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

YOMIKO has released a consumption and behavior survey report covering the top five regions for inbound tourism to Japan.
NQ 50/100出典：PR Times

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  • 📰 Published: March 28, 2026 at 16:41
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Yomiko Advertising Inc. (Headquarters: Minato-ku, Tokyo; President: Hideyuki Kikuchi; hereinafter "YOMIKO") has conducted a survey on the realities of travel to Japan, including travel awareness, on-site behavior, and consumption trends, targeting the top five regions in terms of visitor numbers and spending: China, Hong Kong, Taiwan, South Korea, and the United States. This survey was conducted to accurately capture the currently robust inbound demand. The results have been compiled into a report designed to assist companies in developing efficient communication measures, sales strategies, and product development.

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

【Key Survey Findings (Characteristics by Region)】

China: Longer stays and higher budgets. Strong interest in pop culture and nature experiences.

Hong Kong: Many repeat visitors with a balanced interest in both urban and natural settings. Higher budgets.

Taiwan: Visits feel like weekend getaways. Relatively high frequency of travel with friends and acquaintances. High appreciation for Japanese cuisine.

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 yen. They find "nature experiences," "cultural experiences," and "pop culture" to be the charms of Japan.

Hong Kong: With an average of 6.3 visits to Japan, they visit with a sense similar to domestic travel. The average budget is 480,000 yen, with a balanced interest in cities, nature, and Japanese food.

Taiwan: Travel with friends and acquaintances is higher than 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 yen, 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 long at 8.6 days, with an average budget of 690,000 yen. There are many family trips with preschool children, and there is a high interest in shopping.

■ Category Characteristics (Partial)

Dining Out: "Japanese food (Washoku, sushi, Wagyu beef)" is highly regarded by visitors from Taiwan, Hong Kong, and others.

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