Shopping is often associated with female travelers.
Globally, women account for 56.2% of shopping tourism, reinforcing the perception that shopping is a key driver of travel behavior among female audiences. *1
But in Japan, our data suggests a very different pattern.
Among visitors who identified shopping as a primary motivation for their trip, 87.5% were men.
This sharply contrasts with the broader global perception of shopping-driven travel.
So what might explain this reversal?
One possibility lies in the type of shopping Japan is known for.
Rather than being driven primarily by fashion or lifestyle retail, Japan’s appeal includes:
- electronics and tech products
- collectibles and hobby-related goods
- specialty and niche retail categories
These are often high-intent purchases, where travelers plan in advance, research specific items and travel with a clear buying objective.
In this context, shopping becomes less of a casual activity and more of a purpose-driven behavior. This may help explain why the profile of shopping-motivated visitors differs so significantly from global norms.
It also suggests that “shopping tourism” is not a single, universal behavior, but one that varies depending on product categories, cultural positioning and traveler intent.
Understanding these differences can help brands and destinations better align retail strategies with the audiences they are actually attracting. If this insight resonates with your work, feel free to reach out! We welcome the opportunity to connect.
Based on the Visitor Survey: Needs and Expectations for AI in Japan, conducted at Kansai International Airport in September 2025 (n = 273 international visitors), by Artyz Inc.
*1 Source: Market.us, Shopping Tourism Market Report
https://market.us/report/shopping-tourism-market/
