2023/11/08 / Last updated : 2023/11/08 東京支店 blog

DIFFERENCE ON HOW TOURISTS FROM DIFFERENT COUNTRIES PLAN THEIR TRAVEL TO JAPAN – SURVEY

The survey, conducted online between September 7th and 19th, 2023, included 5,991 participants aged 18 to 79 from 13 countries, all of whom had traveled abroad within the past year. The countries surveyed were South Korea (471), Taiwan (457), Hong Kong (463), China (524), Thailand (435), Singapore (445), Vietnam (459), India (482), the United Kingdom (447), France (446), Germany (438), the United States (473), and Australia (451).

Regarding travel itinerary planning, a significant 81.3% of respondents made most of their decisions before departure, regardless of travel days or type. While there’s a tendency for itinerary decisions to decrease as travel days increase, even for trips lasting 31 days or more, nearly 70% had their itinerary planned, with little difference based on the number of days.

Notably, 82.9% of independent travelers, even those not taking tours, had their itinerary planned before departure.

When it comes to traveler preferences, Western travelers are more attracted to things discussed overseas, while Asian travelers favor globally popular attractions. Western travelers may be interested in local discussions and social media content from their regular interactions, while Asian travelers seem to be drawn to global trends.

Travelers visiting Japan mostly stayed in metropolitan areas (13.7%), with the Kinki region being the second choice (8.1%) when the duration of their stay was divided into beginning, middle, and end. Travelers from Thailand and Taiwan often stayed in Hokkaido, while those from South Korea tended to choose Kyushu due to its proximity. Travelers from China, once perceived to follow the “Golden Route,” now explore various areas more evenly compared to other countries, as per the survey results.

Survey was from Cint Japan Co., Ltd., a marketing technology company, and JTB Research Institute Co., Ltd. and Tabi Mae – Travelers