the media, to acquaint them with Portugal’s main assets. 
 
// The market
The Japanese and Korean markets are strategically important to Portugal, as they help mitigate seasonality and contribute to the expansion of tourist activity throughout the year and throughout the territory. This is because tourists from these markets travel outside the high season and like to visit various destinations within Portugal.
 
// Tourist profile
The Japanese are particularly interested in Portugal’s historical heritage, culture and traditions. Naturally sophisticated and paying great attention to detail, Japanese visitors are very appreciative of traditional Portuguese arts and crafts. Gastronomy, wine tourism and nature activities are also important to them. 
Meanwhile, Korean tourists are drawn to Portugal not only for the country’s cultural, gastronomic and scenic heritage but also for religious reasons. Almost six million Koreans are Catholics and Fatima is one of the places included in the vast majority of trips to Portugal. And in recent years, Braga and Porto have been increasing their popularity among Korean tourists too. 
Until recently, Japanese and Korean tourists were mainly seniors and people travelling in groups. With people of working age not having much holiday leave, especially in Japan, it is the older members of society who have the most time at their disposal for long-haul travel. However, in the wake of the pandemic, this trend has been changing and trips by small groups and families are becoming increasingly common. ​

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