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What kind of business concerns
do you have?

  • アイコン

    Our company is considering providing Japan experience tours, but isn’t sure how to approach or assess our suitability.

  • アイコン

    Our company would like to serve non-Japanese tourists but we don’t have confidence and know-how to attract or
    support this business.

  • アイコン

    Our city wishes to attract non-Japanese tourists as part of our regional revitalization plans,
    but we don't know what kind of attractions would appeal to them.

  • アイコン

    Our company/regional government is interested in ITB as new business
    but we are not sure where to start.



Features of CRESON


CRESON possesses ITB expertise from developing our own experience tours targeting non-Japanese tourists. We have the knowledge necessary to support companies and regional governments develop a plan based on their unique ITB capabilities, and helping them bridge any gaps in capabilities, knowledge, implementation and in-life operation.
Connecting to and attracting non-Japanese customers is not simple. So, we can support your company through not only our own website but also through other internet media, newspapers, and magazines, effectively utilize all media options. We also consider how best to balance your company’s profitability with customer satisfaction.

Service Concept


  • ①
    Marketing to attract
    non-Japanese tourists to
    1.Course design and experience design
     for non-Japanese tourists
    2.Customer payment collection
     agency service
    3.Promotion content development
    4.In-life Operations support
  • ②
    Inbound business
    incubation consulting
    1.Assessing the present company's or
     regional authority's condition,
     finding strengths and identifying issues
    2.Planning a new business by capitalizing
     on strengths and addressing gaps
    3.Preparation and Implementation
    4.Supporting in-life operation
  • ③
    Regional revitalization
    by ITB
    1.Identifying potential key selling
     points of the region,
     in terms of tourist attractions
     and experiences
    2.Planning regional business
     by capitalizing on strengths
     and addressing gaps
    3.Preparation and Implementation
    4.Supporting in-life operation
Specific Example
・Planning and consulting for the company, restaurant, and/or regional government authority wishing to establish new business targeting
 tourists visiting Japan.
・Proposing a new inbound business strategy for regional government
・Based on their capabilities, designing tours and experiences, and project managing delivery of these
・Designing and implementing media strategy, including production of video's and photo's.
Non-Japanese visitor’s exploring Japan
Recently, many non-Japanese visitors are seeking to
experience the real Japan. Experiencing the real Japan in this
context means they would like to experience aspects of
traditional and contemporary Japanese culture, and also
recreational activities as enjoyed by local people.
In particular, tourists who are visiting Japan a few times,
and who have already visited the top attractions Tokyo, Kyoto,
and Osaka have to offer, would like to experience something
different or deeper.
What we want to do
Our goal, as a company,
is to facilitate regions develop sustainable tourism
appealing particularly to overseas visitors.
At the outset we aim to make the company and each
region better known internationally,
whilst also establishing mechanisms which will foster
continuous and profitable development of attractions.
To achieve this it is key to identify the unique strengths and attributes of
the region and their connection to
culture, in order to incorporate them into
experiences and offerings.
We also want to share the knowledge and experience
we have gained with other companies and regional
authorities in order to create and exploit opportunities
in the tourism market.

By providing high quality experiences and excellent
service to non-Japanese visitors,
we trust that it will promote growth of a sustainable
tourism industry of mutual benefit to visitors,
service providers and local regions.
Our mission
1.Contribute to our customers' business
by helping establish experiences which cater to
non-Japanese visitors, and promoting these

2.Promote appreciation of Japan and its varied

3.Deepen confidence in Japanese culture of
Japanese people,
 by rediscovering value in
central and regional cities.

4.Implement regional business creation and
redevelopment by
 attracting non-Japanese

5.Promote mutual understanding between
Japanese and non-Japanese,
through communication and interaction.
According to Japanese government estimates,
the number of visitors to Japan will reach 40 million per year by 2020 and 60 million per year by 2030.
This is more than double the current level estimated for 2017 of approximately 28 million.


Are you benefiting
from this increase?

イメージ画像 Even though the number of non-Japanese visitors is increasing, in reality most of them visit
Tokyo, Osaka and Kyoto only. 14 million people, half of the total number of visitors is to Tokyo
The visitor retention rate is 51.4% in Tokyo, 27.9% in Osaka, and 21.9% in Kyoto, according to
data of Ministry of Land, Infrastructure and Transport

As you know, we Japanese take great pride in our rich, and well established regional history
and culture, local foods, art & crafts, etc. We believe the local people will gain not only
financial benefit, but a deeper satisfaction from sharing their knowledge,
skills and products with these new visitors.

However, there is a lack of suitable accommodation for non-Japanese coming to these regional cities, and this is a barrier to them
staying overnight or longer, and hence benefiting economically from these potential visitors.


So, how can we attract
non-Japanese people?

イメージ画像 When Japanese think of service they think in terms of “Omotenashi”, providing outstanding service and hospitality to the customer.

However, focusing too much on ‘Omotenashi’, can become a barrier to serving foreign customers. The normal Japanese service standard itself is already sufficient for non-Japanese visitors.

On the other hand, it is tempting to think that being able to communicate well in English and Chinese languages is also a barrier, but this is just a matter of sufficient training and provision of suitable information.
The important thing is that we provide the visitor an experience of the “Real Japan”. Once you understand yourself what you have to offer in terms of the “Real Japan”, you will be in a good position to start developing your business. Next we must attract non-Japanese customers by the most appropriate means to establish a continuous flow of customers, and business stream.

In recent years, foreign travellers gather information before visiting Japan through Social Networking Services (SNS) and Internet travel sites, especially for Japan experiences and food, according to many research agencies.

Moreover, travelers remain connected to such services through smart device (Smart phones, tablets, etc) connecting through cellular networks and Wifi hotspots through Japan.
So, even once in Japan, they continue to access and gather information through the Internet. At the same time, they spread and share their daily happenings with their friends at home by SNS.

This pattern is increasing, such that the more information is shared, the more new travellers are attracted and will come. This pattern is contributing to the steady growth in visitor numbers.

However, it also means, there is competition to provide information on locations and attractions. If there is comparatively little information available on your region, the less awareness there will be on what you have to offer, and therefore the lower likelihood of you attracting your share of potential visitors.

For these reasons, reaching and attracting potential visitors via Internet is crucial.
What is most important is that companies and regional governments should know and have confidence in their unique strengths in terms of what will appeal to non-Japanese tourists.
Once you recognize this, what remains is how to reach customer readiness for your attractions and offerings, and then how to attract and gather in customers. After producing suitable marketing material, what remains is choosing the best communication channels to reach your potential customers.

CRESON Establishment Story

Creson and New Tour Japan

I have made many friends throughout my career and study overseas. In recent years many of my friends have visited Japan. What I have understood through their experiences is just how much we have to offer, that is unique to our country and culture. This gave me the initial idea to plan “walking tours” as a way of introducing non-Japanese people to aspect of the ‘Real Japan’.

For example, a group of my friends, 3 women originally from the US, Russia, and Belgium recently visited Japan on a 3 week holiday. Although they do not speak nor read Japanese, they hired a car to drive themselves around Kyushu for the first week, and Kansai, Hiroshima, Osaka, and Kyoto areas for the second. I finally met them in Tokyo just 3 days before they were returning to New York.
Their first words to me, I still remember, were “Japan is so beautiful”
During their travels throughout Japan, they had positively touched a lot of Japanese culture, nature and food. They attempted to explain everything about their experience to me. One of the most interesting aspects of this was that they ate Sushi every day for more than 2 weeks by searching out good restaurants by themselves.
“Eating tours” is also one of my business ventures. This was also inspired be experiences with my friends.. Whoever visits from overseas I take them out eating. We eat 4 times from lunch to dinner time, strolling through popular tourist spots, and enjoying the sights and sounds. They really enjoy it, especially since they can sample lots of Japanese food in little eating houses frequented almost exclusively by Japanese. Though some advance planning and coordination is required, the key factor is building up the know-how through doing and repeating.

On the other hand, I worked overseas with many non-Japanese. By viewing Japan from an overseas perspective, I was able to discern much of what our country has to offer, whilst also noticing that many non Japanese travelers may face challenges and inconveniences during their visits.

Now, what non-Japanese travelers want to do is to touch the “Real Japan”. The vast majority cannot speak Japanese, and don’t even have access to basic to geographical information, so that it is quite tough for them to cope with this handicap.

In responding to the demands of non-Japanese travelers, our single biggest indicator of success is that the experience should not just be fun, but unforgettable. The uniqueness of the experience whether it be an activity, eating or something else, is key.
Finally, we started “New Tour Japan” to provide “Real Japan” for non-Japanese travelers in 2015.

In CRESON Corporation, we provide inbound marketing and consulting services based on
our experience attained though operating “New Tour Japan”.

Based on our original area of expertise

Our Knowhow

イメージ画像 In CRESON corporation, in addition to providing our marketing and consulting services, we also provide our expertise in how to systematically overcome challenges such as reaching and attracting customers, and finding solutions for gaps in ‘experience’ packaging, such as provision of foreign language materials, basic language training for support staff, ongoing communication with customers on booking s and payment. We can apply the standard methodology we have developed to each case.

Moreover, we have developed our experience and methodology into an operating manual of how to attract and cater for potential customers coming to Japan, and who want to experience the ‘Real Japan’ whilst here.

On the other hand, we can also offer proposals to extend the duration of visitors’ stays to their cities and regions, to stimulate regional activation and redevelopment, in line with their newly recommended policies.
Reviewing the current state of tourism in Japan - issues and trends
Here are four tourism themes worth considering further: Seasons, Nature, Culture and Food.

From my own experience, simply visiting historic spots is somewhat boring and will not create a lasting memorable experience.

The expectation of visitors travelling to Japan is increasing.

It is my fervent wish to help non-Japanese get the most from their experience coming to and traveling within Japan, and to help them access the ‘Real Japan’ physically and emotionally. With this in mind, I concluded that participatory events and experience tours can contribute towards creating an unforgettable experience and visit for visitors.

In addition I also came to realize that sampling local food is an important aspect of their experience here. There is a huge variety of Japanese cuisine available, from simple to sophisticated, and this is gaining recognition around the world. Providing Japanese food-themed events is one way of meeting the expectations of visitors.

There are also many people who want to experience an aspect of Japanese traditional culture, such as performing the tea ceremony, flower arranging, wearing a Kimono, or attending a food preparation class.
We must continue to think of new ways to add value, and to contribute to unforgettable travel experiences.

In recent years, “touching snow” is also getting popular, and visits to Hokkaido and Tohoku area, are especially appealing to visitors from South East Asia who have no experience of snow from their home countries. In this area too, we’d better consider what additional value we can add.

There are no doubt still many fascinating places and experiences that we have not yet recognized.
But indeed, many such experiences may have been discovered already by the traveler on their own. We owe them our appreciation for their efforts so far. However, it is time for us to take up the challenge of discovery, and share the information ourselves, I believe.

Recapping, non-Japanese visitors are seeking experiences in Japan through interaction with local Japanese people. They wish to ‘touch’ to the “Real Japan”. With this in mind, we’d better examine ourselves afresh, and take pride and confidence in our beautiful culture.


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