Aboutcamp BtoB took part in an event organized by the Japan RV Association (JRVA), which invited the German Caravan Association (CIVD) to an evening of networking and exchange on August 28 at the Clayton Hotel in Düsseldorf, on the eve of the Caravan Salon opening. The reception brought together more than 40 representatives from over 15 Japanese companies, with the goal of sharing updates on the domestic market and exploring new opportunities for international cooperation. Despite challenges such as base vehicle shortages and the weak yen, the Japanese market continues to show strong and steady demand. In this context, the JRVA delegation aimed to strengthen ties with the European and global industry, offering participants an overview of emerging trends and the growth potential in Japan.
The session was opened by Secretary-General Mr. Takashiba, who welcomed the participants and emphasized the closer ties established in recent years between the Japanese and German markets. He then introduced President Kenji Araki, invited to present an overview of Japan and the dynamics currently shaping its RV sector.
Kenji Araki, President of the JRVA and CEO of NUTS RV is 65 years old. Born in Fukuoka on the southern island of Kyushu, Araki leads not only the JRVA but also NUTS RV operations in Japan, China, and the Philippines. Under his leadership, JRVA—founded in 1994 and now counting 161 member companies—celebrated its 30th anniversary last year.
Araki began by situating the RV sector within Japan’s broader automotive culture. The country produces around nine million vehicles annually and is home to global brands such as Toyota, Nissan, Honda, Subaru, and Mazda. He highlighted three major automotive events that illustrate Japan’s strong car culture: the Japan Mobility Show, formerly the Tokyo Motor Show, which attracts 1.11 million visitors including 550,000 in the camping car zone; the Tokyo Auto Salon, which draws 260,000 enthusiasts over three days; and the Japan Camping Car Show, one of Asia’s largest RV events, which welcomed around 60,000 visitors. Japan itself, he reminded the audience, is also a booming tourist destination, with nearly 37 million international visitors in 2024. Attractions such as
Kyoto, Mount Fuji, Tokyo Disney Resort, and Universal Studios Japan provide a strong foundation for the development of RV tourism.
He went on to stress that Japan is highly convenient for automotive travel. More than 57,000 convenience stores operate nationwide, many open 24 hours with RV-friendly services, and 1,300 roadside stations, known as “Michi-no-Eki,” offer food, restrooms, and free overnight parking.
“Japan has an environment that makes road travel not only possible but enjoyable,” Araki said. “This is a foundation we want to build on as we expand RV usage.”
One of the most unique aspects of the Japanese market is the role of the so-called “active seniors.” With world-leading longevity—83 years on average for men and 87 for women—and substantial savings, 60 percent of which is held by people over 60, seniors are emerging as the core RV consumers.
“I myself turned 65 this year,” Araki said with a smile. “I still have 20 more years to enjoy, and I want to spend them traveling around Japan in an RV. This is the lifestyle we are promoting.”
Turning to the market situation, he underlined that RVs in Japan retain strong value over time. A cab-conversion RV purchased seven years ago for around €44,000 is today priced at €75,000 new, while after eight years of use and 98,000 kilometers, resale value still reaches about €36,000. Currently, around 165,000 RVs are registered in Japan, and this number is expected to grow. However, Araki admitted that supply shortages, particularly of Toyota HiAce base vehicles, have constrained the market.
“We could have achieved 1.5 times higher turnover last year,” he explained, “but the lack of vehicles limited us.”
For JRVA, developing the market means building a culture around RVing.
“Of course, we want to sell a lot of vehicles,” Araki explained, “but in order to do that we first need people to understand the RV lifestyle.”
JRVA’s initiatives range from organizing 33 RV shows across Japan every year to developing more than 560 officially recognized RV parks, often located near iconic attractions such as Mount Fuji or Kyoto. A national TV program launched in 2025 has further helped to promote the lifestyle, featuring weekly episodes in which well-known personalities travel the country in motorhomes. Collaboration with the government is also essential, both to ease regulations and to secure subsidies for RV infrastructure. In addition, RVs have become an integral part of disaster relief, providing vital support during crises such as the Noto Peninsula earthquake.
Araki closed his presentation by setting ambitious targets for 2030: 30,000 vehicles produced annually, 300 billion yen in total sales, and 300,000 RVs in use nationwide.
“We know Japan still has much untapped potential,” he said. “With your advice and support, we hope to grow together with the global RV industry.”
