Market Insights Snapshot for Japan - Tourism Australia

Japan and South Korea

Market Insights Snapshot for Japan

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.

Market Insights Snapshot for Japan

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Balloons and arboretum, Canberra, Australian Capital Territory © VisitCanberra

RoofClimb Adelaide Oval, Adeliade, South Australia © South Australian Tourism Commission

Consumer research

Surfers Paradise, Gold Coast, Queensland © Tourism and Events Queensland

Tourism statistics

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Disclaimer

*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.