Marketing to English-speaking visitors (US, UK, Europe, Australia)
For visitors to Japan from the US, the UK, Europe, Australia and other English-speaking countries, we support OTA product design, social media, English copywriting, Meta ads and Google Maps reviews. We run our own walking tours, Japan Trails, whose guests are mostly English speakers, and we bring those guests in ourselves.
We have kept bringing in English-speaking guests
for our own tours.
The guests on Japan Trails, the walking tours we run, are mostly from English-speaking countries — in order, the United States, the United Kingdom and Singapore. Many of them book through Meta ads, which we aim at people in the United States who are one to two months away from their trip.
Many companies help businesses attract visitors from Chinese-speaking countries and Southeast Asia; few focus on English-speaking markets. Drawing on how we bring English-speaking guests to our own tours, TABICO helps restaurants, experience businesses, accommodation, transport and tourism businesses and shops attract visitors from the US, Europe and Australia. We take on marketing to Asian visitors as well.
AT A GLANCE
OVERVIEW
| Provider | TABICO LLC (Dogenzaka, Shibuya, Tokyo). We also run Japan Trails, our own walking tours for visitors to Japan. |
|---|---|
| Who it is for | Restaurants and cafes, experience businesses such as kimono rental and tea ceremony, accommodation, transport and tourism businesses, and shops that want more guests from the US, the UK, Europe, Australia and other English-speaking countries |
| Guests | Travellers who research and decide in English. On Japan Trails, most come from the United States, then the United Kingdom, then Singapore. |
| Area | Mainly Tokyo |
| What we take on | OTA product design and management / social media management and video editing / English copywriting / Meta and Google ads / Google Maps setup and gathering reviews there / multilingual websites |
| Who writes the English | TABICO has native English speakers on the team. Product pages and ad copy are written by people, not taken straight from AI output. |
| How to engage us | We can take on one area for English-speaking markets, or combine it with social media, Google Maps and OTAs. |
| Fees | Inbound marketing consulting starts from JPY 100,000/month, promotional videos from JPY 50,000 (short) or JPY 100,000 (long), and websites from JPY 100,000 per language. We give a formal quotation once we know the scope and the period. Out-of-pocket costs such as ad spend are charged separately. |
What we take on
SCOPE
On Japan Trails, guests who book directly through our website or ads do so between two months and, at the latest, one month before their trip. You need to be found in that window, with their questions already answered in English.
- OTA product design
- Focusing on Viator, whose customers are mainly in the United States, and GetYourGuide, whose customers are mainly in Europe, we work on what the experience includes, the English for duration, meeting point and cancellation terms, and pricing.
More on OTA listing management - Social media and video editing
- Centred on Instagram, we handle filming, editing, English captions, posting and replies to comments. I also run "Ono in Japan", a YouTube channel in English for visitors to Japan, with about 22,000 subscribers (October 2026) and 3 million views in total.
More on social media management - English copywriting
- We write the English for product pages, profiles, ads and captions. AI now lets anyone in Japan produce English easily, but only people can tell what words written by people mean to a reader. TABICO has native English speakers on the team, so we can take on copywriting too.
- Meta ads and Google Ads
- On Japan Trails, many English-speaking guests book through Meta ads (ads on Facebook and Instagram). We run ads based on our experience with the Meta ads we place for ourselves. We manage Google Ads as well.
- Google Maps reviews
- Google Maps reviews are now more widely used than Tripadvisor, so we recommend gathering reviews on Google Maps. There, good reviews help you show up higher, and you can run ads as well.
More on Google Maps management - Answers to questions before booking
- Before booking, English-speaking guests often ask how to use Japanese trains, how to get from the airport to their hotel or the sights, and which local spots we recommend. We write the answers in English on product pages and multilingual websites.
Who it suits
FOR YOUR SHOP
We work not only with restaurants, but also with experience businesses, accommodation, transport and tourism businesses, and shops.
- Doing well with Asian visitors, but not with English speakers
- We have been consulted by a business that attracts Asian visitors well but could not grow English-speaking guests. On booking sites, Klook's customers are mainly in Southeast Asia, Viator's in the United States and GetYourGuide's in Europe. For English-speaking markets, we start by reviewing your Viator and GetYourGuide listings.
- Writing the English yourselves
- AI can now produce English text, but whether it works for English-speaking guests only becomes clear when an English speaker reads it. We write the English for product pages and ads.
- A long walk from the station, or a hill
- Many American guests are large-framed and tend to dislike long walks and hills. We state the distance from the station and whether there is a slope on the product page, in English.
How we work
FLOW
One person is your contact from the first conversation to the final report.
Looking at your current marketing
We check where your guests come from by country and where bookings arrive from. We also read the English on your OTA listings, Instagram, Google Maps and website.
Deciding where to start
We decide whether to start with OTAs, social media, ads or Google Maps. On Japan Trails, guests booking through our website or ads book one to two months before their trip, so we work in the order that gets you found in that window.
Writing and publishing the English
We write product pages, profiles and ad copy in English, including answers to common pre-booking questions such as how to use the trains and how to get from the airport. You check everything before it goes out.
Management and reporting
We look at reach by country, bookings and reviews, and report the results and what to improve next.
CASE STUDIES
CASES
A kimono rental shop
Alongside building their products on Viator and GetYourGuide, we put their Google Maps listing in order and ran Google Maps ads. Sales rose 100% year on year, and bookings, reviews and search rankings all went up.
Viator and GetYourGuide, where we built the kimono rental shop's listings, are sites whose customers are mainly in the United States and Europe respectively.
Our Japan Trails tours are on Tripadvisor too, but we have not built up many reviews there. Google Maps reviews are now more widely used, so we also recommend that our clients gather reviews on Google Maps.
FAQ
QWe are looking for a company that is strong with visitors from the US, Europe and Australia. What makes TABICO different?
We run our own walking tours for visitors to Japan, Japan Trails. Our guests are mostly English speakers — in order, from the United States, the United Kingdom and Singapore — and we bring them in ourselves through Meta ads and experience booking sites. Our proposals are based on that experience.
QWe are doing well with Asian visitors. Can we ask you about English-speaking markets only?
Yes. We take on English-speaking markets on their own or together with Asian markets. For English-speaking markets, we focus on OTA product design, social media and English copywriting. We look at your current marketing first, then decide where to start.
QAre English-speaking guests different from Asian guests?
We do not see a big difference. That said, many American guests are large-framed and tend to dislike long walks and hills, so we state the distance from the station and any slopes on the product page, in English.
QWhen do English-speaking guests book?
On Japan Trails, guests who book through our website or ads do so between two months and, at the latest, one month before their trip. On experience booking sites (OTAs), most bookings are last-minute, so we prepare for both.
QWhat do English-speaking guests ask before booking?
They often ask how to use Japanese trains, how to get from the airport to their hotel or the sights, and which local spots we recommend. We write the answers in English on product pages and websites.
QShould we collect reviews on Tripadvisor?
We use Tripadvisor too, but we have not built up many reviews there. It is not easy to use, and Google Maps reviews are now more widely used, so we recommend gathering reviews on Google Maps. There, good reviews help you show up higher, and you can run ads as well.
QCan we not just use English written by AI?
AI now lets anyone in Japan produce English easily. But only people can tell what words written by people mean to a reader. TABICO has native English speakers on the team, so we take on copywriting for product pages and ads as well.
QHow much does it cost?
As a guide, inbound marketing consulting starts from JPY 100,000/month, promotional videos from JPY 50,000 (short) or JPY 100,000 (long), and websites from JPY 100,000 per language. We give a formal quotation once we have seen your current marketing and agreed the scope. Out-of-pocket costs such as ad spend are charged separately.
QWhich areas do you cover?
Mainly Tokyo. We come to your shop to film and photograph.
Areas you can combine
RELATED SERVICES
One area on its own or several together. The same person is your contact from start to finish.
Contact
Work with us
Talk to us about bringing in visitors from overseas. It is free, and you do not need to know where to start.
Service guide (Japanese)
Want to look things over with your team first, or still gathering information? Download our service guide (in Japanese).