YOMIKO Releases 'Inbound Demand Comprehensive Survey Report' to Enhance Understanding of International Visitors to Japan

Yomiko Advertising Inc. (Headquarters: Minato-ku, Tokyo; President: Hideyuki Kikuchi; hereinafter 'YOMIKO') has conducted a survey on the realities of inbound tourism to accurately capture the current robust demand. The survey targeted the top five regions in terms of visitor numbers and consumption—China, Hong Kong, Taiwan, South Korea, and the United States—examining their travel consciousness, behaviors during trips, and consumption trends. The results have been compiled into a report designed to assist companies in developing efficient communication strategies, sales tactics, and product development.

The survey covers travel realities, consciousness, information sources before and during trips, as well as behaviors and intentions across five categories: experiences, food, accommodation, shopping, and destinations.

【Key Survey Findings (Regional Characteristics)】 China: Long stays with high budgets. Strong interest in pop culture and nature experiences. Hong Kong: Many repeat visitors with a balanced interest in cities and nature. Higher budgets. Taiwan: Visiting with a 'weekend getaway' mindset. High frequency of travel with friends/acquaintances. High appreciation for Japanese food. South Korea: High demand for short, casual trips. Strong interest in hot springs and Okinawa. USA: Longest average stay and highest budget. Shopping ranks in the top three experiences.

Regional Characteristics China: 44% of visitors are affluent individuals with assets over $1 million. The average stay is 7 days with an average budget of 550,000 JPY. They find 'nature experiences,' 'cultural experiences,' and 'pop culture' to be the primary attractions of Japan. Hong Kong: With an average of 6.3 visits, they view Japan as an extension of domestic travel. Their average budget is 480,000 JPY, and they show a balanced interest in cities, nature, and Japanese cuisine. Taiwan: Travel with friends and acquaintances is higher than in other countries at 19%. With an average of 5.3 visits, they show strong interest in cultural experiences and high appreciation for Japanese food. South Korea: With an average budget of 290,000 JPY, the ease of access makes it a popular destination for affordable trips, with high interest in hot springs (ryokan) and Okinawa. USA: The average stay is the longest at 8.6 days, with an average budget of 690,000 JPY. There are many family trips with preschool children, and there is a high interest in shopping.

Category Characteristics (Partial) Dining: 'Japanese food (Washoku, Sushi, Wagyu)' is highly regarded by visitors from Taiwan, Hong Kong, and others.