Japan becomes a popular travel destination with a Big Mac costing just 480 yen – McDonald’s in Japan is cheaper than in Romania， one of the poorest countries in Europe [9 14]．

–Omitted–
When these figures are converted into a pie chart, the decline in China and the increase in South Korea are again noticeable (Figure 3). The decline in Chinese visitors may be due in part to the fact that group travel restrictions were not lifted until August 2023, and that relations between the two countries were not particularly good at the time, as the country was opposed to the release of treated water from the Fukushima Daiichi nuclear power plant. It is difficult to make predictions because national policies have a large impact, but the key to inbound tourism to Japan, or in other words, the success or failure of Japan as a tourism-based nation, lies in China’s actions. During the Chinese New Year season in February 2024, the number of Chinese individual travelers increased significantly, but the number of visitors to Japan was still only about 459,500, about 60% of the number in 2019, and the long holiday did not help matters. ・Will inbound tourism from China return?
-Omitted-
When watching TV programs and other interviews with foreign visitors to Japan who are enjoying their trips to the “weak yen” Japan, the trigger is often anime or Japanese food such as sushi or ramen that they ate in their home country. And they are thrilled to be introduced to “authentic” Japanese food. Or they become captivated by 24-hour convenience stores with a wide selection of products, a wide variety of vending machines, and punctual and comfortable Shinkansen trains. Seeing this makes me feel proud as a Japanese person. But there’s a more serious side to it. Needless to say, this is the result of the weak yen. ・The biggest reason why Japan is chosen as a travel destination
Check the exchange rate before COVID-19 and in 2019. The exchange rate for one US dollar rose from approximately 111 yen in March of that year to 159 yen (June 2024). The yen has weakened by 30.2%. American tourists who previously paid 1,110 yen for an item for $10 can now get it for around $6.98. Plus, if you were to buy the same thing in the US (if at all), it would likely cost you around $20-30. If it’s a product that you don’t mind having in large quantities of, you can buy three or four of something that you would normally only need one of. The same goes for transportation and accommodation costs. Changes in exchange rates are not limited to the US dollar. Over the same period, the euro has fallen from 125-126 yen to 170 yen, the Singapore dollar from 80 yen to 118 yen, and the South Korean won from 0.10 yen to 0.11-0.12 yen. While the decline in the South Korean won rate is a little more moderate, other currencies have also recorded similar depreciation of the yen. According to the Big Mac Index, which is often used for international price comparisons (an index used to gauge the prices and economic strength of different countries by comparing the prices of McDonald’s Big Macs available around the world), the price in Japan for January 2024 is US$3.04. This is far behind South Korea’s $4.11 and Thailand’s $3.78. The country closest to Japan is Vietnam at $3.01. China’s is higher than Japan’s ($3.47), and even Romania, long known as one of the poorest countries in Europe, is higher than Japan’s ($3.42). At first glance, it sounds like good news to us living here that McDonald’s products are cheaper than in the Middle East or Latin America. However, we are so accustomed to high prices in Japan that not many people think of a Big Mac as “cheap!” Japan has now become a “cheap” country compared to not only Europe and the United States, but also Southeast Asia, the Middle East, and Latin America. It is not necessarily because Japan is attractive that it is bustling with inbound tourists, but what will happen if the exchange rate suddenly fluctuates in favor of the yen? Various simulations need to be carried out. By the way, the Big Mac Index is based on prices at a certain point in time, so in reality the gap may be even larger. ・What costs 100 yen at a Japanese shop is 300 yen in Australia
Takashi Sata
Full text from source
Published on Shueisha Online 9/13 (Fri) 8:02.

日本が外国人から旅行先に選ばれる最大の理由…「ビッグマックがたった480円」欧州最貧国グループのルーマニアよりもマクドナルドが安く食べられる日本の現状（集英社オンライン） - Yahoo!ニュース

コロナ禍の落ち着きとともに訪日外国人観光客が戻りつつあり、2024年上半期の入国者数は過去最高となった。彼らは何を求めて日本を訪れるのだろうか。そして、こうした状況は今後も続くのか。 『観光消滅-

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