Japan Recreational Boating and Personal Watercraft Market
Japan’s pleasure boat market is vibrant and welcoming to luxurious and stylish U.S. recreational watercraft. In 2023, Japan ranked eighth as an export market for U.S. recreational boats, with U.S. exports valued at $24.5 million, an increase of 8.1% from the previous year. In 2022, the total value of the Japanese pleasure boat industry (including recreational boats, personal watercraft, yachts, and outboard engines) reached approximately $204 million. The increases in imported luxury boats and sales of personal watercraft compensated for the decrease in domestically manufactured boats.
The COVID-19 pandemic changed the way people enjoyed free time and spent discretionary income, with many taking up outdoor recreation activities in lieu of travel opportunities, indoor recreation, and in-person socialization. In Japan, the COVID-19 “3Cs” environment (Closed spaces, Crowded places, and Close contacts) led to increased consumer spending on outdoor recreation, including pleasure boats and personal watercraft. In 2022, the number of boating license holders in Japan grew to more than 70,000, marking an increase of 25% compared to 2019, with a noted uptick in women licensees. Of new license holders, 25% commented that the impact of COVID-19 influenced them to obtain boating licenses.
The Japan International Boat Show (JIBS), the largest marine leisure trade show in Japan, attracted more than 35,000 boating fans and hobbyists to the 2023 show. The Japan Marine Industry Association (JMIA) aims to attract new, young customers to boating, and the theme of the 2023 show conveyed “joy of the sea and boats to the young generation.” The four-day show was held at Pacifico Yokohama exhibition hall and the Bayside Marina and featured 216 physical exhibitors and 234 online exhibitors. In addition to showcasing Japanese and foreign pleasure boats, personal watercraft, equipment and accessories, including U.S. brands Sea Ray, Centurion, Viking, Regal, and Mercury, there were several experiential programs where visitors could operate boats at the marina where 56 boats and yachts were exhibited.
According to the Japan Marine Industry’s Association’s (JMIA) survey of 700 visitors to the 2023 Japan International Boat Show, approximately 70% of them hold boat licenses. Of those, 40% personally own boats, and 71% use their family’s and friends’ boats or participate in boat sharing and rentals. (In 2021, to note, only 221,000 leisure crafts were registered in Japan.) Considering that boat owners are charged about $7,000 annually for marina storage, mooring, and other services, boat rental and sharing services are convenient and economical for young boaters to enter the industry and for companies to attract new, young customers.
While there are no tariffs imposed on imported pleasure boats, personal watercraft, equipment and accessories from the United States, Japan has a challenging and complex regulatory environment, and Japan-specific standards and testing remain burdensome for U.S. marine industry exporters. As such, the market in Japan is dominated by Japanese brands including YAMAHA, TOHATSU, SUZUKI and Honda. CS Japan regularly contacts the Japan Craft Inspection (JCI) organization to help gather more information and explanations for U.S. companies so they can properly test and comply with Japanese regulations and standards. For more information on Japanese pleasure boat market, please contact office.osaka-kobe@trade.gov.