NEWS

Hello everyone!

Today, we will introduce the results of a survey asking foreign visitors planning to visit Japan about the regions of Japan they want to visit this summer and the unexpected reasons behind their travel decisions.

We’re sure you’re also curious about where you’ll be going for your summer vacation!


According to a survey, the target audience was 417 overseas residents planning to visit Japan who speak English, Traditional Chinese, or Simplified Chinese. The survey results revealed the reasons behind their choice of region and the timing of their summer vacation.

Surprisingly, 50.4% of respondents answered that they plan to take their summer vacation in September. August accounted for 40.3%, and July for 9.4%. The average number of days off taken was 8.3 days.

The top destination was “Tokyo,” with 33.2% of respondents choosing it, a significant lead over second-place ‘Osaka’ at 15.6%. Third place was “Kyoto,” with the three major cities of Tokyo, Osaka, and Kyoto taking the top three spots. Fourth place was “Hokkaido,” followed by “Yokohama” in fifth place. All of these regions are easily accessible from international airports and are well-known among foreign visitors to Japan.

When respondents were asked why they chose a particular region, the most common reason for choosing Tokyo was “it's been a while.” Since the government resumed accepting foreign visitors in earnest, this is the first summer vacation in several years, so it is likely that people are choosing Tokyo, a place they have visited before, as a “warm-up” for their first overseas trip in several years. Tokyo is also a region where new tourist attractions continue to emerge, and the abundance of new sights to see is another attraction.

Osaka, which ranked second, was chosen by about a quarter of respondents who said they wanted to visit Universal Studios Japan. This shows that they had already decided on specific plans to enjoy with their families and friends during their summer vacation before they left. In addition, both Tokyo and Osaka ranked second for “enjoying gourmet food,” which shows that they wanted to enjoy Japanese cuisine to the fullest. Kyoto, which ranked third, had “enjoying the beautiful cityscape” as the top reason at 31.0%, followed by “visiting historic temples and shrines” at 26.2% and “wanting to see or participate in festivals” at 21.4%, with the majority of people aiming to experience Kyoto's unique culture. Events such as the Gion Festival in July and the Kyoto Gozan Okuribi in August are likely to be on their minds.

Hokkaido, which ranked fourth, also showed its regional characteristics. The top reason was “summer retreat” at 30.8%, followed by “enjoying the scenery of nature (flower fields)” at 23.1%, with more than half of the respondents wanting to “enjoy the spectacular scenery unique to Hokkaido in a cool climate.”

This survey shows what aspects of Japanese tourism appeal to visitors during the summer season. Depending on the season, the reasons for visiting a region change, and events that reflect the season, seasonal foods, and other aspects of Japan's charm could attract repeat visitors.  


What do you think?  

If you haven't made plans for the last days of summer vacation yet, please consider this information!  

Let's enjoy the last days of summer in Japan.


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