調査結果概要
日本の人気は引き続きトップ。一部の国・地域では人気下降の兆しも
～水際対策の大幅緩和により海外旅行の候補地となることで、日本人気回復を期待～
１．海外旅行は欧米豪で先行して回復アジアと欧米豪にステージの差
- 足元の海外渡航者数の状況は、欧米豪は既にコロナ禍前の水準に近づいており、海外旅行は欧米豪で先行して回復している。コロナ禍の旅行では近距離の国・地域への訪問率が高く、海外旅行実施者は「外国人旅行者に対する受け入れが寛容である」と感じた人が８割。
- 海外旅行の意向はアジア、欧米豪ともに強いものの、次の海外旅行再開のタイミングや次の海外旅行の予算についてはアジアと欧米豪に差がみられる。
- アジアに先行して海外旅行が再開している欧米豪では、次の海外旅行の意向に変化もみられる。一方、アジアでは、東アジアを中心に、依然として新型コロナに対する不安が残っている。これらのことから、海外旅行については「興味・関心」段階のアジアと「計画」段階の欧米豪でステージの差があることがうかがえる。
２．次の海外旅行先として、日本の人気は1位 アジアではトップを維持、欧米豪ではトップから2位に低下
- 次の海外旅行先として、日本の人気は引き続き高く、トップを維持。
- しかしながら、その人気については下降の兆しもうかがえる。アジアではトップを維持しているものの、欧米豪では前回トップから2位に低下した。
訪日リピーターの多い台湾と香港では、圧倒的な人気を維持している一方、訪日旅行新興国であるインドネシアでは、トップを維持しつつも人気が低下しているほか、フランスでも前回２位から５位へと順位を落としている。 - 海外旅行が回復している欧米豪では、厳しい水際対策を講じていた日本は現実的な海外旅行先として捉えられていなかった可能性があるが、10月以降の水際対策の大幅緩和により海外旅行の候補地となり、日本人気回復の契機となることが期待される。
日本人気回復を確実なものにするためには、地域や事業者が連携し、訪日外国人旅行者のニーズへの対応や受入体制整備、魅力向上への取り組みが望まれる。
～「食事の美味しさ」など、日本の強みを維持しつつ、地域資源のさらなる活用を～
３．日本の強みを活かし競争力の高いコンテンツを維持・強化することが必要
- 海外旅行先として日本は、「食事」「治安」「買い物」「宿泊施設」が高く評価されている。これらを競争力の高いコンテンツとして、今後も維持・強化していくことが望まれる。
- 訪日旅行の際に、アジア、欧米豪ともに重視されているのは、飲食店では「料理の美味しさ」、宿泊施設では「Wi-Fi環境整備」。「買い物」についてはアジアを中心に期待が高い。
- アジアの一部の国・地域では依然として感染不安が強いことから、地域や事業者はウイルス対策を継続し、加えて、Wi-Fi整備も引き続き進めていく必要があるだろう。また、日本の強みである「食事の美味しさ」を活かしつつ、「買い物」については、折からの円安を追い風に、アジアを中心とした買い物需要を確実に獲得することが期待される。
４．コロナ禍で意識が高まったアウトドアアクティビティ、サステナブルな取り組みにも高い関心
- コロナ禍で意識が高まったアウトドアアクティビティについては、ウォーキングや登山は、国籍を問わず訪日旅行での体験ニーズが高い。また、雪、植物、森林、フルーツ、動物、星空、農山漁村等の地域資源に関するアウトドアアクティビティへの関心も高い。
- 日本の国立公園に対し、訪日旅行希望者の9割が入場料を許容している。
- サステナブルな取り組みへの関心は高く、高収入層の意識が一層高い。
旅行者はゴミの削減等、地域へのネガティブなインパクトの軽減だけでなく、地域の特産品購入等、地域へのポジティブな影響に貢献する取り組みへの実施意向も高い。 - 日本の地方観光地への訪問意向はアジアで9割、欧米豪で8割とコロナ禍前と変わらず高水準。
地域資源を有効活用することにより、高い地方訪問意向を実際の来訪につなげていくことが期待される。国立公園や地域の自然資源をフックにした観光コンテンツやツアーの創出など、地域に今ある資源のさらなる活用が望まれる。
Survey summary
Japan continues to occupy the top position for popularity. In some countries and regions, there are signs of falling popularity
～ Japan’s popularity is expected to recover as it becomes a candidate for overseas travel due to the substantial easing of border control ～
１．Regarding overseas travel, Europe, America, and Australia are recovering first so there is a difference in stage between Asia on the one hand and Europe, America, and Australia on the other
- The situation regarding the number of overseas travelers in the short term is that in Europe, America, and Australia it is already approaching the level from before COVID-19, and overseas travel has recovered in Europe, America, and Australia first. Regarding travel during COVID-19, the rate of visits to nearby countries and regions is high, and 80% of people going on overseas travel feel that the “acceptance of foreign travelers is generous”。
- There are strong intentions to go on overseas travel in Asia, Europe, America, and Australia, but differences between Asia on the one hand and Europe, America, and Australia on the other regarding the timing of the next resumption of overseas travel and the budget for the next overseas travel were seen.
- In Europe, America, and Australia, which have resumed overseas travel before Asia, changes in the intentions of the respondents regarding their next overseas travel can be seen. On the other hand, in Asia anxiety about COVID-19 still remains, particularly in East Asia. From these facts, we can infer there is a difference between Asia which is at the “interest and curiosity” stage and Europe, America, and Australia which are at the “planning” stage regarding overseas travel.
２．Japan’s popularity as the next overseas travel destination is ranked 1st; it has maintained the top position in Asia, while falling from the top position to 2nd in Europe, America, and Australia
- Japan’s popularity as the next overseas travel destination continues to be high, maintaining the top position.
- Nonetheless, signs of a fall in its popularity can be detected. Although it has maintained the top position in Asia, it fell from the top position in the previous survey to 2nd in Europe, America, and Australia.
In Taiwan and Hong Kong, where there are many people who visit Japan repeatedly, Japan maintains overwhelming popularity, while in Indonesia, an emerging country in terms of travel to Japan, Japan is maintaining the top position but its popularity is falling. In addition, in France Japan’s ranking has dropped from 2nd in the previous survey to 5th. - In Europe, America, and Australia, where overseas travel has recovered, there is a possibility that Japan, which implemented strict border control, was not seen to be a realistic overseas travel destination, but it is expected that due to the substantial easing of border control from October onwards Japan will become a candidate for overseas travel, which will lead to the recovery of the popularity of Japan.
In order to make the recovery of the popularity of Japan certain, ideally regions and business operators should collaborate on initiatives to respond to the needs of foreign travelers visiting Japan and develop and improve the appeal of systems for accepting them.
～While maintaining the strengths of Japan such as “delicious food,” etc., also further utilize regional resources～
３．It is necessary to utilize the strengths of Japan to maintain and strengthen highly-competitive content
- Japan is highly evaluated as an overseas travel destination for its “Meals,” “Public safety,” “Shopping” and “Accommodation”. Ideally these should be maintained and strengthened going forward as highly competitive content.
- When traveling to visit Japan, the matters on which the respondents in Asia, Europe, America, and Australia all place importance are “Delicious cuisine” for restaurants and “Development of a Wi-Fi environment” for accommodation. Regarding “Shopping,” expectations are high primarily in Asia.
- In some of the countries and regions in Asia, anxiety about infection remains strong, so it is presumably necessary for the regions and business operators to continue measures to combat the virus and in addition to continue advancing the development of Wi-Fi. Furthermore, while utilizing “Delicious food,” a strength of Japan, regarding “Shopping” it is expected that Japan will steadily capture shopping demand, primarily from Asia, spurred by the current depreciation of the yen.
４．A high level of interest in outdoor activities, of which awareness grew during COVID-19, and in sustainable initiatives
- Regarding the outdoor activities of which awareness grew during COVID-19, the demand for the experiences of walking and mountaineering when traveling to Japan is high, regardless of nationality. Furthermore, there is also a high level of interest in outdoor activities involving regional resources such as snow, plants, forests, fruit, animals, starry skies, and agricultural, mountain and fishing villages, etc.
- 90% of people who wish to travel to visit Japan are willing to accept entrance fees for the national parks of Japan.
- There is a high level of interest in sustainable initiatives, with an even higher level of awareness in the high-income group.
Travelers have high intentions to not only alleviate the negative impact on the regions by reducing trash, etc., but also to implement initiatives which contribute to positive effects on the regions, such as purchasing the specialty products of the regions, etc. - Intentions to visit the local tourism sites of Japan are at a high level which is unchanged since before COVID-19, at 90% in Asia and 80% in Europe, America, and Australia.
Due to the effective utilization of regional resources, it is expected that the high intentions to visit local areas will lead to actual visits. Further utilization of the resources that the regions have now, such as creation of tourism content and tours with the national parks and the natural resources of the regions as their hook, etc., would be ideal.
