- In 2017, the number of overseas travelers was the second highest ever. A higher percentage of men and women in their 20s went outside the country, while growth among seniors was low. The shift toward East Asia as a destination continued
- If money and time were not limited, people would most want to visit, in order, the following places: Hawaii, Italy, France, Northern Europe, Australia, and Spain. Younger generations were as likely as others to want to travel to Hawaii and Europe
- People most often looked for potential travel products on websites (airlines, OTA, travel agencies) and price comparison sites. TV commercials and web advertising (internet and search ads) were most common among young men (30s or younger)
At present, Japanese overseas travel is strong. In 2017, the number of overseas travelers was 17.89 million, the second highest ever. At this pace, 2018 is expected to close in on the 18.49 million travelers recorded in 2012, the highest year on record.
The make-up of overseas travelers has changed drastically in recent years as the Baby Boom Generation, which had long led overseas travel, has entered its 70s and center stage has been taken by the Millennial Generation, for which smartphones have always been familiar devices and which has drawn attention worldwide for its influence on values and consumption, and as the subsequent generation (Post-Millennial Generation) is now coming of age. Technological advances have drastically reshaped distribution systems and generated new business models, leading to increased competition across segments within the travel industry.
To better reveal the nature of travelers and understand what is needed to expand overseas travel, this research survey analyzes generational behavior and values collected in the past and examines whether travelers’ awareness and points of product information contact have changed regarding conventional travel agency package tours (branded travel products) as methods of booking travel online have diversified.
【 Survey Overview 】
- Survey Method: Internet-based Questionnaire Survey
- Screening Survey Participants: Internet-based survey of 30,000 men and women, ages 18-79, residing throughout Japan
- Main Survey Participants: Based on participant screening, the 2,060 people who engaged in overseas tourist travel (business travel excluded) between January 2017 and June 2018
- Survey Period: June 27-June 30, 2018
JTB Tourism Research and Consulting Co.
“ The State of Overseas Tourist Travel 2018（In Japanese） ”