A new urban circuit course—the only one in Tokyo’s 23 wards—has become a magnet for inbound tourism in the Tokyo Bay area. Operated by TOM'S, CITY CIRCUIT TOKYO BAY opened on the site of the former Palette Town complex in Odaiba. Since its pre-opening in October 2023 and grand opening soon after, more than 60,000 people had visited as of July 2024. Nearly 60% of those who drove EV karts were foreign visitors, highlighting its strong appeal to inbound travelers.
| Featured content | EV kart circuit |
|---|---|
| Target market | Japan (inbound) |
An Urban Circuit for Everyone: Over 60,000 Visitors
Riding the Yurikamome Line from Toyosu Station, just after passing Tokyo Big Sight Station and arriving at Aomi Station, visitors are greeted by a circuit track set against lush greenery and waterfront scenery. EV karts glide along the 400-meter open-air track at speeds of up to 70 km/h, delivering an exhilarating experience that keeps riders coming back.
CITY CIRCUIT TOKYO BAY pre-opened in October 2023 and fully opened in December, with the concept of “an urban circuit that everyone can enjoy.” In addition to the outdoor course, facilities include an indoor kids’ course, a realistic racing simulator, changing and makeup rooms, and showers—all in a highly accessible location.
Most circuits in Japan are located in suburban areas, one to two hours by car, making them less accessible for casual visitors. Because the facility is EV-only, with no concerns over noise or exhaust issues, it can be located in an urban area—making karting accessible to casual visitors, from people dropping in after work to shoppers and diners nearby. Since the pre-opening in October 2023, over 20,000 people had already visited.
From Domestic to Inbound Focus
A notable trend is the rising number of foreign visitors. Since Japan’s Golden Week holidays in early May 2024, the number has surged, and by summer, foreign visitors accounted for as much as 90% of visitors on peak days.
Initially, however, the main focus was on domestic guests. The shift toward an inbound strategy was driven by interactions with foreign guests, which revealed differences in how they used the facility. TOM'S noticed that foreign visitors used the karts differently from Japanese guests, often racing with friends, overtaking one another, and simply enjoying the experience. They seemed to be seeking a special, adrenaline-filled experience in the heart of Tokyo.
This facility also meets tourism trends such as immersive experiences (*1) and night-time economy (*2). These observations strengthened TOM'S belief that its content might resonate even more strongly with foreign visitors, leading the company to focus more on inbound tourism and enhancing the value of the experience.
(*1) An experience that makes you feel inside its world.
(*2) Economic activities from 6 p.m. to 6 a.m., such as tourism, entertainment, and dining
Key Points for Inbound Success: Awareness and Enhanced Value
To enhance the experience, the circuit introduced a 30-minute “all-you-can-drive” package on a trial basis, in addition to the standard 7-minute sessions. This was because, while Japanese guests were usually satisfied with one 7-minute ride of about 12–13 laps, foreign visitors often wanted to ride multiple times.
The trial of 30-minute sessions proved so popular that they were booked almost daily. Another insight was that, while Japanese guests often start with practice laps, foreign visitors tend to jump straight into racing.
Building on this demand, the circuit officially introduced the Race Pack—a competitive format that offers a full racing experience, including 10 qualifying laps and a 20-lap final. Winners receive authentic race trophies—the same style used in real competitions—followed by a podium photo session. For an extra touch, guests can purchase sparkling water to enjoy a champagne-style celebration. These packages became especially popular with international visitors.
Efforts to increase awareness among inbound tourists also started. The key was to increase opportunities for visitors to discover the circuit after arriving in Japan. Partnerships with nearby hotels were established, as the Odaiba area lacked sufficient night-time entertainment, aiming to attract international travelers.
Collaborations were also launched with popular inbound services such as public-road karting, which often sells out—attracting travelers who might otherwise miss out.
In addition, outreach to travel agencies began. At an event hosted by the Tokyo Convention & Visitors Bureau, CITY CIRCUIT TOKYO BAY was introduced to many agencies, leading to partnerships. Agencies were encouraged to include the circuit in travel packages and corporate incentive trips*.
*Corporate incentive trips: reward programs where companies invite top-performing employees on special journeys
Discussions with travel agencies also revealed strong interest in their roofed facility featuring an indoor karting course. Many planners noted that while hotels often reject cultural activities like Wadaiko (traditional Japanese taiko drumming) due to noise, this venue can host drumming, dining, and karting all under one roof—creating a unique Japanese experience for visitors.
Another focus is collaboration with Japanese intellectual property (IP) content. At the Formula E Tokyo E‑Prix fan village in March 2024, TOM'S featured a kids’ EV kart course with Pokémon-themed designs, attracting large crowds of fans from Japan and abroad. Such collaborations are expected not only to attract inbound visitors, but also to create new points of contact between a wider audience and motorsport.
Toward Asia, the Middle East, and Africa: Building a New Motorsport Economy
Looking ahead, TOM'S aims to expand City Circuit locations both domestically and internationally.
In Japan, the goal is to open directly operated flagship locations in major cities, similar in scale to the Tokyo Bay site. As the organizer of the JAPANESE KARTING CHAMPIONSHIP EV DIVISION, now in its third year, TOM'S has already held the competition at CITY CIRCUIT TOKYO BAY. Expanding circuits designed to host urban-style races will allow more people to participate and spectate. For those who cannot easily visit full-scale urban circuits, TOM'S also envisions franchise operations with smaller kart tracks inside large shopping malls.
Internationally, the ambition is to host EV kart championships abroad. Rather than competing in mature markets like North America and Europe, the focus will be on Asia, the Middle East, and Africa—regions with growing economies and populations but less developed motorsport industries. Collaborations with Japanese IP content could help establish a new motorsport economy capable of rivaling Western markets. Several concrete discussions are already in progress.
Giving Back to Japanese Motorsport
◇Executive’s comment
Japan’s motorsport industry is struggling to sustain operations, with teams and various organizations involved in the sport finding it hard to generate revenue and relying heavily on voluntary support from individuals and stakeholders. That’s why we are determined to make this a viable business. Through inbound tourism and overseas expansion, we aim to generate
revenue and reinvest it into the industry—so that more people across the sector can truly benefit and thrive.
(as of October 2024; currently serving as Executive Director, CITY CIRCUIT TOKYO BAY)
(photo by URA Masahiro)
◇CITY CIRCUIT TOKYO BAY
Address: 1-3-12 Aomi, Koto-ku, Tokyo 135-0064, Japan
Hours: Mon–Thu 12:00 p.m.–8:00 p.m. / Fri–Sun 12:00 p.m.–10:00 p.m.
Official website: https://city-circuit.com/
*Titles and affiliations are as of October 2024.
Note: This article was originally published in Japanese on Nov 28, 2024. The original article can be accessed here.
