Japan Brand Survey 2024, conducted by Dentsu to 20 to 59 years old 7,460 people in 15 countries and regions, finds that Japan is the top revisiting destination by far, about 20 higher points than Singapore as the 2nd and U.S. as the 3rd.
The most-expected experience in Japan is ‘a variety of foods’ with 26.6%, followed by ‘unique cultures (27.9%)’ and ‘different landscapes from other countries (25.6%).’
The biggest reason to revisit Japan is ‘because I enjoyed traveling in Japan previously (50%).’ The answer of ‘because I should visit Japan again amid cheaper yen’ is 20 higher points in East Asia (44.1%) than other areas.
The top experience spending money is ‘local Japanese restaurant (41.4%),’ followed by ‘farm stay (40%),’ ‘Shinkansen (37.3%)’ and ‘high-end Japanese restaurant (36.3%).’ In addition, ‘original foods in convenience stores’ and ‘Japanese snacks’ are preferred in some countries or regions.
The biggest barrier in traveling in countryside is communication
The most-known prefecture is ‘Tokyo (55.6%),’ followed by ‘Osaka (46.4%),’ ‘Kyoto(43.3%),’ ‘ Hiroshima (36.9%)’ and ‘Hokkaido (35.1%),’ which are unchanged for eight years since 2016, when the survey began.
The largest barrier in traveling in countryside of Japan is ‘language communication (36.2%),’ followed by ‘no information on other regions than the urban areas (26.7%)’ and ‘shortage of information sources about activities in local areas (26.7%).’
