Yahoo Lifestyle Push to lure Japanese tourists back to Cotswolds
Just a few years ago, before the pandemic, Japanese tourists were contributing £14m annually to the South West economy.
Numbers have since dwindled – which is why local tourism representatives have spent the last week showing off the Cotswolds to Japanese tour operators.
Highlights included a stop at Chavenage House, the Grade I listed Elizabethan manor used to film Poldark and Disney's Rivals, and a British etiquette lesson.
It is hoped the visit will drive numbers of Japanese tourists back up to the pre-pandemic average of 25,000 a year.
That figure dropped by 80% in 2023, and those that did visit spent just £2m in local businesses, according to the latest figures from the Office for National Statistics.
"We are working so hard to get those Japan visitor numbers back up, especially with visits to the Cotswolds, which they know and love so much," said Robin Tjolle, from Visit England, which organised the trip with Cotswolds Tourism.
He added that the tourism industry as a whole was worth £1.5bn to the South West.
Tamami Hagihara, who works for Japanese travel operator ATI, said she would be sharing details of the trip with her clients.
"I will tell them about the very beautiful scenery and landscapes, the local food and that the people are very kind," she said.
She added: "Japanese people love to learn about the history of places they visit."
The group went on a walking tour of Cirencester, then had a lesson in British etiquette from Emma Dupont, from Exquisite Cotswolds.
Visitors were taught which cutlery to use and when, and how to "cheers" correctly.
Mrs Dupont said it was a "great opportunity to showcase British heritage and customs in a light-hearted and immersive manner".
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