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Tourism industries - employment

Data extracted in January 2022.

Planned article update: 29 May 2024.

Persons employed in total tourism industries as share of those employed in non-financial business economy, 2019 (%)

• (¹) Total tourism industries: NACE classes: H491, H4932, H4939, H501, H503, H511, I551, I552, I553, I561, I563, N771, N7721 and division N79.
• (³) Non-financial business economy: NACE sections: B-N_S95_X_K (Total business economy; repair of computers, personal and household goods; except financial and insurance activities).
• Note: No data available for EE, IE, FR, LU, NL, PT, SI. Full description of economic activities covered, see under "Data sources".
• Source: Eurostat (online data codes: sbs_na_sca_r2, sbs_na_1a_se_r2)

This article presents recent statistics on employment in the tourism industries in the European Union (EU). Tourism statistics focus on either the accommodation sector (data collected from hotels, campsites, etc.) or on tourism demand (data collected from households), and relate mainly to physical flows (arrivals or nights spent in tourist accommodation or trips made by a country’s residents). However, this analysis of employment in tourism is based on data from other areas of official statistics, in particular structural business statistics (SBS), the labour force survey (LFS), the structure of earnings survey (SES) and the labour cost survey (LCS).

This article analyses the tourism sector with a focus on its contribution to the labour market in the EU and its potential to create jobs for economically less advantaged socio-demographic groups or regions.

Full article

In 2019, the tourism industries employed over 12.5 million people in the eu.

Economic activities related to tourism (but not necessarily relying only on tourism — see the section "Data sources" for further details) employed over 12.5 million people in the European Union (see Table 1). Nearly 7.4 million of these people worked in the food and beverage industry, while 2 million were employed in transport. The accommodation sector (not including real estate) accounted for more than 2.5 million jobs in the EU; travel agencies and tour operators accounted for nearly half a million. The three industries that rely almost entirely on tourism (accommodation, travel agencies/tour operators, air transport) employed nearly 3.4 million people in the EU. These three industries will from now on be referred to as the "selected tourism industries".

In 2019 the tourism industries accounted for more than 22 % of people employed in the services sector. When looking at the total non-financial business economy, the tourism industries accounted for nearly 10 % of people employed. Among the Member States, Greece recorded the highest share (27.8 % or more than one in four people employed) followed by Cyprus and Malta with respectively one in five and more than one in seven people employed working in the tourism sector (see Figure 1).

In absolute terms, Germany had the highest employment in the tourism industries (2.6 million people, not including passenger rail transport interurban), followed by Italy (1.7 million) and Spain (1.6 million, not including taxi operation). These three Member States accounted for nearly half (48 %) of employment in the tourism industries across the EU.

In 2019, one out of four (25 %) people employed in the selected tourism industries, worked in micro-enterprises that employ fewer than 10 people. This share is by four percentage points lower than the 29 % observed for the total non-financial business economy (see Figure 2). Looking at the three selected tourism industries separately, 39 % of employment in travel agencies and tour operators was in micro-enterprises while for the accommodation sector this figure was 25 %. Not surprisingly, small and medium-sized enterprises (< 250 staff) are of minor importance in air transport, with 89 % of people employed in the sector working in companies employing 250 people or more.

The economic crisis of 2008 led to a fall in total employment which started recovering in 2014 and reached the before crisis levels in 2016 (see Figure 3). However, this was not the case for the services sector, including the selected core tourism industries, which during the period 2008-2016 has had an average annual growth rate of +2.4 %. More specifically, during this period, the selected tourism industries registered an average annual growth of +2.0 %, while the average growth for the tourist accommodation sector was +3.8 %. This shows the tourism industry’s potential as a growth sector, even in times of economic turmoil that significantly affect other sectors of the economy.

The positive trend in employment in the selected core tourism industries continued until 2019 when the number of people employed in the sector reached +17 % compared with 2008.

In 2020, COVID-19 pandemic has slowed economic activity and, as a result, the labour market. It clearly had a negative impact on employment but also pushed out people of unemployment by affecting their availability or their job search. Tourism was one of the most affected sectors due to the resulting travel restrictions, health protocols and the drop in demand among tourists. This was reflected to the employment in the selected tourism industries, with a sharp drop by -16 % in 2020 compared with 2019. This drop was significantly higher than the -3 % and -4 % observed for the non-financial business economy and the services sector respectively.

Characteristics of jobs in tourism industries

2020 was a special year due to the outbreak of the COVID-19 pandemic. The measures taken to contain the virus caused a severe economic recession. There was a hiring freeze in almost all the sectors with tourism being one of the most affected. People with less formal education, young people, people on temporary contracts or foreign workers were more likely to lose their job or have difficulties finding a job in tourism (see Table 3).

Tourism creates jobs for women

The tourism industry is a major employer of women (see Table 2, Figure 4 and Table 2A in the excel file ). In 2020, compared with the total non-financial business economy where 36 % of people employed were female, the labour force of the tourism industries included more female workers (58 %) than male workers. The highest proportions were seen in travel agencies and tour operators (64 %), followed by the accommodation sector (60 %). Even though nearly three out of ten women working in the tourism industries worked part-time (compared with just over one in ten men), women working full-time still represented the biggest share of employment (41 %, see Figure 4). Female employment accounted for less than half of tourism industry employment in only two Member States (Luxembourg and Malta); for the accommodation sector this was the case only for Malta. In Estonia, Latvia, Romania and Slovakia, more than two out of three people employed in tourism were women.

Part-time employment significantly higher in the tourism industries

In 2020, the proportion of part-time employment in the tourism industries (23 %) was significantly higher than in the total non-financial business economy (15 %) and was comparable to the figure for the services sector as a whole (20 %) (see Table 2, Figures 4 and 5, and Table 2B in the excel file ). Within the three selected tourism industries, the proportion of part-time employment in the accommodation sector and in travel agencies and tour operators was 23 %, while in air transport 22 % of staff worked on a part-time basis. In most Member States for which data is available, the tourism industries had a higher proportion of part-time employment than the rest of the economy. This was not the case for the popular tourism destinations of Greece, Spain and Cyprus where the proportion of part-time work in the tourism industries was equal or lower than in the rest of the economy. In Slovenia, the proportion of part-time workers in tourism was more than double compared to the economy as a whole.

Tourism attracts a young labour force

Traditionally, the tourism industries have a particularly young labour force, as these industries can make it easy to enter the job market. In 2020 however, the COVID-19 crisis has affected labour market of young people aged 15-24 more than the other age groups. With a drop of -25 % compared with 2019, the impact on youth employment in the selected tourism industries was even harder than the impact on this age group in the rest of the non-financial business economy where the drop was -8 % (see Table 3 and Figure 6).

The share of young workers in the selected tourism industries remained however high in 2020, with close to one in ten people (9.5 %) aged 15 to 24, while only 8.2 % of the labour force in the non-financial business economy were young workers. In the big majority of EU countries with available data, the share of young workers in tourism industries was above the proportion seen in the economy as a whole. The highest proportions of employed people aged 15 to 24 were registered in Denmark (21 %), Ireland and the Netherlands (both at 19 %) (see Table 2 and Table 2C in the excel file ). In the subsector of accommodation, 11 % of the people employed were between 15 and 24 years old (see Figure 6a), while in the three above mentioned countries, at least 23 % of persons employed in this sector were aged 15 to 24.

The tourist accommodation sector gives more opportunities to lower educated workers

The previous sections showed that tourism employs more female workers and young workers. In 2020, people with a lower educational level (those who have not finished upper secondary schooling) were more or less equally represented on the labour market as a whole and in the tourism sector (respectively 19 % and 18 %) — see Table 2, Figure 7 and Table 2D in the excel file . However, in the subsector of accommodation, 23 % of people employed had a lower educational level. In Malta and Portugal at least two out of five people employed in tourist accommodation belong to this group. However in these two countries lower educated people are more represented in the whole labour force compared with the rest of EU countries.

In 2020, however, as in the case of youth employment, people with a lower educational level were hit the hardest from the COVID-19 impact on employment. The drop in the employment in the selected tourism industries was -23 % for this group of workers, while it was -6 % in the non-financial business economy (see Table 3 and Figure 7a).

Nearly one in seven people employed in tourism are foreign citizens

Many foreign citizens work in tourism-related industries (see Table 2, Figure 8 and and Table 2E in the excel file ). In 2020, they accounted for 13 % of the labour force in tourism industries (of which 6 % were from other EU Member States and 7 % were from non-EU countries). In the services sector as a whole, the proportion of foreign citizens employed was 11 %, and in the total non-financial business economy it was 9 %. Looking at this in more detail, we see that foreign workers made up 9 % of the workforce in air transport and 10 % in travel agencies or tour operators, but 15% of the workforce in accommodation (i.e. more than one in seven people employed in this sub-sector was a foreign citizen).

In three EU Member States, more than one in three people employed in the selected tourism industries were foreign citizens: Cyprus (34 %), Luxembourg (58 %) and Malta (40 %).

In 2020 compared with 2019, the drop in the number of foreign workers was more significant in the selected tourism industries (-27 %, reaching -30 % in the segment of foreign citizens employed in the accommodation sector) than in the non-financial business economy (-4 %) (see Table 3).

Jobs are less stable in tourism than in the rest of the economy

Since tourism tends to attract a young labour force, often at the start of their professional life (see above, Table 2 and Figure 6), certain key characteristics of employment in this sector are slightly less advantageous than in other sectors of the economy.

The likelihood of occupying a temporary job was significantly higher in tourism than in the total non-financial business economy (18% versus 12 % of people employed) – see Table 2, Figure 9 and Table 2F in the excel file . There are big differences across the European Union (ranging from less than 3 % of temporary contracts in tourism in Estonia, Lithuania and Romania to more than 30 % in Greece, Italy, Cyprus and Poland). In all but five countries (Estonia, Spain, Lithuania, Hungary and Malta), fewer people have a permanent job in tourism than in the economy on average. In Bulgaria, Greece and Cyprus, the proportion of temporary workers was three to four times higher in tourism than in the non-financial business economy as a whole. In the accommodation sector, more than one in five people employed did not have a permanent contract.

In 2020 compared with 2019 however, the drop in the number of people working with a temporary contract was -36 % in the selected tourism industries, significantly higher than the drop in the total non-financial business economy where it was -16 % (see Table 3).

Similarly, the likelihood of an employee holding their current job for less than one year (see Table 2, Figure 10 and Table 2G in the excel file ) was also higher in tourism than in the non-financial business economy as a whole (15 % versus 13 %). In the economy on average, more than three out of four employees (77 %) had worked with the same employer for two years or more, while in tourism this is the case for 73 % of people employed. Air transport tends to offer more stable jobs, with only 6 % of employees having job seniority of less than one year, compared with 18 % in accommodation and 10 % for people employed by travel agencies or tour operators. More than one third of the workforce in the accommodation sector had held their job for less than one year in Greece and Cyprus.

However, as seen in the previous sections, employment in tourism was seriously affected by the outbreak of the COVID-19 pandemic. Compared with 2019, the drop in the number of people working with a temporary contract was -36 % in the selected tourism industries while in the non-financial business economy this was -16 % (see Table 3).

Regional issues in tourism activities

Regions with high tourist activity tend to have lower unemployment rates

Tourist activity can have a negative impact on the quality of life of the local population in popular tourist areas. However, the influx of tourists can also boost the local economy and labour market.

Comparing regional data on tourism intensity (e.g. the annual number of nights spent by tourists per capita of local population) with regional unemployment rates or their deviation from the national average unemployment rate, we see that in 2019, 22 of the 30 regions with the highest tourism intensity had an unemployment rate below the national average.

Table 4 lists the regions with a tourism intensity over 20 (tourism nights per local inhabitant). In all but three of these 20 regions, the unemployment rate lied below the national average. Two of the three regions where this did not hold true, the Canary Islands and Madeira, are island regions relatively remote from the mainland (and the mainland’s economy).

Earnings and labour costs in the tourism industries

Hourly earnings and labour costs in the accommodation sub-sector are below the average for the economy as a whole

Besides employment rates, another important feature of labour market analysis concerns labour costs for employers and earnings for employees. This section takes a look at hourly labour costs and hourly gross earnings, both in the economy as a whole and in the selected tourism industries.

In the EU as a whole, labour costs and earnings tend to be significantly lower in the tourism industries than they are in the total economy. In the economy, the average hourly labour cost was €25.6 in 2016 and average hourly earnings were €15.7 in 2018. In the three selected tourism industries (air transport, accommodation, travel agencies & tour operators) the average hourly labour cost was €23.6 in 2016 and the average gross hourly earnings amounted to €13.3 in 2018 (see Table 5 and Figure 11).

Given the characteristics of tourism jobs outlined above, this observation does not come as a surprise: a relatively young labour force (see Figure 6a) with a higher proportion of temporary contracts (see Figure 9) and lower job seniority (see Figure 10) has a comparative disadvantage on the labour market, which leads to lower labour costs and earnings. For the accommodation sector — which employs more people with a lower educational level and more part-timers — the differences are even higher. In 2018, for people employed in the accommodation sub-sector, gross hourly earnings were €11.0. For air transport, they were €26.5 (well above the average for the economy as a whole), and for travel agencies and tour operators they were €14.4.

Gross hourly earnings in tourism were highest in Denmark, Luxembourg, Norway and Switzerland, but these countries were also among the top ten countries with highest average hourly earnings in the total economy (see Table 5 and Figure 12).

In 2016 only seven EU Member States had higher hourly labour costs in tourism than the total economy: Bulgaria, Czechia, Estonia, Hungary, Portugal, Romania and Slovakia (see Table 5 and Figure 13); for gross hourly earnings, this was the case only for Latvia. Comparing the accommodation subsector with the economy as a whole, both hourly average labour costs and earnings were lower for those employed in accommodation, and this was true across the EU (see Figure 14).

Source data for tables and graphs

Data sources

This article includes data from four different sources:

• Structural business statistics (SBS) .
• EU labour force survey (EU-LFS) .
• Labour cost survey (LCS) .
• Structure of earnings survey (SES) .

This data is available at a detailed level of economic activity, which makes it possible to identify and select industries that are part of the tourism sector.

For Eurostat, tourism industries (total) include the following NACE Rev.2 classes:

• H4910 — Passenger rail transport, interurban
• H4932 — Taxi operation
• H4939 — Other passenger land transport n.e.c
• H5010 — Sea and coastal passenger water transport
• H5030 — Inland passenger water transport
• H5110 — Passenger air transport
• I5510 — Hotels and similar accommodation
• I5520 — Holiday and other short-stay accommodation
• I5530 — Camping grounds, recreational vehicle parks and trailer parks
• I5610 — Restaurants and mobile food service activities
• I5630 — Beverage serving activities
• N7710 — Renting and leasing of motor vehicles
• N7721 — Renting and leasing of recreational and sports goods
• NACE division N79 — Travel agency, tour operator reservation service and related activities.

However, many of these activities provide services to both tourists and non-tourists – typical examples include restaurants catering to tourists but also to locals and rail transport being used by tourists as well as by commuters. For this reason, this publication focuses on the following selected tourism industries which rely almost entirely on tourism:

• H51 — Air transport (including H512 ‘Freight air transport’ which accounts for 6.0 % of employment in H51).
• I55 — Accommodation (including I559 ‘Other accommodation’ which accounts for 1.7 % of employment in I55).
• N79 — Travel agency, tour operator reservation service and related activities (including N799 ‘Other reservation service and related activities’ which accounts for 12.9 % of employment in N79).

According to a United Nations World Tourism Organisation (UNWTO) publication titled " Tourism highlights ", the EU is a major tourist destination, with four of its Member States among the world’s top 10 destinations in 2019. Tourism has the potential to contribute towards employment and economic growth, as well as to development in rural, peripheral or less-developed areas. These characteristics drive the demand for reliable and harmonised statistics within this field, as well as within the wider context of regional policy and sustainable development policy areas.

Tourism can play a significant role in the development of European regions. Infrastructure created for tourism purposes contributes to local development, while jobs that are created or maintained can help counteract industrial or rural decline. Sustainable tourism involves the preservation and enhancement of cultural and natural heritage, ranging from the arts to local gastronomy or the preservation of biodiversity .

In 2006, the European Commission adopted a Communication titled " A renewed EU tourism policy: towards a stronger partnership for European tourism " (COM(2006) 134 final). It addressed a range of challenges that will shape tourism in the coming years, including Europe’s ageing population, growing external competition, consumer demand for more specialised tourism, and the need to develop more sustainable and environmentally-friendly tourism practices. It argued that more competitive tourism supply and sustainable destinations would help raise tourist satisfaction and secure Europe’s position as the world’s leading tourist destination. It was followed in October 2007 by another Communication, titled " Agenda for a sustainable and competitive European tourism " (COM(2007) 621 final), which proposed actions in relation to the sustainable management of destinations, the integration of sustainability concerns by businesses, and the awareness of sustainability issues among tourists.

The Lisbon Treaty acknowledged the importance of tourism — outlining a specific competence for the EU in this field and allowing for decisions to be taken by a qualified majority. An article within the Treaty specifies that the EU "shall complement the action of the Member States in the tourism sector, in particular by promoting the competitiveness of Union undertakings in that sector". " Europe, the world’s No 1 tourist destination — a new political framework for tourism in Europe " (COM(2010) 352 final) was adopted by the European Commission in June 2010. This Communication seeks to encourage a coordinated approach for initiatives linked to tourism and defined a new framework for actions to increase the competitiveness of tourism and its capacity for sustainable growth. It proposed a number of European or multinational initiatives — including a consolidation of the socioeconomic knowledge base for tourism — aimed at achieving these objectives.

Direct access to

• All articles on tourism statistics
• Tourism industries - economic analysis
• Employment and unemployment (Labour Force Survey) (t_employ) , see:
• Employment and unemployment (Labour Force Survey) (employ) , see:
• Structural business statistics (sbs) , see:
• Employment and unemployment (Labour force survey)
• Structural business statistics (SBS)
• Recent Eurostat publications on tourism
• Employment and unemployment (Labour Force Survey) (ESMS metadata file — employ_esms)
• LFS series - Detailed annual survey results (ESMS metadata file — lfsa_esms)
• LFS series - Detailed quarterly survey results (from 1998) (ESMS metadata file — lfsq_esms)
• Commission Implementing Regulation (EU) No 1051/2011 of 20 October 2011 implementing Regulation (EU) No 692/2011 concerning European statistics on tourism, as regards the structure of the quality reports and the transmission of the data.
• Regulation (EU) No 692/2011 of the European Parliament and of the Council of 6 July 2011 concerning European statistics on tourism and repealing Council Directive 95/57/EC.
• Summaries of EU Legislation: Tourism statistics
• Regional Statistics Illustrated - select statistical domain Tourism , Labour market .
• European Commission – Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs: Tourism
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TouriSME Comp

Improving the soft skills of tourism employees

About the project TouriSME Comp - SELF-RESPONSIBLE LEARNING OF KEY COMPETENCES IN TOURISM SME

Implementation period: December 2014 - November 2016.

Funding: Erasmus + Program.

 The objective of the project was to improve the level of soft skills of the tourism sector employees as a basis for developing professional skills and implicitly increasing their stability and employability, respectively increasing the competitiveness of SMEs from the tourism sector

Opportunities for participants:

• attending training courses for facilitators of workplace learning
• training and assistance to facilitate the development of key competences at work
• know-how transfer for self-learning learning through a mobility program at European level

Obtained results:

• 20 consultants from 4 European countries have been trained in workplace learning methods
• 500 tourism employees from 4 European countries have improved their key competencies in the workplace by learning self-learning
• 32 managers from 4 European countries have participated in a trans-European mobility program
• From Second Choice to Second Chance    
• Building Key Competences for Life Long Learning    
• Coach Your Staff- Building Your Employees Key Competences by Stimulating Self Learning    
• Training Material for Low Skilled Employees    
• Curriculum for Blended Learning Course "Self Learning in TouriSME" for Coaches and Trainers    

 The project was carried out at the level of 5 European countries: Germany, Portugal, Turkey, Croatia and Romania.

© 2018 by FPIMM . All rights reserved.

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Structural Analysis of Tourism Employees in the Romanian Spa Resorts

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Business travel legislation in Romania: Overview of responsibilities | Infographic

Are you planning to send your employee on a business trip to or from Romania? In that case, it’s important to pay attention to the business travel legislation in Romania to ensure that you are compliant with all legal regulations. To help you better understand the scope of business travel demands, we’ve created an infographic with a basic overview of definitions, requirements and details.

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Delegation may be ordered for a maximum of 60 calendar days in any 12-month period and may be extended for successive periods of up to 60 calendar days only with the employee’s agreement. 

According to the Romanian legislation, the calculation of a business travel’s duration is based on the calendar days starting from the departure date and time until the date and time of the return. Each 24-hour period of the trip is considered as one day of business travel.

For domestic travel in Romania , the number of calendar days on which the person is on secondment shall be calculated from the date and time of departure to the date and time of return of the means of transport from and to the place where he/she has his/her permanent place of work, each 24 hours being considered a day of secondment.

In order to benefit from the tax facilities, the employee must be delegated to a locality more than 5 km from the locality where he or she has his or her permanent place of work and the duration of the secondment is at least 12 hours. 

For delegations abroad , the period for which the daily allowance is granted in foreign currency is determined according to the means of transport used, taking into account:

1. the time of take-off of the aircraft, on departure abroad, and the time of landing of the aircraft, on arrival in the country, from and at airports considered crossing points of the State border of Romania;

2. the moment of crossing Romania’s State border crossing points by train or car, both on departure abroad and on return to the country.

In order to benefit from the tax facilities, for time periods not totalling 24 hours, the daily allowance is granted as follows: 50% up to 12 hours and 100% for the period exceeding 12 hours.

The ceiling of 3 base salaries corresponding to the post occupied is calculated by dividing the 3 salaries by the number of working days in the month in question and multiplying the result by the number of days during the period of secondment to another place in the country.

The period for which the foreign daily allowance is granted is determined based on the means of transport used, considering when the employee crosses the border, their train or car crosses the border or when their plane departs or lands.

The period for which the foreign daily allowance is granted is determined based on the means of transport used, considering when the employee crosses the border, their train or car crosses the border or when their plane departs or lands. For business travel abroad, 50% of the daily allowance is granted for periods up to 12 hours, and 100% for periods exceeding 12 hours.

If the private employer grants and bears all the expenses incurred in connection with business travel, and this is the agreement of the parties, then the employee may no longer be granted a delegation allowance, but in our opinion, this should be stipulated in the individual employment contract, internal regulations, collective agreement and/or other internal procedures of the employer and made known to the employee. 

 Nevertheless, since the practice is not uniform, in order to avoid possible risks, our recommendation is that private employers to grant employees the delegation allowance and take into account the provisions of the government decisions establishing the conditions for granting the daily allowance for staff in public institutions.

1. Travel expenses (travel ticket, plane ticket, taxi, public transport ticket);

2. Accommodation expenses;

3. Incidental expenses (phone fee, fax fee, Internet fee, parking fee, highway fee). 

If an employee goes on vacation following a business travel and returns to the workplace, the cost of return transportation is not covered and will not be reimbursed.

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Anne Kyle: 'People want to know what life actually is like here’

Anne Kyle , 46, is the founder and CEO of Arigato Travel, which specializes in gastronomy-themed tours and customized travel curation focusing on cultural experiences around Japan. Growing from a one-woman operation in 2016 to a team that now numbers more than 100, Arigato Travel has been recognized by CNN Travel as one of Japan’s “most authentic experience” companies.

2. Did you begin leading food tours right away? No, I started out teaching English and then transitioned into selling beauty products to Filipinos living in Japan. I had always been entrepreneurial, even as a child, so launching a business was a natural progression for me. I also loved traveling and being exposed to new people, cultures and foods, so after I joined a market tour and cooking class while on a trip to France, I had the idea to merge all of these interests by starting my own cooking school for tourists in Azabu-Juban. These were the roots of Arigato Travel.

3. Did you launch the business on your own? I hired Japanese chefs to teach the classes, while I began leading food tours in Tokyo a few months later. My then-boyfriend (now husband) was also on board. He demanded to see a business plan, so I told him to find the money and I would take care of the rest! He’s the operations guy, while I handle the ideas. He ended up getting a loan from his boss; I knew the timing was right, and indeed everything worked out to plan.

4. And how did you branch out from Tokyo to other cities? Our dream was to expand to different regions, but after about six months we realized that it would be impossible to scale the company by opening kitchens in other cities — so we decided to shift business models by focusing exclusively on food tours rather than cooking lessons. We first branched out to Osaka, where we recruited tour guides without ourselves even yet being familiar with the local food scene. It was a risky thing to do, but it worked out because there were people who believed in us and our vision. Initially, we wanted to offer food tours in all 47 prefectures, but we ended up deciding to focus on a select few locations: Tokyo, Kyoto, Osaka, Hiroshima, Nagoya and around Mount Fuji.

5. What are some of your top Tokyo neighborhoods for food-related experiences? I love Azabu-Juban, where we first started the business. People think of it as being a trendy expat neighborhood, but in fact it is very historical. Many samurai once lived there, and it is a great place to find traditional Japanese foods at shops that have been in the neighborhood for multiple generations; plus more modern places like a fabulous cheese store. I also love Shinbashi, you can have super authentic experiences there drinking with local office workers.

6. What are some of your favorite food regions outside the capital? I love the tiny but flavorful shirasu (whitebait) and sakura ebi (pink shrimp) you can get in Shizuoka; they’re tiny but so flavorful. I also love the hōtō nabe from Yamanashi, and anything from Hokkaido, such as the thick stews.

7. Do you plan to expand the locations and themes of your tours? Yes, we would like to begin offering tours in locations including Yamagata and Sendai. We are particularly interested in focusing on places like family-run sake breweries and small-scale artisans, in addition to just food. Because the tourist infrastructure in many places is not ready yet, though, running these tours requires a balancing act between wanting to offer authentic experiences in places with interesting stories to tell; while also considering how to provide appropriate services for foreign visitors.

8. What types of stories would you be interested in featuring? Our network includes places like tea farmers and indigo dyers in Shizuoka with more than 200 years of history, for example. Many of these types of artisans want to preserve their craft but often don’t have anyone to carry on the family lineage, so the traditions are dying. In the Philippines, there is often a rush to expand and monetize aspects of traditional culture rather than protecting them. So my eyes really opened after meeting these types of artisans here in Japan.

9. You have an impressively large team. How do you find your tour guides and other associates? It’s a combination of advertising and referrals, but mostly it’s about attracting people with like-minded energy. I actually think that one aspect of our special sauce lies in having so many women, who represent such an untapped resource. I’ve always believed in supporting women, and I try to hire single mothers whenever I can. I’d say that women represent about 80% of our company.

10. Arigato Travel has achieved immense success. Did you have a supportive community along the way? Yes, we’ve received so much support from people who believed in us. At the same time, though, even as I was encountering many passionate people doing meaningful work in the travel and tourism community, there didn’t seem to be an easy mechanism for networking — so I decided to create one myself. I launched a Facebook group during the pandemic, and it’s been a wonderful way for people to support each other and share ideas.

11. So your whole ethos seems to be about supporting people, is that right? Absolutely. I wanted to take some of the bumps I’ve encountered along the way, and use them to help others who might be interested in starting their own tourism-related business. And because of my own economically tough upbringing, it’s personally meaningful for me to use the means I’ve achieved in order to give back to others.

12. What were some of those bumps? As a foreign woman giving Japan-related tours, I often had to prove my authenticity. Another issue was that we operated the business out of our home, and although this is now normal, it was pretty much unheard of prior to the pandemic. Some travel agencies, restaurants and hotels didn’t take the business seriously; so we ended up going around them and working with foreign companies connected to Japan, instead. I’d say that this foreign mindset, combined with local experience, ended up contributing to the company’s success but it was not always easy.

13. What advice would you offer? I think that sticking to timelines is key to success. It’s the difference between an idea turning into reality, or not. In my own case, I set a goal of moving to Japan by age 19 and opening my first business here by age 30, and staying closely focused on that helped me achieve those goals. Similarly, I aimed to launch my food tours within three months, expand to Kansai in six months, and assemble a team in a year; and I stuck to that plan. I’d also tell people to focus in on potential opportunities. Prior to starting the business, I would often help lost tourists find their way before eventually conceptualizing the idea of turning this action into a monetizable business model.

14. Besides Japanese cuisine, what other types of foods are your favorite? I love the aromas and flavors of Thai food, and the healthiness of Mediterranean cuisines like Greek and Italian. And I am equally drawn toward Michelin-starred restaurants and hole-in-the-wall joints. Food does not have to be expensive in order to be good quality. At home, I love having things like pasta and nabe, which are hearty meals that you can personalize based on the seasons, and whatever ingredients you’ve got on hand.

15. You have two children. How do you juggle family life with running a successful business? I’d say trying to maintain a strict sleep schedule is key. I normally wake up by 5 a.m. each day, since I find that having an early start gives me good momentum. My mind is like clear water when I wake up around that time.

16. Are your kids foodies? My son? Definitely. He is very tuned in to things like the freshness of foods such as strawberries, tomatoes and salmon, and I love exposing him to different food traditions. With my daughter, I am not so sure yet. She definitely has a sweet tooth, that is for sure.

17. Besides the great eats, what else do you love about living and working in Tokyo? Of course, I love the peace of mind from the safety here, and the stable systems of education and health care. When you’re raising children, these things are priceless. Tokyo is also an optimal place to run a business, since everything here runs on efficiency. I cannot imagine doing this work in a place with unstable systems of public transportation, for example.

18. Where’s another place (anywhere in the world) you’d love to try living? I think I’d love to live along the Amalfi Coast in Italy, or maybe in Croatia. The history and culture in those regions is so rich. Growing up in poverty myself, I used to watch movies from other regions around the world to get inspiration, so when I was actually able to visit these places as an adult, the feeling was exhilarating.

19. What is in the works for Arigato Travel’s future? In addition to expanding from exclusively gastronomical tours into cultural ones, and growing our regional tour area, we are also working on building a travel app to benefit global tour operators. This will involve identifying problems and needs, and then finding appropriate solutions. We are also obtaining a license to become a full-scale travel company, which will require expanding our team and operations. In doing so, we will continue to focus on growing our company organically, while cultivating relationships of trust with the people in our networks.

20. What would you say is the most fulfilling aspect of running your business? I think that food is actually a gateway into deeper aspects of a culture. People love the cuisine in Japan, but beyond this what they really want is to know more about what life is actually like here. I feel very honored to be able to share this, and I have also seen our tours actually change peoples’ lives. An Italian woman who booked several of our tours in different cities ended up moving here, and later marrying a Japanese man. And in another case, a 14-year-old boy who went on some of our tours later came back to study at Temple University. Travel is incredibly transformative, and helps fulfill peoples’ dreams — my own included. So I don’t at all take for granted the opportunity to be a part of someone else’s journey.

For more information on Arigato Japan’s culinary and cultural tours and customized travel experiences, visit https://arigatojapan.co.jp/ .

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