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  2. Expertise
  3. Outbound Tourism

Outbound Tourism

We uncover people’s motivations and foster new connections

Over the years, traveler behavior has evolved significantly. Drawing on the JTB Group’s deep understanding of travelers—cultivated over more than 100 years since our founding as an organization dedicated to welcoming international visitors to Japan—as well as our proprietary tourism data, we develop strategies and solutions for the future of tourism.

Our Capabilities

We provide long-term insights into travel behavior—from past to present and into the future

Drawing on extensive expertise cultivated through publications such as the “JTB Report: Everything About Overseas Travel”—published for nearly 40 years since 1988—as well as the “Traveler Trends” reports issued since the 1960s to coincide with key travel seasons, we provide deep insights into travel behavior. Leveraging these insights, we develop strategies and solutions to address our clients’ challenges.

JTB REPORT

Solutions & Approaches

Market Analysis by Country and Region

By conducting detailed analyses of data from sources such as the "Overseas Travel Survey" and the "Overseas Travel Preferences Survey"—which form the basis of the "JTB Overseas Travel Report"—we identify trends among Japanese travelers visiting various countries and regions. We also identify challenges and opportunities by examining overall trends and conducting comparative analyses with competing countries and regions.

Promotional Strategies and Support

We support the planning and execution of strategies designed to effectively communicate the appeal of various countries and regions to target audiences and encourage travel and tourism.

Related Keywords

  • Tourist Trends
  • Travel Trends
  • Travel Consumption Behavior
  • Travel Motivation
  • Traveler Behavior
  • Experiential Tourism
  • Post-Pandemic Travel
  • Tourism Marketing Strategies
  • Travel Data Analysis
  • Traveler Personas
  • Market Research

Selected Projects

Madrid City and the Community of Madrid
FY 2024

Survey on Japanese Travelers' Perceptions of Madrid and Implications for Promotion

We conducted a survey aimed at promoting outbound travel from Japan to Madrid. After analyzing the preferences, travel motivations, and barriers faced by Japanese travelers, we assessed the market potential by comparing these findings with the local reception environment and the appeal of tourism resources. Based on this analysis, we explored effective promotional strategies and directions for developing travel products tailored to the Japanese market.

JTB Corporation
FY 2024

Production and publication of the JTB Overseas Travel Report 2024: "Everything About Overseas Travel in the Japanese Market"

With a history spanning nearly 50 years, we produce and publish a standard report on Japanese overseas travel. The 2024 edition summarizes trends in Japanese overseas travel during the recovery phase, in addition to analyzing the structure and trends of the overseas travel market.

Madrid City and the Community of Madrid
FY 2024

Operations of the Japanese Secretariat for the "Only in Madrid: Fall in Love with Madrid" Campaign, a promotional initiative encouraging Japanese visitors to Madrid, Spain

As part of a promotional campaign to encourage Japanese visitors to Madrid, Spain, we implemented various initiatives, including a "B2B event highlighting the appeal of Madrid," "advertisements displayed on a chartered Yamanote Line train," "a campaign targeting credit card holders of major department stores," "digital signage displays in Hibiya," and "promotional content on TVer."

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Further Reading

  2. Expertise
  3. Outbound Tourism