Markets
Market insights snapshot - Japan
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the Japan market.
Market trends
- Interest in sustainable tourism and experience-oriented travel is more focused.
- In 2024, the average per-person spending on international travel is expected to exceed that of the previous year and be the highest since 2000. (source: JTB)
- In the "Year-end and New Year (23 December 2023 - 3 January 2024) Travel Trends" survey conducted by JTB, when asked about future overseas travel intentions by destination, Hawaii was the most popular choice for immediate travel (14.3%), followed by Europe (12.7%), Australia New Zealand (11.8%), Taiwan (10.9%), the US mainland (10.0%), South Korea (9.6%) and Guam/Saipan (9.1%).
Buyer snapshot
- There are 21 buyers, 2 additional buyers, 2 Luxe buyers attending from Japan.
- There are new buyers from Japan. Alpine Tour Service is one of the new buyer companies that is a travel agency specialising in hiking and trekking.
Consumer trends
- Cairns is currently the most visited destination for Japanese leisure travellers, experiencing two world heritage sites - the Great Barrier Reef and the rainforest in Kuranda.
- Gold Coast and Sydney remain very popular, with demand building for Melbourne and Perth as direct air capacity recovers. Uluru continues to be an aspirational destination, with visitation recovering as air services are restored.
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