[Tokyo Convention & Visitors Bureau] The Tokyo Convention & Visitors Bureau collaborates with Tokyo Metropolitan University to release report Vol. 3 on “Behavior trends of visitors to Tokyo using human flow data”
Tokyo Tourism Foundation Press release: April 30, 2025 The Tokyo Tourism Foundation, in collaboration with Tokyo Metropolitan University, releases the “Behavior trends of visitors to Tokyo using human flow data” report Vol.3 Using “Odekake Watcher,” a tourism dynamics analysis tool that uses people flow data provided by Blog Watcher Co., Ltd., we conducted a trial analysis to see how we can understand the effects of 15 events in Tokyo. What is its content? The Tokyo Tourism Foundation (hereinafter referred to as “TCVB”), in collaboration with Tokyo Metropolitan University, has published Vol. 3, an analysis report on the behavioral trends of visitors to Tokyo, using the tourism dynamics analysis tool “Odekake Watcher”, which uses the human flow data provided by Blog Watcher Co., Ltd.
https://prcdn.freetls.fastly.net/release_image/37225/34/37225-34-b1d4e7411776bc44f9bf75de4ecfa96c-229×87.png [Purpose/Summary] TCVB has introduced “Outing Watcher*” since FY2020 with the aim of understanding the trends of visitors to Tokyo (domestic residents). Currently, approximately 1,900 locations, including major tourist spots, have been registered as monitoring points, and we are working to understand trends in visitors to tourist spots in Tokyo. As part of these efforts, we are collaborating with the Tourism and Mobility Planning Laboratory (Professor Tetsuo Shimizu) of the Department of Tourism Science, Faculty of Urban Environment, Tokyo Metropolitan University, and are making the analysis results obtained from the data available to the public. *2 In this report, we used data obtained from “Odekake Watcher” to conduct a trial analysis of how to understand the effects of events of various sizes held in five areas of Tokyo in 2024 (Chuo Ward, Minato Ward, Taito Ward, Sumida Ward, and Hachioji City). *Blog Watcher Co., Ltd.’s one-stop service for collecting, analyzing, and utilizing people flow data *2 This report is the 3rd out of 3 reports [Four perspectives to measure the quantitative effects of events] In order to measure the quantitative effects of events such as festivals and fireworks displays, this report uses four analytical perspectives. 1. Analysis by daily visitor number distribution/ranking 2. Analysis by distance zone from visitor’s residence 3. Analysis of the spread of the event to surrounding spots 4. Analysis of peak number of visitors by event time slot
https://prcdn.freetls.fastly.net/release_image/37225/34/37225-34-7bd28e7117e5320b847ff9129f367749-1192×433.jpg [Nearby customer attraction type? Medium- and long-distance customer attraction type? What are the characteristics of each event that have been revealed?] We analyzed 15 events in Tokyo of various sizes, ranging from local traditional festivals like Bettara City to the Azabu Juban Summer Festival and the Sumida River Fireworks Festival. When we categorized the content of each event analyzed and considered using viewpoints 1 to 4, we obtained the results as shown in [Table 1].
https://prcdn.freetls.fastly.net/release_image/37225/34/37225-34-1768500689825a2f76fe463983382140-1128×758.jpg *1 Shopping area around Hachioji Station *2 Items that have not been considered concretely from the content of this analysis *Please refer to the main report for the specific timing of each event [Overall trend] For each event, events where most of the visitors come from 20km to 40km are defined as [nearby visitor attraction type], and those where visitors come from 40km to 300km or more are defined as [medium- and long-distance visitor attraction types]. Many festivals and events that are traditionally held in local areas tend to be “nearby attracting types,” but nationally well-known or seasonal events tend to be classified as “medium-to-long distance attracting types.” Regarding the impact on surrounding spots, we also confirmed whether there was an increase in the number of visitors to surrounding spots during the event period. The trends for nearby spots also differed depending on whether they were relatively close within the area where the event was held, or whether they were located a little further away from the event venue. [Events where characteristic trends were observed] • Chuo Ward [Tsukiji Lion Festival] June 2024 Compared to normal weekends, the number of visitors increased significantly during the festival period. The majority of visitors come from within a distance of less than 40km, so it can be said to be a “neighborhood attracting type”. Tsukiji Outer Market, which is close to Namiyoke Shrine, tends to be crowded with many visitors on weekends, and it is possible that some of the visitors to Tsukiji Outer Market visit the shrine regardless of the festival. Measures to actively attract visitors to the Tsukiji outer market during the festival period may be effective. • Minato Ward [Sengakuji Gishi Festival] December 2024 The Gishi parade was held on December 14th, the middle day of the three-day festival, and the number of visitors on that day was by far the largest.It was also seen that there were many visitors from distances of 40km to 300km or more, so it is thought to be a “medium-to-long-distance type”. Regarding surrounding spots, we confirmed the impact on the Takanawa Gateway area, but no major changes were observed. As the name suggests, “Sengakuji Gishi Festival,” it is speculated that the visitors may have used Sengakuji Station. • Taito Ward [Sanja Festival] May 2024 During the festival period, May 18th (Sat) and May 19th (Sun) recorded the highest number of visitors in the Asakusa area analyzed. Although the number of visitors from long distances is increasing, the proportion of visitors from distances less than 40 km is increasing, so we classified it as a “short-distance attracting type”. The number of visitors to nearby Higashi Honganji Temple and Senzoku Park increased significantly during the festival period, which is thought to have had an impact. Furthermore, the number of visitors to Shimotani Shrine, located in the Ueno area, has not increased, and there was no sign that visitors were flowing to the Ueno area as a result of the Sanja Festival. • Sumida Ward [Sumitsui Sakura Festival] March to April 2024 A festival held in an area centered around Sumida Park. The number of visitors increased from the weekend following the flowering date on March 29th. Furthermore, when looking at the origin of these visitors, the number of visitors from 40 km to 300 km or more is increasing, and can be classified as a “medium-to-long-distance visitor type”.
Additionally, surrounding commercial facilities receive more visitors from a wider range of age groups than usual during the festival period, indicating that cherry blossom viewing is an event that is open to all genders and ages. • Hachioji City [Mt. Takao Wakaba Festival] April to May 2024 [Mt. Takao Maple Festival] October to December 2024 During the Wakaba Festival, May 4th had the highest number of visitors. In addition, the number of visitors from distances of 40 km or more is increasing, and it can be judged that the area attracts medium- to long-distance customers. However, the number of visitors to Mt. Takao tends to increase year-round on weekends compared to weekdays, and the number of visitors from over 40 km also increases, so it is difficult to imagine that more visitors come from far away for the festival. On the other hand, the Momiji Festival had the highest number of visitors on November 24th, about 1.5 times the number of visitors on May 4th, which was the highest number during the Wakaba Festival period. Additionally, compared to the Wakaba Festival period, we found that there were more visitors from over 40 km overall, indicating that Mt. Takao receives visitors from far away during the fall foliage season. When we checked the trends in the number of visitors to TAKAO 599 MUSEUM, a nearby spot, by time of day, we found that there were many visitors from 13:00 to 16:00 during both the Wakaba Festival and Momiji Festival, suggesting that climbers may be stopping by after descending the mountain. However, it cannot be asserted that there is a direct relationship between this trend and the Wakaba Festival and the Maple Festival. [About local utilization of analysis results] This time, we analyzed the effects of events of various scales from four perspectives. How can the region use the results to utilize the event from a tourism perspective? Here are some examples of usage points. 1. Most of the traditional festivals held in the area were of the type that attracted people from the neighborhood. After sharing the results with the organizers, we will think about how to utilize and revitalize the festival on the tourism side. 2. 1. In relation to traditional local festivals, we will examine the possibility of attracting inbound tourists. 3. In this analysis, there were some cases where no effect was seen on surrounding spots. If you want to measure the ripple effect on more specific surrounding spots, consider whether there are more accurate monitoring spots. 4. Consider methods to measure event effects other than the flow of people, including giving back to the local community. (Impact on sales of facilities and stores, etc.) 5. In particular, events that attract more visitors from far away are likely to have a ripple effect on the local area. Check how many such events there are in the area (high-profile events or entertainment events attended by celebrities, etc.), and think about how you can utilize them to spread the ripple effect. The full report is available at here [Summary (comments from Professor Tetsuo Shimizu)] In this report, we tried a method to analyze event effects using “Outing Watcher.” Even if it is a large event that attracts a large number of people, we have found that there are fewer visitors from far away than expected. I also learned that for events with a small number of visitors, it is difficult to analyze the effects of time and distance. On the other hand, we felt that the increase in the number of visitors due to the event could be predicted to some extent by comparing it with other weekends in the same season, which are considered to have similar conditions except for the presence or absence of an event. We conducted various trials during all three report creations, but what we can say in common is that it is important to properly understand the characteristics of the source data, carefully consider the analysis results, and not take the numbers at face value for proper utilization. We hope that you will use these reports as a reference, conduct various trials, add high-quality case studies, and share the information. [About Tokyo Tourism Foundation] A policy collaboration organization of the Tokyo Metropolitan Government that promotes various projects related to tourism promotion in Tokyo. With the organizational philosophy of “TOKYO that continues to be chosen by the world,” we work with various partners to attract tourists and business events, and carry out a wide range of initiatives to promote local tourism and improve the welcoming environment. Organization name: Tokyo Tourism Foundation Chairman: Shingo Kaneko Address: Shinjuku Monolith 15th floor, 2-3-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo Established: October 15, 2003 URL: https://www.tcvb.or.jp/jp/ [Contact regarding this matter] Public interest incorporated foundation Tokyo Tourism Foundation General Affairs Department General Affairs Division (Planning Research) Yamamura Inoue Telephone: 03-5579-2680 Email address:
sanjyokaiin@tcvb.or.jp
This article was partly generated by AI. Some links may contain Ads. Press Release-Informed Article.