Taipei: Foreign visitor numbers in Taiwan have struggled to return to pre-pandemic levels, with projections for 2024 estimating 7.5 to 8 million visitors, compared to 11.86 million in 2019. A significant contributor to this decline is the 2.23 million decrease in Chinese visitors due to Beijing's ban on tour group visits to Taiwan. Another notable drop is seen in Japanese visitors, a surprising trend given their historical interest in traveling to Taiwan. According to Focus Taiwan, the number of Japanese tourists traveling internationally has only reached 67% of pre-COVID-19 levels, and for Taiwan, this figure stands at approximately 60% compared to 2019. This translates to a reduction of roughly 770,000 Japanese visitors, as reported by the Taiwan Tourism Administration. However, there is a positive development, with a 32% increase in Japanese visitors to Taiwan in 2024, suggesting that promotional efforts are gaining traction among younger Japanese travelers. Masuda attributes the sluggish recovery of Jap anese outbound travel primarily to the weak yen, which has made international travel more expensive. Additionally, less than 20% of Japanese hold passports, despite Japan's high passport ranking allowing visa-free access to numerous countries. The perception of overseas travel as a luxury has also deterred younger Japanese from traveling abroad. To counteract these challenges, Klook Japan has been targeting the younger demographic through influencer collaborations and promotional offers. Campaigns like "Taiwan the Lucky Land," which offered travel vouchers, successfully led to a surge in hotel bookings by Japanese tourists. Furthermore, exclusive discounts for Taiwan high-speed rail tickets resulted in a significant increase in sales, highlighting the effectiveness of targeted promotions. Klook's sales of Taiwan travel products grew by 300% in 2024, indicating potential for further growth in 2025. Masuda notes that Japanese travelers now prioritize safety and cleanliness, areas where Taiwan excels. Its clo se proximity to Japan, affordable flights, and appealing cultural offerings, such as its cuisine and natural scenery, also serve as strong attractions. Taiwan ranks third among preferred overseas destinations for Japanese tourists, following South Korea and the United States, with Thailand just behind. Looking ahead, Klook's development of digital apps to overcome language barriers is expected to further boost interest among younger Japanese visitors. Masuda remains optimistic about Taiwan's potential to attract more Japanese tourists in the coming years.