PowerPoint プレゼンテーション...2011/07/22 · Sample Size 5,094 respondents (7,162...

海外旅行調査2011Market Survey Of Overseas Travel

～2010年海外旅行者の選択プロセス、評価と今後の意向～(ENGLISH VERSION)

AB-ROAD Overseas Travel Survey 2011 3

Prologue: Outline of the Report 51) Outline of the Survey 6

2) Profile of the Respondents 7

Part 1: Trends in Overseas Travel Booking in 2010

Chapter 1: Outline of Overseas Travel in 2010 91. Number of Overseas Trips in 2010 11

2. Destinations in 2010 12

3. Style of Travel 16

4. Number of Accompanying Travelers 17

5. Travel Expenses 18

6. Number of Days Traveled 20

7. Purpose of Travel 22

8. Actions at Destination

1) Total 25

2) What was included in package tours 26

3) What was booked prior to departure 27

4) What was booked at destinations 28

9. Amount of Money Used at Destinations

1) Total 29

2) Shopping costs 30

3) Meal costs 31

4) Sightseeing and activity costs 32

5) Accommodation costs 33

10. Use of Airlines 34

Chapter 2: Actions Taken for Prior Consideration of Travel 351. Destinations Considered / Destinations Decided on 36

2. Reasons for Considering / Reason for Deciding on Destinations 39

3. Degree of Involvement in Consideration Process 43

4. Timing of Travel Consideration and Booking 44

5. Sources of Information Used to Compare for Consideration 47

Chapter 3: Process of Package Tour Selection 491. Use of Package Tours 50

2. Pre-reservation Preferences Regarding Travel Type 52

3. Information Sources Used to Find Package Tours 53

4. Points Considered Important When Choosing Package 54

5. Means of Inquiring to Travel Agencies and Airlines 55

6. Means of Booking with Travel Agencies and Airlines 56

Chapter 4: Process of Arranged Travel Selection 571. Matters Arranged Prior to Departure 58

2. Type of Air Ticket Used 59

3. Sources of Information Used to Find Air Tickets 60

4. Key Factors When Choosing Airlines 61

5. Type of Hotel / Accommodation Facility Used 62

6. Points Considered Important When Selecting Type of Hotel / Accommodation Facility 63

Index


Part 2: Satisfaction with Travel Destinations 651. Satisfaction with Travel Destinations

1) Overall 66

2) Sightseeing / Viewing 67

3) Sports / Hands-on Activities 68

4) Meals 69

5) Shopping 70

6) Relaxation / Beauty Treatments and Massages 71

7) Local Hospitality 72

8) Safety / Hygiene 73

9) Nightlife 74

Part 3: Future Overseas Travel 751. Countries / Areas Wish to Travel to Overseas in Future 76

2. Countries / Areas Wish to Travel to Overseas in 2011 78

Index

5

Prologue

Outline of the Report


●Purpose

To determine details regarding booking, expenses, and degree of satisfaction among those who traveled

overseas in 2010.

●Respondents

Those who traveled overseas in 2010 (whose month of departure was in 2010) were selected from

INTAGE’s Intage Net Panel (the three regions of Kanto, Kansai, and Tokai).

●Period

May 29 (Tue.) through Apr 1 (Fri.), 2011

●Method

Internet survey

●Sample Size

5,094 respondents (7,162 approached, 5,233 collected from for a collection rate of 73.1%)

●Tabulation Method

The survey results were subjected to tabulation (weight-back tabulation) by converting to the sex and age

composition of leisure travelers. The three areas covered were Kanto (Tokyo, Kanagawa, Chiba, Saitama,

Gunma, Tochigi, Ibaragi prefectures), Kansai (Osaka, Kyoto, Hyogo, Nara, Shiga, Wakayama prefectures),

and Tokai (Gifu, Shizuoka, Aichi, Mie prefectures).

●Analysis Axis

The "number of trips taken" categories of "light," "middle," and "heavy" are defined as follows.

Light: Those who have thus far traveled overseas 1-3 times

Middle: Those who have thus far traveled overseas 4-9 times

Heavy: Those who have thus far traveled overseas 10 times or more

The classifications of "long distance," "medium distance," and "short distance" used for "Distance of the last

destination" were based on the following definition.

Long distance: Those whose last travel destination in 2010 was the following countries/areasUK, France, Germany, Spain, Italy, other nations in west Europe, Greece, countries of eastern Europe,

countries of northern Europe, Turkey, Morocco, Egypt, Dubai, Kenya, other Middle East or Africa, USA east,

USA west, USA south, Canada, Alaska, Mexico, Jamaica, Caribbean islands, other Central/South America, Tahiti,

other Islands in South Pacific of Indian Ocean

Medium distance: Those whose last travel destination in 2010 was the following countries/areasHawaii (Oahu), Hawaii (other than Oahu), Palau, other Micronesia, Fiji, New Caledonia, Maldives, Singapore, Phuket,

Thai beaches (other than Phuket), Thailand (other than beach resorts), Bali, Indonesian beaches (other than Bali),

Indonesia (other than beach resorts), Malaysian beaches, Malaysia (other than beach resorts), Vietnam, Cambodia,

India, Mongolia, other places in Asia, Australia, New Zealand, other Oceania

Short distance: Those whose last travel destination in 2010 was the following countries/areas Guam, Saipan, Shanghai, Beijing, Hong Kong, Macau, other China, Taiwan, Korea, Cebu Island,

Philippine beaches (other than Cebu Island), Philippines (other than beach resorts)

*Among the life stage categories in this report, "unmarried women in 20s and 30s" includes female teens.

Addenda:

(1) Figures from past versions of this survey are quoted as time-series data.

2010 survey: May 23 (Tue.) through 26 (Fri.), 2010; tabulation sample size of 5,280

(2) For single answers, since figures for each option are rounded off to the second decimal place, the total

of all options may not add up to exactly 100%.

(3) Since figures are rounded off, figures of 0.04% or less (including 0%) are all indicated as "-".

1) Outline of the Survey

18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+ 18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+0.513 0.815 0.865 1.743 1.009 0.868 0.613 1.577

Male Female


（％）

No children

Youngest

child 6 yrs

or younger

Youngest

child 7 yrs

or older

No children

Youngest

child 6 yrs

or younger

Youngest

child 7 yrs

or older

5094 14.6 9.3 3.6 21.4 19.2 9.7 2.8 19.4 -

5280 14.3 10.3 4.3 22.0 19.0 9.5 2.8 17.9 -

Male 2491 29.8 19.0 7.4 43.8 - - - - -

Female 2603 - - - - 37.5 19.1 5.5 37.9 -

Male 18-29 yrs 323 77.4 16.4 5.6 0.6 - - - - -

Male 30-39 yrs 518 42.6 31.0 17.9 8.5 - - - - -

Male 40-49 yrs 543 28.7 23.9 12.3 35.2 - - - - -

Male 50 yrs or older 1107 10.6 11.7 0.6 77.2 - - - - -

Female 18-29 yrs 645 - - - - 74.8 18.3 6.6 0.3 -

Female 30-39 yrs 565 - - - - 47.5 32.4 14.4 5.7 -

Female 40-49 yrs 394 - - - - 30.1 26.8 5.1 38.0 -

Female 50 yrs or older 1000 - - - - 10.7 9.0 - 80.3 -

Sex & age

2011 survey total

2010 survey total

Unmarried

MaleSample No ans.

Sex

Married Male

Unmarried

Female

Married Female

■Timing of departure of last overseas travel (Total/Single answer)

■Area of residence (Total/Single answer)

■Life stage (Total/Single answer)

■Age (Total/Single answer)■Sex (Total/Single answer)

■Occupation (Total/Single answer)

2) Profile of the Respondents (1)

Male Female

●Legend

2011 survey total (n=5094)

2010 survey total (n=5280) 50.9

51.1

49.1

48.9％

20s and

under30s 40s

50s and

over

●Legend

2011 survey total (n=5094) 44.8

2010 survey total (n=5280) 44.0

Average

(yrs)

19.7

21.3

22.5

18.4

18.2

41.4

39.6

19.0％

（％）

Officeworkers/

General

(clerical)

Office

workers/General

(research

ortechnical)

Officeworkers/

General

(sales)

Officeworkers/

General

(others)

Office

workers/Manager

class,

companydirectors

2011 survey total 5094 16.9 9.7 5.0 5.2 7.4 5.4 5.5 2.9 9.8 4.2 16.9 9.7 1.4 -

2010 survey total 5280 16.3 12.9 5.5 4.7 9.2 5.8 5.6 3.3 9.0 3.7 14.9 7.9 1.1 -

Other No ans.Self-

employedFreelance

Part-

timersStudents

Full-time

housewivesUnemployed

Sample

Office workers

Civilservants /

Educators

（％）

KitaKanto

4prefectures

KeihanshinOtherKinki

2011 survey total 5094 57.1 2.1 55.0 16.6 26.3 22.2 4.1 -

2010 survey total 5280 61.6 4.0 57.6 14.6 23.8 20.0 3.8 -

No ans.

Sample

TokaiKantoTotal

KansaiTotal

Sample

Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.

Year-

end &New

Year'stotal

GWtotal

Obontotal

2011 survey total 5094 4.9 5.3 6.4 5.1 6.4 6.8 7.0 10.3 11.9 11.5 10.9 13.6 5.9 2.3 2.6 2010 survey total 5280 4.5 5.0 6.1 5.1 5.4 5.3 7.7 11.1 14.4 10.8 10.6 13.9 6.4 2.5 2.5

0

5

10

15

20

2011 survey total

2010 survey total

（％）


■Number of overseas trips thus far (Total/Single answer)

2) Profile of the Respondents (2)

Once 2-3 times 4-6 times 7-9 times10 times or

moreNo ans.

●Legend

2011 survey total (n=5094) 14.0

2010 survey total (n=5280) 14.4

Sex Male (n=2491) 14.6

Female (n=2603) 13.5

Sex & age Male 18-29 yrs (n=323) 5.9

Male 30-39 yrs (n=518) 10.2

Male 40-49 yrs (n=543) 17.3

Male 50 yrs or older (n=1107) 18.0

Female 18-29 yrs (n=645) 7.1

Female 30-39 yrs (n=565) 12.9

Female 40-49 yrs (n=394) 18.4

Female 50 yrs or older (n=1000) 15.9

Area of

residenceKanto (n=2911) 15.0

Kansai (n=1340) 13.3

Tokai (n=844) 12.0

Life

stageWorker (child 7 yrs and over) (n=2077) 14.8

Worker (child 2-6 yrs) (n=225) 13.3

Worker (child 1 yr and under) (n=103) 10.3

Worker (married, no children) (n=965) 15.0

Worker (unmarried) (n=1508) 13.9

Unmarried male (n=743) 14.1

Unmarried female 20s/30s (n=751) 9.2

Unmarried female 40s and over (n=226) 21.5

Student (n=216) 6.0

Average

(times)

4.9

5.5

17.0

8.8

9.7

4.0

4.8

5.9

3.6

8.1

5.0

5.6

8.5

6.5

15.5

11.5

12.2

12.2

10.9

31.0

18.1

23.2

9.4

10.9

10.3

15.4

8.5

16.8

12.0

14.4

18.1

18.6

18.8

19.1

18.1

25.4

24.1

17.8

15.6

25.4

16.0

17.8

17.6

20.0

20.0

18.7

17.5

19.6

16.2

19.6

21.1

22.5

23.4

12.2

11.5

10.6

13.8

7.8

10.4

10.0

11.8

16.7

13.7

10.4

13.2

11.1

13.7

13.8

13.0

15.6

11.3

10.9

11.5

8.3

15.4

10.2

12.0

53.1

52.6

52.6

53.6

18.8

38.7

61.9

64.4

25.0

58.8

72.6

61.7

56.4

51.2

44.9

58.7

54.7

44.2

55.9

48.9

43.7

37.5

75.1

19.1

3.6

4.5％

2.5

2.0

2.2

1.4

1.3

2.3

2.2

7.3

6.1

7.6

5.3

6.0

18.4

4.0

29.9

8.4

10.3

9

Outline of Overseas Travel in 2010

Chapter 1

Part 1

Trends in Overseas Travel Booking in 2010

AB-ROAD Overseas Travel Survey 2011

Part 1 Trends in Overseas Travel Booking in 2010 Chapter 1 Outline of Overseas Travel in 2010

11

1. Number of Overseas Trips in 2010

● In terms of the number of overseas trips in 2010, "once" was given by 65%, while the

overall average was 1.6 times. Among both males and females, the younger they were

the fewer the average number of times they gave.

▽A look at the number of trips in 2010 shows that "once" accounted for 65% of responses. The average number of

times was1.6 times.

▽ A breakdown by sex and age shows that among both males and females the average number of times was

lower the younger respondents were.

▽ A breakdown by life stage shows that over 70% of the segments "worker (child 2-6 yrs)" and "worker (child 1 yr

and under)" gave "once".

■Number of Overseas Trips in 2010 (Total/Single answer)

Once 2 times 3 times 4 times5 times or

moreNo ans.

●Legend

2011 survey total (n=5094) 1.6


Sex Male (n=2491) 1.7

Female (n=2603) 1.6

Sex & age Male 18-29 yrs (n=323) 1.5

Male 30-39 yrs (n=518) 1.7

Male 40-49 yrs (n=543) 1.7


Female 18-29 yrs (n=645) 1.5

Female 30-39 yrs (n=565) 1.5

Female 40-49 yrs (n=394) 1.6


Area of


Kansai (n=1340) 1.5

Tokai (n=844) 1.6

Life









Student (n=216) 1.5

Average

(times)

63.8

64.5

64.7

70.7

70.0

66.0

62.0

67.9

68.5

74.1

76.4

66.9

62.0

63.5

63.1

66.5

22.7

22.9

21.6

23.8

20.3

16.2

18.8

25.8

23.2

23.8

24.1

21.2

20.3

24.5

14.2

16.5

20.6

23.5

25.7

7.0

7.3

7.1

6.9

7.1

7.6

7.7

6.1

7.6

7.9

7.7

6.2

5.6

6.7

3.3

6.6

8.1

7.5

7.3

11.0

5.8

3.0

2.8

3.4

3.5

2.1

2.5

3.6

4.1

3.5

2.8

2.7

3.3

2.0

2.4

2.7

3.5

3.0

2.3

3.3

5.3

1.1

2.8

1.9

64.6％

65.6

59.7

67.9

65.0

61.8

63.6

58.2

22.6

24.8

19.9

26.2

21.7

5.9

3.8

5.5

3.8

1.8

2.9

3.9

3.7

0.8

2.3

2.4

3.1

2.8

2.8

2.8

2.0

1.2

3.3

3.3

3.1

2.5

2.5

3.3

2.6

2.9

4.2

1.4

1.5



12

2. Destinations in 2010 (1)

● In terms of destinations visited in 2010, "Korea" was given most, at 21%, and was

followed by "Hawaii (Oahu)" at 12%. "Taiwan" came next at 11%.

Even among last visited destinations in 2010, "Korea" came out on top and was followed

by "Hawaii (Oahu)" "Taiwan" rounded out the top finishers.

▽Among destinations visited in 2010, "Korea" was given by the most at 21% and was followed by "Hawaii

(Oahu)" (12%) and "Taiwan"(11%).

▽Even among the last destinations given, "Korea" was given most (16%). It was followed by "Hawaii (Oahu)"

(9%) and "Taiwan" (8%).

■Destinations in 2010/Last visited destination in 2010 (Total/Multiple answer)

2010

destination

2010

last

destination

(n=5094) (n=5094)

UK 4.0 2.6

France 6.8 4.3

Germany 3.9 2.1

Spain 3.3 1.9

Italy 6.0 3.9

Other nations in west Europe 5.4 3.4

Other places in Europe 4.4 2.6

Turkey 2.3 1.3

Other Middle East or Africa 4.2 2.8

USA east 4.0 2.5

USA west 5.5 3.7

USA south 1.0 0.6

Canada 2.1 1.4

Alaska 0.2 0.1

Central/South America or Caribbean 1.8 1.0

Hawaii (Oahu) 11.7 8.9

Hawaii (other than Oahu) 3.0 1.7

Guam 8.4 6.2

Saipan 2.3 1.5

South Pacific islands or other islands 1.7 1.1

Shanghai 7.0 3.7

Beijing 3.7 1.8

Other China (exc. Hong Kong / Macau) 4.8 2.6

Hong Kong 7.1 3.7

Macau 3.4 1.4

Taiwan 10.8 7.5

Korea 20.8 15.5

Singapore 3.4 1.9

Phuket 1.0 0.5

Thai beaches (other than Phuket) 1.2 0.6

Bangkok or other Thai cities 5.0 3.4

Bali 2.6 1.9

Indonesian beaches (other than Bali) 0.4 0.2

Indonesian cities 0.5 0.3

Malaysia 2.1 1.1

Philippines 2.0 1.2

Vietnam 3.3 1.7

Cambodia 1.5 0.8

Other places in Asia 2.5 1.5

Australia 4.0 2.4

New Zealand or other Oceania 1.1 0.5

Europe/total 23.4 17.8

Middle East or Africa/total 5.9 4.0

USA (exc. Hawaii and Alaska)/total 9.3 6.6

Canada or Alaska/total 2.2 1.5

Hawaii/total 12.9 9.9

Guam or Saipan/total 10.2 7.7

China (ex. Hong Kong / Macau)/total 13.1 7.9

Hong Kong or Macau/total 7.9 4.4

Southeast Asia/total 17.4 12.7

Oceania/total 4.9 3.0

Long distance/total 36.6 30.3

Medium distance/total 34.0 26.7

Short distance/total 53.7 43.8

※Up to five answers given as last destination in 2010

Oceania

Middle East

or Africa

Canada or

Alaska

Hong Kong or Macau

China (excluding Hong

Kong and Macau)

Southeast Asia

Europe

Hawaii

Guam or

Saipan

USA (excluding

Hawaii and Alaska)

0 5 10 15 20 25

2010 destination

2010 last destination（％）



13

▽A breakdown by sex and sex/age shows that among males the percentages of "China (excluding Hong Kong and

Macau)", and "Southeast Asia". Conversely, among females "Europe" and "Korea" figured as popular

destinations.

▽A breakdown by area of residence shows that in Kanto the figures for "Europe", "USA", and "Hawaii" exceeded

their levels in the other two areas. Conversely, the figures for "Korea" were higher in Kansai and Tokai than in

Kanto.

▽A breakdown by life stage shows that in the category of "student," "USA (excluding Hawaii and Alaska)" was a

popular destination; among "worker (child 2-6 yrs )" and "worker (child 1 yr and under)," "Hawaii" and "Guam or

Saipan"; among "unmarried female 20s/30s," and "unmarried female over 40s," "Korea"; and among "unmarried

male," "Southeast Asia." There were thus differences by life stage.

■Destinations in 2010: by demographic (Total/Multiple answer)


（％）ＴＯＴＡＬ

Sample

Europe UK France Germany Spain Italy

Othernations in

westEurope

Otherplaces inEurope

MiddleEast

or AfricaTurkey

OtherMiddleEast orAfrica

USA(excludingHawaii and

Alaska)

USA east USA westUSAsouth

Canada orAlaska

Canada Alaska

2011 survey total 5094 23.4 4.0 6.8 3.9 3.3 6.0 5.4 4.4 5.9 2.3 4.2 9.3 4.0 5.5 1.0 2.2 2.1 0.22010 survey total 5280 22.6 4.0 6.9 3.9 2.6 5.2 5.5 4.7 4.6 1.9 3.3 9.4 3.8 5.9 1.3 2.3 2.2 0.2

Male 2491 20.7 3.3 5.9 4.2 2.8 5.1 5.1 4.4 5.8 2.4 4.2 9.6 3.8 6.2 0.9 1.5 1.5 0.2Female 2603 25.9 4.7 7.6 3.6 3.6 6.9 5.8 4.4 6.0 2.2 4.1 8.9 4.2 4.9 1.1 2.8 2.6 0.3Male 18-29 yrs 323 22.3 5.1 7.9 4.6 2.9 6.5 4.6 2.1 4.9 1.1 4.3 13.4 7.0 7.5 0.8 1.6 1.6 0.2Male 30-39 yrs 518 18.9 3.9 6.8 3.8 2.8 4.9 3.5 3.8 4.1 1.4 3.1 10.4 3.9 6.6 1.4 0.9 0.9 ―Male 40-49 yrs 543 12.9 2.5 4.0 3.5 1.6 3.5 3.2 3.0 3.7 1.4 3.0 11.9 4.1 7.8 1.9 0.6 0.6 ―Male 50 yrs or older 1107 25.0 2.8 5.8 4.6 3.5 5.7 6.9 6.1 7.9 3.8 5.2 7.1 2.7 4.9 0.2 2.2 2.2 0.3Female 18-29 yrs 645 22.5 4.7 8.1 4.9 3.1 6.4 4.9 3.8 3.6 1.3 2.7 9.9 5.6 4.2 1.4 3.0 3.0 0.2Female 30-39 yrs 565 21.5 3.1 6.8 2.2 3.2 5.1 3.7 3.5 5.2 2.2 3.2 7.5 2.9 4.3 0.9 1.8 1.8 ―Female 40-49 yrs 394 17.3 4.4 5.6 2.6 2.3 3.3 3.3 3.6 5.1 1.7 3.6 10.6 4.2 7.0 1.1 2.3 2.0 0.3Female 50 yrs or older 1000 34.1 5.8 8.5 4.1 4.7 9.6 8.5 5.7 8.4 3.2 5.8 8.4 3.9 4.7 1.1 3.5 3.0 0.5Kanto 2911 25.2 4.8 7.2 4.4 3.5 6.4 5.6 5.0 6.5 2.5 4.6 10.6 4.8 6.4 1.0 2.9 2.8 0.2Kansai 1340 20.4 3.3 6.7 3.9 3.1 5.2 5.3 3.5 5.0 1.9 3.4 8.6 3.5 4.9 1.2 1.2 1.1 0.1Tokai 844 22.1 2.7 5.3 2.3 2.7 6.0 4.9 3.9 5.4 2.5 4.0 5.6 1.9 3.6 0.8 1.1 1.0 0.3Worker (child 7 yrs and over) 2077 26.0 4.1 6.2 4.4 3.1 6.6 6.4 4.9 7.2 3.1 5.1 8.4 3.4 5.5 0.7 2.6 2.4 0.4Worker (child 2-6 yrs) 225 10.5 3.5 4.5 1.8 2.2 4.7 2.9 0.7 1.8 ― 1.8 8.4 4.3 4.6 1.5 ― ― ―Worker (child 1 yr and under) 103 16.0 3.8 7.4 2.3 2.3 3.7 2.6 4.4 1.8 1.0 0.8 5.9 3.0 2.6 0.8 0.8 0.8 ―Worker (married, no children) 965 26.4 3.9 8.6 3.0 4.6 7.4 6.1 5.6 5.5 2.4 3.2 8.7 2.9 5.7 1.8 1.8 1.8 ―Worker (unmarried) 1508 20.0 3.6 6.3 3.9 2.7 4.7 4.0 3.8 5.6 1.9 4.2 10.3 5.3 5.2 0.9 2.0 1.9 0.1 Unmarried male 743 16.3 3.5 6.1 4.4 2.2 4.0 3.3 3.7 6.1 2.0 4.9 13.1 6.0 7.5 1.4 1.4 1.4 0.1 Unmarried female 20s/30s 751 23.2 4.4 7.2 4.5 3.2 5.2 4.7 3.6 4.3 1.4 3.2 9.3 5.2 4.3 0.5 2.6 2.6 ― Unmarried female 40s and over 226 27.8 5.0 7.0 2.3 3.8 6.8 6.9 3.8 6.3 2.8 3.8 8.4 3.8 4.9 0.7 3.7 3.0 0.7Student 216 26.2 7.5 9.1 5.9 4.2 6.3 7.3 3.3 3.5 1.1 3.2 14.6 5.6 9.7 0.9 3.7 3.7 0.2

Sample

Central/South

Americaor

Caribbean

HawaiiHawaii(Oahu)

Hawaii(otherthan

Oahu)

Guam orSaipan

Guam Saipan

SouthPacific

islands orotherislands

China(excluding

HongKong andMacau)

Shanghai Beijing

OtherChina

(exc. HongKong /Macau)

HongKong orMacau

HongKong

Macau Taiwan Korea

2011 survey total 5094 1.8 12.9 11.7 3.0 10.2 8.4 2.3 1.7 13.1 7.0 3.7 4.8 7.9 7.1 3.4 10.8 20.82010 survey total 5280 2.0 13.7 12.2 3.6 9.8 8.0 2.3 2.0 13.6 7.9 3.9 5.2 8.1 7.6 2.9 10.0 23.2

Male 2491 2.0 12.7 11.4 2.9 10.0 7.8 2.6 1.8 16.2 8.9 4.4 6.8 9.2 8.3 3.9 11.6 16.9Female 2603 1.7 13.0 12.0 3.1 10.4 8.9 1.9 1.7 10.2 5.2 3.0 2.9 6.8 6.0 2.9 10.1 24.6Male 18-29 yrs 323 1.6 11.9 9.4 3.8 13.5 11.4 3.0 2.1 14.5 8.9 4.0 4.5 7.9 7.2 3.5 9.9 15.9Male 30-39 yrs 518 1.6 14.6 13.5 3.1 11.5 8.8 2.7 1.7 12.3 6.9 3.3 5.2 10.1 9.4 4.2 11.9 15.3Male 40-49 yrs 543 1.4 14.5 13.4 2.9 14.3 11.5 3.3 1.4 12.3 7.0 2.9 4.9 12.1 11.8 3.7 7.8 20.5Male 50 yrs or older 1107 2.5 11.2 10.1 2.5 6.1 4.6 2.0 1.9 20.5 10.7 5.8 9.1 7.7 6.5 3.9 13.9 16.2Female 18-29 yrs 645 1.6 10.8 9.9 2.3 12.5 9.9 3.3 2.2 7.8 4.4 3.0 1.4 7.5 6.7 3.6 10.5 27.4Female 30-39 yrs 565 0.9 14.7 13.5 2.9 16.0 14.0 2.8 1.5 7.2 4.0 1.8 1.7 6.0 5.2 2.3 9.5 20.7Female 40-49 yrs 394 1.4 16.2 15.0 3.3 11.5 10.1 1.9 3.3 6.7 4.2 1.7 1.7 7.3 7.0 1.6 10.3 27.3Female 50 yrs or older 1000 2.4 12.3 11.4 3.6 5.4 4.9 0.6 0.8 14.7 6.8 4.3 5.0 6.5 5.5 3.3 10.1 23.8Kanto 2911 2.2 14.9 13.6 3.7 10.3 8.1 2.9 2.0 12.5 6.3 3.6 5.3 7.4 6.9 3.1 10.2 18.6Kansai 1340 1.3 11.5 10.3 2.1 10.8 9.3 1.6 1.6 13.3 8.4 3.8 3.8 9.3 7.9 4.1 12.4 23.0Tokai 844 1.4 8.3 7.4 2.1 8.9 7.9 1.2 1.2 14.7 7.3 3.8 4.7 7.8 6.7 3.2 10.6 25.0Worker (child 7 yrs and over) 2077 1.6 12.7 11.7 3.1 9.0 7.5 1.9 1.4 16.5 8.9 4.8 6.2 7.1 6.1 3.6 11.4 20.3Worker (child 2-6 yrs) 225 1.0 24.8 23.8 2.9 25.5 21.3 5.7 1.4 10.5 6.9 2.9 2.6 7.0 7.0 1.9 6.2 15.4Worker (child 1 yr and under) 103 2.3 20.5 19.5 5.4 14.9 10.9 4.1 2.1 12.4 7.8 4.6 4.0 8.7 8.7 3.4 9.1 14.3Worker (married, no children) 965 2.7 16.9 15.4 3.9 10.0 8.3 2.3 3.1 7.5 3.3 2.1 3.5 7.5 6.5 3.2 11.4 17.8Worker (unmarried) 1508 1.8 9.3 8.0 2.4 8.9 7.4 1.9 1.5 12.2 6.6 3.1 4.0 9.9 9.2 3.3 11.0 24.7 Unmarried male 743 1.9 8.5 7.1 2.5 8.9 7.5 1.8 1.5 17.3 9.3 4.3 6.9 11.1 10.4 4.1 10.9 17.5 Unmarried female 20s/30s 751 0.9 8.3 7.3 1.5 11.2 9.0 2.4 0.8 9.1 4.9 2.6 2.0 7.7 6.8 3.4 10.5 28.7 Unmarried female 40s and over 226 3.5 12.0 10.5 4.2 4.9 4.0 1.2 3.1 8.6 4.3 2.5 2.6 9.0 8.7 1.2 9.5 31.8Student 216 1.2 6.0 4.8 1.4 12.6 9.9 3.5 0.7 15.2 7.2 4.7 5.7 5.3 4.4 3.7 7.5 21.1

Sample

SoutheastAsia

Singapore Phuket

Thaibeaches(otherthan

Phuket)

Bangkokor other

Thai citiesBali

Indonesianbeaches(other

than Bali)

Indonesiancities

Malaysia Philippines Vietnam CambodiaOther

places inAsia

Oceania Australia

NewZealand or

otherOceania

Longdistance

Mediumdistance

Shortdistance

2011 survey total 5094 17.4 3.4 1.0 1.2 5.0 2.6 0.4 0.5 2.1 2.0 3.3 1.5 2.5 4.9 4.0 1.1 36.6 34.0 53.72010 survey total 5280 19.1 3.1 1.2 1.2 5.7 4.1 0.4 0.5 2.2 1.8 3.0 1.3 1.8 4.7 3.7 1.3 35.3 35.4 54.4

Male 2491 19.9 3.8 1.0 2.0 7.3 2.4 0.4 0.4 2.2 2.7 3.3 1.7 2.7 5.1 4.0 1.3 34.3 35.4 54.2Female 2603 15.0 3.0 0.9 0.4 2.7 2.8 0.4 0.5 1.9 1.3 3.3 1.4 2.2 4.7 4.0 0.9 38.9 32.6 53.2Male 18-29 yrs 323 16.4 3.5 0.3 1.6 5.2 2.9 0.2 1.0 1.7 2.7 2.1 1.0 1.9 5.7 4.9 1.3 38.2 32.3 52.3Male 30-39 yrs 518 20.6 5.0 1.4 2.5 7.7 2.5 0.3 0.5 2.4 3.1 3.3 1.7 3.0 5.8 5.0 1.1 31.6 39.3 51.3Male 40-49 yrs 543 23.1 4.3 1.1 2.2 6.7 3.5 0.2 0.3 2.9 3.8 2.5 1.1 2.1 4.5 4.0 0.6 26.9 37.6 58.3Male 50 yrs or older 1107 19.1 3.0 0.9 1.7 8.0 1.7 0.6 0.3 1.9 2.0 4.1 2.2 3.1 4.9 3.3 1.7 38.0 33.4 54.2Female 18-29 yrs 645 14.6 2.7 0.9 0.5 4.1 2.5 0.6 0.5 2.2 1.9 3.1 1.4 2.7 6.9 5.5 2.0 35.1 32.7 57.3Female 30-39 yrs 565 13.7 2.3 0.9 0.5 1.7 2.6 0.5 0.2 1.8 1.2 2.5 1.5 3.2 4.1 3.7 0.6 33.5 33.8 51.6Female 40-49 yrs 394 19.9 5.9 1.2 0.9 3.7 4.4 ― 0.8 2.5 2.0 3.0 0.6 1.4 4.0 3.9 0.3 31.9 38.9 53.6Female 50 yrs or older 1000 14.0 2.4 0.8 ― 2.1 2.5 0.3 0.6 1.6 0.8 3.9 1.6 1.7 3.8 3.2 0.6 47.2 29.3 51.3Kanto 2911 17.3 3.5 1.1 1.4 5.1 2.5 0.2 0.5 1.9 2.2 3.5 1.8 2.7 5.1 4.0 1.3 40.3 36.1 50.9Kansai 1340 17.4 3.8 0.8 0.6 4.1 2.7 0.8 0.5 2.6 1.3 3.5 1.3 2.3 4.8 4.4 0.6 31.9 32.5 57.4Tokai 844 17.6 2.0 0.7 1.4 6.0 3.0 0.3 0.3 1.7 2.6 2.5 1.0 2.0 4.3 3.4 1.3 31.5 29.0 57.5Worker (child 7 yrs and over) 2077 15.6 3.2 0.8 0.9 4.0 2.6 0.4 0.5 1.9 1.2 3.2 1.5 2.0 4.6 3.7 1.0 38.9 31.3 54.4Worker (child 2-6 yrs) 225 12.1 4.0 1.2 1.2 2.7 1.5 ― ― 2.5 2.6 1.3 ― 0.8 5.2 5.2 0.7 19.5 40.6 56.1Worker (child 1 yr and under) 103 14.0 4.6 0.8 ― 3.3 1.8 ― 1.3 ― 2.2 1.6 ― 0.8 4.6 4.6 1.0 24.6 38.4 51.7Worker (married, no children) 965 17.7 3.1 1.0 0.8 3.6 3.6 0.5 0.4 2.0 2.4 4.1 1.6 1.9 5.5 5.0 0.6 38.3 39.8 45.8Worker (unmarried) 1508 21.0 3.6 1.1 1.9 7.7 2.4 0.4 0.3 2.3 2.8 3.5 1.8 3.6 4.7 3.4 1.5 35.0 33.4 57.4 Unmarried male 743 26.2 5.0 1.3 3.5 12.5 2.4 0.2 0.5 2.5 4.1 3.3 1.9 3.9 4.9 3.3 1.9 33.3 36.4 56.5 Unmarried female 20s/30s 751 15.5 2.3 0.9 0.3 3.0 2.3 0.8 0.4 2.3 1.7 3.0 2.0 3.5 5.2 3.9 1.6 36.0 29.4 58.7 Unmarried female 40s and over 226 16.3 2.2 1.0 0.5 4.1 1.9 ― 0.8 1.8 1.8 4.7 1.2 3.0 2.9 2.6 0.3 43.7 31.5 53.2Student 216 15.4 3.1 0.7 0.5 4.2 1.9 0.7 1.4 2.6 2.1 2.3 2.3 3.9 6.0 4.4 1.9 41.8 28.2 54.1

50.0 …Figures 5 or more points or higher than the 2011 survey total are shaded.

50.0 …Figures 5 or more points or lower than the 2011 survey total are shaded.

Oceania

Area ofresidence

Lifestage

Sex & age

Sex

Southeast Asia

Sex

Lifestage

Lifestage

Area ofresidence

Area ofresidence

Sex

Sex & age

Sex & age

Canada or Alaska

Guam or Saipan

Europe USA (excluding Hawaii and Alaska)

Hong Kong or Macau

Middle East or Africa

Hawaii China (excluding Hong Kong and Macau)



14

▽A breakdown by last destination shows that high percentages of those who visited countries/areas of "Europe"

visited neighboring countries in the same area.

■Destinations in 2010: by last destination (Total/Multiple answer)


（％）ＴＯＴＡＬ

Sample


Othernations in

westEurope


MiddleEast

or AfricaTurkey



Alaska)

USA east USA west USA southCanada or

AlaskaCanada Alaska


UK 131 100.0 100.0 27.2 10.1 8.3 9.5 12.3 5.2 4.2 1.2 4.2 7.7 5.1 4.2 1.2 1.2 1.2 1.2France 219 100.0 14.3 100.0 11.4 7.0 15.2 15.4 5.7 4.9 2.1 3.7 5.0 2.3 4.1 1.6 1.2 1.2 0.5Germany 108 100.0 8.4 17.5 100.0 6.4 10.7 24.8 15.0 2.3 2.3 0.8 7.7 5.3 4.6 1.5 2.9 2.9 ―Spain 97 100.0 10.6 23.7 11.5 100.0 19.3 13.0 7.1 9.5 5.9 4.7 5.1 3.2 2.9 2.7 1.7 1.7 1.0Italy 200 100.0 3.4 16.7 8.4 6.5 100.0 6.9 4.1 2.6 1.1 1.8 2.6 0.8 1.8 ― ― ― ―Other nations in west Europe 171 100.0 5.8 17.8 18.7 4.3 7.7 100.0 8.8 7.8 4.6 3.8 5.4 4.2 1.8 2.4 1.9 1.9 0.6Other places in Europe 134 100.0 6.2 8.9 12.3 4.7 8.0 11.6 100.0 8.3 5.9 4.5 4.4 1.9 2.6 1.4 0.8 0.8 0.8Turkey 66 26.0 ― 3.9 2.4 5.0 5.0 3.9 10.7 100.0 100.0 15.0 1.3 1.3 ― ― ― ― ―Other Middle East or Africa 145 23.8 4.2 7.6 2.0 8.0 7.0 4.3 5.5 100.0 9.4 100.0 5.2 2.8 2.7 0.9 2.6 2.6 0.4USA east 128 15.4 5.5 3.7 3.7 3.9 3.1 0.9 0.9 3.1 0.9 2.7 100.0 100.0 10.4 3.2 6.1 6.1 0.4USA west 189 6.5 3.0 4.5 1.7 1.7 2.0 2.6 1.5 1.8 0.9 1.8 100.0 10.2 100.0 2.4 4.3 4.0 0.3USA south 31 8.1 5.3 6.1 3.3 ― ― ― ― ― ― ― 100.0 23.9 8.3 100.0 5.1 5.1 ―Canada 72 10.1 2.1 3.5 3.8 0.9 ― 4.2 ― 0.9 0.9 ― 16.1 11.9 8.3 2.2 100.0 100.0 ―Central/South America or Caribbean 49 31.5 4.8 12.1 10.3 13.9 11.4 7.1 13.9 17.4 10.7 17.4 18.4 5.2 16.8 3.6 10.9 6.5 4.5Hawaii (Oahu) 453 4.2 2.4 1.9 0.7 0.5 1.1 0.6 0.5 0.7 0.4 0.7 4.0 1.5 3.2 0.2 0.5 0.5 ―Hawaii (other than Oahu) 88 10.5 3.7 4.4 2.4 6.3 4.5 3.5 2.5 0.6 0.6 0.6 3.0 3.0 1.5 0.6 0.6 0.6 0.6Guam 318 2.9 0.6 1.2 0.9 0.5 0.6 0.6 0.3 1.8 0.9 0.9 2.4 0.8 1.3 0.3 ― ― ―Saipan 76 1.3 ― ― ― ― ― ― 1.3 ― ― ― ― ― ― ― ― ― ―South Pacific islands or other islands 58 4.0 ― 1.5 ― 1.5 ― 1.1 ― 2.5 ― 2.5 1.9 0.9 ― 1.1 1.4 1.4 ―Shanghai 190 8.6 3.0 3.8 3.3 1.4 4.0 1.3 2.2 1.9 0.7 1.9 2.0 1.0 2.0 0.3 1.5 1.5 0.3Beijing 91 4.4 0.9 ― ― 1.7 1.7 ― 1.7 2.7 ― 2.7 2.1 1.0 1.1 ― ― ― ―Other China (exc. Hong Kong / Macau) 132 9.7 1.3 3.3 5.1 1.3 2.5 2.5 6.3 5.0 1.3 5.0 3.3 1.3 3.3 ― 1.3 1.3 ―Hong Kong 188 12.3 2.4 2.5 4.1 1.2 2.2 3.9 3.3 4.1 3.1 2.7 3.7 3.0 1.9 1.3 1.3 1.3 ―Macau 69 10.0 ― 2.5 1.3 2.4 2.5 1.2 5.0 8.3 8.3 7.1 6.4 3.6 4.1 ― 2.3 2.3 ―Taiwan 384 7.6 1.3 1.6 0.6 0.8 2.3 2.6 1.8 0.8 0.3 0.6 2.9 1.7 1.8 0.1 1.3 1.3 ―Korea 788 6.5 0.8 1.8 0.4 1.2 2.3 1.5 0.8 1.0 0.4 0.8 1.4 0.8 0.6 0.2 0.3 0.3 ―Singapore 96 6.8 2.1 ― 3.1 1.4 1.7 2.3 0.9 3.0 1.4 2.4 5.5 3.0 4.6 0.8 ― ― ―Phuket 24 ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ―Thai beaches (other than Phuket) 29 5.9 5.9 ― ― 5.9 ― 5.9 ― 10.7 3.0 10.7 8.9 5.9 8.9 ― ― ― ―Bangkok or other Thai cities 174 3.4 0.4 1.4 0.5 0.9 0.8 0.9 ― 3.1 2.3 1.7 4.6 1.1 4.6 ― ― ― ―Bali 96 4.2 ― ― 0.9 ― 3.3 0.9 ― 0.9 ― 0.9 4.0 1.8 2.3 0.9 ― ― ―Indonesian beaches (other than Bali) 10 ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ―Indonesian cities 15 6.7 ― 6.7 6.7 ― ― 6.7 ― ― ― ― 5.4 ― 5.4 ― ― ― ―Malaysia 57 10.0 1.1 2.8 1.4 1.1 3.0 4.2 3.0 5.6 1.5 5.6 1.5 ― 1.5 ― 4.8 4.8 3.0Philippines 63 2.1 1.3 1.3 1.3 ― ― ― 0.8 2.7 ― 2.7 6.0 2.3 6.0 1.3 ― ― ―Vietnam 86 10.1 3.8 3.6 5.1 ― 0.6 2.8 3.0 5.4 3.0 2.4 4.1 2.0 2.1 ― ― ― ―Cambodia 40 6.5 2.5 2.5 ― ― 4.0 ― ― 7.5 ― 7.5 5.1 2.5 2.5 ― ― ― ―Other places in Asia 78 14.1 2.0 3.7 2.3 1.1 4.3 2.2 4.3 4.3 1.1 4.3 1.3 1.3 ― ― 1.3 1.3 ―Australia 124 4.4 0.5 2.2 1.2 0.5 0.4 0.5 1.3 ― ― ― 0.9 0.9 0.5 ― ― ― ―New Zealand or other Oceania 28 ― ― ― ― ― ― ― ― ― ― ― 3.7 1.8 1.8 ― ― ― ―

Sample

Central/South

Americaor

Caribbean

HawaiiHawaii(Oahu)

Hawaii(other than

Oahu)

Guam orSaipan

Guam Saipan

SouthPacific


China(excludingHong Kong

andMacau)

Shanghai Beijing

OtherChina (exc.Hong Kong/ Macau)

Hong Kongor Macau

Hong Kong Macau Taiwan Korea


UK 131 4.1 8.3 7.9 2.8 5.5 5.5 1.9 1.2 5.4 4.7 2.6 1.8 4.7 4.7 2.6 3.3 7.8France 219 1.6 2.9 2.5 1.2 4.9 4.6 1.2 0.9 3.9 1.7 2.5 1.5 2.1 2.1 1.8 5.7 7.2Germany 108 ― 3.7 2.9 2.3 6.8 6.8 ― ― 2.7 0.8 1.5 0.5 2.9 2.9 2.4 8.2 0.6Spain 97 5.1 4.3 4.3 2.7 3.2 3.2 1.0 1.9 7.9 6.0 4.2 2.1 5.9 5.9 3.6 7.3 12.7Italy 200 0.8 2.8 2.8 0.3 3.4 3.2 0.6 0.3 5.6 2.0 ― 4.4 4.6 2.4 3.9 2.3 4.9Other nations in west Europe 171 2.5 6.2 6.2 1.5 2.2 2.2 0.6 0.6 7.6 3.5 2.5 3.7 3.4 3.4 2.6 2.5 3.0Other places in Europe 134 1.9 3.7 3.7 1.9 2.4 1.2 1.9 0.8 10.2 4.1 3.7 3.9 3.9 3.9 1.5 2.6 8.7Turkey 66 1.3 2.4 2.4 ― 2.6 2.6 ― ― 7.7 2.6 5.3 2.4 5.0 5.0 5.0 10.3 3.6Other Middle East or Africa 145 6.2 3.3 3.3 0.4 3.2 1.7 2.5 0.9 11.8 6.6 6.8 3.4 6.6 5.6 4.4 6.7 8.3USA east 128 4.4 6.7 6.7 2.3 3.9 2.7 1.7 0.4 3.6 2.6 1.5 1.1 3.5 2.8 2.2 3.3 9.5USA west 189 3.0 3.5 2.6 1.4 4.8 4.8 0.9 0.5 5.8 2.1 3.1 3.8 2.6 1.9 2.1 5.6 9.0USA south 31 ― 5.3 5.3 3.3 3.3 3.3 3.3 ― 3.3 3.3 3.3 ― 5.6 5.6 ― 3.3 3.3Canada 72 1.1 2.2 2.2 2.2 1.4 1.4 ― ― 13.4 10.8 1.4 1.1 0.9 0.9 ― 2.2 2.6Central/South America or Caribbean 49 100.0 3.6 ― 3.6 3.6 3.6 3.6 5.3 10.4 8.4 9.2 7.1 3.6 3.6 3.6 11.9 14.4Hawaii (Oahu) 453 0.6 100.0 100.0 11.6 5.1 4.1 1.5 1.5 2.8 1.6 1.2 0.8 2.8 2.8 1.3 2.0 6.4Hawaii (other than Oahu) 88 0.6 100.0 48.0 100.0 8.3 7.1 1.7 0.6 1.6 0.6 0.6 1.6 0.6 0.6 0.6 3.5 2.2Guam 318 0.3 4.8 4.6 0.6 100.0 100.0 1.5 0.2 3.2 2.1 0.7 1.1 2.8 2.8 2.0 2.0 5.5Saipan 76 ― 5.6 4.4 1.1 100.0 9.3 100.0 2.6 3.4 1.1 ― 2.3 ― ― ― 0.7 4.6South Pacific islands or other islands 58 2.5 ― ― ― 4.0 1.5 4.0 100.0 4.7 4.7 ― ― 1.1 1.1 ― 4.4 ―Shanghai 190 2.0 4.2 3.3 2.4 3.1 2.9 1.1 0.6 100.0 100.0 5.3 6.1 7.9 7.9 3.6 4.7 6.7Beijing 91 ― 2.6 2.6 ― 1.1 1.1 ― ― 100.0 11.8 100.0 3.2 ― ― ― 2.7 4.0Other China (exc. Hong Kong / Macau) 132 1.3 1.3 ― 1.3 3.0 1.7 2.6 ― 100.0 12.4 9.9 100.0 14.4 13.6 8.9 9.5 9.9Hong Kong 188 0.4 3.2 3.2 ― 2.6 2.3 0.3 0.7 11.1 3.7 1.7 8.4 100.0 100.0 26.0 8.5 7.7Macau 69 ― 4.2 3.0 1.2 3.2 2.0 1.2 ― 13.7 3.7 ― 12.4 100.0 56.6 100.0 12.0 9.9Taiwan 384 1.5 5.5 4.8 2.4 3.0 2.2 1.5 1.0 9.8 5.6 2.8 5.5 5.6 5.6 2.6 100.0 9.2Korea 788 0.5 3.7 3.4 0.9 2.0 1.7 0.4 0.3 5.2 3.0 1.7 1.1 4.7 4.4 1.9 4.5 100.0Singapore 96 0.8 4.2 3.6 1.4 4.5 4.5 ― 0.6 2.2 0.5 1.4 1.7 7.8 7.8 2.3 3.2 10.1Phuket 24 ― ― ― ― ― ― ― 3.3 6.6 6.6 ― ― 4.1 4.1 ― 10.0 9.8Thai beaches (other than Phuket) 29 ― 3.0 3.0 ― 3.0 ― 3.0 ― 4.7 4.7 ― 1.8 2.8 2.8 ― 3.0 4.5Bangkok or other Thai cities 174 2.0 1.8 1.5 1.3 0.7 0.7 ― 1.0 11.8 8.7 3.3 4.9 5.9 5.4 3.9 4.7 5.4Bali 96 1.6 4.1 4.1 2.4 4.9 4.0 2.6 2.7 5.1 3.3 ― 1.8 4.8 4.8 4.2 3.5 12.8Indonesian beaches (other than Bali) 10 ― ― ― ― ― ― ― ― 17.8 ― ― 17.8 ― ― ― 8.3 ―Indonesian cities 15 ― ― ― ― ― ― ― ― 11.1 5.7 ― 11.1 ― ― ― ― 11.5Malaysia 57 ― ― ― ― 3.3 3.3 ― 2.7 4.0 4.0 1.1 1.5 4.9 4.9 3.2 4.3 8.1Philippines 63 ― ― ― ― ― ― ― ― 4.9 3.5 1.3 2.7 7.8 5.0 4.2 1.4 6.7Vietnam 86 3.0 ― ― ― 1.8 1.8 ― 0.9 12.4 10.4 2.7 3.0 1.7 1.7 1.0 5.4 14.0Cambodia 40 6.5 1.5 1.5 1.5 ― ― ― ― 8.0 4.0 ― 4.0 2.5 2.5 2.5 ― 3.6Other places in Asia 78 ― 1.8 1.8 0.8 0.8 0.8 0.8 2.8 11.7 4.9 3.6 5.5 7.4 7.4 4.4 2.9 14.2Australia 124 2.1 5.9 5.1 0.8 0.8 0.8 ― 1.4 7.8 5.9 1.5 0.4 2.9 2.9 ― 1.3 3.6New Zealand or other Oceania 28 ― 6.3 6.3 ― 12.2 12.2 ― ― 11.7 9.9 1.8 8.1 5.5 5.5 5.5 ― 5.7

Sample

SoutheastAsia

Singapore Phuket

Thaibeaches

(other thanPhuket)

Bangkok orother Thai

citiesBali

Indonesianbeaches

(other thanBali)

Indonesiancities


places inAsia

Oceania AustraliaNew Zealand

or otherOceania

2011 survey total 5094 17.4 3.4 1.0 1.2 5.0 2.6 0.4 0.5 2.1 2.0 3.3 1.5 2.5 4.9 4.0 1.12010 survey total 5280 19.1 3.1 1.2 1.2 5.7 4.1 0.4 0.5 2.2 1.8 3.0 1.3 1.8 4.7 3.7 1.3

UK 131 4.7 1.6 1.2 1.2 1.2 2.3 1.2 1.2 1.2 1.2 3.6 1.2 2.4 3.2 2.8 1.6France 219 3.1 0.5 0.5 0.5 1.5 0.5 0.5 0.5 0.9 0.5 1.6 1.7 2.4 3.2 2.4 1.6Germany 108 4.1 1.6 ― ― ― 1.3 ― 0.5 ― ― 0.5 0.8 1.0 0.8 ― 0.8Spain 97 12.7 3.5 1.0 1.0 3.9 1.0 2.7 1.0 4.3 1.0 4.2 1.0 1.6 7.2 7.2 2.8Italy 200 3.4 0.3 ― ― 0.3 ― ― 0.5 ― 1.2 1.9 1.2 0.3 1.3 1.3 ―Other nations in west Europe 171 3.5 0.6 0.6 1.6 2.5 0.6 0.6 0.6 1.1 0.6 1.5 1.1 2.1 2.6 1.1 2.1Other places in Europe 134 6.4 2.0 1.9 0.8 1.4 0.8 1.4 0.8 1.4 0.8 3.3 2.0 1.4 3.2 2.6 1.4Turkey 66 5.4 3.0 ― 1.3 1.3 ― ― ― 2.2 ― 2.4 ― ― ― ― ―Other Middle East or Africa 145 14.4 2.2 1.9 1.0 3.0 1.0 0.4 0.4 1.4 2.5 5.6 4.4 1.4 3.5 3.5 0.4USA east 128 5.1 1.9 0.4 1.0 0.4 0.8 0.4 0.4 0.4 0.4 1.8 1.2 0.4 2.0 2.0 0.8USA west 189 5.6 2.5 1.2 1.4 2.7 ― ― ― 1.4 ― 1.7 0.9 2.2 1.8 1.8 ―USA south 31 3.3 3.3 ― ― 3.3 3.3 ― ― ― ― 3.3 3.3 ― 3.3 3.3 ―Canada 72 1.4 ― ― ― ― ― ― ― ― ― 1.4 ― ― ― ― ―Central/South America or Caribbean 49 13.0 7.1 3.6 5.3 5.6 1.8 ― ― 3.6 2.1 3.6 5.3 7.1 5.3 5.3 ―Hawaii (Oahu) 453 4.4 2.6 ― 0.5 1.1 0.8 ― 0.4 0.7 0.2 0.2 0.4 ― 2.4 2.2 0.2Hawaii (other than Oahu) 88 1.6 0.6 0.6 0.6 0.6 0.6 0.6 0.6 0.6 0.6 1.6 0.6 1.6 1.3 1.3 0.6Guam 318 2.3 0.7 0.3 ― 0.3 0.7 ― ― 0.5 0.3 ― ― 0.3 1.8 1.3 0.5Saipan 76 3.0 ― ― 0.7 0.7 ― ― ― ― ― 2.3 2.3 ― 1.1 ― 1.1South Pacific islands or other islands 58 5.5 1.1 ― ― ― ― ― ― ― 4.5 ― ― 1.1 2.5 2.5 ―Shanghai 190 8.1 2.0 0.3 0.5 1.5 0.3 0.3 0.7 2.6 1.5 3.3 1.1 0.3 4.9 4.0 1.2Beijing 91 5.9 1.7 ― ― 0.9 ― ― ― ― ― 3.2 2.3 1.1 1.9 ― 1.9Other China (exc. Hong Kong / Macau) 132 10.6 3.3 1.3 1.7 2.3 1.3 ― 0.7 2.6 0.4 3.3 3.3 4.4 6.1 6.1 ―Hong Kong 188 7.6 3.5 0.4 0.4 3.0 1.5 0.5 0.9 1.7 2.3 0.3 ― 0.9 4.3 3.8 1.0Macau 69 11.6 6.1 2.4 2.4 3.5 1.9 ― ― ― 3.4 1.2 1.2 1.3 2.0 2.0 ―Taiwan 384 8.5 2.2 1.0 0.2 2.1 2.1 0.4 ― 2.1 1.9 2.5 0.4 1.4 2.5 2.1 0.5Korea 788 4.0 0.9 0.2 0.1 1.2 0.8 ― ― 0.4 0.5 0.9 ― 0.6 0.8 0.7 0.3Singapore 96 100.0 100.0 2.5 2.8 8.6 0.5 2.8 1.4 11.0 2.9 0.8 1.7 1.5 4.8 4.8 0.9Phuket 24 100.0 4.1 100.0 3.3 14.6 ― ― ― 7.5 ― ― ― ― ― ― ―Thai beaches (other than Phuket) 29 100.0 7.5 ― 100.0 47.8 3.0 ― 2.8 3.0 5.7 4.7 ― ― ― ― ―Bangkok or other Thai cities 174 100.0 4.0 5.2 9.0 100.0 ― ― ― 1.4 2.5 5.7 4.2 5.8 4.0 4.0 ―Bali 96 100.0 4.4 ― ― 0.5 100.0 1.8 2.2 ― ― ― ― 0.9 0.9 0.9 ―Indonesian beaches (other than Bali) 10 100.0 8.3 ― ― ― 35.6 100.0 8.9 ― ― ― ― ― ― ― ―Indonesian cities 15 100.0 8.8 ― ― 8.8 13.9 5.8 100.0 11.5 ― 11.1 ― 5.4 ― ― ―Malaysia 57 100.0 20.8 1.8 3.3 7.2 4.5 3.0 1.5 100.0 ― 4.0 1.4 6.0 2.8 1.4 1.4Philippines 63 100.0 1.4 ― ― 3.7 ― ― ― ― 100.0 2.5 2.5 1.0 2.6 2.6 ―Vietnam 86 100.0 5.5 1.2 1.3 4.4 ― ― 1.0 5.9 0.9 100.0 13.3 1.9 2.8 0.9 1.8Cambodia 40 100.0 6.1 2.5 ― 10.1 ― ― ― 4.6 ― 30.7 100.0 3.4 7.6 3.6 4.0Other places in Asia 78 19.8 2.7 ― ― 8.9 1.1 ― 2.0 5.5 0.8 3.2 2.7 100.0 ― ― ―Australia 124 4.3 1.6 ― ― 0.7 0.7 ― ― 1.9 ― 0.7 0.7 ― 100.0 100.0 3.0New Zealand or other Oceania 28 ― ― ― ― ― ― ― ― ― ― ― ― ― 100.0 3.1 100.0

50.0 …Figures 5 or more points or higher than the 2011 survey total are shaded. ※Items with under 30 samples are not shaded in the table.

50.0 …Figures 5 or more points or lower than the 2011 survey total are shaded. ※Items with under 10 samples are not indicated in the table.

Canada or Alaska

Guam or Saipan


Hong Kong or Macau



Lastdestination(middleclassification)



OceaniaSoutheast Asia



15

■Last visited destination in 2010: last destination percentage ×last destination repeat percentage (※1) (Total/Multiple answer)

2. Destinations in 2010 (4) (last destination)

▽As for the last visited destination in 2010, a look at the repeat percentages for last visited destinations

(percentage of those visiting an area for the second time or more)shows that higher percentages were yielded by

"Philippines (other than beach resorts)," "Hawaii (Oahu)," "USA west," "Thailand (other than beach resorts),"

"Thai beaches (other than Phuket)," "Korea," and "USA east." 60% or more were repeaters.

▽The places yielding high last destination percentages and high repeat percentages were "Korea" and "Hawaii

(Oahu)."

(※1) Percentage of repeat visit to last destination: percentage of those who have been to their last destination a second time or more

*1: The average of the last destination percentages of the 62 areas

*2: The average of the last destination repeat percentages of the 62 areas

Bali

Germany

Singapore

Alaska

Mexico

Indonesian beaches (other

than Bali)Greece

MoroccoOther Islands in South Pacific

of Indian Ocean

Caribbean islands

Cebu Island

India

DubaiJamaica

Mongolia

Cambodia

Egypt

Turkey

Countries of eastern Europe

Vietnam

Thailand (other than beach

resorts)

USA west

Other Micronesia

Guam

Taiwan

Hawaii (Oahu)

KoreaUSA east

Hong Kong

France

Other nations in west Europe

ItalyShanghai

Australia

Spain

Beijing

UKOther China

Malaysia (other than beach

resorts)

USA south

Maldives

Other Middle East or Africa Canada

Kenya

Malaysian beaches

Other Central/South America

Philippines (other than beach

resorts)

Thai beaches (other than

Phuket)

Philippine beaches (other than

Cebu Island)

PalauOtherOceania

Other places in Asia

Hawaii (other than Oahu)

Indonesia (other than beach

resorts)

Saipan

Macau

Countries of northern Europe

New Zealand

0

10

20

30

40

50

60

70

80

90

100

0 5 10 15 20

Inc idence of last t rave l dest inat ion→

Incidence of repeaat travel to last destination→

（％）

（％）

1 . 8

( * 1 )

3 9 . 2

( * 2 )

Tahiti

Fiji



16

●In terms of style of travel (those accompanying and purpose), given most was "married

couple travel" (23%). This was followed by "family travel (with children)" (14%) and then

"travel alone"(14%).▽A breakdown by sex shows that "with friend (alone)" was given by 10% more females than males. In contrast,

"married couple travel" and "travel alone" was given by far more males than females.

▽A breakdown by sex and age shows that a high percentage of the "male 50s yrs or older" segment gave

"married couple travel" (42%). Also, 40s men and women both gave "family travel (with children)" more than did

the other age groups.

3. Style of Travel

■Destination style (Total/Single answer)

Sample

Married

couple

travel

Family travel

(with

children)

Travel aloneWith friends

(3 or more)

With friend

(alone)

Family travel

(with

parents)

Couple

travel

Honey

moon

Family

travel (3

generations)

Other

Travel with

children/

total

2011 survey total 5094 23.3 14.1 13.7 13.2 11.8 6.2 4.8 3.5 2.7 6.6 16.8

2010 survey total 5280 24.5 13.6 13.1 12.9 12.1 6.4 5.3 3.5 2.3 6.1 15.9

Male 2491 27.8 12.8 16.7 14.1 7.3 3.8 5.9 3.6 2.0 5.9 14.8

Female 2603 19.0 15.3 10.8 12.4 16.2 8.5 3.7 3.3 3.4 7.2 18.8

Male 18-29 yrs 323 5 .7 1 .1 18.4 23.1 14.1 9.9 11.4 10.7 0.6 4.9 1 .7

Male 30-39 yrs 518 17 .6 10.8 20.1 13.2 7.4 6.0 6.8 9.4 2.2 6.4 13.1

Male 40-49 yrs 543 22.3 21.2 19.6 12.7 5 .9 4.8 6.5 1.0 2.7 3.3 23.9

Male 50 yrs or older 1107 41.7 13.1 13.1 12.6 6 .0 0 .6 3.6 0.2 1.9 7.2 15.0

Female 18-29 yrs 645 5 .6 1 .7 14.7 16.7 21.1 16.3 6.3 8.5 1.6 7.5 3 .3

Female 30-39 yrs 565 18 .1 11.1 11.4 8 .0 17.7 10.4 5.1 5.4 6.1 6.8 17.2

Female 40-49 yrs 394 19.6 25.4 13.2 7 .9 12.9 6.9 3.4 0.2 3.7 6.7 29.1

Female 50 yrs or older 1000 27.9 22.6 7 .1 13.7 13.4 3.2 1.4 0.2 3.0 7.6 25.6

Kanto 2911 24.3 14.8 14.8 12.2 11.1 5.8 5.4 3.0 2.8 5.8 17.5

Kansai 1340 21.4 14.0 11.7 14.2 13.9 7.2 4.5 3.5 2.5 7.1 16.5

Tokai 844 23.0 12.0 13.1 15.1 11.0 6.1 3.3 5.0 2.9 8.5 14.9

Worker (child 7 yrs and over) 2077 31.9 27.3 7 .6 12.8 6 .8 1.8 1.9 0.1 3.5 6.3 30.8

Worker (child 2-6 yrs) 225 6 .4 50.2 4 .2 9.3 2 .0 3.4 0.7 ― 15.5 8.4 65.7

Worker (child 1 yr and under) 103 25.1 17.8 7 .1 5 .1 4 .7 5.5 3.4 21.2 5.1 5.0 22.9

Worker (married, no children) 965 50.2 0 .2 6 .0 6 .8 6 .2 5.7 2.3 15.8 1.2 5.6 1 .3

Worker (unmarried) 1508 ― 1 .2 27.9 16.3 24.2 11.8 10.6 ― 0.9 7.1 2 .1

Unmarried male 743 0 .1 0 .4 35.8 20.8 15.7 7.7 13.7 0.1 0.3 5.4 0 .7

Unmarried female 20s/30s 751 ― 0 .6 18.8 17.3 28.0 17.8 7.8 ― 1.1 8.7 1 .7

Unmarried female 40s and over 226 ― 4 .6 25.4 13.4 29.3 9.6 6.9 ― 1.7 9.2 6 .3

Student 216 ― 0 .3 20.4 32.7 13.4 16.0 8.1 0.2 ― 8.9 0 .3

UK 131 20.1 17.4 20.5 10.5 5 .9 9.1 3.0 3.0 2.1 8.4 19.5

France 219 32.0 9.2 13.4 8.5 11.7 6.4 3.9 10.0 1.2 3.7 10 .4

Germany 108 29.4 4 .1 25.9 8 .0 15.8 5.4 3.8 3.1 ― 4.6 4 .1

Spain 97 31.2 3 .9 13.8 15.6 8.6 9.4 7.2 5.8 ― 4.4 3 .9

Italy 200 32.3 12.4 7 .8 6 .7 9.7 5.9 3.0 14.6 0.9 6.8 13.3

Other nations in west Europe 171 35.2 11.3 12.6 7 .0 11.2 5.9 3.1 6.6 1.9 5.1 13.2

Other places in Europe 134 36.8 5 .9 21.4 11.0 10.1 4.2 1.4 3.4 ― 5.9 5 .9

Turkey 66 44.0 11.1 6 .0 7 .5 15.6 2.2 1.3 3.4 ― 8.8 11 .1

Other Middle East or Africa 145 28.4 7 .2 22.0 10.0 13.9 6.6 6.1 1.6 0.7 3.6 7 .9

USA east 128 13 .7 11.7 31.1 10.4 4 .9 7.5 7.8 1.4 2.1 9.4 13.8

USA west 189 21.5 15.9 19.0 9.6 10.8 7.7 5.5 2.5 1.3 6.3 17.2

USA south 31 18.4 30.7 12.1 9.8 5 .6 10.6 2.8 9.9 ― ― 30.7

Canada 72 27.6 8 .5 22.4 5 .0 10.0 9.7 ― 7.0 2.2 7.6 10 .7

Central/South America or Caribbean 49 24.3 11.9 26.8 7 .1 10.6 1.7 6.9 10.7 ― ― 11.9

Hawaii (Oahu) 453 28.7 21.8 5 .7 4 .6 4 .9 6.7 5.0 7.5 7.7 7.6 29.4

Hawaii (other than Oahu) 88 30.9 17.6 3 .6 8.8 4 .4 6.5 6.3 9.5 3.7 8.7 21.3

Guam 318 13 .8 30.7 3 .8 13.7 7.1 5.2 7.1 3.2 7.6 7.8 38.3

Saipan 76 16 .7 24.9 5 .0 17.7 4 .6 3.3 13.5 1.1 6.1 7.1 31.0

South Pacific islands or other islands 58 26.6 14.9 16.8 8.3 3 .0 ― 4.0 25.6 0.9 ― 15.8

Shanghai 190 18.8 18.8 15.2 15.3 11.4 6.3 4.8 ― 1.1 8.4 19.9

Beijing 91 28.2 13.6 9.3 15.3 10.9 5.7 2.5 ― 3.6 10.8 17.2

Other China (exc. Hong Kong / Macau) 132 28.7 10.1 16.3 17.5 12.2 4.7 3.0 ― 0.6 7.0 10 .7

Hong Kong 188 16 .9 14.4 18.9 18.1 12.2 7.4 2.0 0.5 2.4 7.1 16.8

Macau 69 17 .0 9.4 16.8 24.3 8.3 8.4 3.5 1.5 ― 10.9 9 .4

Taiwan 384 27.7 9.5 10.2 16.4 16.1 7.7 5.0 0.7 2.1 4.7 11 .6

Korea 788 15 .4 10.8 9.3 21.8 17.2 9.7 4.8 0.3 2.4 8.3 13.2

Singapore 96 25.7 22.9 9.9 14.1 13.8 3.8 1.1 0.5 5.1 3.1 28.0

Phuket 24 22.9 9.4 27.1 18.1 ― 3.5 3.3 3.5 12.1 ― 21.5

Thai beaches (other than Phuket) 29 22.3 10.9 28.1 16.2 15.0 ― 7.5 ― ― ― 10.9

Bangkok or other Thai cities 174 11 .2 8 .3 35.1 16.7 16.8 1.9 6.2 ― 0.8 2.9 9 .1

Bali 96 23.9 15.4 8.9 12.6 8.7 2.0 8.6 4.8 5.2 10.0 20.6

Indonesian beaches (other than Bali) 10 8.3 17.8 8.9 ― 54.7 10.3 ― ― ― ― 17.8

Indonesian cities 15 27.1 ― 28.1 13.5 10.5 ― ― ― ― 20.9 ―

Malaysia 57 25.9 14.2 15.1 9.9 11.2 7.6 8.9 1.8 2.7 2.7 17.0

Philippines 63 15 .6 9.3 29.6 19.6 10.5 0 .8 8.5 2.4 2.4 1 .3 11 .7

Vietnam 86 31.4 5 .4 15.9 7 .9 22.8 3.6 3.2 0.9 ― 8.9 5 .4

Cambodia 40 22.5 12.4 24.8 3 .8 22.9 4.1 2.5 ― 2.2 4.7 14.5

Other places in Asia 78 22.0 5 .2 25.0 16.2 18.8 4.4 3.4 2.1 ― 2.9 5 .2

Australia 124 20.1 18.6 17.4 6 .1 10.0 5.6 3.6 11.3 4.3 3.0 22.9

New Zealand or other Oceania 28 31.3 ― 19.1 12.9 10.4 8.6 1.8 6.6 5.7 3.6 5.7

Long distance 1545 29.0 11.0 17.4 9.0 11.0 6.0 4.1 5.5 0.9 6.0 11.9

Medium distance 1360 24.1 16.1 14.5 9.7 10.5 4.9 4.9 5.4 4.3 5.6 20.4

Short distance 2233 19.1 15.0 10.8 18.3 13.1 7.2 5.2 0.8 3.0 7.5 18.1


50 .0 …Figures 5 or more points or lower than the 2011 survey total are shaded. ※Items with under 10 samples are not indicated in the table.

※"Travel with children/total" is the sum of "Family travel (with children)" and "Family travel (3 generations)."

Distance of

the last

destination

Sex

Life

stage

Area of

residence

Sex & age

Last

destination

(middle

classification)

0

5

10

15

20

25

2011 survey total

2010 survey total

（％）



17

Sample

Alone 2 3 4 5 or more2011

survey

2010

survey

2010comparison(difference)

2011 survey total 5094 14.2 51.6 12.1 9.6 12.4 3.5 0.2

2010 survey total 5280 13.8 52.9 11.9 9.9 11.5 3.3

Male 2491 16.9 47.3 11.4 9.9 14.5 3.8 3.4 0.4

Female 2603 11.7 55.7 12.9 9.3 10.4 3.3 3.1 0.2

Male 18-29 yrs 323 18.4 44 .8 12.4 10.3 14.0 4.0 3.3 0.7

Male 30-39 yrs 518 20.3 45 .0 11.8 9.3 13.7 3.7 3.1 0.6

Male 40-49 yrs 543 19.6 37 .7 14.6 13.4 14.6 3.7 3.6 0.1

Male 50 yrs or older 1107 13.5 53.9 9.3 8.3 15.0 3.7 3.5 0.2

Female 18-29 yrs 645 15.3 54.3 15.0 4.9 10.5 3.2 3.5 ▲ 0.3

Female 30-39 yrs 565 11.8 55.8 13.7 9.4 9.4 2.9 2.7 0.2

Female 40-49 yrs 394 13.9 49.4 13.2 15.1 8.4 3.0 3.1 ▲ 0.1

Female 50 yrs or older 1000 8 .4 59.1 10.9 9.8 11.8 3.6 3.1 0.5

Kanto 2911 15.3 51.7 12.9 9.1 11.0 3.3 3.1 0.2

Kansai 1340 12.2 53.2 11.1 10.8 12.8 3.6 3.3 0.3

Tokai 844 13.5 49.1 11.2 9.5 16.7 4.0 4.0 0.0

Worker (child 7 yrs and over) 2077 8 .3 49.9 13.8 13.0 15.0 3.9 3.7 0.2

Worker (child 2-6 yrs) 225 4 .2 11 .0 34.0 23.2 27.6 5.0 4.2 0.8

Worker (child 1 yr and under) 103 7 .1 60.3 11.6 5.3 15.7 3.5 3.7 ▲ 0.2

Worker (married, no children) 965 6 .3 77.8 4 .5 5.2 6 .2 2.7 2.6 0.1

Worker (unmarried) 1508 28.5 45 .8 11.0 5.6 9.1 3.1 2.8 0.3

Unmarried male 743 35.9 33 .7 10.4 7.3 12.7 3.6 2.9 0.7

Unmarried female 20s/30s 751 19.6 51.1 14.5 5.7 9.1 3.1 3.1 0.0

Unmarried female 40s and over 226 26.6 53.3 5 .6 5.5 9.0 3.4 2.5 0.9

Student 216 21.4 30 .1 15.7 11.8 20.9 5.2 4.5 0.7

UK 131 22.5 47.7 17.6 6.9 5 .3 2.4 2.1 0.3

France 219 13.7 65.3 8.0 8.6 4 .4 2.3 2.5 ▲ 0.2

Germany 108 25.9 58.7 7.7 2 .7 5 .0 2.6 2.6 0.0

Spain 97 13.8 61.9 9.0 4.8 10.5 4.7 3.2 1.5

Italy 200 8 .6 70.1 8.9 4 .0 8.3 3.1 2.4 0.7

Other nations in west Europe 171 13.1 67.1 7.3 5.8 6 .6 2.9 3.1 ▲ 0.2

Other places in Europe 134 22.6 56.5 4 .0 8.5 8.5 3.1 2.9 0.2

Turkey 66 9.6 68.9 10.2 4.7 6 .5 3.2 2.6 0.6

Other Middle East or Africa 145 23.2 58.9 6 .0 3 .7 8.2 2.8 4.2 ▲ 1.4

USA east 128 32.4 36 .3 13.9 4 .5 12.9 3.2 2.5 0.7

USA west 189 19.5 51.1 15.0 7.6 6 .9 3.0 2.7 0.3

USA south 31 12.1 51.4 21.1 2 .8 12.6 3.7 2.7 1.0

Canada 72 25.0 54.3 10.3 5.4 5 .0 2.5 2.7 ▲ 0.2

Central/South America or Caribbean 49 26.8 55.9 12.0 ― 5 .3 2.1 1.8 0.3

Hawaii (Oahu) 453 5 .9 51.4 13.3 13.8 15.7 4.2 4.1 0.1

Hawaii (other than Oahu) 88 3 .6 59.9 8.0 12.9 15.6 5.0 3.7 1.3

Guam 318 3 .8 35 .3 20.0 16.0 24.9 4.9 4.0 0.9

Saipan 76 5 .0 39 .5 15.2 16.5 23.9 4.0 3.8 0.2

South Pacific islands or other islands 58 16.8 61.9 14.5 2 .1 4 .7 2.2 5.5 ▲ 3.3

Shanghai 190 15.2 42 .8 12.8 11.1 18.1 4.5 3.0 1.5

Beijing 91 9.3 51.0 8.6 9.8 21.3 5.9 2.9 3.0

Other China (exc. Hong Kong / Macau) 132 17.5 54.7 10.2 5.9 11.8 3.0 3.1 ▲ 0.1

Hong Kong 188 19.8 39 .9 12.5 10.6 17.2 4.2 3.2 1.0

Macau 69 16.8 38 .0 13.9 12.6 18.7 4.6 4.0 0.6

Taiwan 384 10.2 55.8 11.3 11.2 11.5 3.5 3.2 0.3

Korea 788 9.9 50.4 15.4 10.3 13.9 3.5 3.5 0.0

Singapore 96 10.5 45 .3 19.3 16.3 8.5 2.9 4.7 ▲ 1.8

Phuket 24 27.1 36.9 14.8 9.4 11.9 2.7 2.8 ▲ 0.1

Thai beaches (other than Phuket) 29 28.1 44.8 3.0 12.7 11.5 2.6 2.8 ▲ 0.2

Bangkok or other Thai cities 174 35.7 39 .3 10.0 7.7 7 .4 2.4 2.8 ▲ 0.4

Bali 96 10.5 53.7 11.0 8.6 16.2 3.5 3.1 0.4

Indonesian beaches (other than Bali) 10 8.9 73.4 17.8 ― ― 2.1 2.3 ▲ 0.2

Indonesian cities 15 38.5 37.5 ― ― 23.9 4.7 2.5 2.2

Malaysia 57 15.1 52.8 14.5 9.2 8.4 3.0 3.5 ▲ 0.5

Philippines 63 29.6 38 .4 10.1 13.0 8.9 2.5 3.5 ▲ 1.0

Vietnam 86 15.9 64.4 7.3 6.5 5 .9 2.7 5.9 ▲ 3.2

Cambodia 40 24.8 58.2 6 .0 10.9 ― 2.0 3.8 ▲ 1.8

Other places in Asia 78 25.0 51.7 7.9 5.6 9.8 2.9 3.2 ▲ 0.3

Australia 124 17.4 54.7 10.4 10.5 7 .0 2.8 5.1 ▲ 2.3

New Zealand or other Oceania 28 19.1 58.7 3.6 ― 18.6 2.8 4.8 ▲ 2.0

Long distance 1545 18.4 58.8 9.5 6.0 7 .3 3.0 2.8 0.2

Medium distance 1360 14.8 51.1 11.6 10.6 11.9 3.4 3.6 ▲ 0.2

Short distance 2233 11.1 47.0 14.2 11.5 16.2 3.9 3.4 0.5


50 .0 …Figures 5 or more points or lower than the 2011 survey total are shaded.

※Items with under 30 samples are not shaded in the table.

※Items with under 10 samples are not indicated in the table.

Distance of

the last

destination

Average (people)

Sex

Area of

residence

Sex & age

Life

stage

Last

destination

(middle

classification)

0

20

40

60

2011 survey total

2010 survey total

（％）

● Two accompanying travelers now accounts for the majority of overseas travel. The

average is 3.5 accompanying travelers.

▽Overseas travel in which the number of accompanying travelers (including self) was "2" accounted for 52%,

while the average was 3.5 accompanying travelers.

▽A breakdown by sex shows that the percentage of "2" among females was a high 56%, which far exceeded

the corresponding figure among the males. Conversely, "1" was given by 5% more of the males than females.

▽A breakdown by sex and sex/age shows that among the "female 50 yrs or order," a high percentage gave "2."

The "female 40-49 yrs" segment gave "4" more than the other age groups.

▽A breakdown by life stage shows that among the "worker (married, no children)" segment the response "2"

almost reached the 80% mark.

▽A breakdown by last destination shows that the response "2" exceeded 70% in the case of "Italy."

4. Number of Accompanying Travelers

■Number of Accompanying Travelers (Total/Single answer)



18

● The average of travel expense is 172,000 yen, with the most common range being

"50,000-99,999 yen."

▽In terms of travel expenses per person, "50,000-99,999 yen" was given by 27%, while "100,000-149,999 yen"

was given by 17%. The average amount was 172,000 yen.

▽A breakdown by sex shows that a higher percentage of females than males gave 49,999 yen or less, while

females’ average amount was 166,000 yen and therefore short of the 178,000 yen average given by males.

▽A breakdown by sex and age shows that average amount was higher among both men and women 50 yrs and

older.

▽A breakdown by accompanying travelers shows that the amount given for "honeymoon" was greatest:

"300,000 yen or more" ("300,000-399,999 yen" + "400,000 yen or more") (52%). Honeymooners’ average

amount was 306,000 yen and therefore far greater than the amounts given by other segments.

5. Travel Expenses (1)

■Travel Expenses (Total/Single answer)

49,999

yen

or less

50,000-

99,999

yen

100,00-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

No ans.

●Legend

2011 survey total (n=5094) 17.2

2010 survey total (n=5280) 16.1

Sex Male (n=2491) 17.8 16.8

Female (n=2603) 16.6 15.4

Sex & age Male 18-29 yrs (n=323) 16.5 16.3

Male 30-39 yrs (n=518) 16.7 14.5

Male 40-49 yrs (n=543) 16.2 15.6

Male 50 yrs or older (n=1107) 19.5 18.8

Female 18-29 yrs (n=645) 14.6 14.5

Female 30-39 yrs (n=565) 15.2 13.2

Female 40-49 yrs (n=394) 15.3 15.8

Female 50 yrs or older (n=1000) 19.1 17.3

Area of

residenceKanto (n=2911) 17.8 16.3

Kansai (n=1340) 16.1 15.8

Tokai (n=844) 16.8 16.1

Life

stageWorker (child 7 yrs and over) (n=2077) 18.1 17.0

Worker (child 2-6 yrs) (n=225) 15.9 13.8

Worker (child 1 yr and under) (n=103) 18.1 16.5

Worker (married, no children) (n=965) 19.6 18.0

Worker (unmarried) (n=1508) 14.6 14.1

Unmarried male (n=743) 16.0 14.9

Unmarried female 20s/30s (n=751) 13.2 12.7

Unmarried female 40s and over (n=226) 16.2 17.8

Student (n=216) 15.9 15.6

Accompanying

travelerTravel alone (n=697) 18.9 18.1

Couple travel (n=244) 15.0 14.0

Married couple travel (n=1188) 19.7 18.8

Honeymoon (n=177) 30.6 27.8

With friend (alone) (n=603) 13.3 12.2

With friends (3 or more) (n=673) 13.9 11.9

Family travel (with children) (n=857) 15.5 15.1

Family travel (with parents) (n=318) 15.3 14.7

Other (n=336) 18.5 17.1

※ Travel expenses for those on tours include all costs (airport tax, local taxes, fuel surcharge, insurance, etc.)

and for those not on tours is the sum of all transportation (including airfare and all costs included) and accommodation costs.

2011

survey

Average

(tens of

1000s

of yen)

2010

survey

Average

(tens of

1000s

of yen)

15.4

6.8

13.0

10.3

8.3

8.6

4.1

16.6

14.7

10.4

10.7

8.4

12.6

7.8

10.5

11.5

9.6

12.1

8.1

17.5

15.5

5.4

9.6

7.3

17.3

13.7

7.4

16.0

13.8

27.0

25.8

28.2

26.0

28.1

29.2

29.8

26.9

28.0

26.9

27.1

23.7

25.4

28.7

27.1

30.2

27.3

20.2

30.8

29.8

31.3

29.8

27.3

25.0

32.7

21.8

30.6

38.2

29.1

27.4

22.9

16.6

15.8

17.9

15.4

20.0

21.1

15.0

17.2

17.1

14.0

20.1

13.4

16.8

17.2

15.2

16.1

19.9

16.2

13.5

18.6

21.5

17.2

12.6

18.5

17.4

19.0

15.2

4.4

17.3

16.9

18.3

15.0

20.6

12.7

11.6

12.8

12.6

11.0

10.8

14.5

13.4

10.3

14.1

13.6

12.8

13.6

11.4

11.5

12.9

13.5

7.9

14.1

11.9

12.5

10.6

14.2

11.7

14.0

11.3

13.0

10.1

11.9

9.9

16.0

11.5

11.1

17.0

16.2

15.7

18.3

14.1

14.3

17.8

15.7

15.6

19.0

16.7

20.3

18.6

14.1

16.4

17.3

13.7

19.7

19.9

16.0

15.5

14.5

18.6

11.4

19.2

16.4

19.2

28.0

16.4

10.3

16.6

18.9

13.9

8.9

8.3

9.8

8.1

8.6

8.5

12.0

7.7

7.1

7.8

9.0

9.4

8.2

8.4

6.1

5.7

9.9

5.5

12.3

30.8

6.8

7.6

6.4

7.2

7.7

8.9

6.6

7.8

7.7

10.7

10.1

7.1

4.5

9.2

5.6

11.2

20.7

5.0

4.9

10.7

1.4

10.0％

11.3

10.3

4.6

30.2

2.8

7.5

9.8

6.9

4.7

12.5

6.7

7.7

8.7

3.8

4.2

6.9

6.8

4.7

4.1

4.4

7.9

7.8

9.0

5.2

12.8

10.1

5.9

3.2

6.8

7.0



19

5. Travel Expenses (2)

■Travel expenses: by last destination (Total/Single answer)

▽A breakdown by the last destination shows that average amount was highest for "Central/South America or

Caribbean" (491,000 yen), a destination that elicited the response "400,000 yen or more" from 32%.

49,999

yen

or less

50,000-

99,999

yen

100,00-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

No ans.

●Legend

2011 survey total (n=5094) 17.2

2010 survey total (n=5280) 16.1

UK (n=131) 26.6 28.2

France (n=219) 30.9 28.3

Germany (n=108) 31.0 28.5

Spain (n=97) 32.2 27.3

Italy (n=200) 31.0 29.7

Other nations in west Europe (n=171) 32.0 30.0

Other places in Europe (n=134) 30.0 30.9

Turkey (n=66) 23.2 22.9

Other Middle East or Africa (n=145) 31.7 31.2

USA east (n=128) 25.6 23.1

USA west (n=189) 24.9 22.4

USA south (n=31) 26.8 22.4

Canada (n=72) 27.2 29.9

Central/South America or Caribbean (n=49) 49.1 48.4

Hawaii (Oahu) (n=453) 19.9 18.2

Hawaii (other than Oahu) (n=88) 23.9 24.5

Guam (n=318) 10.1 9.7

Saipan (n=76) 9.2 8.3

South Pacific islands or other islands (n=58) 24.9 35.7

Shanghai (n=190) 10.2 8.0

Beijing (n=91) 9.3 7.8

Other China (exc. Hong Kong / Macau) (n=132) 11.8 12.1

Hong Kong (n=188) 10.6 9.8

Macau (n=69) 12.8 9.4

Taiwan (n=384) 8.0 7.2

Korea (n=788) 6.5 6.3

Singapore (n=96) 14.5 15.9

Phuket (n=24) 14.4 13.2

Thai beaches (other than Phuket) (n=29) 18.2 14.5

Bangkok or other Thai cities (n=174) 14.9 12.5

Bali (n=96) 15.2 15.1

Indonesian beaches (other than Bali) (n=10) 12.0 22.0

Indonesian cities (n=15) 15.6 18.3

Malaysia (n=57) 16.9 13.5

Philippines (n=63) 13.3 15.6

Vietnam (n=86) 12.0 16.8

Cambodia (n=40) 16.7 16.7

Other places in Asia (n=78) 21.6 19.1

Australia (n=124) 22.3 25.5

New Zealand or other Oceania (n=28) 29.1 27.1

Long distance (n=1545) 28.7 28.2

Medium distance (n=1360) 18.3 17.3

Short distance (n=2233) 8.7 8.0

※ Items with under 10 samples are not indicated in the table.

※ Travel expenses for those on tours include all costs (airport tax, local taxes, fuel surcharge, insurance, etc.)

and for those not on tours is the sum of all transportation (including airfare and all costs included) and accommodation costs.

Las

t de

stin

atio

n (m

iddl

e c

lass

ificat

ion)

Distance of

the last

destination

2011

survey

Average

(tens of

1000s

of yen)

2010

survey

Average

(tens of

1000s

of yen)

17.0

11.7

17.6

14.2

11.7

5.5

14.4

32.9

5.0

1.1

3.5

0.8

3.1

2.2

20.9

27.0

13.1

4.5

46.2

7.1

45.3

51.1

40.8

42.5

40.3

57.9

51.7

31.8

35.8

13.9

25.3

17.7

19.9

16.6

33.4

36.7

8.5

49.2

16.6

15.8

8.1

22.6

12.0

17.6

18.2

30.3

7.0

20.2

15.9

21.6

21.6

24.4

18.4

9.8

23.3

26.1

34.5

29.6

42.1

45.3

30.4

33.1

33.5

33.8

31.8

23.4

17.6

3.6

9.1

24.8

16.7

12.7

11.6

19.3

11.2

13.9

14.8

12.0

13.6

19.8

16.7

16.6

26.9

9.8

8.1

23.4

14.5

13.7

23.9

14.6

18.5

14.6

-

17.9

18.7

11.8

14.8

35.2

24.1

26.0

9.3

15.1

18.8

7.3

17.0

16.2

30.2

37.6

31.7

40.1

31.6

37.7

32.9

25.4

36.9

23.4

24.1

24.4

5.1

34.0

6.1

11.1

-

19.3

11.6

17.8

10.5

14.9

12.7

7.7

16.0

17.0

26.6

20.1

32.6

21.6

8.9

8.3

16.3

19.5

21.7

20.5

29.6

16.8

26.4

15.3

11.9

4.8

3.4

17.3

10.8

6.8

2.0

-

14.0

10.7

33.8

20.1

1.4

7.7

6.9

18.3

22.6

26.9

21.2

20.6

27.9

22.2

11.2

18.6

15.2

18.5

19.2

31.7

6.6

5.7

3.8

10.3

10.4

23.7

18.9

-

-

-

17.8

4.1

-

5.9

1.7

2.2

-

-

-

1.0

-

15.4

10.0％

0.8

1.8

3.1

-

2.5

-

1.2

-

-

-

0.8

0.9

0.7

-

6.3

44.8

7.0

9.3

0.9

1.4

0.6

1.6

3.4

2.0

7.7

25.8

-

1.7

7.9

36.9

5.3

8.1

9.4

17.3

3.9

3.5

20.8

19.9

4.1

3.5

1.9

6.1

7.5

10.0

4.5

3.4

13.7

2.3

17.1

6.7

7.3

7.4

14.4

18.6

1.8

15.2

12.6

13.0

7.9

3.7

11.2

12.1

3.7

4.8

4.9

33.6

29.9

35.2

36.0

1.2

17.4

1.0

3.6

8.8

-

-

7.1

5.1

0.7

0.5

1.8

2.6

1.7

2.9

15.8

2.6

21.2

9.8

22.5

24.3

23.0

19.5

10.9

12.1

1.2

6.5

-

1.0

7.1

5.7

0.1

-

3.8

1.8

2.0

2.7

1.6

12.7

1.3

8.7

13.8

-

-

2.4

1.9

5.2

6.0

0.8



20

3 days

or less4 days 5 days 6 days 7 days

8-

9 days

10-

１4 days

１5 days

or moreNo ans.

●Legend



Sex Male (n=2491) 7.1 6.7

Female (n=2603) 7.4 6.8

Sex & age Male 18-29 yrs (n=323) 7.5 7.6

Male 30-39 yrs (n=518) 6.4 6.4

Male 40-49 yrs (n=543) 6.2 6.2

Male 50 yrs or older (n=1107) 7.7 6.9

Female 18-29 yrs (n=645) 8.1 6.6

Female 30-39 yrs (n=565) 6.8 6.2

Female 40-49 yrs (n=394) 7.0 7.0

Female 50 yrs or older (n=1000) 7.4 7.2

Area of

residenceKanto (n=2911) 7.2 6.8

Kansai (n=1340) 7.3 6.6

Tokai (n=844) 7.0 7.0

Life

stageWorker (child 7 yrs and over) (n=2077) 7.1 6.6

Worker (child 2-6 yrs) (n=225) 5.8 6.3

Worker (child 1 yr and under) (n=103) 7.5 5.8

Worker (married, no children) (n=965) 7.5 6.8

Worker (unmarried) (n=1508) 6.7 6.8

Unmarried male (n=743) 7.1 7.2

Unmarried female 20s/30s (n=751) 7.6 6.7

Unmarried female 40s and over (n=226) 6.8 7.9

Student (n=216) 12.1 9.3

Accompanying

travelerTravel alone (n=697) 11.1 9.9

Couple travel (n=244) 6.1 6.3

Married couple travel (n=1188) 7.7 6.8

Honeymoon (n=177) 7.6 7.6

With friend (alone) (n=603) 5.9 5.6

With friends (3 or more) (n=673) 5.8 5.2

Family travel (with children) (n=857) 6.2 6.4

Family travel (with parents) (n=318) 5.6 5.4

Other (n=336) 7.5 7.9

2011

survey

Average

(days)

2010

survey

Average

(days)

15.6％

14.9

14.9

16.2

17.5

17.6

16.9

12.0

21.9

15.5

13.4

13.9

12.4

19.7

19.9

13.8

13.0

17.3

12.4

20.6

18.7

22.1

14.8

13.0

10.4

16.9

8.4

27.9

11.4

23.1

25.2

18.9

19.9

17.9

19.9

18.8

19.3

17.2

17.3

22.2

19.8

21.3

17.8

16.8

21.3

22.2

19.1

22.6

23.8

15.0

19.9

17.6

22.3

21.4

21.8

13.6

21.9

16.9

23.7

21.4

22.8

18.5

15.7

17.0

17.6

13.9

18.4

19.5

18.6

16.1

11.6

15.5

17.4

13.1

16.8

13.6

15.5

15.4

23.7

10.9

14.4

16.8

19.8

13.4

12.8

11.3

12.7

19.1

15.9

16.9

18.8

15.3

11.7

9.4

9.7

9.0

9.8

8.7

10.4

10.7

7.6

8.1

12.0

10.1

9.5

10.2

8.6

8.0

9.0

11.6

12.9

11.0

8.9

9.5

7.7

7.4

5.0

9.2

12.7

8.2

15.2

7.8

5.9

13.2

9.7

8.2

10.1

10.3

10.8

9.5

11.3

11.9

12.3

9.4

10.8

9.7

12.8

7.3

11.1

10.0

7.2

9.5

12.5

9.2

11.7

9.3

10.1

9.3

10.6

13.4

9.4

9.7

10.0

18.5

10.4

7.6

12.6

10.7

6.2

14.4

14.2

13.8

14.8

10.2

10.7

11.9

17.3

11.9

14.9

11.2

18.1

15.4

11.8

14.8

15.8

7.2

13.3

19.8

10.7

9.5

11.0

12.7

9.4

15.7

5.9

20.0

37.1

11.4

8.3

11.0

11.6

14.4

11.4

10.2

11.4

11.3

10.0

7.1

10.0

14.5

7.7

9.8

8.7

15.6

13.1

9.9

7.8

12.8

7.9

10.4

12.1

9.4

8.9

8.4

16.9

12.2

15.2

10.2

16.9

13.7

8.5

6.0

9.6

5.1

9.9

4.5

3.8

4.5

4.6

5.1

5.8

5.8

5.0

4.7

4.3

5.1

4.6

4.6

3.6

4.3

5.8

5.7

3.5

14.0

13.8

3.5

3.8

0.8

22.1

6.0

20.9

7.5

16.8

2.8

3.5

2.4

1.5

2.2

1.2

2.2

3.7

1.9

1.8

5.9

6. Number of Days Traveled (1)

● "4 days" elicited the highest percentage of responses. The average number of days

traveled was 7.2 days.

▽In terms of the number of days traveled, "4 days" was given most (19%). It was followed by "5 days" (16%) and

"3 days or less" (16%). The average was 7.2 days.

▽A breakdown by life stage shows that the "student" segment gave an average number of days far longer than the

other segments: 12.1 days.

▽A breakdown by accompanying travelers shows that for "honeymoon" 7-9 days ("7 days" + "8-9 days")

accounted for about 60%. The longest average number of days was given for "travel alone": 11.1 days.

■Number of Days Traveled (Total/Single answer)



21

6. Number of Days Traveled (2)

▽A breakdown by last destination shows that the longest average number of days was given for "Central/South

America or Caribbean": 15.3 days. This was followed by "USA south" (14.0 days) and "Canada" (13.1 days). In

contrast, for Korea "3 days or less" was given by 53%; it also had the shortest average number of days: 3.9 days.

■Number of Days Traveled: by last destination (Total/Single answer)

3 days

or less4 days 5 days 6 days 7 days

8-

9 days

10-

１4 days

１5 days

or moreNo ans.

●Legend



UK (n=131) 13.0 10.1

France (n=219) 9.4 10.0

Germany (n=108) 10.2 10.2

Spain (n=97) 12.4 11.1

Italy (n=200) 10.0 9.4

Other nations in west Europe (n=171) 9.6 9.1

Other places in Europe (n=134) 10.0 10.3

Turkey (n=66) 10.2 9.8

Other Middle East or Africa (n=145) 12.0 12.8

USA east (n=128) 10.8 9.9

USA west (n=189) 9.2 9.8

USA south (n=31) 14.0 9.9

Canada (n=72) 13.1 9.4

Central/South America or Caribbean (n=49) 15.3 17.7

Hawaii (Oahu) (n=453) 7.3 7.1

Hawaii (other than Oahu) (n=88) 7.5 7.9

Guam (n=318) 4.5 4.6

Saipan (n=76) 4.7 4.5

South Pacific islands or other islands (n=58) 7.4 10.1

Shanghai (n=190) 4.8 4.9

Beijing (n=91) 5.1 5.1

Other China (exc. Hong Kong / Macau) (n=132) 5.9 5.7

Hong Kong (n=188) 4.9 4.5

Macau (n=69) 4.8 4.6

Taiwan (n=384) 4.5 4.3

Korea (n=788) 3.9 3.8

Singapore (n=96) 6.0 7.5

Phuket (n=24) 7.8 7.7

Thai beaches (other than Phuket) (n=29) 7.4 7.1

Bangkok or other Thai cities (n=174) 10.2 8.2

Bali (n=96) 7.3 7.0

Indonesian beaches (other than Bali) (n=10) 6.8 9.5

Indonesian cities (n=15) 10.2 8.7

Malaysia (n=57) 7.7 6.6

Philippines (n=63) 6.4 9.3

Vietnam (n=86) 6.3 7.6

Cambodia (n=40) 7.6 7.2

Other places in Asia (n=78) 11.9 8.8

Australia (n=124) 12.2 12.1

New Zealand or other Oceania (n=28) 11.9 11.2

Long distance (n=1545) 10.4 9.9

Medium distance (n=1360) 8.2 7.6

Short distance (n=2233) 4.5 4.4


Distance of

the last

destination

2011

survey

Average

(days)

2010

survey

Average

(days)

Las

t de

stin

atio

n (m

iddl

e c

lass

ificat

ion)

14.9

1.3

13.3

15.5

-

30.0

14.2

11.0

26.8

26.0

28.9

53.0

10.7

-

1.8

4.3

2.9

-

-

3.9

10.6

-

2.1

1.2

2.9

33.0

18.9

8.8

10.4

22.6

-

8.0

37.5

15.7

17.7

16.8

14.8

26.6

32.2

18.1

21.1

22.0

21.7

22.3

18.1

34.4

28.6

25.6

22.4

32.5

10.3

8.8

31.6

29.3

31.2

32.4

23.1

22.2

11.7

7.2

23.2

17.1

9.4

9.7

3.6

8.1

5.5

16.8

18.9

6.3

23.4

2.2

4.6

16.3

21.7

14.6

28.8

26.6

7.5

13.6

12.4

14.1

17.3

5.5

13.7

10.8

7.2

20.6

3.9

10.1

10.3

14.8

13.7

8.9

11.6

9.2

10.4

21.4

24.5

9.9

24.4

22.5

5.2

2.9

13.3

23.6

9.7

17.1

12.9

43.9

16.2

6.9

5.0

12.1

11.7

9.0

25.2

8.6

13.7

18.5

2.7

14.4

14.2

21.9

35.9

30.0

42.4

50.4

38.8

36.8

20.7

3.3

10.6

11.7

5.0

6.2

-

9.8

17.4

5.1

4.4

7.5

17.6

11.6

41.0

34.1

11.4

10.2

31.3

30.9

31.1

27.6

27.5

31.8

37.6

17.9

3.0

4.1

20.7

10.5

4.1

8.9

34.4

9.6

10.7

8.8

5.1

21.3

12.0

9.4

26.5

7.1

4.8

14.5

6.6

4.3

9.9

19.5

10.8

15.4

8.81.1

8.0

1.3

1.1

0.3

-

0.6

-

-

1.4

1.8

4.1

15.6％

1.8

-

2.1

3.1

1.6

4.8

1.4

16.1

10.3

47.3

32.1

47.5

41.3

39.0

7.7

11.5

5.7

9.8

21.3

40.1

28.9

-

39.1

3.8

3.4

1.8

0.7

-

2.9

4.1

-

1.3

1.9

0.3

1.0

-

-

0.5

2.9

19.9

33.8

1.8

3.2

22.9

2.7

17.2

17.8

8.2

2.8

6.2

2.8

0.9

3.7

1.5

1.6

9.7

4.3

3.5

17.0

8.3

4.5

1.4

11.4

4.5

7.9

5.4

6.8

30.1

3.2

8.4

0.9

6.2

6.3

3.1

10.2

7.4

9.9

-

2.2

13.7

1.2

1.5

1.8

7.5

1.1

4.0

4.2

23.4

17.5

17.3

11.3

2.3

0.6

2.6

6.1

3.5

9.7

2.7

2.1

26.1

1.1

1.8

17.1

14.0

21.9

26.0

21.4

17.5

38.8

46.1

11.8

2.4

0.8

2.3

2.7

2.7

11.3

5.1

5.3

6.0

-

0.3

14.5

8.6

32.8

23.7

26.2

20.6

28.4

40.3

9.5

1.1

-

0.5

2.4

1.7

2.6

0.9

2.2

2.0

2.1

2.0

4.0

1.3

0.3

4.3

1.4

20.2

3.8

13.8

5.7

8.7

10.2

5.2

7.1

6.7

6.3

11.6

12.8

10.9

11.6

10.6

14.5

3.0

4.5

5.6



22

7. Purpose of Travel (1)

●In terms of the purpose of travel, "To visit famous sites and historic spots" (51%) was

given most. This was followed by "To eat good food" (47%) and "To shop" (45%). The top

three responses exceeded the 40% mark.

■Purpose of Travel (Total/Multiple answer)

2011

survey

2010

survey

(n=5094) (n=5280)

To visit famous sites and historic spots 50.5 51.4

To eat good food 47.2 48.6

To shop 44.7 45.7

To relax and rest 34.7 36.4

To experience a different culture 27.0 27.3

To escape from the routine 26.1 27.4

To create memories 23.7 24.6

To enjoy nature 22.1 21.0

To broaden my horizons/perspective 19.5 19.8

Beauty treatments and massages 15.5 15.7

Just to try getting to a foreign country 15.3 16.0

To view art 14.4 14.8

To meet with and mix with locals 13.9 14.0

To see friends/acquaintances there 13.0 12.7

To see stimulation 12.9 13.2

To stay at luxury hotels 9.3 10.2

To engage in sports 8.2 9.6

For my children 5.9 5.6

To have a look at Japan from overseas 5.7 4.4

To experience places off the beaten track / adventures 4.5 4.7

To improve my language ability 4.4 4.1

To visit a place that is in my memories 3.3 3.6

For my hobby / what I'm learning 3.2 2.9

To enjoy a concert / musical performance 3.0 3.2

For my parents 3.0 3.3

To see an event held during a particular time 2.2 1.2

To view a sport event 1.9 1.7

To visit a place that I live at before 1.7 1.5

To attend a wedding ceremony 1.2 1.4

To do a home-stay / study abroad 0.8 0.5

To benefit my career opportunities 0.5 0.5

Working holiday 0.3 0.1

Other 5.1 5.1

0 10 20 30 40 50 60

2011 survey total

2010 survey total（％）



23


▽A breakdown by sex shows that among both males and females the top three responses were "To visit famous

sites and historic spots," "To eat good food," and "To shop." However, though the order among males was (1)

famous sites / historic spots, (2) good food, and (3) shopping, among women the order was (1) shopping, (2)

good food, and (3) famous sites / historic spots.

▽A breakdown by sex and age shows that the incidence of "To visit famous sites and historic spots" was high

among both males and female 50 yrs and over, while the incidence of "To eat good food" and "To shop" was

higher among women 18-49 than other segments.

▽A breakdown by life stage shows that the over 50% of the "worker (child 7 yrs and over)" and "students"

segments gave "To visit famous sites and historic spots," percentages that exceeded the other segments.

■Purpose of Travel (Total/Multiple answer)

（％）

Sightseeing Purposes Activity Purposes Comfort Purposes Vague Purposes

Sample

To visitfamous sitesand historic

spots

To eat goodfood

To shop

Beautytreatments

andmassages

To stay atluxury hotels

To view artTo engage in

sports

Toexperienceplaces offthe beaten

track /adventures

For myhobby /what I'mlearning

To enjoya concert /

musicalperformance

To see anevent heldduring a

particulartime

(carnival inRio, etc.)

To view asport event

To relax andrest

To escapefrom theroutine

To enjoynature

Toexperiencea different

culture

To creatememories

2011 survey total 5094 50.5 47.2 44.7 15.5 9.3 14.4 8.2 4.5 3.2 3.0 2.2 1.9 34.7 26.1 22.1 27.0 23.7

2010 survey total 5280 51.4 48.6 45.7 15.7 10.2 14.8 9.6 4.7 2.9 3.2 1.2 1.7 36.4 27.4 21.0 27.3 24.6

Sex Male 2491 ①52.1 ②44.2 ③37.8 10.5 9.6 12.6 10.1 5.0 3.5 2.0 2.2 2.2 35.0 23.4 22.7 28.1 21.8

Female 2603 ③49.0 ②50.1 ①51.3 20.2 8.9 16.1 6.3 4.0 2.9 3.9 2.2 1.5 34.4 28.6 21.5 26.1 25.6

Male 18-29 yrs 323 ①51.4 ②41.0 ③39.4 7.0 4.6 13.2 7.6 6.2 4.1 0.8 2.1 3.7 31.2 22.9 21.8 26.4 29.9

Male 30-39 yrs 518 ①49.2 ②46.4 ③42.9 12.4 8.0 11.2 9.0 3.6 4.1 1.7 2.2 3.6 41.4 29.6 20.9 24.8 24.4

Male 40-49 yrs 543 38.4 ①50.5 ②43.0 15.0 11.1 9.6 14.8 4.0 3.5 3.3 2.4 2.7 ③42.5 25.6 18.3 25.5 19.6

Male 50 yrs or older 1107 ①60.5 ②40.9 ③32.3 8.5 11.0 14.6 9.1 5.8 3.0 1.7 2.2 0.9 29.4 19.5 26.0 31.3 19.4

Female 18-29 yrs 645 ③47.1 ②55.9 ①57.0 24.1 6.4 14.6 5.5 4.4 3.8 3.8 1.6 1.6 35.4 31.1 19.7 23.2 37.4

Female 30-39 yrs 565 ③42.1 ①56.4 ②55.3 20.9 9.7 14.9 7.5 5.2 2.8 3.4 1.7 2.0 41.5 38.1 23.5 21.5 27.3

Female 40-49 yrs 394 36.4 ①51.7 ②50.2 22.7 12.3 10.3 8.9 3.6 3.7 4.5 2.2 0.6 ③43.6 29.6 19.6 19.8 21.0

Female 50 yrs or older 1000 ①59.1 ③42.1 ②45.9 16.2 8.8 20.2 5.2 3.3 2.1 4.1 2.8 1.6 26.0 21.3 22.2 33.0 18.8

Kanto 2911 ①49.7 ②46.6 ③43.3 14.9 9.6 14.0 9.2 5.0 3.5 3.1 2.1 2.0 37.1 26.8 23.2 25.9 22.9

Kansai 1340 ①50.5 ②48.1 ③46.0 15.4 9.8 15.2 7.0 3.9 2.7 2.8 2.7 1.4 31.4 26.2 21.4 29.3 24.8

Tokai 844 ①53.5 ②47.7 ③47.4 17.5 7.3 14.5 6.5 3.8 2.9 2.6 1.8 2.0 31.7 23.2 19.3 27.3 25.1

Worker (child 7 yrs and over) 2077 ①55.6 ②44.0 ③42.6 13.3 10.3 15.6 8.7 5.0 2.5 2.5 2.6 1.0 30.1 20.8 24.1 31.9 20.8

Worker (child 2-6 yrs) 225 30.5 ③44.8 ①52.4 11.4 9.6 7.2 11.6 2.8 2.0 1.5 1.8 2.3 ②49.0 29.0 22.7 19.2 27.1

Worker (child 1 yr and under) 103 ③42.6 ①46.3 ②46.2 12.3 13.1 12.0 8.4 6.8 1.3 1.8 0.8 2.7 41.4 22.5 21.5 13.2 29.8

Worker (married, no children) 965 ②49.5 ①52.3 ③46.1 14.2 12.7 14.0 8.1 4.0 2.6 3.3 1.7 2.6 41.4 28.7 24.5 21.4 27.9

Worker (unmarried) 1508 ②47.2 ①49.3 ③45.4 20.9 6.3 14.1 7.4 4.2 4.4 3.5 2.2 2.3 36.0 32.8 18.2 25.4 23.2

Unmarried male 743 ①49.1 ②42.4 34.7 12.7 5.9 11.7 9.2 4.6 5.7 2.0 2.3 4.4 ③34.9 27.7 18.0 29.1 21.5

Unmarried female 20s/30s 751 ③47.5 ①57.3 ①57.3 25.5 5.5 16.0 5.2 4.3 4.1 4.2 2.0 1.0 34.1 34.7 17.8 24.3 29.9

Unmarried female 40s and over 226 ①47.2 ③39.5 ②40.2 21.9 7.0 18.1 6.6 2.8 2.9 6.2 2.1 0.3 31.6 28.7 19.9 23.0 13.5

Student 216 ①54.8 ③43.4 ②44.4 10.0 2.5 16.2 5.4 5.2 5.8 3.7 1.6 3.3 21.5 17.1 18.3 31.3 30.7

Vague Purposes Personal Purposes Other Purposes

Sample

To broadenmy

horizons/perspective

Just to trygetting to a

foreigncountry

To meetwith and mixwith locals

To seestimulation

To have alook at

Japan fromoverseas

To improvemy language

ability

To benefitmy career

opportunities

To seefriends/

acquaintancesthere

To visit aplace that is

in mymemories

To visit aplace that I

live atbefore

For mychildren

For myparents

To attend awedding

ceremony

To do ahome-stay /study abroad

Workingholiday

Other No ans.

2011 survey total 5094 19.5 15.3 13.9 12.9 5.7 4.4 0.5 13.0 3.3 1.7 5.9 3.0 1.2 0.8 0.3 5.1 ―

2010 survey total 5280 19.8 16.0 14.0 13.2 4.4 4.1 0.5 12.7 3.6 1.5 5.6 3.3 1.4 0.5 0.1 5.1 ―

Sex Male 2491 19.3 13.8 15.6 14.3 6.9 3.9 0.4 12.8 3.5 1.2 6.3 1.9 1.3 0.5 0.2 4.9 ―

Female 2603 19.6 16.7 12.3 11.6 4.5 4.9 0.6 13.1 3.1 2.2 5.6 4.0 1.1 1.1 0.3 5.2 ―

Male 18-29 yrs 323 17.0 25.6 14.8 21.9 8.9 6.8 1.3 8.6 3.0 0.8 ― 1.1 1.4 1.7 0.6 2.7 ―

Male 30-39 yrs 518 17.5 20.1 15.1 19.5 5.8 4.2 0.2 10.4 2.0 0.9 5.5 3.9 2.8 0.6 0.2 3.3 ―

Male 40-49 yrs 543 16.7 13.2 16.2 15.4 7.0 4.5 0.6 15.9 5.3 1.3 10.5 3.3 0.5 0.2 0.3 3.8 ―

Male 50 yrs or older 1107 22.2 7.7 15.7 9.0 6.8 2.5 0.2 13.7 3.5 1.4 6.5 0.5 0.9 0.2 ― 6.8 ―

Female 18-29 yrs 645 17.2 25.4 14.2 18.5 5.5 8.0 2.0 14.2 2.7 2.0 0.8 4.1 1.7 3.0 0.6 3.0 ―

Female 30-39 yrs 565 16.0 20.9 11.4 16.1 4.1 6.0 0.3 14.6 3.8 2.6 7.7 6.1 1.5 1.1 0.8 5.2 ―

Female 40-49 yrs 394 15.7 10.9 12.5 10.1 2.3 5.3 ― 13.4 4.0 2.3 12.1 5.1 0.9 0.3 ― 5.3 ―

Female 50 yrs or older 1000 24.8 11.0 11.5 5.2 5.0 2.2 ― 11.5 2.5 2.1 4.9 2.2 0.5 0.2 ― 6.6 ―

Kanto 2911 19.0 15.1 13.9 12.6 5.2 4.3 0.4 12.9 3.5 1.9 6.1 2.7 1.1 0.7 0.2 4.7 ―

Kansai 1340 19.4 16.0 14.7 12.8 6.6 4.5 0.6 12.6 3.0 1.8 5.7 3.4 1.3 0.9 0.3 5.9 ―

Tokai 844 21.3 14.7 12.7 14.1 6.0 4.5 0.5 14.0 2.8 1.1 5.6 3.1 1.2 0.9 0.4 5.0 ―

Worker (child 7 yrs and over) 2077 22.2 10.1 13.8 8.3 5.4 3.0 0.3 12.4 3.5 2.1 10.2 1.6 0.9 0.3 0.1 6.2 ―

Worker (child 2-6 yrs) 225 13.2 14.6 12.7 10.7 5.1 4.7 0.2 11.4 4.1 1.5 30.1 8.1 3.0 0.7 ― 4.8 ―

Worker (child 1 yr and under) 103 14.2 14.2 8.7 8.7 4.6 0.8 0.5 8.4 3.7 1.0 10.4 7.0 5.1 ― ― 3.3 ―

Worker (married, no children) 965 15.6 15.3 10.0 12.4 4.2 2.3 0.2 12.1 3.0 1.1 0.1 3.2 1.6 0.2 0.2 5.4 ―

Worker (unmarried) 1508 18.9 20.9 15.3 18.9 6.5 5.9 0.4 15.1 3.1 1.9 0.8 3.7 0.9 1.1 0.5 3.5 ―

Unmarried male 743 19.9 21.7 19.3 22.7 9.3 7.1 0.6 14.6 3.2 1.1 0.5 2.1 0.6 1.1 0.4 3.0 ―

Unmarried female 20s/30s 751 18.6 25.0 15.2 19.0 5.9 9.0 1.5 15.8 2.7 2.5 0.8 4.6 1.0 2.9 0.8 3.0 ―

Unmarried female 40s and over 226 22.4 11.1 12.2 8.8 3.7 3.0 ― 11.0 3.1 1.5 1.0 5.0 0.8 ― ― 7.9 ―

Student 216 24.3 27.2 25.7 21.6 11.2 18.4 4.9 12.0 1.9 0.9 0.3 2.1 0.5 6.3 0.7 4.5 ―



※ ①, ② , and ③ are the top three responses for each segment (excluding "Other" and "No ans.")

Area ofresidence

Lifestage

Sex & age

Sex & age

Area ofresidence

Lifestage



24


▽A breakdown by final destination shows that for many other areas such as Europe countries, "Turkey," "Other

Middle East or Africa," "Beijing," "Other China (excluding Hong Kong and Macau), "Vietnam," "Cambodia," and " "Other places in Asia," "To visit famous sites and historic spots" was given by over 70%. In addition, "to eat good

food" was given more for "Hong Kong," "Taiwan," and "Korea" than for other countries.

■Purpose of Travel: by last destination (Total/Multiple answer)

（％）

Sightseeing Purposes Activity Purposes Comfort Purposes Vague Purposes

Sample

To visitfamous sitesand historic

spots

To eat goodfood

To shop

Beautytreatments

andmassages

To stay atluxury hotels

To view artTo engage in

sports

Toexperienceplaces offthe beaten

track /adventures

For myhobby /what I'mlearning

To enjoya concert /

musicalperformance

To see anevent heldduring a

particulartime

(carnival inRio, etc.)

To view asport event

To relax andrest

To escapefrom theroutine

To enjoynature

Toexperiencea different

culture

To creatememories

2011 survey total 5094 50.5 47.2 44.7 15.5 9.3 14.4 8.2 4.5 3.2 3.0 2.2 1.9 34.7 26.1 22.1 27.0 23.7

2010 survey total 5280 51.4 48.6 45.7 15.7 10.2 14.8 9.6 4.7 2.9 3.2 1.2 1.7 36.4 27.4 21.0 27.3 24.6

UK 131 ①71.8 24.3 ②44.5 3.6 8.4 ③41.6 5.0 4.2 7.2 11.6 1.9 9.2 32.8 34.1 26.4 41.4 32.2 France 219 ①73.2 47.2 ③47.5 2.6 6.0 ②54.6 3.1 2.7 2.2 5.6 1.8 2.2 27.2 30.6 16.3 34.5 31.8 Germany 108 ①71.6 ③36.1 33.0 1.6 11.1 31.3 2.9 3.5 9.3 10.7 11.4 6.3 21.5 22.8 20.0 ②41.0 27.0 Spain 97 ①88.6 ③52.8 40.6 1.0 9.2 ②56.3 2.4 ― 5.7 4.5 0.5 8.1 25.1 28.8 17.9 44.8 34.3 Italy 200 ①91.3 ③54.5 46.4 1.5 7.7 ②55.3 2.6 2.3 4.3 3.3 2.3 2.2 20.4 26.7 13.7 37.1 34.2 Other nations in west Europe 171 ①81.0 ③39.4 31.8 1.5 8.6 ②43.6 5.2 2.5 5.0 11.0 2.7 2.2 21.4 27.5 39.2 37.5 32.5 Other places in Europe 134 ①75.3 36.4 36.5 1.4 5.7 33.3 6.4 3.9 7.0 13.6 3.9 ― 26.3 29.5 ③37.6 ②44.5 22.2 Turkey 66 ①94.8 29.9 38.4 4.8 10.5 14.6 ― 9.0 3.9 ― 2.4 ― 8.1 26.4 ③47.1 ②56.9 38.0 Other Middle East or Africa 145 ①80.2 25.2 18.6 2.5 5.7 16.6 2.7 19.1 1.0 1.3 1.5 5.9 15.2 28.1 32.6 ②62.2 28.6 USA east 128 ②49.1 ③47.7 ①64.4 4.7 8.9 35.3 8.6 4.5 6.0 14.4 6.8 8.1 26.2 26.2 19.3 27.6 22.9 USA west 189 ②38.7 27.9 ①42.3 2.0 9.4 11.7 7.0 7.7 4.3 5.3 3.7 9.9 ③32.1 25.3 26.4 22.0 19.0 USA south 31 ③30.5 10.0 ②33.6 5.1 10.9 2.8 7.8 2.8 10.8 ― 2.8 7.8 24.4 27.3 12.0 24.3 ①37.1 Canada 72 ②53.2 ③30.2 24.7 2.9 13.2 4.8 4.4 9.3 3.5 5.0 0.7 3.5 19.0 20.0 ①58.6 26.2 23.1 Central/South America or Caribbean 49 ①57.4 ③35.5 16.0 6.6 6.1 7.5 10.8 27.3 3.4 2.8 ― 1.3 31.7 22.8 ②36.4 33.3 18.0 Hawaii (Oahu) 453 28.2 ③42.8 ②64.1 8.4 13.2 1.8 17.5 4.7 2.0 0.9 1.1 0.6 ①69.1 37.8 38.7 12.6 26.8 Hawaii (other than Oahu) 88 31.1 34.1 ③48.5 10.9 16.0 ― 19.8 11.9 0.6 ― ― ― ①77.7 37.1 ②61.2 10.3 22.7 Guam 318 16.8 32.9 ②49.9 7.7 8.9 1.4 25.4 4.5 1.3 0.5 1.0 1.8 ①64.0 33.4 26.3 11.6 ③36.1 Saipan 76 15.7 25.7 32.8 14.2 7.5 ― ②38.4 3.1 4.0 ― ― ― ①66.0 31.3 ③35.5 6.5 29.3 South Pacific islands or other islands 58 7.7 16.9 7.7 4.1 15.5 ― ③41.0 15.3 1.4 ― 3.0 ― ①65.2 37.1 ②53.5 14.2 28.2 Shanghai 190 ①51.8 ②38.2 ③24.8 16.8 4.8 13.1 3.3 0.5 0.9 2.9 17.7 1.0 12.9 11.2 3.3 24.6 16.6 Beijing 91 ①87.1 ②45.9 33.3 9.0 10.9 20.9 0.6 0.6 3.5 2.3 1.7 2.3 15.5 6.2 18.1 ③42.3 31.9 Other China (exc. Hong Kong / Macau) 132 ①71.8 ③30.8 25.2 7.7 7.1 7.7 1.7 5.9 6.2 1.2 2.9 1.8 15.4 12.7 23.6 ②32.6 10.9 Hong Kong 188 ③46.4 ①70.9 ②55.3 13.5 14.9 4.4 2.5 1.1 3.9 0.9 2.1 3.1 25.3 26.8 3.0 24.4 19.6 Macau 69 ①60.9 ②60.1 ③41.9 5.8 23.0 9.5 1.3 1.2 5.2 2.5 1.9 3.7 25.3 21.4 3.5 25.8 18.1 Taiwan 384 ②65.1 ①75.5 ③42.5 29.0 7.7 15.9 2.9 1.5 3.1 1.3 2.2 0.2 29.5 26.6 11.6 29.7 19.7 Korea 788 ③41.0 ①72.6 ②67.3 31.3 7.3 6.3 0.7 0.3 2.8 3.1 0.4 0.9 19.6 19.1 5.2 20.5 19.3 Singapore 96 ③43.4 ①53.2 ②50.4 12.8 21.7 1.1 3.0 5.4 2.1 1.5 3.0 0.5 43.2 24.5 13.1 29.1 23.3 Phuket 24 13.5 ②65.6 38.7 ③62.9 13.1 3.5 17.3 6.9 ― ― ― ― ①80.9 37.1 55.7 20.2 24.8 Thai beaches (other than Phuket) 29 19.5 ②60.8 28.7 ③55.2 11.9 ― 24.0 ― 4.7 ― ― ― ①69.5 47.5 38.5 25.1 20.6 Bangkok or other Thai cities 174 46.4 ①51.7 41.7 ③47.9 6.1 0.9 12.1 2.0 4.0 0.3 1.0 ― ②51.3 27.2 9.1 30.3 14.0 Bali 96 43.8 46.6 ③47.1 ②59.4 22.2 13.2 18.6 3.8 4.0 0.6 ― ― ①67.0 29.8 33.1 26.1 25.7 Indonesian beaches (other than Bali) 10 26.1 ③27.5 26.0 ②29.5 ― ― ― ― ― ― ― ― ①37.8 17.2 17.8 ― ― Indonesian cities 15 ①47.0 14.5 20.3 ③30.0 ― ― ― 4.1 7.5 ― ― ― 26.0 21.9 20.2 24.7 13.9 Malaysia 57 26.5 ②39.5 24.3 19.1 5.8 5.0 12.2 18.0 ― ― ― ― ①49.9 29.4 ③36.5 26.4 18.7 Philippines 63 7.1 ③30.3 18.3 26.5 8.4 ― ②31.4 3.0 3.5 1.4 ― ― ①58.2 28.8 29.4 13.9 14.4 Vietnam 86 ①70.4 ②54.5 42.3 29.3 13.6 10.4 3.6 4.3 ― 1.0 1.8 ― 34.3 34.5 18.3 ③51.2 27.8 Cambodia 40 ①93.2 20.8 26.1 20.4 6.2 17.1 ― ― 2.1 ― 4.0 ― 28.0 30.8 21.5 ②42.5 17.3 Other places in Asia 78 ①72.4 31.8 24.3 13.2 5.5 10.1 6.9 14.1 4.0 2.2 ― 1.0 31.0 20.9 30.4 ②53.5 13.2 Australia 124 ③40.9 36.0 29.7 4.6 10.4 1.1 15.1 18.2 2.5 ― 1.4 4.1 ②46.9 29.1 ①54.1 25.4 29.3 New Zealand or other Oceania 28 ②53.3 10.4 15.8 3.6 ― 3.6 15.1 ③25.5 1.8 3.1 ― ― 23.2 20.1 ①63.1 20.9 21.9 Long distance 1545 ①69.4 36.5 ②38.1 2.0 8.1 33.8 4.0 6.2 4.6 6.6 3.1 4.3 22.8 26.6 26.5 ③36.8 27.1 Medium distance 1360 38.8 ③41.8 ②44.7 21.0 12.2 3.8 15.1 7.5 2.4 0.7 0.9 0.7 ①56.0 31.9 33.8 23.9 22.9 Short distance 2233 ③45.0 ①57.8 ②49.3 21.5 8.4 7.7 7.1 1.7 2.8 1.9 2.5 1.1 29.8 22.1 12.0 22.3 21.7

Vague Purposes Personal Purposes Other Purposes

Sample

To broadenmy

horizons/perspective

Just to trygetting to a

foreigncountry

To meetwith and mixwith locals

To seestimulation

To have alook at

Japan fromoverseas

To improvemy language

ability

To benefitmy career

opportunities

To seefriends/

acquaintancesthere

To visit aplace that is

in mymemories

To visit aplace that I

live atbefore

For mychildren

For myparents

To attend awedding

ceremony

To do ahome-stay /study abroad

Workingholiday

Other No ans.

2011 survey total 5094 19.5 15.3 13.9 12.9 5.7 4.4 0.5 13.0 3.3 1.7 5.9 3.0 1.2 0.8 0.3 5.1 ―

2010 survey total 5280 19.8 16.0 14.0 13.2 4.4 4.1 0.5 12.7 3.6 1.5 5.6 3.3 1.4 0.5 0.1 5.1 ―

UK 131 34.3 24.7 23.6 20.6 14.9 14.7 3.0 20.4 10.6 6.2 11.1 5.3 2.2 4.9 2.1 4.3 ― France 219 30.4 19.0 13.4 18.2 8.4 3.7 0.9 10.3 4.6 1.8 4.5 4.2 0.7 0.4 0.4 3.3 ― Germany 108 25.6 13.8 16.3 17.1 8.2 7.9 1.3 19.6 8.1 7.1 4.9 4.5 1.6 2.5 0.8 2.2 ― Spain 97 37.9 21.0 14.8 20.9 9.3 7.6 1.0 11.7 3.6 7.0 2.5 1.9 ― 2.3 ― 2.7 ― Italy 200 33.3 18.2 12.9 13.0 6.8 4.3 0.9 6.3 4.3 1.2 5.7 3.3 1.1 0.9 0.4 3.7 ― Other nations in west Europe 171 37.6 15.0 16.9 10.0 9.4 2.7 0.6 12.7 2.6 0.4 5.9 1.1 ― ― ― 1.5 ― Other places in Europe 134 34.7 19.5 20.8 13.8 10.9 4.1 1.4 10.9 5.0 2.9 3.1 1.7 ― ― ― 2.9 ― Turkey 66 42.3 14.9 11.1 12.0 10.0 ― ― 2.2 ― ― 2.6 ― ― ― ― 6.3 ― Other Middle East or Africa 145 ③33.1 17.3 21.6 24.4 14.9 6.4 1.0 11.6 7.2 1.4 1.1 3.2 0.7 2.7 1.3 5.2 ― USA east 128 16.1 15.9 27.4 20.3 6.8 13.1 2.4 39.0 10.8 8.9 8.0 1.9 4.6 2.4 1.2 3.9 ― USA west 189 16.7 10.2 16.0 19.8 6.2 10.3 1.1 27.9 9.5 7.3 8.2 2.9 0.4 0.8 0.3 12.7 ― USA south 31 14.3 19.7 16.3 19.9 5.3 7.5 ― 23.9 5.6 2.0 24.8 5.5 ― 1.7 ― 12.9 ― Canada 72 18.5 13.5 16.6 7.4 2.2 11.9 ― 16.7 3.3 3.8 2.4 2.1 0.9 5.6 1.4 4.4 ― Central/South America or Caribbean 49 13.8 10.9 18.2 7.3 8.8 7.9 ― 17.0 8.2 7.0 3.2 2.1 2.1 ― ― 8.4 ― Hawaii (Oahu) 453 10.7 15.8 8.4 13.1 3.2 3.0 0.2 6.7 4.5 0.4 11.4 3.9 3.4 0.6 0.2 5.5 ― Hawaii (other than Oahu) 88 10.0 7.0 12.9 6.7 4.1 3.6 ― 13.2 7.1 1.8 5.8 4.1 2.9 ― 0.6 8.4 ― Guam 318 8.2 23.4 5.9 13.0 3.9 3.7 0.5 3.4 2.6 0.3 19.5 4.9 3.4 0.3 0.5 6.0 ― Saipan 76 10.0 22.8 6.1 6.6 ― 4.5 ― 1.8 ― ― 16.6 5.0 1.3 ― ― 5.3 ― South Pacific islands or other islands 58 4.2 11.9 4.0 4.6 1.5 2.8 ― 4.0 9.8 ― 3.8 ― 0.9 2.9 1.4 4.1 ― Shanghai 190 22.2 12.2 11.3 10.1 3.6 4.7 ― 13.9 3.4 2.6 5.6 1.4 0.8 ― ― 17.5 ― Beijing 91 33.8 17.7 9.7 9.7 15.3 4.1 3.0 6.4 5.5 3.8 5.4 2.5 ― ― ― ― ― Other China (exc. Hong Kong / Macau) 132 30.2 10.9 21.7 12.5 4.7 2.7 ― 19.4 1.9 0.6 3.2 4.4 ― 0.4 ― 4.0 ― Hong Kong 188 18.6 21.2 10.4 17.1 7.9 2.7 0.9 13.2 4.5 1.2 6.2 1.7 1.0 0.5 0.5 4.2 ― Macau 69 24.3 23.4 15.3 26.9 6.8 1.3 ― 6.6 1.3 ― ― 0.7 ― ― ― 9.2 ― Taiwan 384 19.5 18.9 15.7 13.0 6.1 1.8 0.1 10.0 1.2 0.9 2.3 4.3 ― 0.3 0.3 2.3 ― Korea 788 13.7 10.3 10.4 9.5 3.4 4.4 0.3 10.0 0.7 0.4 3.5 3.6 0.3 0.6 ― 3.3 ― Singapore 96 16.1 26.9 11.3 15.4 3.9 3.9 ― 12.5 7.1 2.8 2.4 0.6 4.2 ― ― 6.3 ― Phuket 24 7.5 9.4 14.7 15.1 3.5 ― ― 34.4 3.3 ― 5.8 2.5 ― ― ― ― ― Thai beaches (other than Phuket) 29 13.7 21.8 24.7 22.3 9.4 3.5 ― 27.6 3.5 ― 3.0 ― ― ― ― 3.0 ― Bangkok or other Thai cities 174 17.1 12.4 25.8 18.9 6.1 3.3 ― 36.7 1.6 1.4 2.7 0.8 1.0 0.8 ― 5.1 ― Bali 96 6.7 8.0 16.5 5.7 2.7 ― 1.1 11.4 0.9 1.6 1.5 1.6 1.7 1.1 ― 3.1 ― Indonesian beaches (other than Bali) 10 ― 8.3 8.9 ― ― 8.9 ― 17.2 8.9 8.9 17.8 ― 8.3 ― ― 17.8 ― Indonesian cities 15 3.4 3.4 27.1 3.4 11.6 5.8 ― ②46.7 5.8 5.8 ― ― ― ― ― 20.9 ― Malaysia 57 14.5 18.4 14.5 9.1 4.2 3.3 ― 8.6 ― ― 2.6 4.0 1.8 1.8 ― 1.1 ― Philippines 63 3.3 14.2 29.7 17.9 ― 5.2 1.4 26.0 1.4 2.6 6.1 2.8 ― ― ― 1.3 ― Vietnam 86 36.2 17.2 17.4 15.2 9.8 3.5 ― 16.5 0.6 ― 0.7 0.9 ― ― ― ― ― Cambodia 40 ③32.3 13.0 21.0 14.9 8.8 3.5 ― ― ― ― ― 2.2 ― ― ― 2.5 ― Other places in Asia 78 34.1 12.1 ③35.8 21.1 8.0 4.0 2.6 16.1 1.8 1.0 1.8 3.3 3.3 2.3 ― 4.3 ― Australia 124 15.6 15.4 14.7 9.0 6.1 6.2 1.2 22.6 4.9 4.5 5.0 2.0 1.4 ― 2.2 7.9 ― New Zealand or other Oceania 28 15.4 20.8 18.0 10.4 ― 15.4 ― 3.6 3.6 3.6 ― ― 2.9 9.9 3.1 9.3 ― Long distance 1545 28.3 15.7 16.5 15.1 8.0 6.6 0.8 15.6 5.2 3.5 5.4 2.6 1.0 1.5 0.5 5.2 ― Medium distance 1360 14.6 14.7 14.7 12.7 5.0 3.5 0.4 15.0 3.7 1.4 5.6 2.4 2.2 0.8 0.3 5.2 ― Short distance 2233 16.3 15.5 11.8 11.8 4.7 3.6 0.4 10.0 1.8 0.9 6.6 3.6 0.8 0.4 0.2 4.8 ―




Distance ofthe lastdestination






25

8. Actions at Destination1) Total

■Actions at Destination (Total/Multiple answer)

● In terms of actions taken at destinations, "City sightseeing/Tour to surrounding area"

was given most: 41%.

▽Of the actions taken at destinations, "City sightseeing/Tour to surrounding area" was given most (41%). This

was followed by "Visit famous and historic places" (28%), "Famous dishes" (25%), and "Art museums and

historic museums" (15%).

（％）

Sample

Citysightseeing /

Tour tosurrounding

area

Island tourPleasurecruise

Visit famousand historic

placesTheme park

Art museumsand historicmuseums

Aquariums/zoos

Shoppingtour

Famousdishes

Dinner cruise

Beautytreatments,

spa,massage, hot

springs

GolfingDiving andsnorkeling

Other marinesports

Skiing andsnowboarding

Outdoor(fishing,climbing,

etc.)

2011 survey total 5094 40.8 7.2 10.8 28.0 4.2 15.2 3.6 12.0 25.3 3.7 13.3 2.5 5.5 3.6 0.2 1.7

2010 survey total 5280 39.6 7.0 10.0 26.8 3.4 13.9 2.3 11.5 21.9 3.9 12.3 2.3 6.0 4.2 0.2 1.9

UK 131 ①42.3 2.4 12.0 ②30.2 3.8 ③28.8 3.0 5.5 23.4 2.8 2.2 1.6 0.6 0.4 1.0 1.0 France 219 ①55.1 8.1 11.3 ③46.1 6.8 ②46.3 3.1 10.3 32.0 4.7 3.4 1.1 0.4 0.7 1.0 2.5 Germany 108 ①51.9 1.4 12.8 ②42.8 7.5 ③31.6 2.7 11.0 26.9 5.5 1.7 ― ― ― 0.5 2.3 Spain 97 ①56.4 3.5 7.4 ③44.9 4.9 ②47.3 ― 10.5 39.0 3.4 0.9 ― 0.5 ― ― ― Italy 200 ①63.0 24.0 18.1 ②58.8 3.1 ③58.4 0.8 21.5 44.6 2.6 1.6 ― ― ― ― 1.2 Other nations in west Europe 171 ①57.0 6.4 15.1 ②49.0 5.6 ③40.1 1.8 12.2 31.9 4.9 1.8 ― ― ― ― 4.0 Other places in Europe 134 ①57.8 11.6 20.0 ②45.7 2.5 34.1 ― 12.4 ③36.6 4.8 ― ― 1.2 ― 1.9 2.5 Turkey 66 ①84.7 9.1 58.5 ②84.5 1.3 49.8 ― 52.6 ③65.7 2.6 23.5 ― ― ― 1.3 1.3 Other Middle East or Africa 145 ①75.6 5.1 26.9 ②68.4 2.5 43.0 3.7 30.3 ③45.0 14.6 4.7 ― 0.4 2.3 ― 4.2 USA east 128 ②24.8 4.4 6.1 ③21.4 4.4 21.2 5.3 7.6 13.8 0.7 4.3 3.4 0.4 0.6 0.4 ― USA west 189 ①25.1 2.8 11.6 15.9 8.9 8.5 5.7 7.5 14.0 3.0 2.5 1.6 0.4 0.8 0.7 2.4 USA south 31 ③11.4 6.8 7.8 8.0 ①43.7 5.1 5.1 10.0 11.3 2.8 5.1 ― 2.8 ― ― ― Canada 72 ①42.3 5.1 16.3 ②28.7 0.7 9.8 6.2 8.3 ③21.2 2.2 4.1 ― ― 1.1 1.4 2.2 Central/South America or Caribbean 49 ①59.3 10.3 16.1 ②41.7 5.0 18.1 7.1 11.4 ③21.1 5.3 4.8 1.8 16.0 17.1 1.0 7.5 Hawaii (Oahu) 453 ①34.7 12.2 12.7 ③15.0 3.0 3.0 5.8 11.5 13.4 13.6 10.4 7.1 11.4 7.0 ― 1.8 Hawaii (other than Oahu) 88 ①37.4 ③27.0 21.6 20.6 2.2 1.8 7.2 7.7 12.0 15.3 12.7 14.4 7.9 7.2 ― 6.8 Guam 318 ①24.3 10.7 9.8 7.6 3.0 1.6 4.9 6.8 15.9 4.2 10.3 5.3 ②23.9 ③22.5 0.5 0.6 Saipan 76 ③27.3 ②31.3 8.3 14.7 1.1 ― ― 3.4 14.4 1.1 17.0 4.1 ①37.6 19.9 ― 1.1 South Pacific islands or other islands 58 ③25.1 ②27.3 15.6 4.6 2.7 ― 11.0 5.2 17.5 4.7 20.0 4.5 ①55.8 12.2 ― 2.4 Shanghai 190 ①39.0 1.7 14.1 ③28.6 15.9 12.6 2.3 13.8 ②28.9 1.9 12.3 0.9 ― ― ― ― Beijing 91 ①71.2 ― 1.1 ②55.0 3.8 25.8 16.7 24.6 ③53.5 ― 13.5 ― ― ― ― 0.6 Other China (exc. Hong Kong / Macau) 132 ①49.0 1.2 8.6 ②45.9 5.2 18.6 6.6 19.0 ③30.1 1.9 8.0 1.3 ― ― ― 1.3 Hong Kong 188 ①40.4 2.6 8.5 ③18.7 5.3 0.8 0.9 13.0 ②29.4 3.3 9.8 0.5 ― ― ― ― Macau 69 ①35.5 3.4 2.3 ③23.8 ― 6.3 1.3 13.5 ②32.1 4.8 4.9 ― ― ― ― ― Taiwan 384 ①49.0 0.9 2.1 ③32.4 1.7 23.0 0.9 16.4 ②34.9 0.5 21.8 1.8 0.3 0.1 ― 0.2 Korea 788 ①30.5 1.7 2.4 18.4 3.0 4.7 0.4 10.6 ③22.0 0.7 ②24.6 0.1 0.2 0.1 0.1 0.1 Singapore 96 ①31.7 10.4 6.2 ②17.6 10.7 4.2 15.6 6.5 ③16.6 1.8 11.9 3.6 2.3 0.8 ― 0.6 Phuket 24 ③19.2 ②23.7 ― 4.1 16.9 ― 6.9 3.5 6.4 ― ①57.7 ― 17.5 10.7 ― ― Thai beaches (other than Phuket) 29 9.6 14.5 8.7 ③15.5 1.8 ― 1.8 ― 8.7 3.0 ②16.4 4.7 ①17.2 3.0 ― 3.0 Bangkok or other Thai cities 174 ①28.8 3.2 6.6 ②21.1 0.3 2.6 0.9 2.2 11.1 3.0 ③18.2 9.2 1.5 1.0 ― 0.8 Bali 96 ②39.5 2.7 6.1 ③23.9 1.6 7.7 4.9 14.4 19.8 1.4 ①52.0 3.3 8.0 9.7 ― 0.9 Indonesian beaches (other than Bali) 10 ③17.8 ― ― ③17.8 ― ③17.8 ― ③17.8 ②28.1 ― ①29.5 ― 17.2 ― ― ― Indonesian cities 15 ①32.2 4.1 23.6 16.2 ― 5.7 ③26.1 10.5 ②26.6 ― 17.9 3.4 9.8 ― ― 10.5 Malaysia 57 ①31.4 16.6 ③17.1 10.6 1.8 8.5 11.0 8.8 15.0 5.7 ②23.9 5.2 10.8 6.8 ― 1.5 Philippines 63 7.2 ③15.7 5.5 4.3 ― ― ― 7.8 5.0 ― ②21.4 11.0 ①31.3 10.5 ― 1.4 Vietnam 86 ①52.9 13.4 33.2 ③34.8 4.8 9.7 2.0 20.6 ②39.2 8.4 26.0 1.2 ― 0.9 ― 0.7 Cambodia 40 ①67.1 8.0 31.4 ②65.1 ― 20.4 ― 27.3 ③50.9 8.4 28.3 ― ― ― ― ― Other places in Asia 78 ①53.4 0.7 8.5 ②38.4 6.5 9.6 ― 14.9 ③34.3 ― 18.2 2.2 2.9 ― ― 11.9 Australia 124 ①45.2 ②25.8 20.4 ③25.5 9.5 4.6 21.8 3.8 19.5 7.1 3.0 4.2 16.0 8.2 ― 8.1 New Zealand or other Oceania 28 ①45.8 19.3 ③32.3 ②32.5 1.8 13.8 15.6 9.4 24.9 8.8 3.6 9.9 13.8 5.7 2.9 20.6 Used 2639 ①58.9 10.0 14.5 ②42.4 5.1 21.0 3.9 20.1 ③36.3 5.1 14.8 1.8 6.7 4.9 0.2 1.5 Didn't use 1626 ①16.1 3.7 5.8 9.8 3.3 9.0 4.0 1.9 9.8 2.3 10.2 3.2 3.4 1.8 0.3 2.2

Sample

Riding(horseback,rafting, etc.)

Other sportsSafari jungle

tour

Viewing oftheater,musicals,concert,

shows, etc.

Sportsviewing

Other eventviewing

Gambling Night tour InstructionEthniccultural

experiencesTrains Car rental Other Nothing

Don't knowor don't

rememberNo ans.

2011 survey total 5094 2.2 1.3 1.0 11.0 1.3 1.4 1.6 5.3 0.4 2.9 7.1 7.0 4.0 18.9 6.0 ―

2010 survey total 5280 2.9 1.3 1.4 12.0 1.7 1.0 1.8 6.0 0.2 3.2 7.6 6.2 5.2 18.5 6.2 ―

UK 131 0.7 ― 0.6 17.8 5.9 1.7 1.0 0.8 ― ― 18.2 9.1 9.3 12.5 4.9 ― France 219 1.1 0.4 0.2 9.7 ― 2.0 ― 3.1 0.2 0.2 18.7 5.0 6.4 11.7 3.3 ― Germany 108 ― 0.8 0.9 17.3 2.8 4.9 ― 1.7 ― 1.6 23.4 3.6 5.6 15.2 5.5 ― Spain 97 ― ― 1.6 19.5 8.3 3.5 0.9 3.5 ― 1.8 26.4 0.5 5.1 8.7 6.9 ― Italy 200 ― ― ― 12.0 2.6 1.8 ― 0.8 ― 0.7 17.4 1.8 2.9 7.7 4.7 ― Other nations in west Europe 171 0.5 0.6 ― 19.1 4.1 ― ― 5.3 1.1 0.5 28.5 2.4 4.8 6.3 4.6 ― Other places in Europe 134 4.8 4.9 ― 19.9 ― 3.1 0.6 4.5 0.8 3.6 15.9 4.3 4.7 9.9 4.0 ― Turkey 66 4.7 ― ― 26.0 ― ― ― 12.3 ― 18.5 21.6 2.6 5.9 3.5 1.3 ― Other Middle East or Africa 145 8.9 1.4 8.8 8.8 2.5 2.8 0.6 12.7 ― 8.7 8.5 1.3 3.7 2.6 4.7 ― USA east 128 2.3 2.5 ― ①30.9 8.0 2.2 0.8 3.1 ― ― 6.5 8.8 1.4 27.5 5.5 ― USA west 189 2.8 0.3 0.3 ③17.9 8.9 1.7 6.7 3.8 0.3 0.8 5.2 ②20.9 2.5 26.8 6.2 ― USA south 31 ― 2.7 2.0 1.7 4.5 2.8 ― 2.8 ― 2.0 1.7 ②21.4 2.0 16.7 9.1 ― Canada 72 3.3 ― 1.4 9.1 1.2 ― 0.7 1.1 ― ― 5.0 11.6 6.8 23.2 6.0 ― Central/South America or Caribbean 49 2.1 ― 4.9 8.4 1.3 3.2 ― 7.1 1.8 7.1 14.2 8.2 1.8 7.6 2.1 ― Hawaii (Oahu) 453 3.9 2.9 0.3 6.2 ― 2.1 ― 4.9 1.5 2.4 ― ②24.4 6.8 12.4 4.2 ― Hawaii (other than Oahu) 88 5.4 2.6 0.6 4.3 1.2 0.6 1.2 12.4 2.4 2.6 2.8 ②32.8 4.8 7.2 3.3 ― Guam 318 2.0 3.2 0.2 6.6 ― 0.2 ― 4.8 0.3 1.1 0.8 9.0 4.0 17.7 7.0 ― Saipan 76 0.7 2.9 ― 4.7 ― ― 1.1 3.6 ― ― ― 18.8 3.4 7.5 4.1 ― South Pacific islands or other islands 58 1.7 ― 3.0 ― ― 3.0 2.6 2.3 ― 4.5 1.5 0.9 10.2 7.3 1.1 ― Shanghai 190 1.4 ― ― 21.7 ― 7.4 ― 5.2 0.7 1.8 4.1 0.5 2.4 19.3 9.9 ― Beijing 91 1.1 ― ― 38.0 ― 1.7 0.6 6.4 ― 5.4 3.0 1.1 ― 11.3 3.1 ― Other China (exc. Hong Kong / Macau) 132 1.8 ― 0.7 17.8 ― 2.6 ― 9.7 ― 4.3 6.4 4.3 2.5 20.2 7.0 ― Hong Kong 188 ― ― ― 2.7 0.9 1.3 6.9 8.6 ― 0.8 4.2 0.9 1.8 29.5 8.4 ― Macau 69 ― ― ― 4.8 ― 2.5 14.1 8.5 ― 4.6 3.5 1.3 3.0 33.3 11.2 ― Taiwan 384 0.6 0.7 ― 3.1 ― 0.2 0.1 8.2 0.2 3.4 15.3 1.8 3.8 21.1 8.8 ― Korea 788 0.2 0.9 0.1 12.0 0.4 0.2 4.0 3.2 0.1 3.5 2.4 1.5 2.8 29.6 8.6 ― Singapore 96 0.5 ― 11.2 3.5 ― 0.6 0.8 11.5 1.8 1.5 0.6 2.7 2.9 28.7 8.1 ― Phuket 24 10.5 6.4 9.0 4.1 ― ― ― 7.1 ― ― 4.1 3.5 6.1 14.2 ― ― Thai beaches (other than Phuket) 29 11.6 2.8 2.8 ― ― ― ― ― ― 4.9 1.8 8.9 8.9 22.6 ― ― Bangkok or other Thai cities 174 5.2 1.9 ― 9.0 0.3 0.9 ― 3.4 0.8 2.2 1.8 6.0 2.4 41.4 1.8 ― Bali 96 3.4 3.2 1.1 11.9 ― 0.9 ― 5.1 ― 12.1 1.6 7.2 7.2 12.5 1.9 ― Indonesian beaches (other than Bali) 10 ― ― 10.3 ③17.8 ― ― ― 10.3 ― ― ― ― 17.8 ― 17.8 ― Indonesian cities 15 ― ― 4.1 5.7 ― ― ― 22.0 ― 13.9 ― ― 10.5 29.4 6.7 ― Malaysia 57 1.5 ― 12.3 4.2 ― ― ― 5.0 ― ― 2.6 6.8 2.9 18.7 6.3 ― Philippines 63 1.4 ― ― 2.5 ― 2.8 5.7 6.1 ― ― ― 7.6 ― 26.5 5.1 ― Vietnam 86 2.0 ― ― 19.9 ― ― 1.2 4.5 ― 2.9 5.4 3.2 3.0 14.2 5.8 ― Cambodia 40 ― ― ― 23.0 ― ― ― 10.0 ― 12.6 1.3 ― 4.2 11.2 4.4 ― Other places in Asia 78 6.4 2.1 ― 9.7 1.0 ― ― 2.2 ― 4.1 19.6 9.9 7.2 15.4 3.8 ― Australia 124 5.5 1.4 4.4 3.7 2.1 ― 3.2 9.2 1.1 1.9 9.1 12.2 4.1 11.9 1.7 ― New Zealand or other Oceania 28 18.2 6.6 ― 9.9 3.1 ― ― 11.9 ― 11.7 2.9 14.8 11.9 3.6 6.7 ― Used 2639 3.1 1.2 1.1 12.2 0.8 1.6 1.6 7.3 0.2 4.1 5.4 3.7 4.2 14.0 1.3 ― Didn't use 1626 1.3 1.5 0.9 9.7 2.4 0.9 0.8 2.1 0.6 1.1 ③11.3 ②11.9 4.2 36.5 1.6 ―






Packageuse



Packageuse



26

● In terms of what was included in package tours, the top responses were "City

sightseeing/Tour to surrounding area," "Visit famous and historic places," and "Famous

dishes." In contrast, "Free activity at destination beyond roundtrip air ticket, hotel

accommodations, and local transportation" accounted for 41%.

▽The most common inclusion in packages was "City sightseeing/Tour to surrounding area": 47%. The other top

responses were "Visit famous and historic places" (35%) and "Famous dishes" (29%). In contrast, "Free activity

at destination beyond roundtrip air ticket, hotel accommodations, and local transportation" accounted for 41%.

■ What was included in package tours (Package tour users/Multiple answer)

8. Actions at Destination2) What was included in package tours (package tour users)

（％）

Sample

Citysightseeing /

Tour tosurrounding

area



placesTheme park


Aquariums/zoos

Shoppingtour

Famousdishes

Dinner cruise

Beautytreatments,

spa,massage, hot

springs


Other marinesports



etc.)


2011 survey total 2639 46.6 5.3 9.0 35.0 3.5 18.3 1.7 17.1 29.2 2.9 3.0 0.3 1.1 0.6 0.1 1.0 1.0

2010 survey total 2850 44.2 5.2 8.9 33.7 2.3 16.3 1.4 17.2 26.6 2.7 3.3 0.6 1.7 0.9 0.1 1.2 1.4

UK 56 ①51.1 5.7 17.4 ②40.9 9.0 28.2 3.3 11.1 ③38.3 0.9 3.6 0.9 ― ― ― 0.9 ― France 122 ①64.5 9.1 10.4 ②54.9 9.0 ③42.3 3.5 17.1 38.3 2.6 2.9 1.3 ― 0.7 1.3 2.6 ― Germany 51 ①79.4 3.0 12.8 ②75.8 10.4 34.5 1.7 23.1 ③52.4 3.4 ― ― ― ― 1.0 ― ― Spain 50 ②61.9 3.1 9.5 ①65.9 9.4 ③57.3 ― 15.1 55.0 1.7 1.7 ― ― ― ― ― ― Italy 135 ①80.7 29.9 21.6 ②75.0 3.6 ③67.0 ― 30.2 58.8 1.2 1.2 ― ― ― ― 1.2 ― Other nations in west Europe 89 ②77.3 6.3 11.1 ①78.7 6.8 ③49.7 1.8 18.7 43.6 6.3 2.7 ― ― ― ― 3.7 1.0 Other places in Europe 74 ①81.3 10.2 17.0 ②55.3 2.4 41.3 ― 22.6 ③50.7 6.4 ― ― ― ― ― ― 1.1 Turkey 55 ①95.3 7.8 46.2 ②92.1 ― 59.6 ― 63.0 ③78.6 3.2 16.4 ― ― ― ― ― ― Other Middle East or Africa 106 ①88.3 5.7 29.7 ②78.2 2.6 52.1 3.4 35.0 ③56.1 13.8 4.8 ― ― 1.6 ― 2.1 5.7 USA east 27 ①22.1 11.3 9.8 ②19.1 6.9 ③12.1 7.6 9.5 10.8 ― 5.7 ― 1.9 ― ― ― 1.9 USA west 60 ①30.8 3.7 10.2 ②24.0 14.7 7.1 5.1 10.4 ③16.4 5.8 4.2 1.3 ― 1.3 1.3 ― 0.8 USA south 11 ― ②14.5 8.0 ②14.5 ①18.6 ②14.5 ②14.5 ②14.5 ②14.5 8.0 ②14.5 ― ― ― ― ― ― Canada 36 ①51.1 10.2 13.4 ②39.6 1.4 4.4 4.4 13.9 ③30.3 4.4 5.8 ― ― ― ― 4.4 2.8 Central/South America or Caribbean 27 ①58.7 6.3 16.2 ②47.1 5.7 26.6 6.3 20.3 ③31.5 6.3 1.9 ― 5.2 5.7 ― 5.4 3.7 Hawaii (Oahu) 250 ①18.0 5.9 7.0 ②9.8 0.9 0.7 0.5 2.8 5.9 ③8.7 ― 0.2 0.7 0.6 ― ― 0.8 Hawaii (other than Oahu) 44 ①29.3 ②25.0 ③14.7 11.8 4.4 1.2 ― 5.6 3.7 9.6 ― 1.2 1.2 ― ― 2.3 1.9 Guam 201 ①11.1 3.9 2.2 3.2 1.4 0.5 0.8 ②5.7 ③5.2 0.5 1.0 ― 2.6 2.9 ― 0.4 0.3 Saipan 52 ①10.3 3.4 2.7 ③5.1 1.7 ― ― 3.4 3.4 ― ― ― ②6.6 4.4 ― ― ― South Pacific islands or other islands 42 ①18.7 7.4 10.4 2.1 ― ― 2.4 4.7 9.4 4.5 ③11.5 ― ②13.7 2.1 ― 1.2 ― Shanghai 95 ①54.9 3.5 7.8 ③38.0 18.8 16.4 2.0 24.1 ②38.2 ― 2.1 ― ― ― ― ― 2.7 Beijing 57 ①86.8 ― 0.9 ②62.5 4.5 30.1 20.1 35.5 ③61.2 ― 0.9 ― ― ― ― ― ― Other China (exc. Hong Kong / Macau) 62 ②81.0 2.5 11.2 ①82.1 6.9 34.2 9.8 40.5 ③44.0 2.8 5.4 ― ― ― ― 2.8 ― Hong Kong 91 ①56.1 0.9 8.9 ③27.2 1.6 ― ― 23.7 ②34.4 0.6 2.4 ― ― ― ― ― ― Macau 32 ①45.2 5.4 4.9 ③32.3 ― 8.1 2.7 21.4 ②33.2 ― 3.1 ― ― ― ― ― ― Taiwan 207 ①59.8 0.7 2.0 ②44.0 1.1 32.3 ― 28.5 ③41.9 0.4 5.9 0.4 ― ― ― 0.4 0.8 Korea 424 ①32.0 0.6 1.5 ②19.3 2.2 2.6 ― 13.8 ③19.0 0.4 4.9 ― ― ― ― ― ― Singapore 44 ①43.4 14.5 4.0 ②22.7 3.3 4.0 8.4 12.9 ③15.7 ― ― ― ― ― ― ― ― Bangkok or other Thai cities 50 ①39.3 4.4 13.0 ②25.4 ― 2.0 ― 5.9 ③13.8 ― 5.6 3.5 ― ― ― ― 7.6 Bali 54 ①30.8 1.5 1.5 13.2 ― 8.0 ― ③13.5 ②14.4 ― 7.0 ― ― ― ― ― ― Malaysia 24 ①28.7 4.8 10.0 14.3 ― ― 6.0 ②17.0 ③16.8 ― ― ― ― ― ― ― ― Philippines 25 ②2.4 ― ― ― ― ― ― ②2.4 ― ― ― ― ①15.9 ― ― ― ― Vietnam 47 ①53.4 12.1 30.8 ③38.9 ― 4.7 ― 28.5 ②43.7 8.3 ― ― ― ― ― ― 3.7 Cambodia 25 ②72.7 12.4 24.5 ①73.7 ― 24.7 ― 36.4 ③50.4 9.6 17.1 ― ― ― ― ― ― Other places in Asia 28 ①84.2 ― 6.3 ③57.7 12.6 12.5 ― 26.6 ②59.6 ― 5.7 ― ― ― ― 6.3 16.2 Australia 47 ①49.6 ③18.6 7.5 ②25.3 7.3 4.6 15.6 8.1 ③18.6 5.0 ― ― 8.6 1.7 ― 2.8 ― New Zealand or other Oceania 19 ①41.6 18.6 ③28.8 ②38.8 ― 8.4 8.4 11.1 26.9 8.4 ― 9.3 12.0 ― ― 18.6 ―

Sample



tour


shows, etc.

Sportsviewing

Other eventviewing



Don't knowor don't

rememberNo ans.

2011 survey total 2639 0.4 0.4 4.8 0.2 1.2 0.8 3.2 0.1 2.7 4.1 0.2 1.1 2.9 0.9 40.9 ―

2010 survey total 2850 0.5 0.5 4.8 0.4 0.5 1.7 4.2 ― 3.1 4.8 0.3 1.1 1.9 1.0 43.6 ―

UK 56 ― ― 5.4 0.9 1.5 ― 0.9 ― ― 2.8 ― 1.5 ― 2.4 36.2 ― France 122 ― ― 0.7 ― 2.5 ― ― ― ― 4.8 ― ― 2.3 0.7 27.0 ― Germany 51 1.7 ― 9.9 ― 7.3 ― ― ― 3.4 2.0 ― 6.5 5.1 ― 8.9 ― Spain 50 ― ― 17.5 1.7 1.6 ― ― ― ― 15.8 ― ― ― ― 23.5 ― Italy 135 ― ― 10.6 ― 2.6 ― ― ― 0.6 4.1 ― ― 1.8 ― 13.2 ― Other nations in west Europe 89 ― ― 10.8 ― ― ― 4.5 ― 1.0 14.8 ― ― ― ― 13.9 ― Other places in Europe 74 2.1 ― 15.2 ― 4.3 ― 5.4 ― 4.4 1.9 ― ― 3.7 ― 13.0 ― Turkey 55 ― ― 23.7 ― ― ― 13.3 ― 22.2 25.9 1.6 3.2 ― ― 3.2 ― Other Middle East or Africa 106 ― 4.2 8.7 ― 3.0 ― 11.0 ― 10.2 10.2 ― 1.4 ― 1.4 5.1 ― USA east 27 ― ― 1.9 ― ― 1.9 3.0 ― ― ― ― ― ― 1.9 57.0 ― USA west 60 ― ― 3.7 0.8 ― 5.2 1.3 ― 2.6 2.9 ― ― 4.2 0.8 49.1 ― USA south 11 ― ― ― ― ― ― ― ― ― ― ― ― ― ― 59.0 ― Canada 36 ― ― 1.4 ― ― 1.4 2.3 ― ― ― ― 4.4 5.6 2.8 33.2 ― Central/South America or Caribbean 27 ― ― 8.9 ― 5.7 ― 12.7 ― 12.7 22.2 ― ― ― ― 17.2 ― Hawaii (Oahu) 250 0.8 ― 2.3 ― 0.7 ― 2.8 0.6 0.7 ― ― 1.6 3.3 0.9 66.9 ― Hawaii (other than Oahu) 44 ― 1.2 7.2 1.2 ― 2.3 3.5 4.7 1.2 ― ― ― 2.0 1.2 48.4 ― Guam 201 ― ― 0.8 ― 0.3 ― 1.9 ― ― 0.8 0.3 1.7 3.8 1.0 74.0 ― Saipan 52 ― ― ― ― ― ― ― ― ― ― ― ― 7.6 1.6 69.5 ― South Pacific islands or other islands 42 ― ― ― ― 4.1 2.4 ― ― 4.1 ― ― 2.1 10.4 1.5 34.5 ― Shanghai 95 ― ― 5.5 ― 8.8 ― 1.7 ― 2.4 3.3 ― 3.4 2.0 2.2 30.0 ― Beijing 57 ― ― 8.6 ― ― ― ― ― ― 1.8 ― ― 0.9 ― 12.3 ― Other China (exc. Hong Kong / Macau) 62 ― ― 6.6 ― 2.8 ― 5.6 ― 8.4 5.6 ― ― 1.3 0.8 8.5 ― Hong Kong 91 ― ― 1.8 ― 0.7 7.8 10.7 ― 1.7 3.7 1.0 ― 1.6 0.6 35.4 ― Macau 32 ― ― ― ― ― 8.6 12.9 ― 4.9 ― 2.7 ― 7.3 3.1 35.9 ― Taiwan 207 0.8 ― 2.8 ― ― ― 5.7 ― 4.3 13.3 0.8 ― 5.4 2.3 26.8 ― Korea 424 0.1 ― 2.0 ― 0.2 2.3 1.1 ― 1.9 0.2 0.1 0.3 3.2 0.4 58.0 ― Singapore 44 ― 9.7 2.3 ― ― ― 1.4 ― ― 1.4 ― ― 3.4 3.2 41.3 ― Bangkok or other Thai cities 50 ― ― 9.2 ― ― ― 3.5 ― 1.2 ― ― ― 1.6 ― 46.5 ― Bali 54 ― ― 9.4 ― ― ― ― ― 5.5 ― ― 7.2 5.4 ― 51.9 ― Malaysia 24 ― 6.7 4.3 ― ― ― 2.6 ― ― 2.6 ― ― ― 5.8 58.1 ― Philippines 25 ― ― ― ― ― ― ― ― ― ― ― ― 14.8 ― 66.9 ― Vietnam 47 ― ― 17.8 ― ― ― 3.4 ― 1.7 ― ― ― 3.7 3.5 37.6 ― Cambodia 25 ― ― 18.8 ― ― ― 6.2 ― 13.0 ― ― ― 3.2 ― 12.9 ― Other places in Asia 28 2.2 ― 11.4 ― ― ― 6.3 ― 8.5 12.5 ― 3.1 ― ― 9.5 ― Australia 47 1.9 3.1 ― 3.7 ― ― 8.1 ― 1.1 6.1 1.9 1.1 ― 1.1 30.7 ― New Zealand or other Oceania 19 5.4 ― ― ― ― ― ― ― 5.4 ― ― ― 8.1 ― 14.3 ―







※ ①, ② , and ③ are the top three actions done locally as seen by destination (exc. "Other," "Nothing," "Don't know or don't remember," "Free activity at destination beyond roundtrip air ticket,hotel accommodations, and local transportation," "No ans.")



27

● Various kinds of booking took place depending on the destination: for "USA south"

visitors booked "Theme park," while for "South Pacific islands or other islands" visitors

booked "Diving and snorkeling."

▽Among things that were booked in Japan separate from the package tours, "City sightseeing/Tour to surrounding

area" and "To visit famous sites and historic spots" topped the list.

▽A breakdown down by last destination shows that among "USA south" visitors "Theme park" was given by 31%,

among "South Pacific islands / other islands" visitors "diving/snorkeling" was given by 31%, and among "USA

east" visitors "viewing of theater, musicals concert, shows, etc." was given by 23%.

■What was booked prior to departure (Total/Multiple answer)

8. Actions at Destination3) What was booked prior to departure (Total)

（％）

Sample

Citysightseeing /

Tour tosurrounding

area



placesTheme park


Aquariums/zoos

Shoppingtour

Famousdishes

Dinner cruise

Beautytreatments,

spa,massage, hot

springs


Other marinesports



etc.)

2011 survey total 5094 14.4 3.0 3.6 7.3 1.4 2.7 1.0 2.1 4.2 1.2 3.2 1.5 2.8 1.4 0.1 0.6

2010 survey total 5280 14.5 3.0 3.0 7.1 1.1 2.5 0.6 1.7 4.0 1.6 3.7 1.3 3.3 2.0 0.1 0.8

UK 131 ①16.6 1.4 3.1 5.6 0.8 5.7 2.0 1.5 1.2 1.4 0.4 1.2 ― ― 0.4 0.6 France 219 ①20.0 2.5 4.4 ③15.2 2.4 ②15.6 0.9 1.8 4.8 2.2 ― ― 0.4 0.4 0.6 0.4 Germany 108 ①21.6 ― 5.7 ③9.7 3.0 9.3 0.8 2.4 2.2 2.1 ― ― ― ― 0.5 ― Spain 97 ①21.8 ― 0.8 ③8.3 ― ②10.7 ― 3.6 4.5 3.4 0.9 ― 0.5 ― ― ― Italy 200 ①15.8 3.6 3.3 ②11.7 0.9 9.8 0.8 2.4 3.5 1.1 ― ― ― ― ― ― Other nations in west Europe 171 ①16.5 1.0 3.2 7.3 2.0 8.1 ― 2.0 1.9 1.6 0.4 ― ― ― ― 1.0 Other places in Europe 134 ①18.9 1.3 5.2 ②10.2 ― 3.6 ― ― 2.0 1.3 ― ― ― ― ― 0.6 Turkey 66 ②14.3 ― ①26.0 7.4 ― ③10.0 ― 5.0 ③10.0 ― 2.4 ― ― ― ― 1.3 Other Middle East or Africa 145 ①10.7 1.3 ③6.2 ②9.8 0.7 6.0 1.9 2.0 2.6 2.8 0.6 ― 0.4 ― ― 0.6 USA east 128 ②14.9 2.4 3.2 ③9.4 1.5 5.1 1.6 1.6 6.1 ― 1.0 0.4 ― 0.6 0.4 ― USA west 189 ②10.8 0.3 3.5 5.2 3.4 0.3 1.2 0.3 0.9 0.3 0.5 0.3 ― ― 0.7 1.5 USA south 31 4.8 ― 1.7 ③5.1 ①31.0 ③5.1 ③5.1 4.8 ③5.1 ― ― ― ― ― ― ― Canada 72 ①20.6 0.7 ③8.9 5.2 0.7 3.4 2.2 0.7 6.5 ― 0.7 ― ― 1.1 ― ― Central/South America or Caribbean 49 ①22.0 6.8 3.8 ②12.0 ― 3.6 ― ― ― 1.8 ― ― 3.5 6.2 ― 2.8 Hawaii (Oahu) 453 ②16.5 6.2 6.1 ③6.8 0.7 0.4 1.4 4.1 2.6 4.7 2.3 5.5 5.4 2.2 ― 0.4 Hawaii (other than Oahu) 88 ②16.0 11.2 10.2 ③12.5 0.6 0.6 1.2 0.6 2.2 5.8 1.8 4.9 5.8 3.4 ― 3.5 Guam 318 ①13.1 7.2 5.5 3.2 1.6 0.8 1.6 2.9 6.2 2.4 3.3 4.8 ②12.5 ③10.7 0.2 0.2 Saipan 76 ③13.2 ②15.3 1.1 3.4 ― ― ― ― 3.3 ― 2.5 3.0 ①21.8 7.6 ― 1.1 South Pacific islands or other islands 58 ③6.8 ②12.8 4.1 1.4 2.7 ― ― 1.5 1.7 3.0 5.5 3.0 ①30.9 4.3 ― 1.5 Shanghai 190 ①12.6 1.5 5.9 6.9 4.8 3.5 1.0 3.8 ②7.7 1.0 2.7 ― ― ― ― ― Beijing 91 ①20.8 ― ― ②13.0 0.9 5.4 3.2 2.3 ③9.7 ― 4.6 ― ― ― ― 0.6 Other China (exc. Hong Kong / Macau) 132 ①14.9 ― ③2.0 ②7.6 1.3 ― ― ― 1.4 0.6 ― 1.3 ― ― ― ― Hong Kong 188 ①15.6 1.7 2.8 ③4.4 1.3 0.5 0.5 1.2 ②7.1 0.9 ③4.4 0.5 ― ― ― ― Macau 69 ①15.5 0.9 ― ③8.7 ― 3.8 1.3 4.8 ②13.7 ― 1.5 ― ― ― ― ― Taiwan 384 ①17.8 0.5 0.8 ②7.1 0.6 3.7 0.3 1.6 ③6.7 0.1 4.0 1.1 0.3 0.1 ― ― Korea 788 ①12.4 0.8 0.7 ③5.6 1.2 1.6 0.2 2.9 4.3 0.1 ②8.1 0.1 0.1 0.1 0.1 0.1 Singapore 96 ①13.7 3.4 2.7 ③7.3 2.7 ― ②9.2 2.3 2.5 1.8 2.1 1.8 0.8 ― ― ― Phuket 24 9.6 ②13.7 ― ― ③10.4 ― 6.9 ― ― ― ①17.3 ― 7.5 ― ― ― Thai beaches (other than Phuket) 29 4.7 5.7 2.8 ②6.8 1.8 ― ― ― ― ― ③5.9 ― ①17.2 ― ― 3.0 Bangkok or other Thai cities 174 ①13.1 ― 2.2 ②8.6 0.3 0.6 ― 0.5 3.4 1.0 3.3 ③6.4 0.5 ― ― ― Bali 96 ①15.3 2.7 3.6 ③8.7 ― 1.4 2.7 2.0 6.8 0.5 ②13.1 ― 4.8 4.3 ― 0.9 Indonesian beaches (other than Bali) 10 ― ― ― ― ― ― ― ― ― ― ①19.2 ― ②8.9 ― ― ― Indonesian cities 15 3.4 4.1 ②9.8 5.7 ― ― ― ― ― ― ①13.9 3.4 ②9.8 ― ― ― Malaysia 57 ①12.4 ③8.2 ②8.8 6.3 1.8 1.8 1.4 2.7 3.0 2.7 6.1 1.4 7.6 ― ― 1.5 Philippines 63 2.7 ②8.0 2.8 1.3 ― ― ― 1.3 2.8 ― 1.3 4.4 ①15.1 ③5.6 ― ― Vietnam 86 ①13.8 3.8 ③8.1 ②13.6 ― ― ― 0.9 5.3 1.9 1.8 ― ― ― ― ― Cambodia 40 ②9.8 ― 4.0 ①13.5 ― 2.5 ― 4.0 ③6.2 2.2 4.0 ― ― ― ― ― Other places in Asia 78 ②13.9 ― 1.0 ①14.5 2.2 1.1 ― 8.7 8.7 ― 1.1 ― ― ― ― 5.5 Australia 124 ①18.4 ②14.7 7.4 11.2 3.0 0.7 6.0 0.8 4.8 3.0 0.7 2.1 6.7 2.6 ― 5.1 New Zealand or other Oceania 28 ①15.9 ②13.0 ③12.8 9.9 ― ― ― ― 3.1 3.1 ― 6.3 11.9 ― ― 6.3 Used 2639 ①15.2 3.3 4.3 ②7.4 1.5 2.7 1.3 2.7 ③4.4 1.2 3.6 1.1 3.2 1.9 0.1 0.3 Didn't use 1626 ②8.1 2.0 1.8 4.4 1.2 1.8 0.7 0.6 1.6 1.1 2.8 1.6 1.9 0.7 ― 0.9

Sample



tour


shows, etc.

Sportsviewing

Other eventviewing



Don't knowor don't

rememberNo ans.

2011 survey total 5094 0.7 0.7 0.3 4.0 0.9 0.5 0.4 1.7 0.2 0.8 2.6 4.9 2.2 55.2 3.2 ―

2010 survey total 5280 1.2 0.5 0.6 5.3 0.9 0.4 0.4 2.1 ― 0.9 2.6 4.1 2.6 55.5 3.1 ―

UK 131 0.7 ― 0.6 ③8.5 2.6 ― 0.4 ― ― ― ②10.4 8.0 6.1 49.0 2.5 ― France 219 1.1 0.4 0.2 4.8 ― ― ― 0.8 0.2 ― 12.3 5.0 4.1 45.0 1.4 ― Germany 108 ― 0.8 0.9 7.2 1.6 2.0 ― ― ― ― ②14.2 3.6 1.3 48.6 ― ― Spain 97 ― ― 1.6 5.7 3.0 ― ― 3.5 ― 1.8 7.3 ― 1.6 50.2 3.2 ― Italy 200 ― ― ― 1.9 0.9 0.5 ― 0.8 ― ― ③10.0 1.8 0.8 55.4 3.1 ― Other nations in west Europe 171 ― 0.6 ― ③9.2 2.2 ― ― 1.9 1.1 ― ②14.1 1.8 3.4 50.8 1.6 ― Other places in Europe 134 1.9 4.9 ― 4.8 ― 1.9 ― ― 0.8 1.2 ③7.2 1.8 4.7 52.7 1.7 ― Turkey 66 ― ― ― 8.7 ― ― ― 5.0 ― 4.8 2.4 2.6 0.9 56.5 2.1 ― Other Middle East or Africa 145 0.4 1.1 2.8 3.5 2.2 0.6 ― 2.4 ― 1.2 ― 1.3 0.4 65.1 3.6 ― USA east 128 1.2 2.5 ― ①23.0 7.2 1.4 ― 2.4 ― ― 1.6 7.1 1.4 45.5 2.7 ― USA west 189 1.5 0.3 0.3 5.8 ③6.9 0.3 0.9 0.4 0.3 ― 0.9 ①17.9 1.7 53.5 3.3 ― USA south 31 ― 2.7 ― ― 2.8 2.8 ― 2.8 ― ― 1.7 ②16.1 2.0 38.9 1.7 ― Canada 72 1.9 ― ― 6.2 1.2 ― ― 1.1 ― ― 3.6 ②10.5 4.6 58.1 1.4 ― Central/South America or Caribbean 49 ― ― 4.9 3.4 ― ― ― ― 1.8 ― 1.8 ③8.2 1.8 50.1 3.1 ― Hawaii (Oahu) 453 1.5 2.0 0.2 1.5 ― 0.8 ― 1.7 ― 0.5 ― ①17.5 4.3 40.1 2.8 ― Hawaii (other than Oahu) 88 1.0 0.6 ― ― 0.6 0.6 ― 7.7 ― ― 1.8 ①29.0 4.8 28.3 2.3 ― Guam 318 0.4 0.9 ― 4.1 ― ― ― 1.7 0.3 0.6 0.2 5.4 1.6 44.8 2.8 ― Saipan 76 ― 1.8 ― 0.7 ― ― ― 1.3 ― ― ― 7.9 2.3 36.1 8.9 ― South Pacific islands or other islands 58 1.7 ― ― ― ― ― ― 1.4 ― 1.5 1.5 0.9 5.7 41.6 3.7 ― Shanghai 190 0.5 ― ― ③7.0 ― 3.2 ― 2.8 0.7 ― 1.3 0.5 0.7 57.3 6.3 ― Beijing 91 1.1 ― ― 9.3 ― ― ― 1.7 ― 1.7 ― 1.1 ― 63.8 2.8 ― Other China (exc. Hong Kong / Macau) 132 1.2 ― ― 1.8 ― ― ― ― ― ― 1.4 1.8 ― 73.8 2.0 ― Hong Kong 188 ― ― ― 1.8 0.5 0.9 1.4 3.1 ― ― 0.5 0.5 1.0 65.1 2.2 ― Macau 69 ― ― ― 4.8 ― 2.5 3.7 2.4 ― ― ― 1.3 ― 67.1 3.6 ― Taiwan 384 0.2 0.2 ― 0.9 ― 0.2 ― 1.4 ― 0.6 1.9 0.9 2.7 61.3 5.9 ― Korea 788 0.1 0.4 0.1 5.5 0.3 0.1 1.4 1.3 0.1 1.5 1.0 0.8 1.7 62.3 4.3 ― Singapore 96 ― ― 3.4 1.5 ― 0.6 ― 4.6 1.8 0.6 ― 2.7 2.3 61.6 4.8 ― Phuket 24 ― ― ― 4.1 ― ― ― 3.5 ― ― ― 3.5 ― 58.2 ― ― Thai beaches (other than Phuket) 29 2.8 2.8 2.8 ― ― ― ― ― ― 2.8 ― 3.0 3.0 62.6 ― ― Bangkok or other Thai cities 174 1.0 ― ― 2.9 ― ― ― 1.4 0.4 0.5 0.5 3.5 2.0 68.2 ― ― Bali 96 2.6 2.6 1.1 1.7 ― 0.9 ― 1.1 ― 4.7 ― 2.3 2.5 46.1 3.6 ― Indonesian beaches (other than Bali) 10 ― ― ― ― ― ― ― ― ― ― ― ― 17.8 54.2 ― ― Indonesian cities 15 ― ― ― ― ― ― ― ― ― 3.4 ― ― ― 58.1 ― ― Malaysia 57 ― ― 3.3 ― ― ― ― 2.8 ― ― ― 2.7 1.5 56.4 2.7 ― Philippines 63 ― ― ― ― ― ― ― 2.7 ― ― ― 2.7 ― 60.5 3.6 ― Vietnam 86 ― ― ― 0.9 ― ― ― 0.7 ― 1.0 1.0 ― 2.0 64.4 5.8 ― Cambodia 40 ― ― ― 2.5 ― ― ― ― ― ― ― ― 4.2 81.9 ― ― Other places in Asia 78 0.7 ― ― 1.0 1.0 ― ― ― ― ― ③12.3 4.4 2.0 59.6 ― ― Australia 124 2.5 ― 2.0 0.5 2.1 ― 0.7 4.1 1.1 0.8 4.8 ③11.7 2.0 41.2 0.9 ― New Zealand or other Oceania 28 11.9 ― ― ― 3.1 ― ― 6.3 ― ― 2.9 11.2 6.3 44.3 6.7 ― Used 2639 0.9 0.6 0.4 3.2 0.5 0.4 0.2 2.0 0.1 0.8 0.9 2.2 1.8 56.1 2.8 ― Didn't use 1626 0.3 0.9 0.3 4.8 1.5 0.2 0.3 0.8 0.3 0.3 ③5.5 ①9.2 3.0 60.2 1.9 ―






Packageuse



Packageuse



28

● In terms of what was booked at destinations, for "Bali" the response "beauty treatment,

spas, massage, hot springs" was given by 41%, while "Beijing" elicited the response

"viewing of theater, musicals concert, shows, etc." from 25%. In contrast, "nothing" was

given by 52%.

▽When asked about local tours booked directly at destinations, the majority of respondents answered "nothing"

(52%). Excluding the "nothing" responses, "beauty treatment, spas, massage, hot springs" constituted the top

response: 10%.

▽A breakdown by last destination shows that for "Bali" the response "beauty treatments, spas, massage, hot

springs" was given by 41%, while for "Beijing" the response "viewing of theater, musicals concert, shows, etc."

was given by 25%.

■What was booked at destinations (Total/Multiple answer)

8. Actions at Destination4) What was booked at destinations (Total)

（％）

Sample

Citysightseeing /

Tour tosurrounding

area



placesTheme park


Aquariums/zoos

Shoppingtour

Famousdishes

Dinner cruise

Beautytreatments,

spa,massage, hot

springs


Other marinesports



etc.)

2011 survey total 5094 8.6 1.9 3.6 5.2 1.6 4.4 2.1 2.1 8.0 1.2 9.7 1.2 2.7 2.2 0.2 0.6

2010 survey total 5280 8.7 2.5 3.4 5.0 1.3 3.9 1.1 1.4 6.1 1.4 8.4 1.2 2.5 2.4 0.1 0.7

UK 131 ①15.6 0.7 3.7 8.5 0.8 ②13.1 1.6 1.2 7.3 1.0 1.0 ― 0.6 0.4 0.6 ― France 219 ②10.4 1.2 3.0 7.3 1.0 ①12.5 1.2 1.3 ③9.4 1.0 2.2 0.4 ― ― 0.4 0.6 Germany 108 ③7.5 0.5 3.4 6.3 0.5 ①10.6 1.9 ― 2.7 1.7 1.7 ― ― ― ― 2.3 Spain 97 9.0 1.9 1.6 4.9 ― ①15.1 ― 0.9 ③10.3 ― ― ― ― ― ― ― Italy 200 4.7 1.1 2.0 ③5.0 0.6 ①8.6 ― 0.5 4.0 0.7 0.8 ― ― ― ― 0.4 Other nations in west Europe 171 ①9.2 2.1 6.6 3.9 ― 7.5 0.9 0.5 ③7.7 ― ― ― ― ― ― 1.0 Other places in Europe 134 8.4 4.8 8.0 7.6 1.2 ①11.6 ― ― 8.1 ― ― ― 1.2 ― 1.9 1.8 Turkey 66 3.3 4.1 ①11.1 ③8.9 1.3 2.4 ― ― ― ― ①11.1 ― ― ― 1.3 ― Other Middle East or Africa 145 ①9.4 0.4 2.6 ②8.7 1.3 ③8.2 0.6 4.6 4.7 1.7 1.8 ― ― 1.1 ― 2.1 USA east 128 12.9 0.8 3.5 ②13.1 2.2 ①18.5 4.9 4.0 8.2 0.7 2.5 3.0 ― ― 0.4 ― USA west 189 ②9.2 1.9 5.8 4.1 4.7 6.4 3.1 4.2 ③7.9 0.9 1.2 0.9 0.4 0.3 0.4 0.9 USA south 31 ③6.6 1.7 3.3 2.8 ①19.5 5.1 5.1 ― ②11.3 ― ― ― 2.8 ― ― ― Canada 72 6.3 0.7 2.1 ②8.0 0.7 ①8.6 6.2 1.4 ③7.1 ― 1.2 ― ― ― 1.4 ― Central/South America or Caribbean 49 ①11.5 ― 3.2 5.3 1.8 3.2 3.5 ― 3.4 ― 3.7 1.8 ②9.6 ③7.7 1.0 1.7 Hawaii (Oahu) 453 ①14.4 3.3 4.8 4.8 1.8 2.3 4.2 6.7 ②8.7 5.0 ③8.6 1.8 6.2 4.8 ― 1.4 Hawaii (other than Oahu) 88 ①15.6 6.6 7.6 7.5 ― 1.2 6.0 4.3 8.0 5.3 ②10.9 ③10.8 2.7 3.8 ― 3.3 Guam 318 8.3 2.1 3.7 3.4 1.1 0.8 3.6 1.7 ③8.8 1.8 6.7 0.5 ②12.1 ①12.6 0.5 0.2 Saipan 76 11.6 ①16.0 5.4 10.1 ― ― ― 3.4 8.8 1.1 ③14.5 1.8 ②15.5 12.5 ― ― South Pacific islands or other islands 58 4.7 ②11.8 4.0 1.7 ― ― 9.2 3.2 8.9 ― ③10.4 1.5 ①27.2 7.5 ― ― Shanghai 190 6.4 ― ③7.2 6.6 4.0 2.7 1.3 2.6 6.1 1.3 ②11.3 0.9 ― ― ― ― Beijing 91 ②11.0 ― 0.6 2.9 1.9 3.4 1.0 1.7 5.4 ― ③10.1 ― ― ― ― ― Other China (exc. Hong Kong / Macau) 132 5.1 ― 1.3 3.2 1.9 2.5 2.0 1.3 ②9.4 ― 5.5 ― ― ― ― ― Hong Kong 188 ②5.7 0.5 1.9 3.3 3.3 0.3 0.4 1.8 ①8.5 2.6 ③5.0 ― ― ― ― ― Macau 69 ③5.0 ― ― 2.5 ― ― ― ― ①6.9 4.8 3.4 ― ― ― ― ― Taiwan 384 5.2 ― 0.4 4.1 0.4 3.5 0.7 0.2 ②9.9 0.3 ①16.0 0.9 ― ― ― ― Korea 788 5.1 0.6 1.0 3.4 0.8 2.3 0.2 1.5 ②9.2 0.4 ①16.5 ― 0.1 ― ― ― Singapore 96 ②9.5 1.3 3.6 3.7 6.5 2.3 3.5 ― ③8.8 ― ①10.4 1.8 1.5 0.8 ― 0.6 Phuket 24 9.6 10.0 ― 4.1 10.0 ― ― 3.5 ― ― ①44.0 ― 3.5 ②10.7 ― ― Thai beaches (other than Phuket) 29 2.8 ③8.7 5.9 2.8 ― ― 1.8 ― 2.8 3.0 ①10.4 4.7 ― 3.0 ― ― Bangkok or other Thai cities 174 ②11.2 2.0 3.3 ③8.0 ― 2.0 0.9 ― 4.8 2.0 ①14.1 5.3 1.0 1.0 ― 0.8 Bali 96 ②12.2 ― 1.6 ③8.3 1.6 1.8 2.2 5.3 7.0 0.9 ①40.7 3.3 3.3 5.5 ― ― Indonesian beaches (other than Bali) 10 ― ― ― ― ― ― ― ― ②10.3 ― ①19.2 ― 8.3 ― ― ― Indonesian cities 15 ③15.0 ― 3.4 5.7 ― 5.7 ②15.6 ― ①16.2 ― 7.5 ― ― ― ― ― Malaysia 57 ①20.2 7.3 7.2 1.5 ― 6.8 ③9.9 1.8 8.0 3.9 ②19.6 3.8 3.2 6.8 ― ― Philippines 63 3.5 9.0 2.7 3.0 ― ― ― 6.8 2.3 ― ①20.1 ③10.2 ②16.2 5.0 ― 1.4 Vietnam 86 ②15.3 3.1 8.4 5.7 4.8 7.1 2.0 4.2 ③14.0 1.9 ①26.0 1.2 ― 0.9 ― 0.7 Cambodia 40 ③12.3 ― 11.7 9.2 ― 4.6 ― ― ②12.5 ― ①18.6 ― ― ― ― ― Other places in Asia 78 ②13.9 0.7 5.2 7.9 2.0 6.3 ― 1.1 ③9.8 ― ①15.1 2.2 2.9 ― ― 4.1 Australia 124 ①14.6 5.8 10.2 8.3 4.5 2.2 ②11.3 ― ③10.3 2.9 2.3 2.1 7.4 5.7 ― 2.0 New Zealand or other Oceania 28 ①14.8 6.7 6.3 ― 1.8 8.1 ③9.9 1.8 ②12.4 ― 3.6 ③9.9 ― 5.7 2.9 1.8

Sample



tour


shows, etc.

Sportsviewing

Other eventviewing



Don't knowor don't

rememberNo ans.

2011 survey total 5094 1.2 0.5 0.4 5.3 0.4 0.5 0.8 2.4 0.1 0.9 3.0 2.2 1.7 51.9 3.2 ―

2010 survey total 5280 1.4 0.6 0.7 5.7 0.8 0.5 0.7 2.7 0.2 1.1 3.2 2.3 2.6 53.5 2.6 ―

UK 131 ― ― ― 7.0 2.8 1.1 0.6 0.4 ― ― ③8.9 1.1 3.9 43.4 2.5 ― France 219 ― ― ― 4.5 ― 0.6 ― 2.4 ― 0.2 7.1 0.2 2.7 55.8 1.2 ― Germany 108 ― ― ― 7.1 1.2 0.5 ― 1.7 ― ― ②10.5 ― 1.3 62.0 2.2 ― Spain 97 ― ― ― 4.8 4.4 2.7 0.9 ― ― ― ②12.6 0.5 3.5 48.8 4.1 ― Italy 200 ― ― ― 3.8 1.7 ― ― ― ― 0.3 ②7.5 0.3 2.1 67.7 4.2 ― Other nations in west Europe 171 ― ― ― 7.2 1.8 ― ― 1.9 ― ― ①9.2 0.6 1.4 58.1 3.6 ― Other places in Europe 134 2.3 ― ― ②9.3 ― ― 0.6 1.5 ― ― ③8.8 2.5 0.6 54.8 1.7 ― Turkey 66 4.7 ― ― 2.2 ― ― ― 1.2 ― ― ― 1.3 5.0 61.8 1.3 ― Other Middle East or Africa 145 4.4 0.4 3.0 ― 0.4 0.4 0.6 3.3 ― ― 1.0 0.4 2.3 56.0 2.9 ― USA east 128 1.6 ― ― ③13.0 1.6 0.8 0.4 0.7 ― ― 4.8 1.7 ― 47.3 4.0 ― USA west 189 1.6 ― ― ①11.9 2.1 1.7 4.1 3.4 ― ― 3.4 4.3 1.6 47.3 3.4 ― USA south 31 ― ― 2.0 1.7 1.7 ― ― ― ― 2.0 ― 5.3 ― 55.7 1.7 ― Canada 72 1.4 ― 1.4 3.6 ― ― ― ― ― ― 1.4 1.1 4.4 62.9 2.1 ― Central/South America or Caribbean 49 2.1 ― ― 1.8 1.3 ― ― ― ― ― ― 3.2 ― 50.5 2.1 ― Hawaii (Oahu) 453 2.3 0.7 0.1 3.9 ― 1.0 ― 2.2 1.2 1.5 ― 7.1 2.2 45.3 3.4 ― Hawaii (other than Oahu) 88 3.5 2.0 ― 2.5 ― 0.6 ― 3.5 ― 2.0 1.0 3.8 0.7 39.8 2.3 ― Guam 318 1.6 2.3 0.2 2.6 ― ― ― 2.2 ― 0.8 0.3 3.8 1.5 44.7 3.9 ― Saipan 76 0.7 2.2 ― 4.0 ― ― 1.1 3.6 ― ― ― 10.8 1.1 28.3 4.8 ― South Pacific islands or other islands 58 ― ― 3.0 ― ― ― 0.9 0.9 ― ― ― ― 5.9 32.6 1.1 ― Shanghai 190 0.8 ― ― ①14.1 ― 0.8 ― 1.5 ― 0.6 1.6 ― 0.5 49.7 4.8 ― Beijing 91 ― ― ― ①25.1 ― 1.7 0.6 4.6 ― 3.6 1.9 ― ― 38.5 3.1 ― Other China (exc. Hong Kong / Macau) 132 1.4 ― 0.7 ①14.6 ― 2.6 ― ③7.1 ― 3.0 3.0 2.5 2.5 50.8 2.0 ― Hong Kong 188 ― ― ― ― 0.4 ― 1.8 1.6 ― ― 2.5 0.9 0.8 67.8 2.3 ― Macau 69 ― ― ― ― ― ― ②6.4 1.2 ― 2.3 3.5 1.3 3.0 66.7 2.7 ― Taiwan 384 ― ― ― 0.7 ― 0.2 0.1 4.4 0.2 0.5 ③6.6 0.9 1.5 56.7 4.6 ― Korea 788 0.1 0.7 ― ③5.5 0.2 ― 1.7 1.4 ― 1.1 1.3 0.6 1.3 58.6 3.3 ― Singapore 96 0.5 ― 3.4 0.9 ― ― 0.8 6.3 ― 0.8 ― ― 0.6 51.9 6.6 ― Phuket 24 ③10.5 ― 9.0 ― ― ― ― 3.5 ― ― 4.1 ― ― 32.1 2.5 ― Thai beaches (other than Phuket) 29 ②8.9 ― ― ― ― ― ― ― ― ― 1.8 5.9 5.9 54.0 2.8 ― Bangkok or other Thai cities 174 2.0 1.9 ― 3.4 0.3 0.9 ― 1.0 0.5 1.4 1.3 2.5 1.4 61.1 ― ― Bali 96 0.9 0.6 ― 5.9 ― ― ― 4.0 ― 4.3 1.6 4.9 0.6 33.3 1.9 ― Indonesian beaches (other than Bali) 10 ― ― ②10.3 ― ― ― ― ②10.3 ― ― ― ― ― 62.2 ― ― Indonesian cities 15 ― ― 4.1 5.7 ― ― ― 11.6 ― ― ― ― ― 55.7 ― ― Malaysia 57 1.5 ― 6.3 2.4 ― ― ― 2.1 ― ― 1.5 4.0 1.4 36.7 7.9 ― Philippines 63 1.4 ― ― 2.5 ― 2.8 5.7 3.4 ― ― ― 5.0 ― 39.7 2.8 ― Vietnam 86 ― ― ― 9.2 ― ― 1.2 2.7 ― 1.0 4.4 3.2 1.0 36.7 2.8 ― Cambodia 40 ― ― ― 8.4 ― ― ― 6.0 ― 6.4 1.3 ― ― 41.0 ― ― Other places in Asia 78 2.2 1.3 ― 5.7 1.0 ― ― ― ― 1.1 6.3 5.5 4.1 45.5 1.0 ― Australia 124 3.0 0.7 1.3 3.2 ― ― 2.5 3.6 ― 0.7 2.0 1.2 1.6 40.2 0.8 ― New Zealand or other Oceania 28 9.4 2.9 ― ③9.9 ― ― ― 5.7 ― 8.1 ― 3.6 11.9 31.4 6.7 ―










29

Sample

9,999

yen or

less

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

39,999

yen

40,000-

49,999

yen

50,000-

79,999

yen

80,000-

99,999

yen

100,000

-

149,999

yen

150,000

-

199,999

yen

200,000

-

249,999

yen

250,000

yen or

more

No

ans.

2011

survey

2010

survey


2011 survey total 5094 1.4 3.6 4.8 7.8 5.5 21.4 6.9 16.6 9.6 6.5 15.3 0.5 14.3 0.8

2010 survey total 5280 1.6 3.3 5.8 7.6 6.1 22.0 7.4 16.9 8.8 6.6 13.6 0.3 13.5

Sex Male 2491 1.4 3.6 3.7 7.3 5.3 19.6 6.6 16.7 10.8 7.5 17.0 0.5 15.2 14.3 0.9

Female 2603 1.4 3.6 5.9 8.2 5.7 23.1 7.1 16.5 8.5 5.6 13.7 0.6 13.4 12.6 0.8

Male 18-29 yrs 323 1.6 2.7 5.2 11.8 7.9 18.8 7.5 18.4 8.7 4.6 12.1 0.6 12.9 12.5 0.4

Male 30-39 yrs 518 2.4 2.8 4.1 7.2 4.6 22.5 6.9 19.3 9.1 6.1 14.6 0.3 14.9 13.4 1.5

Male 40-49 yrs 543 1.6 3.2 3.2 6.4 5.1 15 .3 7.2 15.8 12.6 9.6 19.7 0.5 17.8 15.2 2.6

Male 50 yrs or older 1107 0.8 4.4 3.3 6.5 5.0 20.6 6.0 15.4 11.3 7.9 18.3 0.5 14.7 14.9 ▲ 0.2

Female 18-29 yrs 645 0.9 3.9 8.1 8.9 6.7 24.9 7.2 18.3 6.9 4.1 9 .5 0.5 11.4 10.8 0.6

Female 30-39 yrs 565 2.2 3.4 5.1 8.6 5.1 21.5 6.6 18.0 10.1 5.2 13.8 0.5 13.6 11.8 1.8

Female 40-49 yrs 394 2.0 2.3 4.5 6.2 5.6 19.8 6.2 18.4 11.8 7.0 15.9 0.2 15.2 16.3 ▲ 1.1

Female 50 yrs or older 1000 1.1 4.1 5.5 8.4 5.4 24.1 7.7 13.7 7.3 6.3 15.5 0.9 13.8 12.8 1.0

Kanto 2911 1.4 3.2 4.4 7.7 5.7 20.7 6.9 15.7 10.9 6.8 16.0 0.5 14.6 13.4 1.2

Kansai 1340 1.6 3.7 5.5 8.1 5.6 21.3 6.9 18.8 7.7 5.9 14.6 0.3 13.7 14.3 ▲ 0.6

Tokai 844 1.1 4.8 5.1 7.6 4.8 23.7 6.8 16.2 8.1 6.6 14.2 1.0 14.0 12.4 1.6

Worker (child 7 yrs and over) 2077 0.6 3.4 3.3 7.1 4.9 21.6 6.4 14.6 10.6 8.0 18.9 0.7 15.8 14.6 1.2

Worker (child 2-6 yrs) 225 0.7 1.4 2.1 1 .3 3.6 18.6 6.5 19.3 13.1 8.0 25.1 0.2 23.2 17.9 5.3

Worker (child 1 yr and under) 103 3.4 1.6 4.2 6.1 3.1 19.1 7.1 21.0 9.6 0 .8 24.0 ― 19.0 15.3 3.7

Worker (married, no children) 965 1.1 2.7 5.3 5.8 5.3 16.9 7.3 20.3 10.6 7.6 16.6 0.3 15.1 15.3 ▲ 0.2

Worker (unmarried) 1508 2.6 5.0 6.6 10.2 6.4 24.6 7.1 16.7 7.6 4.4 8 .3 0.5 10.5 10.3 0.2

Unmarried male 743 2.4 4.6 5.1 10.7 6.4 20.9 8.0 16.5 9.1 5.3 10 .3 0.7 12.1 10.9 1.2

Unmarried female 20s/30s 751 1.9 4.3 8.4 10.4 7.4 26.4 6.6 16.5 6.5 3.5 7 .5 0.6 9.6 9.3 0.3

Unmarried female 40s and over 226 5.2 6.5 7.2 11.1 6.0 27.0 7.3 14.7 5.6 3.3 5 .9 ― 8.2 11.2 ▲ 3.0

Student 216 2.4 2.8 8.2 13.3 9.7 20.6 8.8 13.6 7.0 3.1 9 .5 1.2 10.7 9.2 1.5

UK 131 0.6 0.8 3.2 5.5 2.3 21.3 5.3 11 .4 9.7 11.2 27.2 1.6 20.0 22.7 ▲ 2.7

France 219 1.9 1.8 1.2 5.8 2.5 11 .6 5.2 16.6 15.6 6.0 31.0 0.7 21.4 21.2 0.2

Germany 108 2.4 1.5 6.2 4.9 1.9 15 .9 5.6 11 .4 15.1 8.8 26.5 ― 18.0 15.7 2.3

Spain 97 ― 2.5 2.5 8.1 1.8 21.5 8.2 16.5 12.1 6.3 20.6 ― 16.6 15.1 1.5

Italy 200 0.8 2.4 4.9 3.2 3.1 14 .9 8.7 18.3 8.9 8.0 26.9 ― 18.9 19.6 ▲ 0.7

Other nations in west Europe 171 2.5 0.9 1.5 4.8 4.8 18.9 9.0 15.5 11.6 5.6 24.8 ― 16.1 13.7 2.4

Other places in Europe 134 1.4 3.6 6.0 10.8 3.1 16.9 3.4 22.2 6.7 12.1 13.8 ― 13.3 12.8 0.5

Turkey 66 2.4 2.6 5.2 4.6 5.0 13 .0 3.6 10 .6 8.8 4.4 38.5 1.3 21.5 17.3 4.2

Other Middle East or Africa 145 3.7 7.6 4.4 15.3 8.6 13 .2 3.2 11 .4 10.0 6.5 16.0 ― 11.9 12.5 ▲ 0.6

USA east 128 ― 2.0 1.5 2 .2 2.2 11 .6 3.1 17.9 19.2 10.9 28.3 1.2 22.9 16.5 6.4

USA west 189 0.4 1.8 2.7 2 .0 1.5 17.2 5.3 17.8 10.0 9.7 29.7 1.7 23.1 23.0 0.1

USA south 31 2.8 ― 2.7 ― ― 21.6 ― 19.7 13.9 10.9 28.4 ― 22.8 20.5 2.3

Canada 72 1.4 ― 0.9 1 .4 6.8 17.9 10.4 23.1 13.8 10.7 11.0 2.5 14.5 17.0 ▲ 2.5

Central/South America or Caribbean 49 2.5 9.9 13.3 4.6 4.6 13 .9 ― 8 .9 10.7 10.0 21.6 ― 17.4 20.8 ▲ 3.4

Hawaii (Oahu) 453 0.2 ― 0.1 3.0 1.5 10 .6 4.9 20.4 12.4 13.5 33.2 0.2 25.6 23.6 2.0

Hawaii (other than Oahu) 88 1.2 ― ― ― 0.6 9 .8 5.0 21.3 11.3 14.3 36.5 ― 28.0 23.9 4.1

Guam 318 0.6 1.2 1.8 6.9 3.8 17.5 8.0 20.7 12.8 8.7 17.9 0.2 16.0 15.9 0.1

Saipan 76 ― 3.2 ― 11.5 5.7 25.7 5.8 22.7 11.9 3.0 10.5 ― 11.9 11.0 0.9

South Pacific islands or other islands 58 1.1 1.5 ― 4.9 7.4 10 .8 17.4 16.1 10.8 8.3 21.8 ― 16.3 17.2 ▲ 0.9

Shanghai 190 4.1 11.4 10.1 13.5 7.1 24.8 5.8 10 .2 3 .3 3.2 6 .2 0.3 7.2 7.0 0.2

Beijing 91 2.7 11.1 6.0 11.2 7.3 38.8 3.8 7 .4 2 .8 ― 6 .1 2.8 7.3 6.3 1.0

Other China (exc. Hong Kong / Macau) 132 5.4 15.5 7.3 10.9 9.7 23.0 6.6 8 .4 2 .9 4.4 5 .9 ― 8.1 7.3 0.8

Hong Kong 188 0.8 5.1 4.9 11.2 4.0 25.3 7.6 16.3 11.6 5.7 6 .1 1.4 11.6 11.8 ▲ 0.2

Macau 69 ― 3.7 4.1 21.2 7.5 17.8 6.4 11.9 9.4 8.0 8 .7 1.3 10.8 9.2 1.6

Taiwan 384 1.5 4.8 9.1 14.5 7.9 28.7 10.3 13.6 5.9 1 .5 2 .0 0.1 7.2 6.7 0.5

Korea 788 1.3 3.2 6.8 9.3 7.8 30.2 6.8 17.6 8.2 2.7 5 .5 0.5 9.1 9.5 ▲ 0.4

Singapore 96 3.8 4.0 1.8 7.7 4.7 21.7 6.6 17.8 7.4 10.2 14.4 ― 16.0 10.2 5.8

Phuket 24 6.0 ― 6.4 2.5 7.5 28.5 10.4 13.3 6.0 2.5 16.7 ― 11.0 8.6 2.4

Thai beaches (other than Phuket) 29 3.0 ― 2.1 4.7 7.5 13.4 5.7 17.9 5.7 21.5 18.4 ― 17.9 9.7 8.2

Bangkok or other Thai cities 174 ― 1.8 3.2 11.8 7.8 24.2 9.4 12.7 9.1 10.5 8 .5 1.0 11.9 9.9 2.0

Bali 96 1.8 2.5 2.1 7.6 2.6 29.0 8.8 23.3 9.4 4.9 7 .9 ― 11.9 11.2 0.7

Indonesian beaches (other than Bali) 10 ― 35.6 ― ― 8.9 18.6 ― 8.9 28.1 ― ― ― 7.1 10.0 ▲ 2.9

Indonesian cities 15 ― 13.9 12.1 3.4 17.9 24.3 ― 11.2 ― ― 17.3 ― 8.9 8.4 0.5

Malaysia 57 ― 9.1 10.6 2 .7 8.7 35.2 3.6 10 .1 11.5 1 .5 7 .0 ― 8.5 8.6 ▲ 0.1

Philippines 63 ― ― 8.4 3.6 7.1 21.7 13.4 15.0 6.6 9.9 14.2 ― 13.6 12.6 1.0

Vietnam 86 0.9 5.2 15.1 9.3 15.8 27.9 2.2 11 .5 5.7 1.6 4 .8 ― 7.6 7.0 0.6

Cambodia 40 2.2 5.1 21.3 8.2 12.7 23.4 2.2 11.8 2 .1 4.4 6 .5 ― 11.4 6.0 5.4

Other places in Asia 78 1.8 9.9 3.9 7.5 9.5 25.6 2.7 17.3 4.8 7.4 9 .6 ― 10.9 8.1 2.8

Australia 124 1.4 1.4 3.3 2.9 2.8 14 .8 9.4 24.6 15.8 6.5 14.4 2.7 14.6 16.8 ▲ 2.2

New Zealand or other Oceania 28 6.3 3.1 ― 9.3 3.1 8.4 19.0 14.8 9.2 1.8 24.9 ― 17.8 13.9 3.9

Long distance 1545 1.4 2.7 3.7 5.4 3.8 16.5 6.4 16.2 11.7 7.7 23.8 0.7 17.9 17.7 0.2

Medium distance 1360 1.2 2.5 3.4 5.6 4.9 18.2 6.7 18.1 10.1 9.2 19.7 0.4 17.5 15.4 2.1

Short distance 2233 1.6 4.9 6.5 10.7 7.0 26.6 7.4 15.8 7.8 4.0 7 .2 0.5 9.9 9.6 0.3





※The average was tabulated without "No ans."

Distance of

the last

destination

Average (in 10s of 1000s of yen)

Sex & age

Area of

residence

Life

stage

Last

destination

(middle

classification)

0

5

10

15

20

25

2011 survey total

2010 survey total

（％）

9. Amount of Money Used at Destinations1) Total

● In terms of the total amount of money used at the destination, the average was 143,000

yen, an increase of 8,000 yen over last year’s figure. The highest average amount was

yielded by "Hawaii (other than Oahu)": 280,000 yen.

▽A look at the total amount of money used at the destination (not including airfare and hotel expenses) shows that

the dominant range was "50,000-79,999": 21%. The response "100,000-149,999 yen" was given by 17%, while

"250,000 yen or more" was given by 15%. The average was 143,000 yen.

▽A breakdown by sex and age shows that the highest average amount was given by "male 40-49 yrs": 178,000

yen.

▽A breakdown by life stage shows that the highest average amount was yielded by "worker (child 2-6 yrs)":

232,000 yen.

▽A breakdown by last destination shows that the highest average amount was yielded by "Hawaii (Oahu)"

(280,000 yen), while the lowest was given for "Shanghai" and "Taiwan" (72,000 yen).

■Total Amount Used at Destinations (Total/Single answer)



30

● In terms of the amount of money used for shopping at destinations, the average was

54,000 yen. The average was highest among "Turkey" visitors: 152,000 yen.

▽In terms of the amount of money used for shopping at destinations, "10,000-19,999 yen" and "50,000-99,999

yen" each accounted for 19%, while the average amount was 54,000 yen.

▽A breakdown by sex shows that among both males and females , the average amount was of those in their 40s

was 60,000 yen or more.

▽A breakdown by last destination shows that average amount was highest in "Turkey": 152,000 yen. This was

followed by "Hawaii (Oahu)" (116,000 yen) and "Hawaii (other than Oahu)" (109,000 yen).

■Amount of money used for shopping at destination (Total/Single answer)

9. Amount of Money Used at Destinations2) Shopping costs

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.2011

survey

2010

survey


2011 survey total 5094 4.6 7.4 18.7 17.0 16.5 18.5 16.5 0.8 5.4 ▲ 0.3

2010 survey total 5280 4.1 6.4 18.4 15.3 17.5 20.1 17.4 0.8 5.7

Sex Male 2491 5.9 7.9 19.8 17.2 15.3 17.5 15.6 0.9 5.1 5.7 ▲ 0.6

Female 2603 3.3 6.8 17.6 16.9 17.7 19.4 17.5 0.8 5.7 5.7 0.0

Male 18-29 yrs 323 8.4 7.9 25.9 15.4 16.4 15.3 10 .0 0.6 3.7 4.1 ▲ 0.4

Male 30-39 yrs 518 9.4 8.8 20.3 15.9 14.3 16.4 14.5 0.5 5.1 5.3 ▲ 0.2

Male 40-49 yrs 543 5.3 8.6 16.4 17.2 15.0 18.0 18.6 1.0 6.0 5.7 0.3

Male 50 yrs or older 1107 3.8 7.1 19.5 18.3 15.6 18.4 16.2 1.1 5.1 6.4 ▲ 1.3

Female 18-29 yrs 645 3.4 7.4 22.4 17.5 18.5 18.0 12.4 0.5 4.9 4.6 0.3

Female 30-39 yrs 565 3.7 9.8 16.7 16.7 13.5 18.0 20.9 0.6 5.9 5.8 0.1

Female 40-49 yrs 394 4.4 5.5 14.6 17.0 18.8 19.8 19.6 0.3 6.3 7.2 ▲ 0.9

Female 50 yrs or older 1000 2.5 5.4 16.1 16.6 19.2 21.0 18.0 1.3 5.9 5.8 0.1

Kanto 2911 4.6 7.3 18.8 18.1 16.4 17.7 16.3 0.8 5.3 5.5 ▲ 0.2

Kansai 1340 5.3 7.7 18.0 14.7 16.9 20.2 16.8 0.5 5.6 6.4 ▲ 0.8

Tokai 844 3.2 7.1 19.5 17.2 16.5 18.3 16.9 1.4 5.6 5.4 0.2

Worker (child 7 yrs and over) 2077 2.7 4.3 15.6 17.0 18.1 20.6 20.6 1.2 6.1 6.3 ▲ 0.2

Worker (child 2-6 yrs) 225 2.8 4.2 10 .7 17.0 17.4 19.8 27.5 0.6 8.9 7.4 1.5

Worker (child 1 yr and under) 103 8.2 4.1 13.9 15.4 15.2 16.4 26.8 ― 7.7 6.3 1.4

Worker (married, no children) 965 3.9 7.6 17.6 16.2 15.5 21.1 17.9 0.4 5.9 6.8 ▲ 0.9

Worker (unmarried) 1508 6.9 11.7 23.6 17.7 15.5 14.6 9 .4 0.6 3.9 4.2 ▲ 0.3

Unmarried male 743 10.1 13.4 25.9 15.9 14.3 11 .7 7 .8 0.9 3.6 3.5 0.1

Unmarried female 20s/30s 751 4.4 9.9 23.3 18.5 15.9 16.0 11 .3 0.8 4.1 4.2 ▲ 0.1

Unmarried female 40s and over 226 7.0 10.9 22.6 21.2 15.8 17.7 4 .8 ― 2.9 5.5 ▲ 2.6

Student 216 9.6 10.5 29.5 17.6 13.7 12 .7 5 .2 1.2 3.0 3.0 0.0

UK 131 1.0 0 .8 17.8 16.9 19.3 17.9 24.7 1.6 6.0 8.6 ▲ 2.6

France 219 3.4 4.6 9 .8 10 .0 17.9 29.1 24.5 0.7 7.7 9.7 ▲ 2.0

Germany 108 3.2 4.7 16.8 18.2 14.3 30.8 12.0 ― 5.0 5.7 ▲ 0.7

Spain 97 2.3 ― 13 .0 28.7 14.0 26.6 15.4 ― 5.1 5.2 ▲ 0.1

Italy 200 1.6 3.0 12 .4 13.2 15.7 21.2 31.3 1.7 8.8 9.3 ▲ 0.5

Other nations in west Europe 171 1.0 5.3 20.2 13.8 15.9 28.7 14.6 0.5 4.8 5.6 ▲ 0.8

Other places in Europe 134 6.9 5.5 12 .6 13.9 25.5 22.5 12.0 1.2 4.1 4.7 ▲ 0.6

Turkey 66 2.4 8.9 9 .7 18.4 9 .6 8 .2 41.4 1.3 15.2 11.7 3.5

Other Middle East or Africa 145 4.3 9.6 30.4 15.0 10 .6 14.7 15.5 ― 4.6 4.7 ▲ 0.1

USA east 128 1.9 3.7 7 .0 15.5 18.3 30.4 22.0 1.2 7.0 5.5 1.5

USA west 189 4.1 3.9 13 .5 12.7 16.2 23.9 23.9 1.7 7.2 8.3 ▲ 1.1

USA south 31 2.8 8.0 6 .3 8 .9 35.4 16.9 21.7 ― 5.2 7.4 ▲ 2.2

Canada 72 3.6 3.4 15.6 16.5 20.5 23.6 14.3 2.5 4.8 7.0 ▲ 2.2

Central/South America or Caribbean 49 11.5 6.6 20.5 25.4 7 .1 18.6 10 .3 ― 3.7 4.6 ▲ 0.9

Hawaii (Oahu) 453 0.8 1 .0 5 .9 9 .2 13.8 26.6 42.4 0.2 11.6 11.3 0.3

Hawaii (other than Oahu) 88 1.9 1 .2 9 .1 17.8 8 .8 26.0 34.4 1.0 10.9 10.6 0.3

Guam 318 1.7 5.2 15.6 12.1 14.5 22.2 28.6 0.2 7.0 8.1 ▲ 1.1

Saipan 76 4.0 11.6 28.9 18.8 10 .2 14.1 12.5 ― 4.7 3.4 1.3

South Pacific islands or other islands 58 6.1 5.6 22.0 19.3 15.7 18.4 13.0 ― 4.6 4.0 0.6

Shanghai 190 12.0 13.5 24.7 16.6 20.7 10 .7 1 .6 0.3 2.2 2.9 ▲ 0.7

Beijing 91 3.2 13.7 9 .8 29.5 19.3 12 .9 7 .8 3.8 4.4 3.0 1.4

Other China (exc. Hong Kong / Macau) 132 13.2 15.1 26.8 24.6 11 .0 5 .0 4 .5 ― 2.5 3.1 ▲ 0.6

Hong Kong 188 4.0 11.3 20.3 17.1 17.0 15.7 13.2 1.4 5.1 5.5 ▲ 0.4

Macau 69 6.9 7.6 31.2 22.0 13.0 10 .0 8 .1 1.3 3.2 3.6 ▲ 0.4

Taiwan 384 7.0 11.0 27.2 19.5 17.1 13 .0 4 .8 0.3 2.9 2.8 0.1

Korea 788 4.2 6.6 18.5 18.0 20.9 17.2 13.5 1.1 4.5 4.9 ▲ 0.4

Singapore 96 8.0 7.1 17.5 18.9 15.1 16.0 17.4 ― 5.7 4.3 1.4

Phuket 24 9.4 4.1 40.0 29.8 6.0 7.1 3.5 ― 2.0 2.0 0.0

Thai beaches (other than Phuket) 29 9.8 16.0 21.4 20.2 8.0 14.8 9.7 ― 3.9 2.8 1.1

Bangkok or other Thai cities 174 4.4 14.1 28.5 23.1 10 .1 11 .6 4 .8 3.4 2.4 2.6 ▲ 0.2

Bali 96 6.6 6.4 23.3 16.0 20.6 23.6 3 .6 ― 3.0 3.3 ▲ 0.3

Indonesian beaches (other than Bali) 10 ― 26.6 38.4 ― 35.0 ― ― ― 1.7 1.6 0.1

Indonesian cities 15 3.4 21.2 27.7 14.5 11.2 10.5 11.6 ― 3.1 2.0 1.1

Malaysia 57 6.6 10.9 37.9 17.3 11.9 13.9 1 .5 ― 2.2 2.7 ▲ 0.5

Philippines 63 8.5 17.2 31.2 15.1 7 .0 13 .1 7 .9 ― 2.6 2.7 ▲ 0.1

Vietnam 86 9.7 10.4 33.8 22.7 14.5 5 .2 3 .8 ― 2.1 2.5 ▲ 0.4

Cambodia 40 9.3 20.2 31.3 11 .6 8 .4 12 .6 6 .5 ― 2.6 1.9 0.7

Other places in Asia 78 11.5 17.6 19.3 13.8 22.3 10 .8 4 .7 ― 2.4 3.3 ▲ 0.9

Australia 124 3.3 2.8 19.6 23.4 21.5 18.6 8 .3 2.7 4.3 5.3 ▲ 1.0

New Zealand or other Oceania 28 9.4 6.3 26.3 18.4 18.5 11.8 9.3 ― 3.4 5.3 ▲ 1.9

Long distance 1545 3.2 4.7 15.4 15.6 16.7 23.3 20.1 1.0 6.4 7.0 ▲ 0.6

Medium distance 1360 4.6 7.0 18.1 16.4 14.9 18.2 19.9 0.8 6.3 6.2 0.1

Short distance 2233 5.6 9.4 21.2 18.3 17.4 15.3 12.1 0.7 4.2 4.5 ▲ 0.3






Last

destination

(middle

classification)

Distance of the

last destination


Sex & age

Area of

residence

Life

stage

0

5

10

15

20

25

30

2011 survey total

2010 survey total

（％）



31

● In terms of the amount of money used for meal costs at destination, the average was

25,000 yen. The highest average was given by "Hawaii (Oahu)" visitors: 44,000 yen.

▽Given as the amounts of money used for meal costs at destination were "10,000-19,999 yen" (27%), "20,000-

29,999 yen" (19%), and "30,000-49,999 yen" (16%). The average amount was 25,000 yen.

▽A breakdown by sex and age shows that among both males and females in their 40s the average amount was

highest.

▽A breakdown by last destination shows that average amount was highest in "Hawaii (Oahu)": 44,000 yen. This

was followed by "Hawaii (other than Oahu)" (43,000 yen), "USA south" (41,000 yen), and "USA west" (40,000

yen).

■Amount of money used for meal costs at destination (Total/Single answer)

9. Amount of Money Used at Destinations3) Meal costs

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.2011

survey

2010

survey


2011 survey total 5094 10.6 10.9 26.6 18.7 16.2 11.6 4.6 0.9 2.5 ▲ 0.2

2010 survey total 5280 10.0 10.0 25.2 20.0 16.5 11.9 5.6 0.8 2.7

Sex Male 2491 8.1 8.8 24.9 20.5 17.9 13.1 5.8 0.9 2.8 2.9 ▲ 0.1

Female 2603 12.9 12.8 28.2 16.9 14.7 10.2 3.4 0.9 2.2 2.4 ▲ 0.2

Male 18-29 yrs 323 6.7 11.1 30.2 22.9 14.8 10.3 3.3 0.6 2.4 2.6 ▲ 0.2

Male 30-39 yrs 518 7.5 9.4 27.8 18.7 19.7 12.3 4.2 0.3 2.5 2.7 ▲ 0.2

Male 40-49 yrs 543 6.1 6.2 23.9 19.3 19.7 18.2 5.9 0.8 3.1 3.3 ▲ 0.2

Male 50 yrs or older 1107 9.8 9.1 22.5 21.3 17.0 11.8 7.2 1.3 2.9 2.9 0.0

Female 18-29 yrs 645 10.5 16.1 32.6 16.9 13.8 7.4 2.3 0.5 2.0 2.0 0.0

Female 30-39 yrs 565 11.1 12.6 29.0 17.4 16.0 10.0 3.4 0.6 2.2 2.3 ▲ 0.1

Female 40-49 yrs 394 10.4 9.3 23.4 19.9 18.2 13.7 4.5 0.5 2.7 2.9 ▲ 0.2

Female 50 yrs or older 1000 16.6 12.1 26.8 15.5 13.1 10.9 3.6 1.4 2.2 2.5 ▲ 0.3

Kanto 2911 9.3 10.6 25.8 18.5 17.5 12.4 4.9 1.0 2.6 2.7 ▲ 0.1

Kansai 1340 12.2 12.0 26.4 19.0 14.1 11.3 4.6 0.3 2.5 2.6 ▲ 0.1

Tokai 844 12.4 10.1 29.5 18.6 15.1 9.3 3.5 1.4 2.2 2.4 ▲ 0.2


Worker (child 2-6 yrs) 225 4 .0 3 .8 20 .2 16.5 25.6 21.1 8.2 0.6 3.7 3.9 ▲ 0.2

Worker (child 1 yr and under) 103 9.7 9.3 20 .9 16.4 20.4 13.1 10.2 ― 3.3 3.0 0.3


Worker (unmarried) 1508 12.9 13.2 34.8 18.8 12.6 5 .4 1.7 0.6 1.8 2.0 ▲ 0.2

Unmarried male 743 8.9 10.7 32.7 20.5 15.9 7.5 3.1 0.8 2.2 2.4 ▲ 0.2

Unmarried female 20s/30s 751 12.6 18.1 36.1 17.2 9 .7 4 .5 1.1 0.8 1.6 1.7 ▲ 0.1

Unmarried female 40s and over 226 21.7 10.3 35.8 18.9 8 .5 4 .2 0.3 0.3 1.4 2.0 ▲ 0.6

Student 216 7.0 18.8 32.6 19.3 9 .8 8.8 2.6 1.2 2.0 2.0 0.0

UK 131 8.6 5 .7 22.8 14.8 20.6 12.5 13.4 1.6 3.6 4.6 ▲ 1.0

France 219 5 .6 4 .9 17 .6 20.8 19.1 19.9 10.6 1.5 3.7 4.3 ▲ 0.6

Germany 108 8.1 18.5 15 .1 11 .5 22.0 17.4 7.3 ― 3.1 3.2 ▲ 0.1

Spain 97 8.1 9.2 19 .8 16.2 22.3 17.3 7.1 ― 3.1 3.1 0.0

Italy 200 13.2 3 .7 24.3 15.0 17.4 17.9 5.8 2.5 2.9 3.7 ▲ 0.8

Other nations in west Europe 171 10.2 6.1 23.3 16.8 19.9 18.8 4.8 ― 2.9 3.0 ▲ 0.1

Other places in Europe 134 16.1 6.7 24.7 14.9 18.1 12.1 6.2 1.2 2.5 2.6 ▲ 0.1

Turkey 66 13.2 20.0 37.7 15.6 6 .0 6 .3 ― 1.3 1.4 2.2 ▲ 0.8

Other Middle East or Africa 145 19.5 23.4 27.7 11 .7 9 .6 5 .9 2.1 ― 1.6 2.2 ▲ 0.6

USA east 128 3 .5 5 .0 13 .7 22.5 27.1 18.8 8.2 1.2 3.8 3.4 0.4

USA west 189 5 .6 3 .9 21 .0 19.6 15.2 19.6 13.3 1.7 4.0 4.7 ▲ 0.7

USA south 31 4 .8 2 .7 13 .5 11 .4 30.4 27.0 10.3 ― 4.1 3.6 0.5

Canada 72 7.7 7.0 25.0 17.6 22.0 11.7 7.6 1.4 3.5 3.8 ▲ 0.3

Central/South America or Caribbean 49 21.3 12.0 16 .6 15.3 10 .2 13.7 10.9 ― 3.2 3.1 0.1

Hawaii (Oahu) 453 0 .9 2 .0 14 .9 16.1 30.4 24.8 10.7 0.3 4.4 4.5 ▲ 0.1

Hawaii (other than Oahu) 88 1 .2 1 .8 13 .6 18.3 26.6 24.9 12.6 1.0 4.3 4.9 ▲ 0.6

Guam 318 3 .0 7.1 23.1 23.3 20.5 18.0 4.8 0.2 3.0 2.9 0.1

Saipan 76 0 .7 14.3 19 .7 30.8 21.1 12.3 1.1 ― 2.4 2.0 0.4

South Pacific islands or other islands 58 14.1 3 .9 21.8 12 .8 19.6 24.2 3.5 ― 3.0 3.8 ▲ 0.8

Shanghai 190 21.1 19.0 26.6 16.1 9 .8 3 .9 3.1 0.3 1.6 1.4 0.2

Beijing 91 29.8 21.5 30.7 8 .4 3 .2 2 .6 ― 3.8 0.9 1.1 ▲ 0.2

Other China (exc. Hong Kong / Macau) 132 37.7 15.4 19 .9 11 .3 8 .8 2 .4 3.3 1.2 1.3 1.6 ▲ 0.3

Hong Kong 188 7.9 7.6 35.0 26.5 9 .3 11.1 1.2 1.4 2.1 2.4 ▲ 0.3

Macau 69 6.8 13.8 45.0 9 .8 14.9 5 .8 2.5 1.3 1.9 1.9 0.0

Taiwan 384 14.3 17.8 33.5 19.1 11 .2 3 .4 0.5 0.3 1.5 1.6 ▲ 0.1

Korea 788 8.7 16.1 38.6 19.7 11.5 3 .6 0.9 0.9 1.6 1.8 ▲ 0.2

Singapore 96 7.4 8.7 28.6 19.2 21.6 9.1 5.4 ― 2.7 2.4 0.3

Phuket 24 18.3 6.6 17.9 27.6 16.4 13.2 ― ― 2.1 2.1 0.0


Bangkok or other Thai cities 174 7.1 8.6 29.9 24.5 17.9 5 .2 3.4 3.4 2.4 2.2 0.2

Bali 96 10.2 7.7 33.2 23.0 12.2 13.1 0.6 ― 2.0 2.3 ▲ 0.3

Indonesian beaches (other than Bali) 10 17.8 8.9 26.6 28.1 18.6 ― ― ― 1.4 2.2 ▲ 0.8

Indonesian cities 15 24.3 15.5 27.1 16.2 17.0 ― ― ― 1.3 2.7 ▲ 1.4

Malaysia 57 8.9 20.2 35.3 9 .0 13.9 10.0 2.7 ― 1.9 2.0 ▲ 0.1

Philippines 63 5.7 9.3 24.7 24.5 20.0 10.7 5.1 ― 2.6 2.7 ▲ 0.1

Vietnam 86 16.5 25.0 38.0 7 .2 6 .5 6.8 ― ― 1.3 1.6 ▲ 0.3

Cambodia 40 39.0 15.7 24.0 12 .5 4 .1 4 .6 ― ― 1.0 1.1 ▲ 0.1

Other places in Asia 78 32.0 7.2 28.3 14.3 8 .7 6 .1 3.4 ― 1.6 1.5 0.1

Australia 124 7.1 4 .4 16 .7 21.6 23.5 19.6 4.4 2.7 3.1 3.6 ▲ 0.5

New Zealand or other Oceania 28 15.1 6.7 12.0 18.0 21.4 13.8 13.0 ― 4.7 3.1 1.6

Long distance 1545 10.4 8.7 22.1 17.0 17.7 15.6 7.2 1.1 3.0 3.4 ▲ 0.4

Medium distance 1360 8.4 6.7 22.9 18.5 20.5 15.8 6.3 0.9 3.1 3.2 ▲ 0.1

Short distance 2233 12.0 14.7 31.9 19.8 12.5 6 .5 1.8 0.7 1.8 1.9 ▲ 0.1






Last

destination

(middle

classification)

Distance of the

last destination


Sex & age

Area of

residence

Life

stage

0

5

10

15

20

25

30

2011 survey total

2010 survey total

（％）



32

● The sightseeing and activity costs used at destinations were an average of 26,000 yen.

The highest figure was yielded by "USA south": 58,000 yen.

▽In terms of the sightseeing and activity costs used at destinations, the responses "4,999 yen or less" was given

by 22% and "10,000-19,999 yen" was given by 21%. The average amount was 26,000 yen.

▽A breakdown by sex and age shows that average amount in all age groups was higher among the males than the

females. In particular, the figure given by the "male 40-49 yrs" was highest: 34,000 yen.

▽A breakdown by life stage shows that the highest average amount was given by the "worker (child 2-6 yrs )"

segment: 36,000 yen.

▽A breakdown by last destination shows that the average amount was highest for "USA south": 58,000 yen.

■Amount of money used for sightseeing and activities at destination (Total/Single answer)

9. Amount of Money Used at Destinations4) Sightseeing and activity costs

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.2011

survey

2010

survey


2011 survey total 5094 22.4 8.6 21.3 15.2 13.4 12.0 6.0 1.0 2.6 ▲ 0.3

2010 survey total 5280 20.2 7.7 21.2 15.5 13.5 13.6 7.2 1.1 2.9

Sex Male 2491 18.4 7.6 20.1 15.7 15.4 14.0 7.8 1.1 3.0 3.3 ▲ 0.3

Female 2603 26.2 9.5 22.6 14.7 11.5 10.1 4.3 1.0 2.1 2.5 ▲ 0.4

Male 18-29 yrs 323 12 .9 9.1 27.3 13.7 15.6 13.2 7.6 0.6 3.0 3.3 ▲ 0.3

Male 30-39 yrs 518 15 .9 6.0 22.0 17.1 17.3 12.6 8.8 0.3 3.2 3.3 ▲ 0.1

Male 40-49 yrs 543 18.3 6.8 18.8 15.6 16.2 13.5 9.7 1.0 3.4 3.5 ▲ 0.1

Male 50 yrs or older 1107 21.3 8.3 17.6 15.6 14.0 15.1 6.5 1.6 2.8 3.2 ▲ 0.4

Female 18-29 yrs 645 20.5 11.3 25.4 17.1 14.9 6 .6 3.4 0.9 2.0 2.5 ▲ 0.5

Female 30-39 yrs 565 26.0 11.8 22.4 12.0 12.1 11.4 3.5 0.8 2.0 2.2 ▲ 0.2

Female 40-49 yrs 394 26.8 6.9 22.3 16.2 11.2 10.9 5.1 0.6 2.3 2.9 ▲ 0.6

Female 50 yrs or older 1000 29.7 8.2 21.0 14.2 9.1 11.4 5.0 1.4 2.2 2.6 ▲ 0.4

Kanto 2911 21.2 8.2 21.0 15.7 14.3 12.4 6.2 1.0 2.6 2.9 ▲ 0.3

Kansai 1340 22.8 9.3 22.3 15.0 12.2 11.4 6.1 0.8 2.6 3.2 ▲ 0.6

Tokai 844 25.7 8.7 21.1 13.8 12.2 11.7 5.3 1.6 2.3 2.8 ▲ 0.5


Worker (child 2-6 yrs) 225 16 .9 3 .6 18.0 12.4 21.6 17.3 9.6 0.6 3.6 3.8 ▲ 0.2

Worker (child 1 yr and under) 103 28.9 4.0 16 .3 12.5 15.2 13.1 10.0 ― 2.9 3.4 ▲ 0.5


Worker (unmarried) 1508 22.4 11.0 24.2 15.4 13.6 8.8 3.6 1.0 2.2 2.3 ▲ 0.1

Unmarried male 743 16 .7 9.5 24.4 15.4 14.2 12.1 6.7 1.1 2.9 3.0 ▲ 0.1

Unmarried female 20s/30s 751 24.1 12.3 26.3 15.7 13.2 5 .1 2.0 1.3 1.7 2.0 ▲ 0.3

Unmarried female 40s and over 226 31.1 10.2 23.8 15.4 9.6 8.5 0 .8 0.5 1.5 1.9 ▲ 0.4

Student 216 17.6 8.9 32.0 16.1 10.6 7.5 5.6 1.6 2.4 2.7 ▲ 0.3

UK 131 17 .1 4.3 19.6 17.2 16.7 11.6 11.9 1.6 3.3 4.9 ▲ 1.6

France 219 16 .8 9.0 15 .6 14.3 18.0 16.5 9.0 0.7 3.2 3.9 ▲ 0.7

Germany 108 24.3 6.6 16.8 9 .2 14.5 21.2 7.4 ― 2.9 3.5 ▲ 0.6

Spain 97 22.5 2 .6 23.3 15.7 13.0 15.3 7.7 ― 2.9 3.6 ▲ 0.7

Italy 200 23.2 6.9 17.5 19.4 9.7 13.0 7.8 2.5 2.7 3.2 ▲ 0.5

Other nations in west Europe 171 20.5 4.7 17.5 14.3 17.9 16.7 6.9 1.5 2.9 3.5 ▲ 0.6

Other places in Europe 134 27.4 4.9 14 .8 10.3 22.6 15.4 3.5 1.2 2.4 3.4 ▲ 1.0

Turkey 66 23.3 10.0 20.6 9 .7 14.2 16.9 3.9 1.3 2.4 2.2 0.2

Other Middle East or Africa 145 27.7 8.2 23.5 9 .8 9.4 12.3 9.1 ― 2.7 3.1 ▲ 0.4

USA east 128 10 .8 2 .2 15 .4 16.9 20.8 15.7 16.2 2.0 4.2 4.3 ▲ 0.1

USA west 189 17 .1 2 .3 13 .3 17.5 16.3 15.2 16.7 1.7 4.9 5.8 ▲ 0.9

USA south 31 12 .5 2 .7 7 .1 10.8 24.4 21.0 21.5 ― 5.8 6.8 ▲ 1.0

Canada 72 22.9 7.0 9 .9 20.7 15.4 14.4 8.2 1.4 2.9 3.6 ▲ 0.7

Central/South America or Caribbean 49 22.0 5.1 10 .5 16.8 9.0 16.8 20.0 ― 4.8 6.2 ▲ 1.4

Hawaii (Oahu) 453 17 .3 5.3 15 .8 15.9 16.3 20.7 8.3 0.5 3.5 4.1 ▲ 0.6

Hawaii (other than Oahu) 88 11 .2 ― 15 .0 12.5 16.3 28.5 15.5 1.0 4.7 4.8 ▲ 0.1

Guam 318 18.5 6.8 22.7 17.1 11.6 16.5 6.4 0.5 2.8 2.7 0.1

Saipan 76 10 .3 2 .5 26.5 25.0 14.5 14.8 6.4 ― 2.8 2.7 0.1

South Pacific islands or other islands 58 21.5 1 .8 12 .6 6 .9 12.8 30.9 13.6 ― 4.0 5.5 ▲ 1.5

Shanghai 190 26.3 13.1 26.4 14.4 10.3 6 .2 3.1 0.3 1.7 1.9 ▲ 0.2

Beijing 91 25.2 15.5 31.2 13.5 9.0 1 .7 ― 3.8 1.1 1.3 ▲ 0.2

Other China (exc. Hong Kong / Macau) 132 31.2 10.5 23.9 9 .7 11.5 8.2 3.9 1.2 2.1 1.7 0.4

Hong Kong 188 25.0 9.7 23.5 18.1 10.7 8.2 2.5 2.3 1.8 2.3 ▲ 0.5

Macau 69 21.2 3 .2 31.2 17.3 7 .6 10.8 7.5 1.3 2.5 2.5 0.0

Taiwan 384 26.8 17.3 28.8 11.4 9.6 5 .0 0 .8 0.3 1.3 1.4 ▲ 0.1

Korea 788 30.4 13.5 26.2 14.1 9.6 3 .6 1.6 0.9 1.4 1.8 ▲ 0.4

Singapore 96 16 .6 6.3 24.1 25.6 14.9 5 .4 7.2 ― 2.4 2.2 0.2

Phuket 24 20.8 10.0 19.3 16.3 20.6 9.4 3.5 ― 2.3 2.9 ▲ 0.6


Bangkok or other Thai cities 174 17.8 8.7 17.6 16.9 16.5 11.5 7.6 3.4 3.3 3.1 0.2

Bali 96 11 .0 12.5 24.9 13.2 19.2 13.5 5.7 ― 2.6 3.0 ▲ 0.4

Indonesian beaches (other than Bali) 10 17.8 17.8 26.0 20.6 ― ― 17.8 ― 2.5 4.5 ▲ 2.0

Indonesian cities 15 36.8 3.4 29.7 9.5 15.0 ― 5.7 ― 1.6 1.7 ▲ 0.1

Malaysia 57 31.9 7.2 19.8 20.0 6 .9 8.4 5.8 ― 1.9 2.2 ▲ 0.3

Philippines 63 9 .2 2 .4 15 .3 21.7 17.5 27.3 6.6 ― 4.1 3.6 0.5

Vietnam 86 15 .1 15.4 33.4 13.6 10.4 6 .2 6.0 ― 2.3 1.6 0.7

Cambodia 40 23.9 8.6 36.2 8 .4 6 .3 7.8 4.4 4.4 1.9 1.9 0.0

Other places in Asia 78 33.1 8.4 20.2 7 .9 11.2 9.6 9.6 ― 3.3 2.5 0.8

Australia 124 9 .1 2 .7 16 .3 19.6 17.2 23.8 7.9 3.5 3.6 5.3 ▲ 1.7

New Zealand or other Oceania 28 14.3 5.7 7.3 12.0 17.4 22.2 21.1 ― 6.6 4.0 2.6

Long distance 1545 21.2 5.5 17.1 15.2 15.6 15.0 9.3 1.2 3.2 4.1 ▲ 0.9

Medium distance 1360 17.6 6.8 18.7 16.0 15.6 15.7 8.4 1.1 3.2 3.5 ▲ 0.3

Short distance 2233 25.9 11.8 25.9 14.7 10.5 7.6 2.7 0.9 1.8 1.9 ▲ 0.1






Last

destination

(middle

classification)

Distance of the

last destination


Sex & age

Area of

residence

Life

stage

0

5

10

15

20

25

30

2011 survey total

2010 survey total

（％）



33

●As for accommodation costs used at destinations, the average was 66,000 yen. The highest

average amount was yielded by visitors to "Hawaii (other than Oahu)" : 129,000 yen.

▽In terms of ranges of accommodation costs used at destinations, "50,000-99,999 yen," and "100,000 yen or more" each

accounted for 22%. "30,000-49,999 yen" was given by 20%, while the average amount was 66,000 yen.

▽A breakdown by sex shows that in all age group the average amount of males exceeded that of females . The highest figure

yielded was that "males 50 yrs or older" : 80,000 yen.

▽A breakdown by stage shows that among "workers (child 2-6 yrs)" and "workers (child 7 yrs or older)," "100,000 yen or more"

was given by over 30%.

■Amount of money used for accommodation costs at destination

(Those involved in considering travel plan /those who paid accommodation costs at destination /Single answer)

9. Amount of Money Used at Destinations5) Accommodation costs

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.2011

survey

2011 survey total 1273 1.1 4.7 14.6 13.7 19.7 22.2 22.1 1.8 6.6

Sex Male 706 1.2 4.4 13.7 14.1 18.1 23.0 23.9 1.6 7.0

Female 567 1.0 5.1 15.8 13.1 21.7 21.2 20.0 2.0 6.0

Male 18-29 yrs 85 3.0 8.5 14.5 16.4 15.8 24.8 15 .8 1.2 5.6

Male 30-39 yrs 163 3.0 5.0 15.5 17.0 22.5 19.0 18.0 ― 5.8

Male 40-49 yrs 199 0.4 2.6 13.9 14.3 17.4 25.7 23.9 1.7 7.4

Male 50 yrs or older 260 ― 4.0 12.1 11.4 16.8 22.8 30.2 2.7 8.0

Female 18-29 yrs 117 1.7 10.3 21.6 16.4 20.7 19.8 7 .8 1.7 4.1

Female 30-39 yrs 156 1.1 4.4 16.1 11.1 23.9 22.8 18.9 1.7 5.7

Female 40-49 yrs 114 0.5 5.9 15.1 12.4 16.7 26.3 22.6 0.5 7.0

Female 50 yrs or older 180 0.9 1.8 12.3 13.2 23.7 17.5 27.2 3.5 6.9

Kanto 775 1.1 4.5 14.2 11.7 19.4 23.4 24.0 1.6 6.9

Kansai 310 0.7 4.4 15.5 14.9 21.5 21.7 20.7 0.6 5.9

Tokai 188 1.7 6.1 14.9 19.7 18.0 18.2 16 .9 4.5 6.5

Worker (child 7 yrs and over) 428 0.2 2.4 9 .3 11.0 19.0 23.5 31.8 2.9 8.4

Worker (child 2-6 yrs) 64 1.3 1.0 9 .1 10.5 21.2 19.1 38.0 ― 8.5

Worker (child 1 yr and under) 26 ― 12.1 27.8 3.4 15.1 19.4 22.2 ― 7.7

Worker (married, no children) 247 1.5 3.2 11.1 12.5 19.2 27.5 23.9 1.1 7.2

Worker (unmarried) 448 1.2 7.2 21.5 17.0 21.3 19.1 11 .3 1.3 4.4

Unmarried male 274 1.6 7.0 17.7 19.8 18.7 21.0 12 .8 1.3 4.8

Unmarried female 20s/30s 176 2.1 9.2 22.9 15.3 23.8 16 .2 8 .4 2.1 3.9

Unmarried female 40s and over 56 ― 4.4 29.6 13.8 20.0 18.9 12 .3 1.1 4.7

Student 61 5.5 10.0 16.1 20.5 16.7 18.1 9 .8 3.3 4.8

UK 52 1.7 1.6 14.0 9.2 16.0 21.7 35.8 ― 9.0

France 62 3.9 3.8 6 .9 3 .0 13 .2 28.6 40.5 ― 9.2

Germany 41 ― 3.9 4 .3 10.9 17.4 26.7 36.8 ― 8.6

Spain 28 ― ― ― 10.7 16.5 43.0 29.8 ― 8.3

Italy 35 ― 1.8 4 .4 9.9 9 .2 28.0 41.8 5.0 10.3

Other nations in west Europe 49 ― 1.0 1 .8 8 .4 14.9 26.2 45.9 1.8 8.9

Other places in Europe 40 ― ― 7 .3 11.9 18.2 34.5 28.1 ― 7.1

Other Middle East or Africa 22 ― ― 19.7 10.4 19.0 30.1 20.8 ― 5.7

USA east 67 ― 5.5 9 .0 9.9 12 .0 29.3 32.0 2.3 7.9

USA west 69 0.9 0.9 5 .3 14.3 18.4 26.6 30.1 3.6 7.1

Canada 20 ― ― 30.5 5.1 34.1 11.9 13.2 5.1 4.9

Central/South America or Caribbean 13 ― ― 12.7 ― 10.0 35.7 41.6 ― 11.8

Hawaii (Oahu) 100 0.8 1.2 5 .4 3 .1 21.7 25.4 40.9 1.5 11.6

Hawaii (other than Oahu) 27 ― ― ― 2.3 14.6 35.3 47.8 ― 12.9

Guam 42 ― 1.2 12.3 13.1 17.8 28.4 26.0 1.2 6.5

Saipan 11 ― 5.7 ― 28.7 17.5 23.8 24.3 ― 5.7

Shanghai 33 ― 5.7 15.1 21.3 24.5 24.1 9 .3 ― 4.0

Beijing 11 ― 24.5 21.2 15.8 9.5 14.3 ― 14.8 2.5

Other China (exc. Hong Kong / Macau) 28 1.8 9.7 21.3 31.0 1.8 21.7 12.5 ― 4.1

Hong Kong 51 ― 4.7 10.3 17.1 24.3 22.6 17.7 3.4 6.1

Macau 19 ― 2.7 8.1 15.8 38.3 26.3 8.8 ― 4.6

Taiwan 82 1.1 7.3 23.2 18.7 30.3 16 .8 2 .7 ― 3.2

Korea 163 1.7 10.4 32.7 18.4 18.9 12 .2 3 .0 2.5 2.8

Singapore 31 ― ― 8 .2 11.5 13 .2 21.6 45.5 ― 11.9

Phuket 11 ― 7.7 ― 15.9 32.6 15.9 28.0 ― 8.0

Thai beaches (other than Phuket) 17 ― 3.1 23.1 13.4 15.5 26.1 18.8 ― 5.7

Bangkok or other Thai cities 82 1.7 8.1 14.1 20.2 22.3 11 .7 14 .7 7.2 4.6

Bali 19 ― ― 11.8 23.4 30.5 11.3 22.9 ― 8.6

Malaysia 20 ― 12.1 14.2 7.0 31.6 18.5 16.7 ― 4.7

Philippines 21 2.5 4.2 9.1 22.5 28.7 16.4 16.7 ― 4.7

Vietnam 23 15.2 7.4 2.7 19.9 28.3 19.6 6.9 ― 4.5

Other places in Asia 39 2.1 8.5 31.3 23.4 15.6 6 .3 12 .8 ― 3.9

Australia 39 ― 3.9 10.7 2 .1 25.2 36.7 21.3 ― 7.1

Long distance 443 0.7 2.5 9 .1 9.7 16.6 27.1 32.6 1.7 8.0

Medium distance 406 1.6 4.5 12.5 12.5 20.2 21.5 25.4 1.8 7.8

Short distance 440 1.1 7.5 22.1 18.8 22.0 18.0 8 .7 1.8 3.9





※Tabulations excluded those who had not paid for accommodation costs at the destination.

※The average was tabulated without "No ans." ※Not asked in 2010

Last

destination

(middle

classification)

Distance of the

last destination

Average

(in 10s of

1000s of

yen)

Sex & age

Area of

residence

Life

stage

0

5

10

15

20

25

30

2011 survey total

（％）



34

● Given most as the airline used was "JAL." The top three were rounded out by "ANA"

and "Delta Air Lines (including the former Northwest Airlines)".

▽When asked about the airline they used on their last trip overseas, the largest percentage of respondents gave

"JAL": 19%. This was followed by "ANA" (13%), and "Delta Air Lines (including the former Northwest Airlines)"

(8%). The JAL total (i.e. the sum of "JAL" and "JALWAYS") was 21%.

■Airline used this time [ranking table] (Those involved in considering travel plan/Single answer)

10. Use of Airlines

2011 Survey

(n=4265) (%) Ranking (n=2458) Ranking (n=1105) Ranking (n=702) Ranking (n=4436)

1 JAL n=797 18.7 1 20.9 1 15.4 1 16.1 1 22.8 ↓

2 ANA n=535 12.5 2 14.2 2 11.4 3 8.6 2 12.5 ―

3 Delta Air Lines (including the former Northwest Airlines) n=347 8.1 3 8.7 3 8.7 6 5.2 13 1.8 ↑

4 Korean Air n=263 6.2 4 4.6 4 7.2 2 9.9 3 7.0 ―

5 Asiana Airlines n=178 4.2 8 2.8 5 6.3 5 5.5 5 4.6 ―

6 Cathay Pacific Airways n=166 3.9 6 3.0 6 4.7 4 5.8 7 3.2 ―

7 China Airlines n=116 2.7 5 3.5 21 1.2 14 2.3 8 3.1 ―

8 JALWAYS n=112 2.6 7 2.9 12 1.9 12 2.6 6 4.4 ↓

8 Lufthansa n=112 2.6 11 2.2 9 2.7 7 3.9 12 1.8 ―

10 United Airlines n=97 2.3 9 2.4 7 2.9 23 0.8 9 2.2 ―

10 Thai Airways n=97 2.3 13 1.8 9 2.7 8 3.3 14 1.7 ―

12 Continental Airlines (Continental Micronesia Airlines) n=90 2.1 10 2.3 19 1.2 11 2.8 11 1.9 ―

13 Air France n=74 1.7 12 2.1 18 1.4 20 1.0 14 1.7 ―

14 Singapore Airlines n=65 1.5 17 1.3 16 1.5 12 2.5 20 1.0 ―

15 Finnair n=64 1.5 21 0.9 14 1.8 9 3.0 19 1.1 ―

15 KLM Royal Dutch Airlines n=64 1.5 17 1.3 7 2.9 42 0.1 21 1.0 ―

17 Alitalia n=59 1.4 15 1.5 16 1.4 17 1.1 17 1.1 ―

18 Jetstar n=58 1.4 23 0.8 9 2.7 17 1.2 23 0.8 ―

19 Emirates n=56 1.3 14 1.5 21 1.2 23 0.8 29 0.6 ―

20 China Eastern Airlines n=53 1.2 30 0.7 19 1.3 9 3.0 27 0.7 ―

21 Vietnam Airlines n=47 1.1 27 0.8 12 1.9 20 1.0 17 1.1 ―

22 Egyptair n=45 1.1 19 1.2 21 1.2 28 0.5 26 0.7 ―

23 Air China n=43 1.0 27 0.8 26 1.0 15 1.9 10 1.9 ―

24 Air Canada n=42 1.0 16 1.4 30 0.7 42 0.1 34 0.5 ―

25 Turkish Airlines n=41 1.0 20 1.0 24 1.1 23 0.8 24 0.7 ―

26 Garuda n=39 0.9 23 0.8 24 1.0 20 1.1 16 1.2 ―

27 Malaysia Airlines n=31 0.7 27 0.8 27 0.9 35 0.2 29 0.6 ―

28 Philippines Airlines n=30 0.7 34 0.6 34 0.4 16 1.5 34 0.5 ―

29 American Airlines n=28 0.7 23 0.8 38 0.3 27 0.7 27 0.7 ―

29 Qatar Airways n=28 0.7 43 0.2 15 1.6 23 0.9 38 0.4 ―

31 Qantas n=27 0.6 22 0.8 38 0.3 32 0.4 36 0.4 ―

32 Eva Air n=24 0.6 35 0.6 32 0.6 28 0.6 29 0.6 ―

33 Aeroflot n=23 0.5 30 0.7 45 0.1 28 0.6 42 0.2 ―

34 British Airways n=22 0.5 23 0.8 45 ― 35 0.2 25 0.7 ―

35 China Southern Airlines n=20 0.5 43 0.2 29 0.7 17 1.2 22 0.8 ―

36 Scandinavian Airlines n=18 0.4 32 0.7 45 0.1 42 0.1 40 0.3 ―

37 Austrian Airlines n=17 0.4 32 0.7 55 ― 54 ― 33 0.5 ―

38 Swiss International Airlines n=14 0.3 37 0.5 55 ― 35 0.3 39 0.3 ―

38 Air Indian n=14 0.3 38 0.4 41 0.2 32 0.4 43 0.2 ―

38 Virgin Atlantic n=14 0.3 36 0.5 55 ― 42 0.1 32 0.5 ―

41 SriLankan Airlines n=13 0.3 39 0.3 34 0.4 54 ― 44 0.2 ―

42 Jetstar Asia Airways n=12 0.3 51 0.1 27 0.9 42 0.1 * * *

42 Air Caledonia International n=12 0.3 41 0.3 34 0.4 42 0.1 44 0.2 ―

44 Shanghai Airlines n=11 0.3 47 0.1 30 0.6 42 0.1 48 0.1 ―

45 Air New Zealand n=10 0.2 41 0.2 41 0.1 35 0.3 37 0.4 ―

46 Aero Mexico n=8 0.2 39 0.3 45 0.1 54 ― 52 0.1 ―

46 Jeju Air n=8 0.2 64 ― 33 0.5 32 0.4 49 0.1 ―

48 Etihad Airways n=7 0.2 47 0.1 55 ― 28 0.6 * * *

49 Hawaiian Airlines n=6 0.1 43 0.2 41 0.2 42 0.1 * * *

49 Uzbekistan Airways n=6 0.1 43 0.2 45 0.1 35 0.2 50 0.1 ―

51 AirAsia X n=5 0.1 47 0.1 41 0.2 54 ― * * *

52 Air Macau n=4 0.1 59 ― 38 0.3 54 ― 47 0.2 ―

52 Air Busan n=4 0.1 64 ― 34 0.4 54 ― * * *

52 Spring Airlines n=4 0.1 51 0.1 55 ― 35 0.2 * * *

55 Air Tahiti Nui n=3 0.1 47 0.1 45 ― 54 ― 40 0.3 ―

55 Shinzhen Air n=3 0.1 51 0.1 45 0.1 54 ― 50 0.1 ―

55 Dragonair n=3 0.1 51 0.1 45 0.1 42 0.1 56 ― ―

55 US Airways n=3 0.1 59 ― 45 0.1 42 0.1 56 ― ―

59 Cebu Pacific Air n=2 0.1 59 ― 45 0.1 42 0.1 46 0.2 ―

59 Hong Kong Airlines n=2 ― 51 0.1 55 ― 54 ― * * *

59 Hainan Airlines n=2 ― 64 ― 55 ― 35 0.2 62 ― ―

59 Miat Mongolian Airlines n=2 ― 51 0.1 55 ― 54 ― 62 ― ―

59 Vladivostok Air n=2 ― 51 0.1 55 ― 54 ― 52 ― ―

59 Hong Kong Express Airways n=2 ― 51 0.1 55 ― 54 ― 56 ― ―

65 Pakistan International Airlines n=1 ― 64 ― 55 ― 42 0.1 62 ― ―

65 Iran Air n=1 ― 59 ― 55 ― 54 ― 62 ― ―

65 Viva Macau n=1 ― 59 ― 55 ― 54 ― * * *

68 Air Pacific ― ― 64 ― 55 ― 54 ― 52 0.1 ―

68 Air Niugini ― ― 64 ― 55 ― 54 ― 52 ― ―

68 Eastar Jet ― ― 64 ― 55 ― 54 ― * * *

68 Shandong Airlines ― ― 64 ― 55 ― 54 ― * * *

68 Cambodia Angkor Air ― ― 64 ― 55 ― 54 ― * * *

68 Biman Bangladesh Airlines ― ― 64 ― 55 ― 54 ― 62 ― ―

68 Xiamen Air ― ― 64 ― 55 ― 54 ― 56 ― ―

68 Bangkok Airways ― ― 64 ― 55 ― 54 ― 56 ― ―

68 Sakhalin Airlines ― ― 64 ― 55 ― 54 ― 62 ― ―

68 Siberia Airlines (S7 Airlines) ― ― 64 ― 55 ― 54 ― 62 ― ―

Other n=24 0.6 0.7 0.5 0.3 0.3 ―

Sea (traveled by ship) n=12 0.3 0.2 0.3 0.6 0.1 ―

Don't know or don't remember n=123 2.9 2.9 2.3 3.9 3.0 ―

JAL + JALWAYS n=909 21.3 23.8 17.3 18.8 27.3 ↓

※The place of Delta Air Lines (including the former Northwest Airlines) in the 2010 study was indicated as Delta Air Lines

※The place of Siberia Airlines (S7 Airlines) in the 2010 study was indicated as Siberia Airlines

※"*":No applicable data

※Rate of increase: The arrow indicates increases/decreases for airlines for which there were changes of plus or minus one point between the 2010 survey and 2011 survey.

Rate of

increase

2010 Survey

TotalTotal Kanto Kansai Tokai0 10 20 30

2011 Survey （％）

35

Chapter 2

Actions Taken for Prior Consideration of Travel

Part 1 Trends in Overseas Travel Booking in 2010 Chapter 2 Actions Taken for Prior Consideration of Travel


1. Destinations Considered / Destinations Decided on (1)

● Among destinations considered for the last trip, "Korea" topped the list and was

followed by "Hawaii (Oahu)," "Taiwan," and "Guam."

▽Among destinations considered for the last trip, "Korea" (20%) topped the list and was followed by "Hawaii

(Oahu)" (14%), "Taiwan" (13%), and "Guam" (11%).

▽A breakdown by life stage shows that among "Worker (child 2-6 yrs)" and "Worker (child 1 yr and under),"

"Hawaii" and "Guam or Saipan" were given by higher percentages than others.

■Destinations Considered on Last Trip: By Demographic (Those involved in considering travel plans/Multiple answer)

（％）

Sample


Othernations in

westEurope


MiddleEast

or AfricaTurkey



Alaska)


AlaskaCanada Alaska

Central/South

Americaor

Caribbean

HawaiiHawaii(Oahu)

Hawaii(otherthan

Oahu)

Guam orSaipan

Guam Saipan

2011 survey total 4265 25.4 6.0 9.4 5.9 5.7 8.7 7.0 6.5 7.5 3.4 5.7 9.7 4.6 6.1 1.6 3.3 3.1 0.4 2.3 16.1 14.2 6.3 12.0 11.0 6.02010 survey total 4436 23.7 6.0 9.1 5.7 5.3 7.7 6.5 6.2 6.6 3.1 5.0 9.7 4.5 6.6 1.9 3.2 3.0 0.6 2.8 17.2 15.0 7.0 13.0 11.9 6.5

Male 2052 23.1 5.3 8.8 5.7 5.1 7.9 6.5 6.4 6.9 3.1 5.5 10.4 4.5 7.1 1.6 2.7 2.6 0.4 2.8 17.1 15.2 6.9 12.4 11.2 6.7Female 2213 27.4 6.6 9.9 6.1 6.3 9.6 7.5 6.5 8.1 3.7 5.8 9.0 4.6 5.1 1.6 3.8 3.6 0.4 1.8 15.1 13.2 5.8 11.6 10.8 5.5Male 18-29 yrs 263 27.3 9.8 14.6 7.6 6.6 11.1 6.6 4.1 6.4 2.0 5.9 14.8 10.2 9.2 2.1 2.5 2.5 0.2 2.7 14.5 10.4 7.8 15.0 13.7 7.8Male 30-39 yrs 430 23.5 6.1 10.6 5.5 6.8 8.1 5.3 6.4 5.1 1.7 4.2 8.5 3.8 5.5 0.9 2.5 2.5 0.2 2.5 18.0 16.9 6.6 15.2 13.1 6.8Male 40-49 yrs 472 15.2 3.8 5.7 5.3 2.4 5.9 3.8 4.8 4.6 1.5 3.7 14.1 4.8 9.7 3.8 1.6 1.6 0.2 2.2 20.9 19.2 6.2 17.0 16.7 9.2Male 50 yrs or older 887 25.9 4.3 7.9 5.5 5.3 7.9 8.4 7.9 9.2 4.9 7.1 8.1 2.9 5.9 0.6 3.5 3.1 0.6 3.3 15.5 13.8 7.1 7.9 6.7 4.9Female 18-29 yrs 536 25.6 9.4 10.7 7.9 6.6 10.5 7.2 5.8 5.8 2.6 4.1 9.6 5.5 4.7 1.7 4.9 4.7 0.6 1.1 14.7 11.9 5.5 14.9 14.3 6.8Female 30-39 yrs 503 24.9 4.1 11.9 5.2 6.6 7.1 5.9 6.0 6.9 2.9 4.8 9.3 4.7 5.5 1.2 3.5 3.5 0.2 1.4 18.7 17.3 5.7 16.6 14.9 8.3Female 40-49 yrs 340 18.0 3.4 6.5 3.1 3.2 5.4 4.5 4.5 5.9 2.2 4.9 10.8 4.5 7.2 2.3 2.9 2.5 0.7 1.6 20.2 17.7 8.1 13.9 13.5 6.7Female 50 yrs or older 834 34.0 7.6 9.6 6.6 7.2 12.1 10.0 8.1 11.2 5.5 7.8 7.8 4.2 4.2 1.5 3.6 3.4 0.2 2.5 11.2 9.8 5.1 5.5 5.1 2.5Kanto 2458 26.6 6.7 9.3 6.0 5.9 9.4 7.5 7.4 7.9 3.7 5.9 10.6 5.0 6.6 1.3 3.8 3.7 0.4 2.7 17.5 15.8 7.1 11.8 10.6 6.9Kansai 1105 22.8 5.4 9.3 5.6 5.9 6.8 6.0 4.9 7.3 2.9 5.8 9.2 4.8 5.6 1.8 2.7 2.6 0.3 1.5 13.3 11.9 4.6 13.0 12.2 4.8Tokai 702 25.1 4.3 9.7 5.9 5.0 9.6 6.9 5.6 6.6 3.1 4.4 7.4 2.8 4.9 2.3 2.3 2.0 0.5 2.1 15.4 12.3 6.3 11.1 10.5 5.2Worker (child 7 yrs and over) 1692 26.5 5.7 8.5 6.1 5.2 8.9 7.5 6.9 9.3 4.8 6.9 8.7 3.8 5.8 1.3 3.5 3.2 0.4 2.1 16.2 14.3 7.3 10.4 9.9 5.2Worker (child 2-6 yrs) 190 9.0 3.1 4.5 1.9 2.7 3.7 2.6 1.0 1.8 0.5 1.3 9.2 2.3 6.1 2.7 0.5 0.5 ― 0.9 29.6 29.4 6.9 30.8 28.5 14.2Worker (child 1 yr and under) 90 19.3 7.4 9.2 4.7 2.2 9.0 2.9 3.4 3.4 1.0 3.4 6.6 3.7 4.2 2.5 1.5 1.5 ― 4.0 28.8 26.1 10.8 19.8 18.9 9.5Worker (married, no children) 838 31.8 5.9 14.5 6.5 8.9 12.8 8.3 7.7 6.3 2.7 4.6 10.5 4.1 6.9 1.8 3.3 3.2 0.4 2.8 22.2 19.7 8.2 12.5 11.1 6.1Worker (unmarried) 1295 22.1 6.1 7.6 5.7 4.9 6.5 6.6 6.4 7.4 2.7 5.7 10.1 5.7 5.4 1.4 3.2 3.1 0.4 2.2 10.0 8.4 3.7 10.4 9.5 5.6 Unmarried male 620 18.9 5.6 8.3 5.7 4.5 5.6 4.8 6.1 7.3 2.6 6.1 12.3 7.0 7.5 1.9 3.2 3.2 0.2 3.1 10.6 8.5 4.9 10.7 9.8 6.1 Unmarried female 20s/30s 633 23.6 7.3 8.2 6.6 5.5 6.7 6.5 5.5 6.7 2.7 4.4 9.0 5.8 4.2 1.0 4.1 4.1 0.3 1.0 9.5 7.8 3.2 11.6 10.8 6.2 Unmarried female 40s and over 198 32.9 7.4 7.1 4.6 5.3 10.9 12.9 8.1 8.4 3.4 6.7 10.0 3.8 6.1 2.8 2.8 2.0 1.1 3.0 8.9 8.3 1.9 6.4 4.8 2.8Student 161 28.7 11.0 12.0 7.9 6.6 9.1 6.3 3.5 6.0 2.8 4.4 15.5 9.5 10.5 3.5 6.3 6.3 0.3 1.9 8.6 5.8 3.8 11.6 10.1 6.5

Sample

SouthPacific


China(excludingHong Kongand Macau)

Shanghai Beijing

OtherChina


Hong Kongor Macau

Hong Kong Macau Taiwan KoreaSoutheast

AsiaSingapore Phuket


Phuket)

Bangkokor other

Thai citiesBali


than Bali)

Indonesiancities

Malaysia Philippines Vietnam Cambodia

2011 survey total 4265 4.6 11.2 6.2 3.2 4.6 9.9 9.0 3.8 12.9 20.3 20.9 5.2 2.4 2.4 6.1 4.6 0.8 0.7 3.1 2.4 4.6 2.02010 survey total 4436 5.3 13.9 8.4 5.2 5.5 10.8 10.2 3.9 13.3 22.6 22.8 5.0 3.3 2.9 7.0 6.9 1.3 0.8 3.3 3.4 5.1 2.5

Male 2052 4.8 14.3 8.1 3.7 5.8 11.1 10.0 4.4 13.9 17.5 23.4 5.3 3.0 3.5 8.7 4.4 0.8 0.8 3.4 3.2 4.8 1.8Female 2213 4.4 8.4 4.5 2.7 3.5 8.7 8.1 3.2 11.9 22.9 18.7 5.1 1.8 1.3 3.6 4.9 0.7 0.6 2.9 1.6 4.5 2.2Male 18-29 yrs 263 5.1 14.5 9.8 5.1 5.7 11.7 11.1 5.7 13.1 17.4 20.1 4.9 1.2 2.7 6.1 4.9 0.8 1.0 3.5 3.1 4.9 1.6Male 30-39 yrs 430 4.9 11.0 6.3 3.8 4.2 12.3 11.6 4.9 13.4 16.1 24.4 5.9 4.4 4.4 9.3 5.5 1.3 1.7 5.3 3.2 5.3 2.1Male 40-49 yrs 472 6.2 13.7 8.2 2.6 5.1 12.6 11.9 4.2 13.4 20.3 26.7 6.2 4.0 4.6 7.9 6.0 1.1 0.4 3.1 5.1 3.7 1.5Male 50 yrs or older 887 3.9 16.1 8.4 3.9 7.1 9.6 7.9 3.9 14.7 16.7 22.0 4.7 2.4 2.8 9.6 2.8 0.4 0.6 2.6 2.2 5.1 2.0Female 18-29 yrs 536 5.8 7.7 4.1 3.2 2.8 10.0 9.4 4.7 14.7 25.8 19.8 5.1 2.1 1.3 4.5 7.2 1.3 0.6 3.8 2.6 2.6 2.6Female 30-39 yrs 503 5.9 6.7 4.1 1.9 1.9 9.2 8.5 3.1 10.9 18.3 17.6 4.8 2.4 2.1 2.4 4.3 1.0 0.3 3.1 2.1 4.8 2.2Female 40-49 yrs 340 4.9 7.7 4.7 2.0 2.3 9.9 9.4 2.5 12.1 24.5 23.1 7.2 3.2 2.7 5.0 7.4 1.3 1.1 4.1 1.8 4.3 1.4Female 50 yrs or older 834 2.3 10.2 4.9 3.0 5.5 7.2 6.6 2.6 10.8 23.3 16.8 4.3 0.6 0.4 3.2 2.8 ― 0.6 1.7 0.6 5.5 2.1Kanto 2458 5.0 10.6 5.6 2.8 4.4 9.3 8.6 3.5 11.6 17.7 20.7 5.4 2.3 2.8 5.9 4.5 0.8 0.7 2.7 2.5 4.4 2.0Kansai 1105 4.1 11.8 7.6 3.5 4.4 10.4 9.3 3.6 14.9 23.3 20.8 5.5 2.5 1.4 5.9 5.2 0.8 0.8 4.3 1.6 4.6 1.9Tokai 702 3.9 12.6 6.2 3.9 5.7 11.2 10.2 5.3 14.3 24.9 21.9 4.0 2.4 2.4 7.0 4.2 0.7 0.8 2.8 3.1 5.3 2.1Worker (child 7 yrs and over) 1692 4.0 13.4 7.2 3.3 6.0 8.1 7.0 3.3 13.1 21.5 19.6 5.4 1.9 1.5 5.4 3.6 0.3 0.6 2.9 1.1 4.6 1.8Worker (child 2-6 yrs) 190 4.2 12.8 8.4 4.7 3.5 10.5 9.1 3.5 10.4 18.3 16.8 7.2 1.7 1.3 3.5 3.2 1.0 1.0 3.0 3.7 1.2 ―Worker (child 1 yr and under) 90 8.4 14.5 10.1 7.0 3.3 8.6 7.7 5.7 13.2 16.1 22.0 6.1 4.1 1.5 5.2 7.5 0.7 1.5 2.1 2.2 4.9 0.6Worker (married, no children) 838 8.5 7.6 3.8 2.1 3.5 9.7 8.7 3.0 11.7 14.4 20.4 4.3 3.1 3.0 5.0 6.2 1.0 0.8 3.3 3.4 4.6 1.4Worker (unmarried) 1295 3.1 9.9 5.7 2.8 3.8 12.6 12.1 4.8 14.2 23.3 24.2 5.4 2.7 3.6 8.4 5.3 1.3 0.7 3.4 3.2 5.3 3.0 Unmarried male 620 2.9 13.6 7.5 4.1 5.8 13.9 13.5 5.7 14.4 19.0 28.4 5.9 2.8 5.4 13.1 4.6 1.3 0.9 3.6 4.8 6.1 2.9 Unmarried female 20s/30s 633 2.7 8.6 5.2 3.1 2.6 11.2 10.5 5.1 14.7 26.0 20.2 4.9 2.4 1.6 4.0 5.6 1.3 0.5 3.8 2.1 4.4 3.3 Unmarried female 40s and over 198 3.1 6.9 4.1 0.9 2.8 9.7 9.7 1.2 8.2 25.6 17.6 4.2 1.1 1.4 3.9 3.9 ― 0.6 1.5 1.1 4.2 2.0Student 161 0.6 15.1 8.9 6.6 5.7 8.4 8.0 4.6 9.8 19.5 15.9 4.1 0.3 0.3 3.5 1.6 ― ― 3.2 2.5 3.3 2.2

Sample

Otherplaces in

AsiaOceania Australia

NewZealand or

otherOceania

Japan Hokkaido Tohoku Kita KantoTokyo

metropolitanarea

Koshinetsu Tokai Hokuriku Kinki Chugoku Shikoku Kyushu Okinawa


Male 2052 3.3 7.7 6.1 2.7 10.2 3.4 0.8 0.8 1.0 0.7 0.7 0.6 1.0 0.5 0.4 2.0 4.1Female 2213 2.7 7.8 6.6 2.6 8.1 2.2 0.9 0.4 0.6 0.4 0.2 0.7 1.2 0.2 0.3 1.1 3.2Male 18-29 yrs 263 2.7 11.9 10.0 3.5 10.4 3.1 1.4 0.2 1.2 ― 0.4 0.2 0.6 0.8 ― 2.0 3.9Male 30-39 yrs 430 3.6 6.3 5.7 2.3 8.0 3.2 0.4 ― 0.6 0.6 0.4 0.4 0.8 0.2 0.2 1.9 3.4Male 40-49 yrs 472 2.6 6.2 5.7 1.8 10.6 3.3 0.5 0.5 0.7 0.5 0.2 0.2 0.5 0.2 0.2 1.3 6.6Male 50 yrs or older 887 3.7 7.9 5.3 3.1 11.0 3.5 1.0 1.6 1.4 1.0 1.2 1.0 1.6 0.8 0.8 2.6 3.1Female 18-29 yrs 536 3.6 11.3 10.4 4.1 7.5 1.9 0.9 0.4 0.8 0.4 ― 0.2 1.3 ― ― 0.4 4.0Female 30-39 yrs 503 3.3 9.2 8.1 2.4 6.2 2.6 ― ― 0.2 0.2 ― 0.2 0.5 ― 0.2 0.7 3.6Female 40-49 yrs 340 2.5 7.2 6.3 1.8 8.3 2.0 0.2 ― 0.4 ― 0.2 0.5 0.4 0.4 ― 1.6 4.5Female 50 yrs or older 834 1.9 4.9 3.4 2.1 9.6 2.3 1.7 0.9 0.8 0.8 0.4 1.5 1.9 0.4 0.6 1.5 1.9Kanto 2458 3.4 8.3 6.5 2.9 8.0 2.5 0.9 0.8 0.6 0.6 0.4 0.4 0.8 0.3 0.4 1.2 3.5Kansai 1105 2.3 7.1 6.3 2.7 11.2 3.2 0.8 0.2 1.0 ― 0.1 1.2 1.0 0.5 0.3 2.4 4.0Tokai 702 2.7 6.7 5.7 1.6 9.7 2.8 0.7 0.7 1.2 1.1 0.9 0.8 2.3 0.2 0.2 1.5 3.4Worker (child 7 yrs and over) 1692 2.8 6.8 5.2 2.3 10.8 3.2 1.4 1.1 0.7 0.7 0.6 1.1 1.6 0.6 0.5 2.0 4.0Worker (child 2-6 yrs) 190 0.9 7.8 7.3 1.8 9.1 1.4 0.5 ― 0.9 0.9 ― ― 0.5 0.3 ― 0.7 4.7Worker (child 1 yr and under) 90 0.9 11.0 11.0 5.8 15.6 4.7 0.6 1.1 3.0 1.9 1.0 3.0 4.3 ― 0.9 1.9 6.7Worker (married, no children) 838 1.9 10.5 8.8 3.7 9.1 2.7 0.3 0.5 1.1 0.2 0.5 0.3 0.8 0.1 0.4 1.1 4.2Worker (unmarried) 1295 4.0 6.5 5.6 2.1 6.8 2.6 0.5 0.2 0.5 0.5 0.1 0.3 0.6 0.2 0.1 1.4 2.5 Unmarried male 620 4.5 6.3 5.0 2.2 8.4 2.9 0.8 0.5 0.7 0.4 0.3 0.1 0.7 0.3 ― 1.9 2.9 Unmarried female 20s/30s 633 4.7 8.2 7.1 2.9 5.2 1.9 0.5 ― 0.5 0.3 ― 0.1 0.6 ― 0.1 0.7 2.4 Unmarried female 40s and over 198 2.5 4.5 3.9 1.2 6.7 2.3 0.3 ― 0.3 0.8 ― 1.1 0.3 0.3 ― 1.7 1.5Student 161 6.4 10.6 8.1 5.0 6.6 0.6 1.3 0.3 0.9 ― ― ― 0.6 0.3 ― 1.0 2.5



Hawaii

Hong Kong or MacauChina (excluding Hong Kong and Macau)

Guam or Saipan

Southeast Asia

Canada or AlaskaEurope USA (excluding Hawaii and Alaska)Middle East or Africa

Sex

Lifestage

Lifestage

Area ofresidence

Area ofresidence

Sex

Sex & age

Sex & age

Oceania Japan

Area ofresidence

Lifestage

Sex & age

Sex



▽A breakdown by destinations considered for last trip shows that there were high percentages of consideration of

neighboring countries in the same area.

■Destinations Considered on Last Trip: By Destination Considered on Last Trip (Those involved in considering travel plans/Multiple answer)


（％）

Sample


Othernations in

westEurope


MiddleEast

or AfricaTurkey



Alaska)


AlaskaCanada Alaska

Central/South

Americaor

Caribbean

HawaiiHawaii(Oahu)

Hawaii(otherthan

Oahu)

Guam orSaipan

Guam Saipan

2011 survey total 4265 25.4 6.0 9.4 5.9 5.7 8.7 7.0 6.5 7.5 3.4 5.7 9.7 4.6 6.1 1.6 3.3 3.1 0.4 2.3 16.1 14.2 6.3 12.0 11.0 6.02010 survey total 4436 23.7 6.0 9.1 5.7 5.3 7.7 6.5 6.2 6.6 3.1 5.0 9.7 4.5 6.6 1.9 3.2 3.0 0.6 2.8 17.2 15.0 7.0 13.0 11.9 6.5

UK 254 100.0 100.0 50.1 28.1 24.3 29.5 24.6 15.8 14.5 7.0 10.4 10.4 7.7 4.7 2.2 6.7 6.3 0.4 1.8 7.7 5.8 4.1 5.6 5.6 3.4France 401 100.0 31.8 100.0 33.4 26.1 41.6 26.9 15.9 13.3 6.3 10.2 11.8 6.3 6.8 3.5 5.4 5.4 0.4 3.8 9.9 8.0 4.8 4.6 4.6 2.0Germany 252 100.0 28.4 53.2 100.0 30.9 39.0 38.9 29.4 17.5 11.9 10.5 6.6 3.3 4.2 2.0 6.0 6.0 1.0 4.3 4.9 3.8 2.5 3.5 3.5 1.5Spain 244 100.0 25.3 42.7 31.8 100.0 46.8 26.6 24.3 19.5 9.2 15.5 9.7 4.9 6.4 1.5 3.7 3.7 ― 5.8 8.1 7.2 4.9 4.5 3.6 2.3Italy 373 100.0 20.1 44.6 26.3 30.7 100.0 25.8 20.3 15.8 8.0 12.7 8.5 3.8 5.8 2.4 4.7 4.5 0.6 4.0 11.0 9.5 4.9 5.1 4.8 2.2Other nations in west Europe 300 100.0 20.9 35.9 32.6 21.7 32.1 100.0 27.0 18.0 10.6 11.6 6.2 4.2 2.9 0.9 5.7 5.7 0.6 3.9 5.2 4.6 2.4 2.3 2.3 1.8Other places in Europe 275 100.0 14.6 23.1 26.9 21.5 27.5 29.5 100.0 32.2 21.4 21.5 6.8 4.1 3.0 1.2 7.3 6.6 2.3 8.6 3.9 3.6 2.5 2.7 2.4 1.7Turkey 145 63.6 12.3 17.5 20.7 15.4 20.7 21.9 40.6 100.0 100.0 44.3 6.1 2.8 5.4 0.4 8.0 7.3 0.7 6.0 6.6 1.7 5.3 3.8 2.6 3.1Other Middle East or Africa 241 55.4 11.0 16.9 11.0 15.7 19.7 14.4 24.5 100.0 26.7 100.0 9.0 3.7 6.4 1.7 3.9 3.5 0.7 12.2 7.2 4.4 6.1 4.9 4.2 2.5USA east 194 25.7 10.1 12.9 4.3 6.1 7.3 6.4 5.8 4.6 2.1 4.6 100.0 100.0 36.7 11.8 15.2 14.7 1.0 6.3 9.7 8.4 5.6 6.2 5.7 2.9USA west 258 20.6 4.6 10.5 4.0 6.1 8.4 3.4 3.2 6.3 3.0 6.0 100.0 27.6 100.0 10.3 11.4 11.4 1.1 7.5 20.9 18.7 9.5 8.6 7.6 5.3USA south 69 29.6 8.2 20.6 7.4 5.4 13.0 4.0 4.7 6.1 0.9 6.1 100.0 33.3 38.4 100.0 16.0 16.0 ― 7.9 25.6 24.3 7.3 6.9 6.9 3.6Canada 132 41.4 12.1 16.2 11.3 6.8 12.7 13.0 13.8 10.0 8.0 6.3 33.3 21.6 22.3 8.3 100.0 100.0 6.1 6.3 13.6 9.6 6.2 7.6 5.6 4.8Alaska 15 52.2 6.6 11.4 17.0 ― 15.4 11.4 41.7 10.6 6.6 10.6 25.4 12.2 18.8 ― 100.0 52.4 100.0 18.7 18.5 18.5 ― 6.6 6.6 ―Central/South America or Caribbean 97 37.3 4.7 15.7 11.1 14.7 15.5 12.2 24.4 31.3 9.0 30.4 26.2 12.7 20.0 5.6 8.6 8.6 3.0 100.0 6.8 5.9 2.1 2.6 2.6 1.5Hawaii (Oahu) 605 11.7 2.4 5.3 1.6 2.9 5.8 2.3 1.6 1.9 0.4 1.7 10.8 2.7 8.0 2.8 2.3 2.1 0.5 1.0 100.0 100.0 31.1 27.5 26.7 14.5Hawaii (other than Oahu) 269 15.5 3.8 7.2 2.3 4.4 6.8 2.7 2.5 6.8 2.9 5.4 12.9 4.1 9.1 1.9 3.0 3.0 ― 0.7 100.0 70.0 100.0 30.3 29.1 19.8Guam 470 7.3 3.0 3.9 1.9 1.9 3.8 1.5 1.4 2.1 0.8 2.1 5.8 2.4 4.2 1.0 1.8 1.6 0.2 0.5 41.5 34.4 16.7 100.0 100.0 46.2Saipan 258 7.5 3.4 3.1 1.4 2.2 3.1 2.1 1.8 2.4 1.8 2.4 6.6 2.2 5.3 1.0 2.5 2.5 ― 0.6 43.8 34.1 20.7 100.0 84.2 100.0South Pacific islands or other islands 195 22.6 5.3 13.1 7.2 8.0 9.9 5.0 9.4 8.6 2.7 8.1 10.6 3.6 7.5 2.2 2.9 2.4 0.9 6.6 33.8 28.6 17.9 38.9 31.9 30.1Shanghai 266 10.8 4.5 7.2 2.6 2.3 4.2 2.0 2.6 5.5 2.8 4.6 4.4 2.7 2.7 1.0 4.0 4.0 ― 0.5 6.4 4.6 3.8 10.3 10.0 4.4Beijing 135 14.7 4.0 6.7 4.7 4.3 7.9 4.0 3.7 5.5 1.5 5.5 3.6 1.9 1.8 1.1 3.5 3.5 ― 2.8 7.3 5.6 3.7 11.3 10.0 5.6Other China (exc. Hong Kong / Macau) 198 13.1 2.9 2.8 4.7 3.8 6.2 4.6 5.5 6.3 4.4 2.5 3.7 1.3 3.2 1.5 2.7 2.7 0.3 2.4 2.0 1.5 1.1 6.8 6.8 3.2Hong Kong 385 7.5 2.3 3.0 3.2 3.1 3.1 1.1 2.1 2.9 1.6 1.4 4.5 2.0 3.1 0.5 1.4 1.4 ― 0.4 8.5 6.9 3.3 15.1 14.2 7.7Macau 162 9.5 3.2 4.0 3.1 3.4 4.4 2.2 2.6 6.7 3.1 4.6 4.1 1.1 3.0 1.2 2.8 2.8 ― ― 8.0 6.0 3.0 11.4 9.8 6.2Taiwan 550 5.6 1.7 2.2 1.6 1.0 2.3 1.8 1.5 1.8 0.9 1.4 2.5 1.4 1.5 0.4 1.0 0.8 0.2 0.6 7.0 5.6 2.9 11.8 10.6 5.6Korea 867 3.9 0.9 1.9 0.7 1.2 1.8 0.8 0.6 1.7 0.6 1.3 1.8 0.9 1.1 0.4 1.1 1.1 0.1 0.2 6.2 4.8 2.0 10.1 9.8 4.5Singapore 222 15.7 5.9 9.0 7.3 5.1 8.8 3.4 3.5 6.6 3.8 4.1 7.2 2.9 5.5 0.7 2.2 2.2 0.3 1.0 19.3 14.4 7.5 17.7 16.3 9.9Phuket 101 10.7 2.0 5.9 1.9 3.6 4.2 1.7 4.6 3.6 0.9 2.7 5.9 1.9 5.0 0.9 1.7 1.7 ― 2.4 23.0 17.9 9.9 27.5 24.1 20.6Thai beaches (other than Phuket) 102 4.0 1.5 2.3 1.4 2.3 1.5 ― 3.5 3.9 0.8 3.1 3.4 0.8 1.7 0.8 ― ― ― ― 12.4 9.0 7.2 15.5 14.5 11.3Bangkok or other Thai cities 259 5.9 0.8 1.6 1.6 1.7 2.7 1.9 2.0 2.9 1.3 2.7 2.3 1.2 1.6 0.5 0.6 0.6 0.2 0.4 4.5 3.8 1.7 5.5 4.8 3.8Bali 198 13.5 6.1 8.9 4.9 4.7 7.5 2.6 4.5 4.9 1.4 4.2 8.5 2.0 6.2 3.4 1.3 1.0 0.3 2.6 24.3 20.5 10.9 26.4 24.8 14.5Indonesian beaches (other than Bali) 33 14.0 4.9 10.6 8.0 8.0 6.5 1.9 7.5 12.0 4.5 9.4 13.3 3.4 10.6 7.2 4.9 4.9 ― 4.9 15.9 13.3 4.5 27.1 27.1 19.0Indonesian cities 30 14.4 8.3 11.6 8.8 6.7 5.4 2.0 8.1 5.4 2.0 5.4 8.3 4.9 8.3 6.2 8.3 8.3 ― 7.1 8.8 8.8 2.0 11.7 11.7 5.4Malaysia 134 11.3 5.9 5.9 4.4 4.5 6.0 0.6 3.4 9.9 5.0 5.3 5.3 1.4 4.5 2.2 2.6 2.6 0.5 3.8 16.6 12.6 9.8 17.8 15.5 11.7Philippines 101 7.3 4.1 5.5 2.1 5.2 4.0 0.6 2.6 5.9 2.7 3.8 3.3 1.5 3.3 1.0 2.5 2.5 ― 1.4 12.4 8.5 8.2 22.7 18.2 18.3Vietnam 197 13.8 3.4 3.5 3.0 5.0 5.5 2.3 6.5 7.7 2.2 7.5 1.1 1.1 0.7 0.4 1.5 1.5 ― 1.2 4.7 4.2 1.1 8.2 6.9 3.4Cambodia 85 24.2 8.2 5.4 7.7 6.3 11.3 3.9 9.0 21.9 4.3 21.3 6.5 4.8 1.7 1.6 4.5 3.3 1.9 2.0 6.8 6.8 1.7 7.0 7.0 2.8Other places in Asia 128 20.4 2.3 7.2 4.0 4.6 4.9 6.6 8.8 15.9 7.1 13.3 3.2 2.1 2.1 1.6 4.2 2.8 2.2 3.1 3.3 3.3 0.5 2.1 1.6 1.4Australia 271 33.6 10.5 16.3 8.5 10.1 14.6 6.0 6.4 8.7 4.7 7.1 16.9 6.9 13.2 3.2 11.0 9.7 1.5 1.1 26.6 21.1 14.0 16.7 14.9 11.0New Zealand or other Oceania 113 34.4 15.9 15.0 6.6 8.1 15.0 9.9 7.5 11.5 3.5 11.5 22.4 14.5 15.3 1.5 17.4 16.5 2.4 3.5 26.1 19.5 20.9 11.2 10.8 7.9

Sample

SouthPacific


China(excludingHong Kongand Macau)

Shanghai Beijing

OtherChina


Hong Kongor Macau

Hong Kong Macau Taiwan KoreaSoutheast

AsiaSingapore Phuket


Phuket)

Bangkokor other

Thai citiesBali


than Bali)

Indonesiancities

Malaysia Philippines Vietnam Cambodia

2011 survey total 4265 4.6 11.2 6.2 3.2 4.6 9.9 9.0 3.8 12.9 20.3 20.9 5.2 2.4 2.4 6.1 4.6 0.8 0.7 3.1 2.4 4.6 2.02010 survey total 4436 5.3 13.9 8.4 5.2 5.5 10.8 10.2 3.9 13.3 22.6 22.8 5.0 3.3 2.9 7.0 6.9 1.3 0.8 3.3 3.4 5.1 2.5

UK 254 4.1 5.8 4.7 2.1 2.2 3.9 3.5 2.1 3.8 3.2 10.8 5.2 0.8 0.6 0.9 4.7 0.6 1.0 3.1 1.6 2.7 2.7France 401 6.4 5.6 4.8 2.3 1.4 3.1 2.8 1.6 3.1 4.2 10.7 5.0 1.5 0.6 1.1 4.4 0.9 0.9 2.0 1.4 1.7 1.1Germany 252 5.6 5.6 2.7 2.6 3.7 5.3 4.9 2.0 3.4 2.3 12.4 6.4 0.7 0.5 1.6 3.8 1.0 1.0 2.4 0.8 2.4 2.6Spain 244 6.4 5.8 2.5 2.4 3.0 4.8 4.8 2.3 2.3 4.4 12.4 4.6 1.5 1.0 1.8 3.8 1.1 0.8 2.4 2.2 4.0 2.2Italy 373 5.2 6.0 3.0 2.9 3.3 3.7 3.2 1.9 3.3 4.3 12.6 5.2 1.1 0.4 1.9 4.0 0.6 0.4 2.2 1.1 2.9 2.6Other nations in west Europe 300 3.3 4.8 1.8 1.8 3.1 2.0 1.4 1.2 3.3 2.3 6.7 2.5 0.6 ― 1.6 1.7 0.2 0.2 0.3 0.2 1.5 1.1Other places in Europe 275 6.7 6.2 2.5 1.8 4.0 2.9 2.9 1.5 3.0 2.0 10.7 2.9 1.7 1.3 1.9 3.2 0.9 0.9 1.6 1.0 4.6 2.8Turkey 145 3.6 10.6 5.1 1.4 6.1 5.6 4.3 3.5 3.3 3.8 13.0 5.8 0.6 0.6 2.3 1.9 1.0 0.4 4.6 1.9 3.0 2.5Other Middle East or Africa 241 6.6 8.4 5.0 3.1 2.1 3.4 2.3 3.1 3.2 4.6 18.9 3.8 1.1 1.3 2.9 3.4 1.3 0.7 2.9 1.6 6.1 7.5USA east 194 3.6 4.1 3.7 1.3 1.3 4.0 4.0 0.9 4.0 3.9 8.4 3.3 1.0 0.4 1.6 2.1 0.6 0.8 1.0 0.8 1.1 2.1USA west 258 5.7 4.2 2.8 1.0 2.4 5.7 4.7 1.9 3.1 3.8 12.4 4.8 2.0 0.7 1.6 4.8 1.4 1.0 2.3 1.3 0.6 0.6USA south 69 6.2 6.2 4.0 2.2 4.2 4.0 2.7 2.7 3.5 4.9 17.3 2.1 1.3 1.3 2.0 9.8 3.5 2.7 4.2 1.5 1.3 2.0Canada 132 3.5 8.4 8.0 3.6 4.1 6.1 4.1 3.4 3.2 6.9 9.6 3.7 1.3 ― 1.2 1.5 1.2 1.9 2.6 1.9 2.3 2.1Alaska 15 11.9 3.3 ― ― 3.3 ― ― ― 6.6 4.0 17.9 4.0 ― ― 3.3 4.0 ― ― 4.0 ― ― 10.6Central/South America or Caribbean 97 13.3 6.3 1.5 3.9 4.8 1.5 1.5 ― 3.3 2.0 13.5 2.3 2.5 ― 1.2 5.3 1.7 2.2 5.3 1.5 2.4 1.8Hawaii (Oahu) 605 9.2 2.4 2.0 1.2 0.5 4.5 4.4 1.6 5.1 6.9 16.2 5.3 3.0 1.5 1.6 6.7 0.7 0.4 2.8 1.4 1.4 1.0Hawaii (other than Oahu) 269 13.0 5.1 3.8 1.9 0.8 5.3 4.7 1.8 6.0 6.3 16.0 6.1 3.7 2.7 1.7 8.1 0.6 0.2 4.9 3.1 0.8 0.5Guam 470 13.2 8.1 5.7 2.9 2.9 11.7 11.7 3.4 12.4 18.1 24.1 7.7 5.2 3.1 2.7 10.5 1.9 0.7 4.4 3.9 2.9 1.3Saipan 258 22.8 6.4 4.6 3.0 2.4 12.1 11.5 3.9 12.0 15.0 26.7 8.5 8.1 4.4 3.8 11.1 2.4 0.6 6.0 7.2 2.6 0.9South Pacific islands or other islands 195 100.0 4.5 2.6 1.9 2.3 4.4 4.4 1.3 7.1 4.8 36.4 7.6 12.4 8.1 2.6 21.7 3.9 1.8 11.9 10.7 3.9 2.0Shanghai 266 1.9 100.0 100.0 22.4 17.2 34.2 32.0 13.3 28.7 32.0 21.5 8.3 1.8 1.8 7.1 4.2 0.9 1.4 3.8 1.8 5.5 2.9Beijing 135 2.7 100.0 44.1 100.0 29.5 36.0 33.6 14.5 30.9 29.7 25.5 11.4 1.1 1.2 5.3 2.6 0.5 1.1 3.7 1.9 8.5 4.3Other China (exc. Hong Kong / Macau) 198 2.2 100.0 23.1 20.2 100.0 26.3 26.0 14.8 22.9 25.7 24.0 7.5 0.5 2.3 10.2 3.0 1.6 1.3 3.4 3.1 11.1 1.4Hong Kong 385 2.2 31.3 22.1 11.8 13.4 100.0 100.0 32.6 43.1 38.3 26.9 14.2 1.9 2.5 7.7 3.9 0.9 1.1 4.2 2.0 8.7 2.4Macau 162 1.6 33.2 21.9 12.1 18.1 100.0 77.2 100.0 36.2 34.6 27.9 14.3 3.1 2.3 10.6 2.9 1.1 1.1 6.2 1.4 8.1 2.2Taiwan 550 2.5 21.0 13.9 7.6 8.2 31.3 30.2 10.7 100.0 43.2 24.8 10.5 3.2 2.7 7.6 4.3 0.6 0.7 3.2 1.7 8.7 1.9Korea 867 1.1 15.1 9.8 4.6 5.9 18.4 17.0 6.5 27.4 100.0 16.5 6.6 1.6 1.8 3.8 3.0 0.3 0.2 2.1 1.4 4.2 1.0Singapore 222 6.7 17.3 10.0 7.0 6.7 26.8 24.7 10.5 26.1 25.9 100.0 100.0 8.2 8.5 17.5 12.2 4.8 3.8 18.0 5.5 11.9 4.5Phuket 101 24.1 7.2 4.7 1.4 1.0 8.7 7.3 4.9 17.5 13.6 100.0 18.1 100.0 36.1 20.4 38.4 10.4 4.0 29.2 21.4 15.6 4.4Thai beaches (other than Phuket) 102 15.6 8.8 4.7 1.6 4.6 10.1 9.5 3.6 14.4 15.3 100.0 18.4 35.8 100.0 49.4 26.8 11.1 7.0 21.7 21.7 20.9 4.2Bangkok or other Thai cities 259 2.0 13.6 7.3 2.8 7.8 13.0 11.4 6.7 16.1 12.9 100.0 15.0 7.9 19.4 100.0 4.4 2.4 3.5 7.8 4.6 20.1 8.6Bali 198 21.3 7.7 5.7 1.8 3.0 8.5 7.6 2.4 11.9 13.2 100.0 13.6 19.5 13.8 5.8 100.0 8.0 2.7 15.7 14.0 13.1 7.0Indonesian beaches (other than Bali) 33 22.8 12.0 7.4 1.9 9.5 10.0 10.0 5.5 9.9 7.1 100.0 32.6 31.6 34.1 18.5 48.2 100.0 28.5 55.2 40.8 23.5 7.4Indonesian cities 30 11.7 15.4 12.7 4.8 8.3 16.4 13.7 6.1 12.5 5.1 100.0 28.2 13.3 23.6 30.2 18.0 31.3 100.0 37.0 11.7 29.6 10.8Malaysia 134 17.4 13.3 7.7 3.8 5.0 14.2 12.0 7.5 13.3 13.6 100.0 29.9 22.0 16.6 15.1 23.3 13.6 8.3 100.0 22.0 19.3 3.3Philippines 101 20.8 10.7 4.8 2.5 6.1 7.6 7.6 2.3 9.3 12.4 100.0 12.2 21.4 21.9 11.9 27.6 13.4 3.5 29.2 100.0 10.8 3.8Vietnam 197 3.8 18.0 7.4 5.8 11.2 17.7 16.9 6.7 24.2 18.6 100.0 13.4 8.0 10.8 26.3 13.1 3.9 4.5 13.1 5.5 100.0 22.5Cambodia 85 4.6 12.7 9.1 6.8 3.2 12.0 10.8 4.2 12.5 10.0 100.0 11.7 5.2 5.1 26.0 16.3 2.9 3.8 5.2 4.6 52.1 100.0Other places in Asia 128 2.6 9.8 1.3 3.9 5.5 6.9 4.3 4.1 6.3 6.3 43.6 8.1 2.2 2.4 19.5 5.1 1.7 2.3 11.2 1.2 16.4 11.6Australia 271 15.3 9.6 5.7 4.1 4.2 8.7 7.5 4.3 7.8 6.8 29.9 10.6 4.7 4.2 6.6 11.0 2.5 1.5 6.7 3.1 7.6 4.3New Zealand or other Oceania 113 19.1 9.5 9.5 2.2 2.5 6.8 5.4 3.5 9.8 5.3 25.6 10.5 4.0 4.7 6.3 12.3 3.1 1.0 6.5 5.1 5.2 5.2

Sample

Otherplaces in

AsiaOceania Australia

NewZealand or

otherOceania

Japan Hokkaido Tohoku Kita KantoTokyo

metropolitanarea

Koshinetsu Tokai Hokuriku Kinki Chugoku Shikoku Kyushu Okinawa


UK 254 1.2 12.4 11.2 7.1 10.6 3.3 2.2 1.2 2.1 0.7 0.7 1.2 2.6 1.5 ― 2.4 2.3France 401 2.3 12.6 11.0 4.3 9.3 2.5 1.6 1.3 1.0 0.4 0.4 1.4 2.1 1.4 ― 2.2 1.9Germany 252 2.0 10.5 9.2 3.0 10.2 3.4 2.9 1.0 1.7 ― ― 1.9 1.9 0.8 ― 2.7 3.7Spain 244 2.4 12.8 11.2 3.8 7.4 3.1 2.6 0.7 ― ― ― 1.4 1.7 0.9 ― 0.6 3.1Italy 373 1.7 12.7 10.6 4.6 6.5 1.6 0.4 ― 0.4 ― 0.5 1.1 1.1 0.6 0.2 1.2 2.9Other nations in west Europe 300 2.8 7.7 5.4 3.8 8.9 2.0 1.3 1.2 1.4 0.6 1.2 ― 1.9 1.3 1.1 1.2 1.4Other places in Europe 275 4.1 8.1 6.3 3.1 10.0 3.8 2.8 1.9 1.9 ― ― 1.8 ― 0.8 0.6 1.2 4.0Turkey 145 6.3 9.2 8.8 2.7 11.2 3.5 5.7 1.2 1.2 1.2 ― 1.2 1.2 1.2 2.4 1.2 3.0Other Middle East or Africa 241 7.1 9.5 7.9 5.4 11.0 4.8 2.4 0.4 0.7 ― ― 0.7 0.7 ― 0.7 1.7 3.6USA east 194 1.4 13.6 9.7 8.5 12.6 2.6 1.3 1.6 1.7 0.8 1.7 2.5 3.3 0.9 0.9 3.4 2.3USA west 258 1.1 15.3 13.8 6.7 10.0 3.1 0.4 0.3 0.7 ― 0.9 0.6 0.6 0.2 ― 2.4 3.0USA south 69 2.9 12.7 12.7 2.4 16.0 6.4 2.7 3.5 6.1 2.3 2.3 ― 2.3 ― ― 1.3 3.8Canada 132 2.7 27.6 19.9 14.1 10.0 5.2 0.8 1.2 3.3 1.2 ― ― 0.8 0.5 ― 2.4 2.2Alaska 15 18.7 38.6 27.2 17.9 21.9 15.4 ― ― ― ― ― ― ― ― ― 4.0 21.9Central/South America or Caribbean 97 4.1 6.6 3.2 4.1 12.8 1.5 ― 3.6 ― ― 1.8 3.3 ― ― ― 3.3 1.5Hawaii (Oahu) 605 0.7 11.0 9.4 3.7 11.3 3.4 0.4 ― 0.4 0.4 0.1 0.3 0.6 ― 0.1 1.1 8.5Hawaii (other than Oahu) 269 0.2 17.3 14.0 8.8 16.8 4.0 1.2 ― ― 0.6 ― 0.2 1.2 ― ― 2.7 10.9Guam 470 0.4 8.9 8.6 2.6 16.7 5.0 0.8 0.6 0.6 0.6 ― 0.3 0.9 0.6 0.2 2.1 11.5Saipan 258 0.7 11.7 11.5 3.5 17.6 7.3 1.2 ― 0.2 0.3 ― 0.2 0.3 0.3 0.3 2.9 11.3South Pacific islands or other islands 195 1.7 27.4 21.2 11.1 18.1 5.1 0.9 ― 1.1 ― 0.3 0.3 0.4 ― ― 3.0 14.1Shanghai 266 0.6 7.3 5.8 4.0 18.5 7.5 2.9 1.0 0.9 1.0 ― 0.7 1.3 0.7 0.3 5.3 5.7Beijing 135 3.7 8.5 8.1 1.8 12.7 7.9 1.1 ― ― ― ― 0.4 1.3 ― 1.8 3.1 3.9Other China (exc. Hong Kong / Macau) 198 3.6 6.9 5.7 1.4 11.1 5.5 2.6 ― 0.9 ― 0.9 0.3 ― ― 1.7 2.4 1.7Hong Kong 385 1.4 5.2 5.2 1.6 13.9 5.1 1.9 0.9 0.9 0.9 0.7 0.2 2.3 0.4 0.2 3.5 7.1Macau 162 3.2 8.2 7.2 2.4 10.9 6.4 2.0 0.5 0.6 0.5 ― ― ― ― ― 3.1 4.8Taiwan 550 1.5 4.9 3.8 2.0 12.8 4.7 0.7 0.6 0.7 0.8 0.2 0.4 1.1 0.2 0.6 3.7 6.5Korea 867 0.9 2.4 2.1 0.7 13.4 5.2 0.9 0.8 0.8 0.7 0.2 1.0 1.9 0.4 0.7 3.0 5.4Singapore 222 4.7 14.1 13.0 5.4 15.0 7.4 2.8 0.2 0.2 ― ― ― 1.6 0.2 ― 4.0 6.6Phuket 101 2.7 14.4 12.5 4.5 18.4 5.0 0.8 ― 0.6 ― ― 0.6 ― ― ― 6.9 13.6Thai beaches (other than Phuket) 102 3.1 11.8 11.2 5.2 10.0 2.2 1.0 ― ― ― ― ― 0.5 0.5 ― 3.1 6.1Bangkok or other Thai cities 259 9.6 7.8 6.9 2.7 12.0 4.0 0.4 1.0 ― 1.0 ― 0.6 1.5 0.8 0.7 4.1 2.4Bali 198 3.3 17.5 15.0 7.0 15.4 6.0 2.4 0.4 ― ― ― ― 0.4 0.9 ― 0.9 11.0Indonesian beaches (other than Bali) 33 6.5 25.3 20.8 10.5 5.7 3.1 3.1 ― ― ― ― ― ― ― ― ― 2.6Indonesian cities 30 9.8 13.2 13.2 3.7 7.9 6.2 5.1 ― ― ― ― ― ― ― ― 2.9 2.9Malaysia 134 10.8 15.9 13.7 5.5 12.7 5.4 2.3 1.2 ― ― 0.6 ― 0.7 ― ― 3.6 7.1Philippines 101 1.5 10.9 8.2 5.7 14.0 4.1 1.5 ― 0.6 ― 0.8 0.6 ― ― ― 1.7 9.0Vietnam 197 10.6 11.3 10.4 3.0 9.9 4.3 0.7 ― ― 0.8 ― 0.8 0.7 1.1 1.7 3.8 4.3Cambodia 85 17.5 15.4 13.6 6.9 12.0 8.0 ― ― ― ― ― 1.9 4.0 1.9 ― 3.9 5.0Other places in Asia 128 100.0 7.7 6.4 1.7 12.1 4.7 3.5 ― 2.0 1.4 2.0 0.6 3.1 1.0 ― 2.5 3.9Australia 271 3.0 100.0 100.0 20.2 12.9 5.1 1.1 ― 0.6 ― 0.2 ― 0.9 0.2 0.6 3.1 7.4New Zealand or other Oceania 113 2.0 100.0 48.2 100.0 18.5 6.2 3.2 ― ― ― ― ― 0.7 ― ― 5.2 10.1



Hawaii

Hong Kong or MacauChina (excluding Hong Kong and Macau)

Guam or Saipan

Southeast Asia

Canada or AlaskaEurope USA (excluding Hawaii and Alaska)Middle East or Africa

Japan

DestinationConsidered onLast Trip(middleclassification)



Oceania



Consideration Percentage Last destination PercentageRate of

Actual Visit

2011

survey

2010

survey

2011

survey

2010

survey

2011

survey

(n=4265) (%) (n=4436) (n=4265) (%) (n=4436) (n=4265)

UK (n=254) 6.0 6.0 (n=120) 2.8 2.7 47.2

France (n=401) 9.4 9.1 (n=194) 4.5 4.9 48.4

Germany (n=252) 5.9 5.7 (n=95) 2.2 2.3 37.7

Spain (n=244) 5.7 5.3 (n=84) 2.0 1.8 34.4

Italy (n=373) 8.7 7.7 (n=182) 4.3 3.4 48.8

Other nations in west Europe (n=300) 7.0 6.5 (n=145) 3.4 3.3 48.3

Greece (n=88) 2.1 1.9 (n=14) 0.3 0.4 15.9

Countries of eastern Europe (n=146) 3.4 3.5 (n=68) 1.6 1.7 46.6

Countries of northern Europe (n=91) 2.1 1.9 (n=43) 1.0 0.9 47.3

Turkey (n=145) 3.4 3.1 (n=62) 1.5 1.1 42.8

Morocco (n=56) 1.3 1.0 (n=20) 0.5 0.2 35.7

Egypt (n=124) 2.9 2.7 (n=55) 1.3 1.0 44.4

Dubai (n=28) 0.7 0.8 (n=8) 0.2 0.2 28.6

Kenya (n=14) 0.3 0.4 (n=4) 0.1 0.1 28.6

Other Middle East or Africa (n=99) 2.3 1.5 (n=50) 1.2 0.6 50.5

USA east (n=194) 4.6 4.5 (n=113) 2.6 2.3 58.2

USA west (n=258) 6.1 6.6 (n=165) 3.9 3.8 64.0

USA south (n=69) 1.6 1.9 (n=25) 0.6 1.0 36.2

Canada (n=132) 3.1 3.0 (n=68) 1.6 1.2 51.5

Alaska (n=15) 0.4 0.6 (n=4) 0.1 0.1 26.7

Mexico (n=40) 0.9 1.4 (n=18) 0.4 0.3 45.0

Jamaica (n=6) 0.1 0.2 (n=2) ― ― 33.3

Caribbean islands (n=27) 0.6 0.6 (n=7) 0.2 0.1 25.9

Other Central/South America (n=49) 1.1 1.4 (n=23) 0.5 0.7 46.9

Hawaii (Oahu) (n=605) 14.2 15.0 (n=384) 9.0 9.4 63.5

Hawaii (other than Oahu) (n=269) 6.3 7.0 (n=75) 1.8 2.2 27.9

Guam (n=470) 11.0 11.9 (n=251) 5.9 5.6 53.4

Saipan (n=258) 6.0 6.5 (n=64) 1.5 1.3 24.8

Palau (n=59) 1.4 1.6 (n=11) 0.3 0.3 18.6

Other Micronesia (n=29) 0.7 0.7 (n=1) ― 0.1 3.4

Fiji (n=33) 0.8 1.1 (n=3) 0.1 0.1 9.1

Tahiti (n=75) 1.8 2.1 (n=3) 0.1 0.3 4.0

New Caledonia (n=60) 1.4 1.6 (n=11) 0.3 0.2 18.3

Maldives (n=76) 1.8 2.0 (n=17) 0.4 0.3 22.4

Other Islands in South Pacific of Indian Ocean (n=37) 0.9 0.7 (n=8) 0.2 0.1 21.6

Shanghai (n=266) 6.2 8.4 (n=145) 3.4 4.4 54.5

Beijing (n=135) 3.2 5.2 (n=73) 1.7 2.1 54.1

Hong Kong (n=385) 9.0 10.2 (n=154) 3.6 4.1 40.0

Macau (n=162) 3.8 3.9 (n=54) 1.3 1.3 33.3

Other China (n=198) 4.6 5.5 (n=100) 2.3 2.6 50.5

Taiwan (n=550) 12.9 13.3 (n=306) 7.2 6.2 55.6

Korea (n=867) 20.3 22.6 (n=619) 14.5 16.4 71.4

Singapore (n=222) 5.2 5.0 (n=86) 2.0 1.7 38.7

Phuket (n=101) 2.4 3.3 (n=23) 0.5 0.6 22.8

Thai beaches (other than Phuket) (n=102) 2.4 2.9 (n=28) 0.7 0.4 27.5

Thailand (other than beach resorts) (n=259) 6.1 7.0 (n=159) 3.7 3.7 61.4

Bali (n=198) 4.6 6.9 (n=78) 1.8 2.8 39.4

Indonesian beaches (other than Bali) (n=33) 0.8 1.3 (n=5) 0.1 0.2 15.2

Indonesia (other than beach resorts) (n=30) 0.7 0.8 (n=14) 0.3 0.2 46.7

Malaysian beaches (n=83) 1.9 2.4 (n=24) 0.6 0.6 28.9

Malaysia (other than beach resorts) (n=74) 1.7 1.8 (n=29) 0.7 0.5 39.2

Cebu Island (n=57) 1.3 2.5 (n=17) 0.4 0.5 29.8

Philippine beaches (other than Cebu Island) (n=36) 0.8 1.1 (n=8) 0.2 0.3 22.2

Philippines (other than beach resorts) (n=36) 0.8 0.9 (n=25) 0.6 0.5 69.4

Vietnam (n=197) 4.6 5.1 (n=77) 1.8 1.8 39.1

Cambodia (n=85) 2.0 2.5 (n=34) 0.8 0.8 40.0

India (n=57) 1.3 1.2 (n=28) 0.7 0.4 49.1

Mongolia (n=13) 0.3 0.2 (n=3) 0.1 ― 23.1

Other places in Asia (n=69) 1.6 1.5 (n=37) 0.9 0.6 53.6

Australia (n=271) 6.3 7.2 (n=103) 2.4 2.2 38.0

New Zealand (n=101) 2.4 3.0 (n=22) 0.5 0.6 21.8

Other Oceania (n=16) 0.4 0.5 (n=4) 0.1 0.1 25.0

※Rate of actual visit was calculated by dividing by the number of actual visitors on their last trip by those who considered that destination. Percentages of 50.0 points or higher are shaded.

Oceania

Hawaii

USA (excluding

Hawaii and Alaska)

Canada or

Alaska

Central/

South

America

or

Caribbean

Other places

in Asia

Southeast Asia

Guam or

Saipan

South Pacific

islands or other

islands

China

Europe

Middle East

or Africa

0 5 10 15 20 25

2011 survey consideration percentage2011 survey last destination percentage （％）

● In terms of rate of actual travel, "Korea" (71%) topped the list and was followed by

"Philippines (other than beach resorts)."

▽The highest percentage when dividing the number of visitors on their last trip by the number of those who

considered was yielded by "Korea": 71%. This was followed by "Philippines (other than beach resorts)" (69%)

and "USA west" (64%).

■Destinations Considered on Last Trip and Last Travel Destination (Those involved in considering travel plans/Multiple answer)




2. Reasons for Considering / Reason for Deciding on Destinations (1)

●Among both reasons for considering destination and reasons for deciding on, "Suited

my date of departure, date of return, day of week, travel period, etc." topped the list.

▽Among reasons for considering the last destination, "Suited my date of departure, date of return, day of week,

travel period, etc." (34%) topped the list and was followed by "Suited my budget" (29%).

▽Among the reasons for deciding on the destination, "Suited my date of departure, date of return, day of week,

travel period, etc." (12%) topped the list and was followed by "It was a location I had wanted to go to from before"

(9%). "Accompanying travelers wanted to go there" followed at 8%.

■Reasons for Considering / Reason for Deciding Last Trip(Those involved in considering travel plans/"Reasons for considering" is multiple answer, "Reason for deciding" is single answer)

2011 survey Reasons for considering2010 survey Reasons for considering2011 survey Reason for deciding

2011

survey

2010

survey

2011

survey

2010

survey

(n=4265) (n=4436) (n=4265) (n=4436)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 36.3 11.5 11.7

Suited my budget 29.1 32.6 7.6 8.3

I just happened to discover a good travel product 11.4 12.1 3.8 3.8

Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.9 7.7 2.5 2.5

Suited my flying time or flight from the closest airport, etc. 5.7 5.4 0.9 0.4

It suited the needs of accompanying travelers, such as my children 4.9 4.2 1.2 0.9

Because I wanted to earn miles 2.8 3.2 0.4 0.4

It was a location I had wanted to go to from before 21.2 22.9 8.5 9.1

Accompanying travelers wanted to go there 20.1 21.5 8.2 8.3

I had been there before and found that it was good 18.5 18.2 6.5 6.0

I was interested in a particular sightseeing spot 17.0 18.7 4.7 5.4

I have family members, relatives, acquaintances, friends at the destination 11.0 11.2 7.3 7.8

I felt like going after seeing it on TV, in a magazine, on the web, etc. 10.1 11.6 1.3 1.5

Was recommended by family members, acquaintances, friends 7.3 6.7 1.9 1.5

I was interested in a particular event, activity 5.8 5.6 3.0 2.5

I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.6 2.3 0.3 0.2

I felt like going after seeing the website of the travel bureau 2.0 2.1 0.1 0.2

Was recommended by a travel agent 1.8 1.6 0.6 0.2

Prices seems cheap 20.0 22.2 3.3 4.7

Seems safe 19.6 18.4 2.5 1.7

Nature seems good 19.5 20.8 3.9 3.8

Climate seems good 18.5 21.0 2.6 2.4

Food seems good 18.3 19.8 3.4 3.6

City seems good 15.2 14.7 2.8 2.1

Hospitality seems good 7.7 7.8 1.1 0.7

Timing of the trip seems good (best season at that destination, etc.) 7.6 9.3 1.8 2.1

Hygienic 4.9 4.8 0.1 0.1

Hotel I want to stay at seems good 4.7 5.5 1.3 1.4

Other 9.6 8.8 6.7 6.7

※The figure for "Suited my flying time or flight from the closest airport , etc." in the 2010 study was indicated as "Suited my flying time"

Char

acte

rist

ics

of th

e d

est

inat

ion

Budg

et/

Condi

tions

Recom

menda

tion b

y se

lf/oth

ers

Reasons for considering Reason for deciding

0 10 20 30 40

2011 survey Reasons for considering

2011 survey Reason for deciding

2010 survey Reasons for considering （％）



▽A breakdown of the reasons for considering the last travel destination by sex and age shows that for men 18-29

yrs "Suited my date of departure, date of return, day of week, travel period, etc." yielded lower percentages than

among other groups, while "Suited my budget" yielded higher percentages.

▽A breakdown by life stage shows that for "Worker (child 2-6 yrs)," "Worker (child 1 yr and under)," "I was

interested in a particular sightseeing spot" yielded lower percentages than among other groups, while "It suited

the needs of accompanying travelers, such as my children" yielded higher percentages.

■Reasons for considering last travel destination: By Demographic (Those involved in considering travel plans/Multiple answer)


（％）

Budget/Conditions Recommendation by self/others

Sample

Suited my dateof departure,

date of return,day of the

week, travelperiod, etc.

Suited mybudget

I just happenedto discover agood travel

product

Suited mybooking needs

such asavailable seat

on plane,available roomat hotel, etc.

Suited myflying time orflight from theclosest airport,

etc.

It suited theneeds of

accompanyingtravelers, suchas my children

Because Iwanted to earn

miles

It was alocation I hadwanted to goto from before

Accompanyingtravelers

wanted to gothere

I had beenthere before

and found thatit was good

I wasinterested in a

particularsightseeing

spot

I have familymembers,relatives,

acquaintances,friends at thedestination

I felt like goingafter seeing it

on TV, in amagazine, onthe web, etc.

Wasrecommended

by familymembers,

acquaintances,friends


particularevent, activity


in a blog,hearing about

it throughword-of-mouthcommunication

, etc.

2011 survey total 4265 33.5 29.1 11.4 6.9 5.7 4.9 2.8 21.2 20.1 18.5 17.0 11.0 10.1 7.3 5.8 2.6

2010 survey total 4436 36.3 32.6 12.1 7.7 5.4 4.2 3.2 22.9 21.5 18.2 18.7 11.2 11.6 6.7 5.6 2.3

Sex Male 2052 ①31.8 ②30.1 10.6 7.8 5.4 4.0 3.0 19.1 19.0 18.3 17.0 10.5 9.4 6.5 5.8 2.3

Female 2213 ①35.1 ②28.2 12.1 6.1 6.0 5.6 2.6 ③23.2 21.1 18.7 17.0 11.4 10.8 8.1 5.9 2.9

Male 18-29 yrs 263 ②25.6 ①35.7 9.4 4.1 4.1 2.9 1.6 ③18.9 15.4 8.6 15.6 5.7 12.3 8.0 4.9 2.3

Male 30-39 yrs 430 ②29.7 ①30.5 7.8 9.5 5.5 3.6 2.5 17.8 17.8 16.1 15.9 9.1 9.1 6.1 8.1 3.4

Male 40-49 yrs 472 ①33.5 ②30.6 5.3 11.0 6.0 6.2 5.3 16.3 19.0 ③24.9 14.1 12.1 8.4 5.7 7.1 2.7

Male 50 yrs or older 887 ①33.8 ③28.1 15.1 6.5 5.5 3.3 2.6 21.2 20.6 18.7 19.4 11.8 9.2 6.7 4.1 1.6

Female 18-29 yrs 536 ①32.6 ②32.2 7.7 4.1 5.3 1.9 1.5 ③28.1 20.0 11.9 16.8 11.7 15.4 10.5 6.4 2.8

Female 30-39 yrs 503 ①36.4 ②32.8 8.5 7.8 6.6 8.5 2.4 ③23.1 19.9 21.4 16.4 12.8 10.5 6.9 6.0 3.6

Female 40-49 yrs 340 ①38.6 ②30.5 9.7 10.1 8.1 7.7 3.8 18.0 18.4 ③24.5 16.2 11.9 6.5 5.4 6.3 3.4

Female 50 yrs or older 834 ①34.6 21.9 18.1 4.7 5.3 5.5 3.0 ③22.3 ②23.8 19.1 17.8 10.2 9.8 8.3 5.3 2.3

Kanto 2458 ①31.8 ②27.5 10.5 7.9 5.8 5.4 3.1 ③21.5 19.9 19.8 17.0 11.4 9.9 7.5 5.9 2.4

Kansai 1105 ①35.3 ②31.2 12.5 4.9 5.0 4.4 2.8 20.9 20.7 17.3 17.1 11.1 10.7 6.7 6.4 3.4

Tokai 702 ①36.9 ②31.6 12.7 6.8 6.6 3.7 1.8 20.7 19.9 15.8 16.8 9.3 10.1 7.7 4.5 2.2

Worker (child 7 yrs and over) 1692 ①35.1 ②28.0 15.8 6.4 6.2 6.4 3.1 21.0 23.4 18.6 18.9 10.8 9.8 7.9 4.5 2.1

Worker (child 2-6 yrs) 190 ①31.9 ②31.7 7.9 9.4 11.4 ③29.2 5.6 8.9 17.9 25.4 10.9 11.3 7.5 7.0 3.2 1.7

Worker (child 1 yr and under) 90 ②28.9 ①31.4 6.2 7.0 8.1 10.4 1.6 17.1 18.9 11.8 11.1 7.4 13.8 4.5 4.6 2.8

Worker (married, no children) 838 ①31.9 ②26.0 8.6 7.7 5.4 1.8 2.7 ③23.1 20.7 20.4 18.7 8.8 10.2 6.6 5.7 3.4

Worker (unmarried) 1295 ①34.5 ②31.7 9.1 7.4 4.8 1.1 2.6 ③22.0 16.5 17.6 14.8 12.6 10.9 7.0 7.6 2.9

Unmarried male 620 ①30.8 ②30.5 7.8 8.4 4.8 1.2 2.8 18.6 13.9 17.0 14.0 11.1 9.1 4.5 8.3 2.4

Unmarried female 20s/30s 633 ①35.7 ②34.8 8.3 5.4 3.8 1.0 1.0 ③26.6 18.1 14.6 15.9 14.1 12.5 9.5 6.9 3.4

Unmarried female 40s and over 198 ①32.4 ②25.5 12.7 6.3 5.5 2.0 5.0 19.9 18.0 ③23.2 14.5 13.0 9.2 8.8 9.1 3.0

Student 161 ③22.3 ①32.5 5.4 2.1 1.9 2.9 0.3 ②24.2 15.2 10.3 16.0 12.6 8.1 8.8 9.3 2.8

Recommendationby self/others

Characteristics of the destination

Sample

I felt like goingafter seeing

the website ofthe travel

bureau

Wasrecommended

by a travelagent

Prices seemscheap

Seems safeNature seems

goodClimate seems

goodFood seems

goodCity seems

goodHospitalityseems good

Timing of thetrip seemsgood (best

season at thatdestination,

etc.)

HygienicHotel I want tostay at seems

goodOther

2011 survey total 4265 2.0 1.8 20.0 19.6 19.5 18.5 18.3 15.2 7.7 7.6 4.9 4.7 9.6

2010 survey total 4436 2.1 1.6 22.2 18.4 20.8 21.0 19.8 14.7 7.8 9.3 4.8 5.5 8.8

Sex Male 2052 2.2 2.3 21.5 ③22.1 20.1 19.9 17.5 14.9 8.7 7.0 5.9 4.3 9.1

Female 2213 1.9 1.4 18.5 17.3 19.0 17.2 19.1 15.4 6.8 8.1 4.0 5.1 10.1

Male 18-29 yrs 263 1.4 3.5 16.6 13.7 16.2 12.7 14.1 14.8 4.5 5.3 4.7 1.6 6.1

Male 30-39 yrs 430 1.3 3.6 18.4 14.8 18.2 ③20.1 14.4 13.4 7.0 8.9 5.5 3.2 6.3

Male 40-49 yrs 472 2.4 1.8 23.6 20.9 15.2 22.2 18.5 14.3 9.5 6.2 6.0 4.2 7.0

Male 50 yrs or older 887 2.8 1.6 23.4 ②28.9 24.8 20.8 19.4 15.9 10.2 7.1 6.5 5.7 12.6

Female 18-29 yrs 536 0.8 1.3 19.2 15.1 16.0 14.1 19.8 16.9 3.6 4.5 3.6 1.9 7.3

Female 30-39 yrs 503 1.4 1.2 19.5 15.7 20.9 19.5 21.9 15.4 6.9 6.6 4.3 5.5 10.2

Female 40-49 yrs 340 2.2 0.9 16.8 17.7 16.4 19.3 18.2 13.9 10.6 9.9 5.8 6.8 11.5

Female 50 yrs or older 834 2.8 1.7 18.1 19.7 20.8 17.0 17.4 15.1 7.4 10.6 3.4 6.2 11.2

Kanto 2458 2.4 1.8 18.3 20.0 21.3 19.9 18.5 16.9 8.2 7.5 5.4 4.5 9.3

Kansai 1105 1.8 1.5 ③22.1 20.3 16.1 16.8 18.4 12.7 7.7 8.2 4.8 4.9 11.6

Tokai 702 1.2 2.2 ③22.4 17.6 18.6 16.4 17.6 13.1 6.0 7.0 3.6 5.2 7.5

Worker (child 7 yrs and over) 1692 2.5 1.8 21.0 ③25.2 22.7 20.1 18.4 15.8 8.9 7.7 6.3 6.1 10.4

Worker (child 2-6 yrs) 190 0.9 2.7 16.7 22.1 17.4 21.8 14.1 12.7 7.8 4.3 9.3 5.2 9.0

Worker (child 1 yr and under) 90 1.9 5.4 15.6 14.4 20.3 ③27.8 18.9 8.5 5.6 3.7 6.6 2.2 5.5

Worker (married, no children) 838 2.1 1.3 16.2 16.3 19.7 19.8 19.1 15.9 7.3 9.3 3.9 6.1 9.5

Worker (unmarried) 1295 1.6 1.6 21.9 15.4 16.3 15.5 18.5 14.7 7.0 7.4 3.3 2.6 9.4

Unmarried male 620 1.6 2.9 ③23.9 15.7 15.1 16.1 15.2 14.0 7.6 6.9 4.2 2.0 7.8

Unmarried female 20s/30s 633 1.0 1.2 21.1 13.6 15.0 13.8 20.9 15.5 4.9 5.7 2.5 2.3 9.5

Unmarried female 40s and over 198 3.6 0.9 15.8 17.8 21.6 15.5 19.8 15.2 9.4 11.9 3.0 4.2 12.2

Student 161 1.9 3.8 18.9 12.3 12.9 11.1 16.7 15.1 4.1 4.4 3.5 1.2 6.8



※①, ② , and ③ are the top three responses for each segment (excluding "Other.")

※The figure for "Suited my flying time or flight from the closest airport, etc." in the 2010 study was indicated as "Suited my flying time"

Sex & age

Area ofresidence

Lifestage

Sex & age

Area ofresidence

Lifestage



■Reasons for considering last travel destination: By last destination (Those involved in considering travel plans/Multiple answer)

▽A breakdown by last destination shows that for European countries the main reasons were "It was a location I

had wanted to go to from before," "I was interested in a particular sightseeing spot," and "City seems good": for

Asian countries, "Prices seem cheap"; and for nearby countries/areas such as "Guam," "Saipan," and "Korea,"

"Suited my date of departure, date of return, day of week, travel period, etc." and "Suited my budget."


（％）

Budget/Conditions Recommendation by self/others

Sample

Suited my dateof departure,

date of return,day of the

week, travelperiod, etc.

Suited mybudget

I justhappened todiscover agood travel

product

Suited mybooking needs

such asavailable seat

on plane,available roomat hotel, etc.

Suited myflying time orflight from theclosest airport,

etc.

It suited theneeds of

accompanyingtravelers, suchas my children

Because Iwanted to earn

miles

It was alocation I hadwanted to goto from before

Accompanyingtravelers

wanted to gothere

I had beenthere before

and found thatit was good


particularsightseeing

spot

I have familymembers,relatives,

acquaintances,friends at thedestination


on TV, in amagazine, onthe web, etc.

Wasrecommended

by familymembers,

acquaintances,friends


particularevent, activity


in a blog,hearing about

it throughword-of-mouth

communication, etc.

2011 survey total 4265 33.5 29.1 11.4 6.9 5.7 4.9 2.8 21.2 20.1 18.5 17.0 11.0 10.1 7.3 5.8 2.6

2010 survey total 4436 36.3 32.6 12.1 7.7 5.4 4.2 3.2 22.9 21.5 18.2 18.7 11.2 11.6 6.7 5.6 2.3

UK 120 21.9 21.1 11.4 11.3 3.6 6.6 4.5 ③27.6 22.9 21.1 ②29.3 16.8 7.8 10.5 11.9 5.1

France 194 27.2 16.6 13.7 9.3 4.9 5.2 7.1 ②28.9 ③28.5 20.5 28.3 11.7 18.5 12.1 5.9 3.7

Germany 95 ②27.4 14.4 16.2 3.0 5.0 3.1 1.6 26.5 15.2 16.0 ①29.6 15.2 12.1 9.1 20.7 2.8

Spain 84 25.5 14.6 22.2 8.6 5.1 2.6 3.9 ①40.8 22.1 19.7 ②35.2 7.9 11.2 11.9 5.6 4.6

Italy 182 24.7 14.2 16.9 1.0 5.4 3.5 2.6 ①37.4 ②34.6 11.1 30.7 3.0 12.7 6.2 4.7 5.7

Other nations in west Europe 145 ②32.8 20.5 21.4 8.0 4.1 4.0 3.3 ②32.8 18.1 11.5 31.0 13.4 21.6 8.2 7.2 3.2

Other places in Europe 122 ①32.7 23.1 16.3 10.4 8.8 ― ― ③28.4 21.9 11.5 ②32.1 8.1 16.4 5.4 4.8 1.3

Turkey 62 30.5 25.2 33.2 0.8 2.8 5.1 2.8 ①59.9 14.2 1.4 ②39.3 1.4 22.3 9.6 5.1 5.3

Other Middle East or Africa 133 ③32.5 26.9 28.4 5.0 5.6 ― 0.8 ①42.0 17.1 7.8 ②34.7 7.0 16.1 2.3 5.7 4.3

USA east 113 17.5 15.2 6.2 6.6 6.3 5.9 7.8 ③21.7 13.2 16.0 17.4 ①32.9 9.1 5.3 9.1 3.2

USA west 165 ①28.6 ③20.6 5.6 10.1 1.7 3.7 6.4 15.0 10.5 18.6 19.1 ②21.0 8.8 10.5 7.6 1.4

USA south 25 ①45.3 ②26.2 6.9 9.7 6.6 9.3 3.4 17.5 22.5 18.4 ③24.1 22.7 21.2 6.2 16.3 6.6

Canada 68 20.3 11.6 10.2 4.5 3.5 2.3 3.1 ②31.4 16.7 13.2 22.4 21.9 15.1 7.3 7.5 1.3

Central/South America or Caribbean 46 22.9 11.4 19.0 1.9 8.2 ― 5.3 ③32.2 15.3 13.9 ②33.4 12.9 11.5 10.9 9.8 3.7

Hawaii (Oahu) 384 23.7 19.3 8.3 6.8 2.3 9.3 3.6 16.5 23.3 ③33.8 8.6 5.6 7.9 7.8 5.6 1.4

Hawaii (other than Oahu) 75 25.0 21.8 4.1 5.9 4.3 7.4 2.1 25.7 25.6 ③29.8 13.2 6.9 9.5 8.3 5.8 2.6

Guam 251 ②52.5 ①57.5 10.6 8.2 14.4 16.3 1.6 12.9 19.1 21.1 5.2 2.3 8.1 6.7 5.1 1.4

Saipan 64 ②44.3 ①58.3 7.7 10.5 13.4 13.7 5.7 7.1 9.3 30.2 17.4 7.1 11.3 5.3 11.4 4.1

South Pacific islands or other islands 54 21.7 21.8 10.3 5.7 8.1 1.1 4.4 ②29.5 16.8 18.9 17.0 2.8 23.0 4.9 15.1 4.1

Shanghai 145 ②32.9 ①41.1 11.3 5.9 3.0 4.2 3.0 13.0 11.9 4.0 10.9 15.1 5.9 5.2 17.7 1.3

Beijing 73 ②32.1 ①43.6 17.4 3.9 5.9 4.3 ― 19.1 20.6 12.0 ③27.9 8.5 4.2 ― 0.7 ―

Other China (exc. Hong Kong / Macau) 100 ①34.9 ③29.1 21.9 10.2 4.3 2.6 ― 20.3 23.7 9.3 ②29.3 10.5 5.2 3.5 1.6 ―

Hong Kong 154 ①44.7 ③29.6 10.9 5.1 3.1 3.8 1.7 13.8 16.1 20.0 12.8 6.3 8.1 6.7 4.0 2.3

Macau 54 ①52.7 ②30.9 14.6 9.6 7.9 ― 1.6 16.2 15.2 18.5 13.5 4.1 ③18.7 3.4 12.0 1.1

Taiwan 306 ①40.8 ③34.0 10.4 6.5 6.9 3.3 1.5 15.9 21.1 20.8 10.8 8.3 6.3 3.6 3.3 1.9

Korea 619 ①42.8 ③38.3 9.6 6.2 6.9 2.4 1.5 16.2 24.4 21.3 9.2 8.1 9.5 8.2 3.3 2.8

Singapore 86 ②29.5 ③26.0 9.2 16.4 7.3 5.4 5.7 14.1 25.4 20.2 7.9 11.4 5.6 9.4 4.2 3.6

Phuket 23 ③42.6 ①58.5 20.4 18.9 15.9 5.4 14.1 31.4 25.4 24.3 6.5 34.1 6.5 17.2 3.6 8.3

Thai beaches (other than Phuket) 28 23.0 ①36.8 8.0 12.1 18.3 ― 3.1 14.3 9.2 26.1 9.3 12.1 9.0 9.2 15.0 6.0

Bangkok or other Thai cities 159 ③26.9 ②29.8 6.4 11.4 5.3 3.7 7.5 15.4 15.4 23.3 9.7 26.0 6.7 4.4 1.8 5.5

Bali 78 29.7 ③31.9 8.6 11.6 5.3 2.8 5.3 20.0 26.7 ②35.1 12.9 11.9 13.8 7.2 6.2 4.4

Indonesian cities 14 ②14.7 10.2 ― 6.4 6.4 ― ― ③12.8 6.4 ― ― ①57.5 ― 6.0 ― 10.2

Malaysia 49 ③30.8 ①40.2 5.1 9.0 17.7 1.8 3.3 18.5 16.3 10.0 10.9 3.6 6.5 10.3 3.3 9.0

Philippines 49 ①45.6 25.0 3.7 8.1 4.8 3.0 ― 10.2 10.9 16.8 13.7 22.3 4.1 6.8 9.3 ―

Vietnam 77 ③42.0 ②42.1 9.7 8.9 4.6 1.7 5.4 31.3 19.4 10.0 20.9 15.7 9.7 7.1 1.3 2.2

Cambodia 34 ③38.3 20.0 12.0 4.6 2.9 ― ― ①42.7 9.3 4.6 ②40.5 ― 16.4 2.5 2.9 2.4

Other places in Asia 67 ①33.2 22.1 6.0 2.4 7.2 2.3 ― ③25.5 20.0 15.2 16.6 15.0 16.3 15.3 1.2 2.5

Australia 103 ③27.5 26.5 8.6 5.2 4.2 1.7 5.2 15.1 11.2 6.8 23.9 17.6 12.5 7.1 5.5 1.8

New Zealand or other Oceania 26 21.9 17.2 ― 9.9 3.2 6.1 3.4 ②47.2 13.2 18.0 19.4 10.1 3.9 7.8 6.5 ―

Long distance 1373 ③26.7 18.8 15.1 6.2 4.7 3.8 3.4 ①30.3 20.1 13.4 ②27.8 13.6 13.6 8.5 7.3 3.3

Medium distance 1173 ②27.9 25.9 7.9 8.5 4.9 5.3 4.3 19.8 19.7 23.6 12.6 12.2 9.7 7.8 5.0 3.0

Short distance 1763 ①42.6 ②39.3 10.9 6.6 7.3 5.3 1.6 15.2 20.2 18.9 11.3 8.2 7.8 6.1 5.2 1.9

Recommendationby self/others

Characteristics of the destination

Sample

I felt like goingafter seeing

the website ofthe travel

bureau

Wasrecommended

by a travelagent

Prices seemscheap

Seems safeNature seems

goodClimate seems

goodFood seems

goodCity seems

goodHospitalityseems good

Timing of thetrip seemsgood (best

season at thatdestination,

etc.)

HygienicHotel I want tostay at seems

goodOther

2011 survey total 4265 2.0 1.8 20.0 19.6 19.5 18.5 18.3 15.2 7.7 7.6 4.9 4.7 9.6

2010 survey total 4436 2.1 1.6 22.2 18.4 20.8 21.0 19.8 14.7 7.8 9.3 4.8 5.5 8.8

UK 120 3.6 3.0 4.9 21.3 18.5 11.9 9.0 ①33.7 4.8 10.6 7.5 2.6 13.3

France 194 2.3 3.4 2.5 22.7 17.4 9.8 19.3 ①30.5 4.7 8.7 7.0 5.4 8.0

Germany 95 6.9 2.9 6.7 23.9 17.9 15.3 14.3 ③27.1 5.3 14.2 12.1 4.1 13.0

Spain 84 3.6 0.7 6.0 11.0 14.4 22.2 25.9 ③28.7 2.4 7.8 2.2 9.7 11.9

Italy 182 4.2 1.3 4.6 11.1 18.0 13.7 27.0 ③32.6 5.2 12.6 5.2 2.8 4.9

Other nations in west Europe 145 3.7 3.3 9.3 31.5 30.2 20.5 16.0 ①34.9 8.4 16.7 12.6 3.7 6.0

Other places in Europe 122 3.9 ― 6.2 23.9 28.1 11.7 12.2 27.6 4.6 9.8 5.9 ― 11.5

Turkey 62 2.5 ― 30.5 28.2 ③37.6 30.3 23.0 17.8 11.0 13.0 2.8 5.3 4.2

Other Middle East or Africa 133 0.7 3.3 13.7 10.7 27.5 11.3 3.2 6.8 2.7 10.0 0.8 3.9 10.3

USA east 113 3.1 1.4 5.7 16.0 7.6 6.5 7.9 ②23.2 6.7 10.6 1.7 ― 10.0

USA west 165 3.1 1.5 8.3 14.7 18.3 14.5 7.5 12.4 5.0 7.8 4.2 4.8 18.2

USA south 25 ― ― ― 19.5 8.4 6.6 ― 15.1 3.4 12.7 6.4 ― ―

Canada 68 1.3 ― 5.8 ③26.1 ①55.3 17.1 11.3 20.3 13.9 9.4 5.0 2.6 11.9

Central/South America or Caribbean 46 ― 3.8 7.4 ― ①35.7 22.9 10.9 10.1 1.8 10.2 ― 2.9 3.1

Hawaii (Oahu) 384 2.5 2.8 6.0 26.9 ②33.9 ①43.2 15.3 19.0 11.9 4.8 8.3 8.1 10.7

Hawaii (other than Oahu) 75 2.8 2.7 6.6 22.8 ①40.8 ②36.6 15.4 12.3 13.2 7.1 5.3 8.6 15.0

Guam 251 1.2 1.4 15.4 26.3 25.9 ③35.5 9.1 9.9 7.0 5.9 7.9 6.3 9.3

Saipan 64 1.6 ― 17.6 19.1 ③42.3 39.5 5.1 8.0 5.0 4.8 1.3 12.3 5.7

South Pacific islands or other islands 54 3.3 5.8 8.3 19.0 ①46.6 ③25.4 8.5 4.1 6.2 6.8 1.5 4.9 11.0

Shanghai 145 0.6 2.5 ③26.4 6.0 2.7 4.7 10.6 5.0 2.8 13.7 2.1 2.6 12.3

Beijing 73 ― 11.1 24.7 8.2 10.7 9.4 7.4 5.9 3.3 2.8 6.9 9.3 11.4

Other China (exc. Hong Kong / Macau) 100 1.7 0.9 29.0 8.0 24.8 14.0 6.4 8.9 3.5 5.0 1.6 0.8 7.7

Hong Kong 154 1.4 1.7 18.8 16.5 6.0 16.1 ②30.4 13.1 1.8 3.8 3.3 4.0 10.9

Macau 54 6.0 3.1 17.4 17.7 3.5 13.4 17.5 15.1 2.9 6.0 1.5 5.0 9.7

Taiwan 306 0.9 2.0 32.0 29.5 8.2 17.8 ②36.5 9.3 12.9 7.1 6.3 2.7 9.2

Korea 619 1.1 1.5 ②41.5 20.1 5.2 4.9 35.0 8.7 6.5 3.7 3.0 5.0 6.9

Singapore 86 3.9 0.6 14.2 ①32.2 11.3 21.0 16.7 15.1 10.3 4.4 14.2 8.8 10.9

Phuket 23 ― ― ②46.6 30.1 38.5 19.3 26.0 13.9 22.7 21.5 6.5 14.6 2.7

Thai beaches (other than Phuket) 28 ― ― ②33.8 10.9 31.0 ③32.8 20.5 7.6 19.2 11.9 7.8 12.3 ―

Bangkok or other Thai cities 159 1.1 ― ①39.0 16.2 7.9 16.8 17.3 8.1 15.0 11.4 3.0 3.7 11.2

Bali 78 1.1 2.7 28.8 9.9 ①35.4 26.6 15.8 13.8 19.8 2.3 1.1 14.9 3.1

Indonesian cities 14 6.4 ― ― ― ― ― ― ― ― 4.5 ― 6.4 16.1

Malaysia 49 1.3 ― 27.4 17.0 ②36.9 18.8 14.8 6.7 8.9 3.9 5.3 6.6 6.1

Philippines 49 3.7 1.8 ②31.5 3.4 21.0 ③28.4 6.9 3.5 8.2 11.5 ― 1.2 6.8

Vietnam 77 5.1 1.1 ①50.4 18.3 14.3 11.9 17.6 8.5 8.8 8.1 2.3 3.2 8.4

Cambodia 34 4.6 1.8 37.8 9.1 22.0 22.9 11.5 13.0 4.6 13.6 4.6 ― 17.0

Other places in Asia 67 3.9 1.2 ②25.6 9.0 21.5 15.8 6.3 14.1 12.6 15.5 2.1 1.2 10.7

Australia 103 1.1 1.5 8.7 24.8 ①30.9 ②28.3 10.0 13.9 4.2 9.1 7.1 0.6 10.4

New Zealand or other Oceania 26 ― 3.9 10.1 ③43.3 ①55.3 37.9 ― 23.8 9.9 6.8 19.4 ― 12.1

Long distance 1373 2.9 1.8 7.5 18.1 22.8 14.0 14.0 24.0 5.5 10.3 4.7 3.4 10.1

Medium distance 1173 2.2 1.9 19.0 21.4 ③27.4 ①28.7 13.9 13.8 11.6 7.0 6.4 6.4 10.3

Short distance 1763 1.2 1.9 ③30.1 19.5 11.5 15.0 24.6 9.0 6.7 5.8 4.1 4.6 8.7



※①, ② , and ③ are the top three responses for each segment (excluding "Other.")








▽ In terms of the reasons for deciding on the last travel destination, among both men and female "18-29 yrs,"

"Suited my budget" was given by 17% of the men and 14% of the women.

▽ A breakdown by distance of the last destination shows that, for "long distance" destinations "It was a location I

had wanted to go to from before" was given by 14%, a percentage higher than the others.

■Reason for deciding on last travel destination (Those involved in considering travel plans/Single answer)


2011

survey

2010

survey

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male 50

yrs or

older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

Long

distance

Medium

distance

Short

distance

(n=4265) (n=4436) (n=263) (n=430) (n=472) (n=887) (n=536) (n=503) (n=340) (n=834) (n=1373) (n=1173) (n=1763)

Suited my date of departure, date of return, day of the week, travel period, etc. 11.5 11.7 10.0 10.6 8.2 12.0 10.0 14.9 14.6 11.5 8.4 9.4 15.6

Suited my budget 7.6 8.3 17.2 9.3 8.8 4.9 13.6 7.1 5.6 3.2 4.3 6.9 10.7

I just happened to discover a good travel product 3.8 3.8 3.7 1.9 3.3 3.3 4.0 2.8 3.8 6.2 4.5 2.7 3.9

Suited my booking needs such as available seat on plane, available room at hotel, etc. 2.5 2.5 0.8 2.8 5.9 2.0 2.1 2.6 3.4 1.1 2.1 2.2 2.8

It suited the needs of accompanying travelers, such as my children 1.2 0.9 0.6 2.1 1.1 0.6 1.1 2.1 1.6 0.9 0.6 1.1 1.7

Suited my flying time or flight from the closest airport, etc. 0.9 0.4 1.6 1.5 1.3 0.2 1.1 1.6 0.5 0.8 0.7 0.4 1.6

Because I wanted to earn miles 0.4 0.4 0.2 0.4 0.5 0.2 0.4 0.2 1.1 0.6 0.5 0.6 0.3

It was a location I had wanted to go to from before 8.5 9.1 10.0 8.3 5.9 8.3 12.2 11.4 6.5 6.8 14.2 6.8 5.3

Accompanying travelers wanted to go there 8.2 8.3 7.2 11.0 9.7 6.1 8.7 8.6 9.0 7.4 7.9 8.6 8.0

I have family members, relatives, acquaintances, friends at the destination 7.3 7.8 3.7 6.3 7.9 6.3 9.8 10.4 6.8 6.6 9.3 8.4 5.2

I had been there before and found that it was good 6.5 6.0 4.5 7.8 8.6 5.5 4.0 7.6 9.7 6.2 3.4 10.6 6.3

I was interested in a particular sightseeing spot 4.7 5.4 6.3 5.1 4.2 4.5 5.8 4.3 4.1 4.2 7.6 3.6 3.1

I was interested in a particular event, activity 3.0 2.5 2.3 3.8 4.0 2.6 3.2 2.4 3.4 2.8 3.2 2.5 3.2

Was recommended by family members, acquaintances, friends 1.9 1.5 3.3 2.5 2.6 1.0 3.4 1.9 1.6 0.9 1.5 2.4 1.8

I felt like going after seeing it on TV, in a magazine, on the web, etc. 1.3 1.5 3.3 1.7 1.6 1.0 1.1 0.5 1.1 1.5 1.5 1.9 0.8

Was recommended by a travel agent 0.6 0.2 0.6 0.8 0.4 0.8 0.8 0.5 0.4 0.4 0.6 0.5 0.5

I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 0.3 0.2 0.2 0.8 ― 0.4 0.4 0.7 ― ― 0.3 0.5 0.2

I felt like going after seeing the website of the travel bureau 0.1 0.2 ― 0.4 0.2 ― 0.4 ― ― ― ― 0.2 0.1

Nature seems good 3.9 3.8 3.3 2.8 2.2 5.9 2.6 1.7 0.5 7.0 4.8 5.5 2.2

Food seems good 3.4 3.6 3.7 2.3 2.9 3.7 3.0 2.8 4.1 4.0 1.7 1.2 6.2

Prices seems cheap 3.3 4.7 2.1 3.4 2.7 3.9 1.9 2.9 2.9 4.5 0.9 2.8 5.5

City seems good 2.8 2.1 2.7 1.3 2.2 3.3 0.8 2.9 0.5 5.3 6.7 1.0 1.0

Climate seems good 2.6 2.4 2.0 2.3 3.3 3.7 0.9 1.6 2.7 3.0 1.9 4.7 1.8

Seems safe 2.5 1.7 2.7 2.1 2.0 4.1 1.5 1.4 1.8 2.6 1.6 3.8 2.3

Timing of the trip seems good (best season at that destination, etc.) 1.8 2.1 1.4 2.3 1.3 3.5 0.9 0.3 2.3 1.5 3.2 0.8 1.5

Hotel I want to stay at seems good 1.3 1.4 0.6 0.6 1.1 1.6 0.6 1.0 2.3 2.1 0.9 2.0 1.2

Hospitality seems good 1.1 0.7 0.2 0.8 1.1 2.0 0.4 ― 0.9 1.9 1.0 1.3 1.0

Hygienic 0.1 0.1 0.4 0.2 0.2 0.2 ― ― 0.2 ― ― 0.1 0.2

Other 6.7 6.7 5.5 5.1 6.8 8.4 5.5 5.9 8.3 6.8 6.7 7.6 6.1




Char

acte

rist

ics

of th

e d

est

inat

ion

Budg

et/

Condi

tions

Recom

menda

tion b

y se

lf/oth

ers

2011 survey

Sex & age

2011 survey

Distance of the last

destination

0 5 10 15

2011 survey

2010 survey （％）



● "Mostly decided on my own" was given by 35%, while those involved in consideration

accounted for 84%. The greater the number of trips taken thus far, there was an increase

in the incidence of "Mostly decided on my own."

▽A breakdown by sex and age shows that a higher percentage of the "female 40-49 yrs" segment gave "Mostly

decided on my own."

▽A breakdown by life stage shows that high percentages of the "unmarried male" and "unmarried female 40s and

over" segments gave "Mostly decided on my own": in excess of 45%.

▽A breakdown by number of trips thus far shows that the greater the number of trips taken thus far, the higher was

the incidence of "Mostly decided on my own." This was given by 43% of the heavy travelers.

▽A breakdown by package tour use shows that over 50% of package tour non-users gave "Mostly decided on my

own."

■Degree of Involvement in Consideration Process (Total/Single answer)

3. Degree of Involvement in Consideration Process

Those involved in consideration/total

Mostly

decided on my own

Decided

with travel

companions

Left whole decision

with companionsOther No ans.

●Legend

2011 survey total (n=5094) 83.7

2010 survey total (n=5280) 84.0

Sex Male (n=2491) 82.4

Female (n=2603) 85.0

Sex & age Male 18-29 yrs (n=323) 81.4

Male 30-39 yrs (n=518) 83.0

Male 40-49 yrs (n=543) 86.9


Female 18-29 yrs (n=645) 83.1

Female 30-39 yrs (n=565) 88.9

Female 40-49 yrs (n=394) 86.4


Area of


Kansai (n=1340) 82.5

Tokai (n=844) 83.2

Life









Student (n=216) 74.6

Number of

trips takenLight (n=816) 72.7

Middle (n=1572) 81.9

Heavy (n=2707) 88.1

Used (n=2639) 100.0

Didn't use (n=1626) 100.0

Those

involved in

consideration

/total

Package use

※Only those

involved in

considering

35 .2

36 .3

34 .6

30 .7

36 .5

42 .2

35 .0

29 .1

35 .6

42 .1

34 .5

37 .1

32 .7

33 .9

32 .7

31 .2

31 .0

28 .9

44 .8

51 .2

34 .2

46 .8

32 .3

22 .4

29 .2

43 .0

34 .9

54 .4

48.3

48.8

46.1

50.4

50.7

46.5

44.7

45.2

54.0

53.3

44.4

48.9

47.4

49.8

49.2

48.8

53.1

56.4

57.9

41.1

32.2

50.1

41.1

42.3

50.3

52.7

45.1

65.1

45.6

15.0

14.4

16.3

13.8

18.4

16.0

11.9

18.0

15.6

10.4

11.8

15.3

14.6

16.0

14.9

14.9

12.6

12.3

13.1

15.8

14.4

11.3

24.4

25.7

17.0

10.7

－

35 .4 ％

－

－

16.8

0.9

0.8

1.2

1.1

1.6

0.9

0.8

1.3

0.7

1.0

1.7

2.0

1.5

0.9

1.3

1.7

1.3

0.6

1.9

0.9

1.1

0.2

1.2

1.3

1.2

1.6

－

－



■Timing of decision to travel, timing of starting to consider, timing of booking: period until departure(Those involved in considering travel plans/ Single answer each)

4. Timing of Travel Consideration and Booking (1)

● A look at the average of the timing of the consideration process shows that the timing

of the initial idea to travel was 4.6 months prior, the timing of the start of consideration

was 3.0 months prior, and the timing of booking was 2.3 months prior.

▽A look at the process spanning from the timing of the initial idea to travel to the timing of the start of consideration

and the timing of booking shows that the timing of the initial idea to travel as "3-4 months prior to departure"

(26%) was highest. The average was 4.6 months prior. The dominant timing of the start of consideration was "3-4

months prior to departure" (30%), while the average was 3.0 months. In terms of the timing of booking, "1 month

prior to departure" accounted for 27%, while the average was 2.3 months prior.

Sample

7 or more

months

prior to

departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

Within 1

month prior

to

departure

Within 3

weeks prior

to

departure

Within 2

weeks prior

to

departure

Within 1

week prior

to

departure

Don't

know/

Don't

remember

Average

(months

prior)

When first thought of traveling 4265 16.1 18.3 26.2 16.0 13.9 2.7 2.0 0.9 3.9 4.6

When started considering 4265 6.3 11.5 29.5 20.8 19.8 5.4 3.1 1.5 2.1 3.0

When booked 4265 3.0 6.6 22.8 22.0 26.5 8.3 6.2 2.8 1.8 2.3

When first thought of traveling 4436 15.0 15.6 26.0 18.4 15.5 2.6 1.8 1.1 4.0 4.3

When started considering 4436 5.8 10.0 26.6 23.5 21.1 6.2 3.5 1.4 1.9 2.8

When booked 4436 3.2 5.1 19.1 24.3 27.3 10.1 6.8 2.3 1.6 2.1

2011

Survey

2010

Survey

0

10

20

30

40

50

When first thought of traveling '11 When started considering '11

When booked '11 When first thought of traveling '10

When started considering '10 When booked '10

（％）



■Timing of decision to travel, timing of starting to consider, timing of booking: changes in the average period prior to departure(Those involved in considering travel plans/Single answer)

● The average duration of time between the initial idea to travel and actual booking was

2.3 months. The timing of the initial idea to travel, the timing of the start of consideration,

the timing of booking all yielded averages that constituted a shorter period of time prior to

departure in comparison to the 2010 survey results.

▽A comparison with the results of the 2010 survey shows that all periods prior to departure were slightly shorter.

▽A breakdown by use of package tours shows that longer periods prior to departure were given in all cases by the

package non-users.


Sample

When first thought of

traveling

When started

consideringWhen booked

2011 survey total 4265 4.6 3.0 2.3

2010 survey total 4436 4.3 2.8 2.1

Light 593 4.7 3.0 2.1

Middle 1288 4.6 3.0 2.2

Heavy 2384 4.5 3.0 2.3

Used 2639 4.5 2.8 2.1

Didn't use 1626 4.7 3.3 2.5

Average

(months

prior)

Number

of

trips

taken

Package

use

0

1

2

3

4

5

6

2011 survey total

2010 survey total

(months prior)



■The period of consideration from the start of consideration through booking (Those involved in considering travel plans/Single answer)

●The period of consideration from the start of consideration through booking was an

average of 0.7 months. "Within 1 week" was given by almost 60%, which indicates more

or less the same trend as the last study (2010 survey).

▽A breakdown by number of trips taken shows that the greater the number of prior trips taken, the higher the

incidence of the response "within 1 week prior." Among heavy travelers, the response "Within 1 week prior"

reached the 59% mark.


Within 1 weekWithin 2-3

weeks

1 or more

months, less

than 2 months

2 or more

months, less

than 3 months

3 or more

months, less

than 4 months

４mon.or more

Don't know or

don't

remember

●Legend



Light (n=593) 0.9

Middle (n=1288) 0.7

Heavy (n=2384) 0.7

Used (n=2639) 0.7

Didn't use (n=1626) 0.8

Package

use

Average

(no.

mon.)

Number

of

trips

taken

57.8

50.1

57.2

59.0

55.6

59.7

24.5

25.3

24.8

24.6

24.4

27.1

20.3

3.2

3.0

4.2

3.7

2.7

3.2

3.2

3.4

3.3

4.1

3.1

3.5

2.8

4.4

57.2%

2.9

1.2

2.1

1.1

2.5

1.7

1.8

7.0

7.9

6.8

7.7

10.5

6.9

7.5

2.4

2.2

1.7

2.7

3.8

2.0

2.2



● In terms of sources of information used when comparing for consideration, the "Internet

(PC)" was dominant: 80%. The results indicate more or less the same trends as those of

the prior survey (2010).

▽In terms of sources of information used by those who were involved in the decision about travel plans to make

comparisons, the Internet (PC) was dominant: 81%. This was followed by "travel agency pamphlets" (37%),

"guidebooks ("Chikyuuno arukikata," etc.)" (19%), and "travel agency counters" (16%).

▽A comparison with the 2010 survey reveals more or less the same kinds of trends.

▽A breakdown by sex and age shows that in all segments "Internet (PC)" was given the most. This was followed

by "travel agency pamphlets." Among both males and females 18-29, "travel agency counters" were cited next;

among men and women in their 50s and over, "Information magazines sent from travel agents and airlines" were

cited next.There were thus differences from age group to group.

▽A breakdown by number of trips thus far shows that the less trips taken thus far, the greater the incidence of the

responses "travel agency pamphlets" and "travel agency counters."

■Sources of information used to compare for consideration (Those involved in considering travel plans/ Multiple answer)

5. Sources of Information Used to Compare for Consideration (1)

Sample

Internet (PC)Travel agency

pamphlets

Guidebooks

("Chikyuu no

arukikata,"

etc.)

Travel agency

counters

Information

magazines

sent from

travel agents

and airlines

Feedback and

introductions

(word-of-

mouth) of

friends,

acquaintances,

family

members

Guidebook-

style

magazines

such as

"Rurubu

Hawaii," etc.

Newspaper ads

Overseas

travel

magazines

other than

guidebook-

style

magazines

Acquaintances

at travel

agencies

Articles and

ads in general-

interest

magazines

Mobile sites

TV programs

and

commercials

Free flyers and

flyers in

newspapers

Internet

(smartphone,

etc.)

Direct mail and

members

magazines

from credit

card

companies

Seikyo

pamphlets and

counters

Transportation

ads on trains

and at stations

Other

I don't really

gather

information

2011 survey total 4265 80.7 36.8 19.2 16.1 12.3 11.8 11.7 5.7 3.2 2.7 2.1 1.9 1.8 1.8 1.6 1.2 0.3 0.3 1.5 2.7

2010 survey total 4436 79.5 39.7 20.4 15.9 13.4 11.3 12.1 5.9 3.4 2.6 2.1 1.3 2.3 2.0 ＊ 1.7 0.5 0.4 2.2 3.2

Male 2052 81.2 34.3 19.0 14.1 13.2 10.6 9.9 5.1 3.0 2.9 2.2 1.4 1.9 1.4 1.9 1.3 0.3 0.2 1.8 3.1

Female 2213 80.2 39.1 19.4 17.9 11.5 13.0 13.4 6.1 3.4 2.4 1.9 2.5 1.8 2.1 1.4 1.1 0.2 0.3 1.3 2.4

Male 18-29 yrs 263 79.9 33.4 20.3 22.9 6 .3 14.5 10.9 1.0 3.9 3.3 2.3 3.9 1.2 2.5 3.5 0.4 2.3 0.6 1.2 4.5

Male 30-39 yrs 430 84.8 33.3 19.3 17.0 7.4 10.6 9.7 3.2 3.0 3.2 2.7 2.1 1.9 0.8 2.7 1.3 0.2 ― 0.4 3.4

Male 40-49 yrs 472 86.8 27 .7 18.9 11.5 7 .3 9.7 12.8 2.2 3.7 2.7 2.7 1.6 1.5 1.6 2.9 0.4 ― 0.4 0.7 3.3

Male 50 yrs or older 887 76.8 38.5 18.5 11.4 21.2 9.8 8.1 8.8 2.4 2.8 1.6 0.2 2.4 1.2 0.6 2.0 ― 0.2 3.1 2.4

Female 18-29 yrs 536 80.4 41.2 20.0 29.4 5 .6 13.4 14.9 4.3 3.8 3.0 1.7 5.5 1.7 2.4 1.9 0.6 0.8 0.6 0.6 2.8

Female 30-39 yrs 503 86.7 38.3 21.2 17.3 6 .9 11.6 16.8 3.3 3.3 2.2 3.1 3.1 2.4 1.9 2.4 0.7 0.2 0.5 0.9 1.6

Female 40-49 yrs 340 84.1 38.0 20.5 14.4 9.9 12.1 12.3 3.2 4.1 1.3 3.1 0.9 1.3 1.1 0.5 0.9 ― 0.2 1.1 3.4

Female 50 yrs or older 834 74 .5 38.6 17.6 12.3 18.7 14.0 11.0 10.2 2.8 2.6 0.9 0.8 1.7 2.5 0.8 1.7 ― ― 2.1 2.3

Kanto 2458 83.6 35.4 21.4 16.4 12.7 11.6 12.3 5.2 3.3 2.3 2.2 2.0 1.6 1.6 1.9 1.0 0.2 0.3 1.6 3.0

Kansai 1105 77.3 37.8 16.9 15.0 12.0 11.1 11.2 5.8 2.7 2.2 1.8 1.6 2.6 1.9 1.4 1.5 0.5 0.2 1.4 2.2

Tokai 702 75 .7 40.0 15.1 16.5 11.7 13.8 10.6 7.1 3.5 4.8 2.0 2.4 1.5 2.1 1.1 1.1 0.1 0.2 1.5 2.7

Light 593 73 .7 46.5 18.7 30.1 10.5 13.8 13.8 3.9 3.3 3.2 1.5 4.0 1.7 2.0 1.3 0.7 1.1 0.3 0.6 2.3

Middle 1288 78.5 40.3 19.4 18.8 10.9 12.6 13.7 6.5 3.2 3.1 1.6 2.0 1.3 1.6 1.2 0.9 0.2 ― 1.7 2.7

Heavy 2384 83.6 32.4 19.2 11 .1 13.5 10.9 10.1 5.6 3.1 2.3 2.4 1.4 2.2 1.8 2.0 1.4 0.1 0.4 1.7 2.9

Travel alone 688 86.6 13 .6 20.1 7 .5 4 .4 9.3 4 .0 2.0 2.3 1.3 2.7 1.6 0.7 0.9 2.5 0.6 0.3 0.1 1.2 4.7

Couple travel 219 84.5 30 .2 19.3 16.8 8.2 12.5 12.6 2.6 3.7 2.1 3.9 3.7 2.5 1.8 1.6 0.4 ― 0.9 2.8 3.1

Married couple travel 1046 78.2 42.5 21.5 12.5 20.8 8.7 12.4 10.7 2.6 1.8 1.8 1.1 2.8 2.1 0.8 1.8 0.1 0.3 2.0 2.1

Honeymoon 165 65 .1 70.0 19.9 49.1 8.3 11.6 16.4 1.1 3.0 6.5 1.7 3.1 0.8 0.5 0.5 0.5 0.9 ― 0.8 1.7

With friend (alone) 547 83.4 39.8 21.2 17.5 11.3 10.1 11.8 5.3 3.7 1.7 2.0 3.2 2.0 1.5 1.4 1.1 0.4 ― 0.8 1.6

With friends (3 or more) 450 76.7 34.6 14.5 18.1 12.1 21.1 11.3 3.9 2.7 5.2 2.3 3.3 0.6 2.2 2.1 0.9 0.8 0.2 1.3 3.3

Family travel (with children) 714 84.7 40.7 18.5 17.6 7.8 12.6 17.0 4.2 4.5 3.1 1.5 0.9 1.3 1.7 1.7 1.2 0.1 0.3 1.2 2.4

Family travel (with parents) 238 79.8 44.1 14 .2 19.1 14.9 9.2 11.9 8.8 4.8 3.5 1.8 3.2 3.7 4.3 3.5 1.6 0.4 1.2 0.3 2.2

Other 197 69 .6 40.0 17.0 18.1 19.8 20.2 11.0 5.6 2.0 3.8 1.4 0.5 3.0 0.8 1.1 2.0 ― ― 4.6 2.9

Worker (child 7 yrs and over) 1692 75 .0 40.1 17.7 13.4 18.8 12.5 10.9 9.4 2.7 3.3 1.6 0.7 2.0 2.0 0.9 1.9 ― 0.2 2.2 2.6

Worker (child 2-6 yrs) 190 83.2 35.2 15.3 18.3 5 .4 10.9 16.8 2.3 5.8 3.7 1.9 3.4 2.4 1.4 5.1 2.8 1.0 1.5 ― 3.0

Worker (child 1 yr and under) 90 78.4 39.4 16.7 25.9 6 .2 9.9 15.4 3.8 6.2 7.0 2.8 3.0 0.9 2.9 2.1 1.0 ― ― ― 4.6

Worker (married, no children) 838 84.1 42.3 21.1 19.0 10.5 10.5 15.3 4.5 3.4 2.2 2.3 2.2 2.2 1.5 1.6 0.5 0.3 0.3 1.2 2.3

Worker (unmarried) 1295 86.3 29 .6 20.6 15.8 7 .1 11.6 9.6 2.4 3.0 1.8 2.5 2.6 1.5 1.7 2.0 0.6 0.4 0.1 1.1 2.7

Unmarried male 620 85.9 20 .1 21.0 12.3 6 .3 10.8 7.2 1.2 3.4 1.9 3.1 2.0 1.4 0.9 2.4 0.7 0.7 ― 1.1 3.7

Unmarried female 20s/30s 633 84.7 37.8 20.9 22.4 6 .8 13.3 12.8 3.9 3.0 1.7 2.1 4.5 1.9 2.4 2.1 0.3 0.5 0.3 0.8 2.1

Unmarried female 40s and over 198 83.2 35.2 18.3 11 .1 11.0 11.6 7.6 2.2 2.2 2.0 1.9 1.5 0.3 1.1 0.6 0.6 ― ― 2.7 3.3

Student 161 74 .9 31 .4 20.5 22.5 7 .2 15.1 9.8 3.1 3.5 1.6 1.9 5.9 1.3 0.9 2.2 ― 1.9 0.6 1.6 5.4

50.0 …Figures 5 or more points or higher than the 2011 survey total are shaded. ※"*":No applicable data

50 .0 …Figures 5 or more points or lower than the 2011 survey total are shaded. ※The figure for "Internet (PC)" in the 2010 study was indicated as "Internet"

Area of

residence

Sex & age

Sex

Life

stage

Accompanyi

ng traveler

Number

of

trips taken

0

20

40

60

80

100

2011 survey total

2010 survey total

（％）



▽A breakdown by last destination shows that in terms of sources of information used to compare for consideration,

for all countries "Internet (PC)" was highest. "Travel agency pamphlets" was given by many in the case of

"Europe," "Hawaii," and "Guam / Saipan," while "guidebooks ("Chikyuuno arukikata," etc.)" yielded high scores in

the cases of "Europe," "Middle East or Africa," and "Other places in Asia."

■Sources of information used to compare for consideration: By last destination (Those involved in considering travel plans/Multiple answer)

5. Sources of Information Used to Compare for Consideration (2)

（％）

Sample


pamphlets

Guidebooks("Chikyuu no

arukikata," etc.)

Travel agencycounters

Informationmagazines sent

from travelagents and

airlines

Feedback andintroductions

(word-of-mouth) offriends,

acquaintances,family members

Guidebook-style magazines

such as"Rurubu

Hawaii," etc.

Newspaper ads

Overseas travelmagazinesother than

guidebook-stylemagazines

Acquaintancesat travelagencies

Articles and adsin general-

interestmagazines

Mobile sitesTV programs

andcommercials

Free flyers andflyers in

newspapers

Internet(smartphone,

etc.)

Direct mail andmembers

magazines fromcredit cardcompanies

Seikyopamphlets and

counters

Transportationads on trains

and at stationsOther

I don't reallygather

information

2011 survey total 4265 80.7 36.8 19.2 16.1 12.3 11.8 11.7 5.7 3.2 2.7 2.1 1.9 1.8 1.8 1.6 1.2 0.3 0.3 1.5 2.72010 survey total 4436 79.5 39.7 20.4 15.9 13.4 11.3 12.1 5.9 3.4 2.6 2.1 1.3 2.0 2.3 ＊ 1.7 0.4 0.5 2.2 3.2

UK 120 90.4 27.0 26.7 24.2 16.0 12.2 17.1 6.0 8.1 4.2 5.4 3.5 2.8 5.3 6.1 2.7 2.0 1.1 3.3 1.3France 194 79.0 41.6 29.0 18.3 13.0 17.4 14.0 6.4 5.7 1.7 4.3 3.0 2.5 4.3 4.2 1.8 1.0 0.4 1.9 2.7Germany 95 85.3 42.8 33.8 16.0 21.9 10.5 7.2 14.2 0.9 0.5 2.0 1.4 1.1 ― ― 1.7 0.9 ― 1.2 ―Spain 84 77.4 40.6 32.9 20.6 23.4 17.0 13.0 12.2 8.5 2.9 5.5 5.3 5.2 5.9 3.2 2.7 2.2 ― 1.9 2.8Italy 182 77.4 52.4 29.6 21.0 26.2 11.7 14.1 10.2 8.8 4.2 4.9 0.7 1.4 4.1 1.4 3.2 1.0 ― 2.2 0.8Other nations in west Europe 145 75.9 44.3 30.7 17.8 22.6 14.3 14.9 10.1 7.4 3.5 2.5 ― 1.8 3.6 ― ― ― ― 2.3 0.4Other places in Europe 122 85.3 41.6 34.0 13.1 25.1 13.1 9.0 8.9 2.1 2.1 2.0 0.8 2.1 4.1 2.6 2.7 ― ― 2.7 0.5Turkey 62 83.4 44.9 22.4 11.5 30.5 12.9 9.3 36.3 2.5 ― 1.4 ― 3.9 6.3 ― ― ― ― ― 1.4Other Middle East or Africa 133 83.6 40.3 27.0 8.6 21.8 12.6 2.9 13.1 3.1 2.6 0.7 3.6 ― 3.5 2.2 0.8 1.4 ― 3.5 1.4USA east 113 90.8 23.8 25.4 11.9 10.8 16.0 11.3 2.6 1.9 2.8 0.9 4.2 2.0 3.1 6.4 1.5 0.8 0.5 ― 2.3USA west 165 83.7 25.8 19.5 16.2 8.6 15.6 9.3 2.1 2.6 2.3 1.9 2.2 0.6 ― 1.5 0.5 ― 1.2 0.5 6.2USA south 25 84.5 42.8 14.7 17.1 ― ― 6.2 ― 3.4 ― ― 6.2 ― 9.7 6.2 ― ― ― ― 5.3Canada 68 71.0 34.6 19.8 19.6 13.8 12.2 6.0 2.6 ― 3.1 ― 2.3 0.8 2.3 3.8 ― ― 2.2 ― 8.3Central/South America or Caribbean 46 69.8 32.8 19.0 9.1 23.5 11.7 3.2 10.9 ― 7.2 1.3 ― ― ― ― 1.9 ― ― 3.8 1.1Hawaii (Oahu) 384 80.2 46.4 15.6 21.8 13.3 11.6 21.1 4.6 3.5 2.4 2.8 1.8 1.0 1.8 1.5 0.4 0.5 0.1 1.4 3.4Hawaii (other than Oahu) 75 77.2 48.9 23.8 17.4 15.0 12.4 18.5 ― 5.3 2.5 1.9 4.5 ― 1.1 3.7 1.1 ― ― 2.9 4.1Guam 251 78.7 49.0 12.0 21.3 4.4 6.4 17.8 3.1 3.0 3.2 0.7 1.5 2.0 1.1 2.0 0.6 0.4 0.6 1.5 1.3Saipan 64 85.5 46.8 8.3 26.8 6.5 6.6 9.5 3.9 3.7 2.6 ― 3.1 1.3 ― 4.8 ― ― ― ― 2.1South Pacific islands or other islands 54 80.1 58.6 22.1 31.2 15.5 6.9 16.3 ― 6.7 6.4 3.1 4.0 3.3 3.3 1.6 1.6 1.6 ― 4.9 3.0Shanghai 145 74.2 23.3 11.7 10.7 10.3 12.1 9.0 10.1 4.3 3.0 1.7 2.3 1.1 2.4 2.0 3.0 1.3 0.4 1.6 5.8Beijing 73 72.4 40.4 12.1 17.2 23.6 5.6 6.0 11.1 3.1 4.5 ― ― 2.2 ― 0.7 ― ― 1.4 2.1 0.7Other China (exc. Hong Kong / Macau) 100 74.5 30.9 9.0 7.7 29.3 11.3 1.6 9.8 1.7 0.9 1.7 1.5 ― 0.9 1.4 4.9 ― 0.5 ― 2.4Hong Kong 154 76.6 35.2 15.2 13.7 6.1 8.8 11.2 1.7 2.6 2.6 1.6 1.8 2.3 0.6 1.5 0.4 ― ― ― 5.0Macau 54 81.0 33.5 20.3 5.3 12.8 4.6 11.3 5.1 1.0 6.3 4.1 5.1 3.8 1.6 4.2 ― 1.6 ― 2.9 3.5Taiwan 306 79.4 35.6 16.6 17.6 8.8 8.0 12.0 5.3 1.1 1.7 0.4 2.8 3.1 1.4 0.5 3.6 ― ― 1.2 1.7Korea 619 82.2 30.9 13.1 14.8 7.8 12.1 10.7 4.8 3.6 2.4 2.4 2.7 2.3 2.4 1.2 0.6 ― 0.1 0.8 1.9Singapore 86 68.6 30.0 17.9 10.7 4.9 9.0 13.1 3.1 5.7 ― 2.0 1.8 1.2 2.0 ― 3.0 ― 0.6 4.1 8.3Phuket 23 82.8 39.9 6.5 10.3 3.8 13.7 15.0 ― 3.8 7.2 ― 4.4 ― ― ― ― ― ― ― 2.7Thai beaches (other than Phuket) 28 87.3 18.8 30.8 4.0 11.1 23.1 14.1 ― 1.8 3.1 3.1 6.0 ― 3.1 6.1 ― ― 1.8 9.1 1.8Bangkok or other Thai cities 159 85.3 11.9 15.6 7.9 3.4 12.4 4.5 2.2 1.3 2.1 1.8 0.5 0.3 ― 3.5 1.1 ― 0.3 0.5 3.1Bali 78 88.7 36.3 16.9 13.9 10.2 9.3 14.3 1.1 1.8 4.8 1.0 2.2 3.1 3.3 1.0 0.8 ― 1.3 ― 1.3Indonesian cities 14 67.7 12.8 6.4 12.8 ― 4.5 ― ― ― ― 6.4 ― ― ― ― ― ― ― 11.6 20.7Malaysia 49 75.1 39.7 25.8 16.5 4.3 10.9 6.8 6.4 1.8 1.8 1.8 2.1 ― ― ― ― ― ― 7.2 3.4Philippines 49 80.3 18.4 12.3 12.4 2.9 5.6 8.8 2.1 4.2 ― ― 1.8 2.1 5.6 ― ― 2.1 ― ― 12.3Vietnam 77 82.8 29.5 20.8 7.2 7.4 17.6 14.6 7.2 5.2 5.6 4.3 6.4 1.1 2.1 ― ― ― ― ― ―Cambodia 34 87.1 29.1 19.4 3.3 20.6 16.8 7.2 11.1 7.6 ― ― ― 4.0 ― 2.9 ― ― ― ― ―Other places in Asia 67 87.4 28.9 40.8 8.3 13.0 15.7 3.9 0.8 2.1 4.6 3.3 1.3 2.1 ― 1.5 ― ― ― 1.5 2.0Australia 103 85.6 41.1 18.1 15.9 10.3 12.7 10.9 4.5 2.3 2.1 0.5 0.5 2.0 2.3 1.0 2.1 0.5 0.5 1.7 1.6New Zealand or other Oceania 26 74.0 38.4 27.8 15.9 3.9 22.7 16.0 3.4 3.4 ― ― 3.9 ― ― ― ― ― 3.9 8.7 ―Long distance 1373 81.9 39.5 27.2 16.7 18.7 14.4 10.3 8.0 3.8 2.8 2.8 1.7 1.8 2.7 2.2 1.4 0.6 0.4 1.5 2.4Medium distance 1173 81.6 35.7 19.2 15.5 9.6 12.4 14.1 3.4 3.4 2.9 2.2 2.1 1.1 1.4 1.7 0.8 0.3 0.3 2.2 3.3Short distance 1763 79.1 35.0 13.1 15.8 9.1 9.4 11.1 5.3 2.7 2.4 1.4 2.2 2.1 1.5 1.3 1.4 0.2 0.2 1.0 2.7


50.0 …Figures 5 or more points or lower than the 2011 survey total are shaded. ※The figure for "Internet (PC)" in the 2010 study was indicated as "Internet"




LastDestination bydistance

49

Chapter 3

Process of Package Tour Selection

Part 1 Trends in Overseas Travel Booking in 2010 Chapter 3 Process of Package Tour Selection


Didn't use

A tour with just

about

everything

included, such

as sightseeing

activities, and

meals

A tour with a

partial free

agenda but

includes some

sightseeing,

activities, and

meals

For everything

other than a

roundtrip ticket,

hotel, and

transportation

to and from the

airport, a tour

that basically

comes with a

free agenda

Didn't use No ans.

●Legend

2011 survey total (n=4265) 61.9

2010 survey total (n=4436) 64.3

Sex Male (n=2052) 57.8

Female (n=2213) 65.7

Sex &

ageMale 18-29 yrs (n=263) 60.4

Male 30-39 yrs (n=430) 54.4

Male 40-49 yrs (n=472) 48.2


Female 18-29 yrs (n=536) 68.0

Female 30-39 yrs (n=503) 58.7

Female 40-49 yrs (n=340) 55.7


Light (n=593) 76.7

Middle (n=1288) 69.4

Heavy (n=2384) 54.1

3 days or less (n=590) 71.8

4 days (n=774) 73.6

5 days (n=669) 68.5

6 days (n=407) 64.7

7 days (n=448) 57.3

8-9 days (n=643) 65.1

10-１4 days (n=522) 42.6

１5 days or more (n=212) 12.0

Used

Use

to tal

Number

of

trips

taken

Number

of days

traveled

18 .8

20 .2

19 .9

12 .3

12 .3

10 .4

31 .6

12 .6

12 .6

11 .9

32 .3

20 .3

20 .2

19 .9

12 .4

17 .2

13 .7

15 .2

38 .3

25 .5

16.5

17.5

15.8

17.1

24.0

17.6

12.3

14.3

20.7

13.1

14.2

18.3

27.6

20.0

11.8

22.1

20.6

18.7

17.4

16.9

13.5

8.6

25.3

28.0

21.8

24.0

24.4

17.9

34.7

33.0

29.5

21.7

28.8

29.2

22.4

37.3

35.8

29.7

33.7

25.1

13.3

8.5

38.1

35.7

42.2

34.3

39.6

45.6

51.8

36.1

32.0

41.3

44.3

27.6

23.3

30.6

45.9

28.2

26.4

31.5

35.3

42.7

34.9

57.4

88.0

20 .1

20 .1％

5 .7 3.9

25.5

28.6

2.5

1. Use of Package Tours (1)

● The incidence of use of package tours was 62%, a two point decrease over the

previous survey (2010) .

▽ In terms of the use of package tours on the last overseas trip taken, "For everything other than a roundtrip ticket,

hotel, and transportation to and from the airport, a tour that basically comes with a free agenda" was given by

25%, "a tour with just about everything included, such as sightseeing, activities, and meals" by 20%, and "a tour

with a partial free agenda but includes some sightseeing, activities, and meals" by 17%, accounting 62% of all

use.

▽ A breakdown by sex and gender shows that both men and women in their 50s gave "A tour with just about

everything included, such as sightseeing activities, and meals" far more than did the other segments.

▽ A breakdown by number of trips taken thus far shows that the rate of package tour use was higher the less

people had taken trips thus far. In the case of the "light" travelers the figure reached the 77% mark.

▽ A breakdown by the number of days traveled shows that in the case of "8-9 days" there was a higher

percentage of "A tour with just about everything included, such as sightseeing activities, and meals."

■Use of package tour on last overseas trip taken (Those involved in considering travel plans/Single answer)



▽A breakdown by last destination shows that the incidence of use of package tours was highest in the case of trips

to "Turkey" (89%). This was followed by "Other Middle East or Africa" "Guam" and "Saipan". These three areas

elicited percentages in excess of 80%. Also, for "USA east" the incidence of non-use was 76%.

▽A breakdown by the distance of the last destination shows that for "long distance" destinations, "A tour with just

about everything included, such as sightseeing, activities, and meals" yielded a high percentage.

■Use of package tour on last overseas trip taken (Those involved in considering travel plans/Single answer)

1. Use of Package Tours (2)

Didn't use

A tour with just

about

everything

included, such

as sightseeing

activities, and

meals

A tour with a

partial free

agenda but

includes some

sightseeing,

activities, and

meals

For everything

other than a

roundtrip ticket,

hotel, and

transportation

to and from the

airport, a tour

that basically

comes with a

free agenda

Didn't use No ans.

●Legend

2011 survey total (n=4265) 61.9

2010 survey total (n=4436) 64.3

UK (n=120) 46.7

France (n=194) 62.8

Germany (n=95) 53.9

Spain (n=84) 60.1

Italy (n=182) 74.0

Other nations in west Europe (n=145) 61.6

Other places in Europe (n=122) 60.5

Turkey (n=62) 89.0

Other Middle East or Africa (n=133) 80.3

USA east (n=113) 24.3

USA west (n=165) 36.6

USA south (n=25) 43.0

Canada (n=68) 53.2

Central/South America or Caribbean (n=46) 59.2

Hawaii (Oahu) (n=384) 64.9

Hawaii (other than Oahu) (n=75) 58.6

Guam (n=251) 80.0

Saipan (n=64) 80.0

South Pacific islands or other islands (n=54) 78.6

Shanghai (n=145) 65.1

Beijing (n=73) 78.2

Other China (exc. Hong Kong / Macau) (n=100) 62.0

Hong Kong (n=154) 58.9

Macau (n=54) 60.1

Taiwan (n=306) 67.7

Korea (n=619) 68.4

Singapore (n=86) 50.7

Phuket (n=23) 41.3

Thai beaches (other than Phuket) (n=28) 25.0

Bangkok or other Thai cities (n=159) 31.6

Bali (n=78) 69.3

Indonesian cities (n=14) 15.4

Malaysia (n=49) 48.7

Philippines (n=49) 51.7

Vietnam (n=77) 61.0

Cambodia (n=34) 73.6

Other places in Asia (n=67) 41.3

Australia (n=103) 45.5

New Zealand or other Oceania (n=26) 72.7

Long distance (n=1373) 58.2

Medium distance (n=1173) 55.1

Short distance (n=1763) 69.2


Used

Use

to tal

Distance of

the last

destination

18.8

16.5

21.1

33.9

35.5

48.2

35.4

36.9

79.2

63.3

4.0

7.7

18.9

25.1

6.0

5.4

18.3

27.5

55.7

47.7

17.8

14.3

20.2

12.3

12.5

10.7

8.0

6.8

3.5

23.7

45.6

29.7

10.2

20.2

31.5

11.2

17.4

16.5

17.5

13.3

24.7

15.2

10.4

16.1

17.6

15.7

7.0

13.0

6.4

11.0

16.6

23.9

15.4

16.3

14.6

19.0

33.2

18.1

12.8

9.0

20.2

24.3

29.3

16.4

17.3

6.5

8.9

28.5

13.6

14.3

18.5

7.6

21.3

42.1

14.2

15.9

18.6

25.3

28.0

16.9

8.6

7.8

4.1

13.9

18.0

25.4

17.7

10.2

43.4

28.4

59.2

55.6

27.1

19.5

9.6

5.3

20.9

21.6

18.2

39.7

21.0

24.0

16.7

14.7

36.0

28.3

34.6

9.5

13.9

10.4

12.5

27.9

33.2

38.1

35.7

53.3

37.2

46.1

39.9

26.0

38.4

39.5

19.7

75.7

63.4

57.0

46.8

40.8

35.1

41.4

20.0

20.0

21.4

34.9

21.8

38.0

41.1

39.9

32.3

31.6

49.3

58.7

75.0

68.4

30.7

84.6

51.3

48.3

39.0

26.4

58.7

54.5

27.3

41.8

44.9

30.8

15.4

6.2

13.9

20.1％

4.8

3.4

－

13.5

14.2

8.4

－

3.9

14.1

9.8

17.0

2.8

4.8

23.0

－

11.0

Las

t de

stin

atio

n (m

iddl

e c

lass

ificat

ion)



Sample

That it is a tour

with a guide

That it is a tour

that requires no

guide

That it is

arranged

individually,

without the use

of tours

As long as it met

my budget, it

could have been

a tour or

otherwise

As long as it met

my demands

(non-budget),

either would

have been fine

2011 survey total 4265 14.5 19.2 27.2 20.0 19.1

Male 2052 13.5 16.3 29.6 21.2 19.4

Female 2213 15.4 21.9 24.9 18.9 18.9

Male 18-29 yrs 263 11.3 17.8 29.3 19.7 21.9

Male 30-39 yrs 430 9 .3 17.2 28.4 24.1 21.0

Male 40-49 yrs 472 4 .8 14.3 35.3 22.9 22.7

Male 50 yrs or older 887 20.8 16.5 27.1 19.4 16.1

Female 18-29 yrs 536 12.2 24.7 22.6 20.9 19.6

Female 30-39 yrs 503 8 .6 20.7 24.9 22.1 23.7

Female 40-49 yrs 340 8 .6 15.9 32.8 23.4 19.3

Female 50 yrs or older 834 24.4 23.3 23.3 13 .8 15.3

Kanto 2458 14.6 17.8 28.5 19.8 19.3

Kansai 1105 13.4 20.3 25.7 19.4 21.2

Tokai 702 16.0 22.4 24.7 21.8 15.0

Travel alone 688 4 .9 5 .8 53.2 15.8 20.3

Couple travel 219 8 .5 22.0 25.0 24.3 20.1

Married couple travel 1046 23.0 19.8 23.7 17.4 16.1

Honeymoon 165 23.8 25.9 8 .7 20.4 21.2

With friend (alone) 547 14.7 23.9 18 .3 26.3 16.8

With friends (3 or more) 450 11.0 22.9 21 .4 23.1 21.6

Family travel (with children) 714 8 .4 20.0 26.7 22.3 22.6

Family travel (with parents) 238 23.3 26.2 16 .0 16.7 17.8

Other 197 21.0 21.3 25.6 14 .4 17.8

Worker (child 7 yrs and over) 1692 21.6 21.1 23.8 17.2 16.2

Worker (child 2-6 yrs) 190 4 .6 19.6 25.8 24.4 25.6

Worker (child 1 yr and under) 90 10.1 20.8 31.5 15.5 22.1

Worker (married, no children) 838 12.4 19.3 27.6 20.6 20.0

Worker (unmarried) 1295 8 .7 17.1 29.8 23.5 20.9

Unmarried male 620 6 .3 11 .7 37.3 23.2 21.5

Unmarried female 20s/30s 633 10.5 21.9 24.8 22.4 20.4

Unmarried female 40s and over 198 12.9 16.5 28.6 21.1 20.9

Student 161 12.0 14 .0 37.2 15.8 21.0

Light 593 18.8 25.4 15 .4 18.2 22.2

Middle 1288 15.4 24.4 20 .4 21.5 18.2

Heavy 2384 12.9 14.8 33.7 19.7 18.8



Life

stage

Number

of

trips taken

Sex

Sex & age

Area of

residence

Accompanying

traveler

0

10

20

30

2011 survey total

（％）

52

●In terms of pre-reservations preferences regarding travel type, "that it is arranged

individually, without the use of tours" was given by the highest percentage: 27%.

▽In terms of the pre-reservations preferences regarding last overseas travel type, "that it is arranged individually,

without the use of tours" was given by the highest percentage (27%) and followed by "as long as it met my

budget, it could have been a tour or otherwise" (20%).

▽A breakdown by sex shows that among both males and females "those 50 yrs or older" gave "that it is a tour with

a guide" (over 20%) more than did the other age groups.

▽A breakdown by accompanying traveler shows that for those on "honeymoons" and "family travel (with parents)"

gave "that it is a tour with a guide" and "that it is a tour that requires no guide" in higher percentages than did the

other groups.

▽A breakdown by number of trips taken shows that the percentage giving "that it is arranged individually, without

the use of tours" was higher the greater the number of trips taken.

■Pre-reservations Preferences Regarding Travel Type on Last Overseas Trip(Those involved in considering travel plan/Single answer)

2. Pre-reservations Preferences Regarding Travel Type



● The dominant source of information on package tours was the "Internet (PC)" (44%), a

two point decrease over the previous survey (2010) .

▽Given as the main information sources used to find package tours were "Internet (PC)" (44%) and "Travel agency

pamphlets" (27%). All other sources of information were given in only single digits.

▽A breakdown by sex and age shows that "Internet (PC)" was given less by the men and women in their 50s and

over than by other segments. Conversely, their numbers for "Information magazines sent from travel agents and

airlines" exceeded the other age groups.

▽A breakdown by life stage shows that a higher percentage of the segment "worker (child 1 yr and under)" than

other segments gave "travel agency counters."

■Information Sources Used to Find Package Tours (Package tour users/Single answer)

3. Information Sources Used to Find Package Tours

調査数


pamphlets

Travel agency

counters

Information

magazines

sent from

travel agents

and airlines

Newspaper ads

Feedback and

introductions

(word-of-

mouth) of

friends,

acquaintances,

family members

Acquaintances

at travel

agencies

Direct mail and

members

magazines

from credit

card

companies

Internet

(smartphone,

etc.)

Mobile sites

Free flyers and

flyers in

newspapers

TV programs

and

commercials

Guidebook-

style

magazines

such as

"Rurubu

Hawaii," etc.

Seikyo

pamphlets and

counters

Overseas

travel

magazines

other than

guidebook-

style

magazines

Guidebooks

("Chikyuu no

arukikata,"

etc.)

Transportation

ads on trains

and at stations

Articles and

ads in general-

interest

magazines

Other

Don't know or

don't

remember

2011 survey total 2639 44.0 26.6 8.6 6.4 5.0 2.3 1.4 0.9 0.6 0.3 0.3 0.2 0.2 0.2 0.2 0.1 0.1 0.1 1.0 1.5

2010 survey total 2850 42.0 27.5 9.2 6.5 5.7 2.2 1.0 0.8 ＊ 0.2 0.7 0.4 0.1 0.2 ― 0.1 0.1 0.1 1.4 2.0

Male 1186 43.8 25.0 8.1 8.4 4.6 2.6 1.4 0.9 0.7 0.4 0.3 0.2 0.3 ― 0.2 0.2 0.2 0.1 1.0 1.7

Female 1453 44.2 27.9 9.0 4.8 5.3 2.0 1.5 1.0 0.5 0.3 0.2 0.2 0.2 0.3 0.1 ― ― ― 0.9 1.4

Male 18-29 yrs 159 48.5 27.2 12.0 0 .6 0.3 2.3 1.6 ― 1.0 0.6 0.3 0.3 0.3 0.3 ― ― 0.6 ― 0.3 3.6

Male 30-39 yrs 234 53.3 22.3 9.4 2.8 2.1 2.1 1.4 ― 1.4 1.0 0.3 ― ― ― ― 0.3 ― 0.3 0.3 2.8

Male 40-49 yrs 227 55.5 24.3 6.8 0 .8 0.8 2.3 1.5 0.8 1.5 0.4 0.8 ― 0.4 ― 0.4 ― 0.4 ― 0.8 2.7

Male 50 yrs or older 566 33 .8 25.8 7.1 16.0 8.3 3.1 1.2 1.5 ― ― ― 0.3 0.3 ― 0.3 0.3 ― ― 1.5 0.3

Female 18-29 yrs 364 43.2 27.7 15.8 0 .8 2.5 1.7 1.1 0.3 0.6 0.3 0.6 0.3 0.3 1.1 0.3 ― ― ― 0.6 3.0

Female 30-39 yrs 295 52.9 25.6 7.4 2.4 2.4 2.4 1.5 0.6 0.3 1.2 ― 0.3 ― ― 0.3 ― ― ― 0.9 2.1

Female 40-49 yrs 189 49.8 28.8 7.1 3.2 1.6 1.9 1.9 1.9 0.3 ― ― ― ― 0.3 ― 0.3 ― 0.3 1.3 1.0

Female 50 yrs or older 604 38 .6 29.0 6.3 8.9 9.7 2.1 1.6 1.3 0.5 ― 0.3 0.3 0.3 ― ― ― ― ― 1.0 0.3

Kanto 1465 47.8 23.9 8.5 6.7 4.3 2.2 1.0 0.8 0.7 0.4 0.2 ― 0.3 0.1 0.3 0.1 0.1 0.1 0.7 1.7

Kansai 709 41.9 30.7 8.1 6.6 4.4 2.3 0.5 0.9 0.4 ― 0.2 0.7 ― 0.4 ― 0.2 ― 0.1 1.3 1.2

Tokai 465 35 .2 29.1 9.8 5.3 8.0 2.5 4.2 1.3 0.4 0.5 0.5 ― 0.4 ― ― ― ― ― 1.2 1.6

Travel alone 179 60.9 17 .4 7.6 4.5 1.9 2.4 0.3 1.0 0.3 0.9 ― ― 0.6 0.6 0.5 ― ― ― ― 1.3

Couple travel 143 53.0 21 .2 11.1 2.1 1.3 1.2 2.4 0.7 ― 0.9 0.6 ― ― ― ― 0.6 ― 0.6 0.6 3.6

Married couple travel 706 37 .0 28.0 5.4 12.3 10.0 1.3 1.0 1.6 0.2 0.2 0.2 0.3 0.5 ― 0.2 0.3 0.1 ― 0.7 0.6

Honeymoon 139 22 .2 41.5 26.3 0 .7 0.6 2.1 3.9 0.6 ― ― ― ― ― 0.7 0.6 ― ― ― 0.4 0.4

With friend (alone) 400 47.3 27.9 7.0 5.2 5.1 2.3 1.5 0.3 0.2 0.2 ― 0.6 0.1 0.3 0.3 ― ― ― 0.2 1.6

With friends (3 or more) 317 44.5 23.3 8.8 4.8 3.4 4.6 2.0 1.2 0.8 0.9 0.8 ― ― 0.5 ― ― ― 0.2 2.2 2.0

Family travel (with children) 444 52.2 26.5 9.8 2.1 2.6 1.3 1.4 0.5 1.2 ― ― ― 0.2 0.1 ― ― 0.2 ― 0.7 1.3

Family travel (with parents) 178 47.1 26.5 6.3 7.2 3.9 1.9 ― 0.5 2.3 0.3 1.0 0.6 ― ― ― ― 0.3 ― ― 2.3

Other 133 28 .6 27.2 9.2 9.5 4.3 6.8 2.5 1.3 ― ― ― ― ― ― ― ― ― ― 6.1 4.6

Worker (child 7 yrs and over) 1158 37 .8 27.3 7.4 10.5 8.2 2.4 1.8 1.2 0.4 0.1 0.2 0.3 0.3 0.1 0.2 0.2 ― 0.1 1.3 0.4

Worker (child 2-6 yrs) 109 47.4 30.6 6.6 2.3 0.8 1.6 2.5 ― 4.2 ― ― ― 0.8 ― ― ― 0.8 ― 0.6 1.9

Worker (child 1 yr and under) 56 42.4 23.5 14.9 1 .4 4.7 ― 1.5 1.5 1.5 1.4 ― ― ― ― ― ― ― ― ― 6.9

Worker (married, no children) 515 44.5 31.9 9.3 2.9 3.8 1.8 1.5 0.9 0.2 0.5 0.4 0.1 ― 0.2 0.2 0.1 0.1 ― 0.4 1.4

Worker (unmarried) 714 53.4 21 .4 9.4 3.9 1.5 2.7 0.7 0.8 0.4 0.4 0.3 0.3 0.2 0.2 0.3 0.1 0.1 0.1 1.1 2.7

Unmarried male 288 58.2 18 .2 8.5 2.7 0.2 2.1 1.3 0.9 1.1 0.9 ― ― 0.2 0.2 0.3 0.3 0.2 0.3 0.9 3.6

Unmarried female 20s/30s 390 48.7 24.6 11.8 2.1 2.4 3.1 0.4 0.3 ― 0.5 0.5 0.5 0.3 0.8 0.3 ― ― ― 0.9 3.0

Unmarried female 40s and over 121 49.5 22.9 6.2 11.2 2.6 3.3 0.5 1.5 0.5 ― ― ― ― ― ― ― ― ― 1.3 0.5

Student 87 43.4 26.3 12.7 1.8 2.9 2.9 1.2 ― 1.2 1.8 ― ― ― 2.3 ― ― ― ― ― 3.5


50 .0 …Figures 5 or more points or lower than the 2011 survey total are shaded. ※The figure for "Internet (PC)" in the 2010 study was indicated as "Internet"

Area of

residence

Sex & age

Sex

Life

stage

Accompanyi

ng traveler

0

10

20

30

40

50

2011 survey total

2010 survey total

（％）



■Points considered important factors when choosing package tours (Package tour users/Multiple answer)

4. Points Considered Important Factors When Choosing Packages

● Given as the top important points in each category were "Price is cheap for the

content," "It is an assuring airline," "Hotel location is good," "Travel agency is very

reliable," and "All meals provided."

Items considered important

2011 survey by number of trips

Light Middle Heavy

(n=2639) (n=2850) (n=455) (n=893) (n=1291)

Price is cheap for the content 55.9 57.3 49.7 59.2 55.9

Includes spots I want to go to 26.1 24.1 21.0 27.5 27.0

Cheap 25.9 29.3 30.0 26.1 24.3

There is a lot of free time 25.1 26.8 28.5 26.0 23.3

Can pay by credit card 16.2 15.9 11.8 14.6 18.9

Can visit many tourist spots 14.5 13.1 14.4 14.7 14.5

Time stayed at destination is long 14.0 13.2 11.3 15.3 14.1

There is city sightseeing 11.1 10.8 8.1 12.1 11.5

Discounts are available for early reservations 5.8 5.1 5.4 6.2 5.6

There is no city sightseeing 2.9 3.2 1.7 2.3 3.7

Discounts are available for children 2.6 2.5 1.1 2.9 2.9

Discounts are available for students 0.9 0.7 1.6 1.0 0.6

It is an assuring airline 27.8 27.8 29.6 27.5 27.3

The flight suits my schedule 21.4 20.0 21.5 22.9 20.4

There are direct flights 19.0 20.2 15.5 17.9 20.9

It is a well-known airline 11.2 11.7 11.0 12.1 10.8

I earn miles on the airline I use 8.6 10.2 4.2 6.8 11.4

It is a Japanese airline 7.4 11.4 5.6 8.1 7.6

Departs from nearest airport 7.3 7.1 5.0 7.9 7.8

The airline is designated 6.7 8.6 2.9 5.7 8.8

There are cabin crew who speak Japanese 4.6 5.7 3.6 6.2 3.8

Airline nationality same as destination 4.0 3.6 3.4 2.5 5.2

Connecting flights are convenient 3.4 2.8 2.7 3.1 3.9

I earn miles on an affiliated airline 2.6 2.6 1.9 1.7 3.5

Airline equipment and facilities are good 2.3 2.3 1.8 1.6 2.9

Offers full lineup of in-flight entertainment 2.2 2.3 1.2 1.7 2.9

Full lineup of in-flight food is offered 2.1 2.6 1.0 1.5 2.9

Cabin crew provides good service 2.1 3.3 1.7 2.0 2.4

Is business class or higher 2.1 2.2 1.0 1.1 3.1

Airport ground crew provides good service 1.2 1.1 0.4 1.2 1.5

Airline staff at airport are good at what they do 0.6 0.8 0.1 0.5 0.8

Hotel location is good 35.3 34.4 30.5 35.1 37.2

Hotel is designated 16.0 18.1 9.6 15.1 18.9

Hotel grade is high 16.0 17.6 16.9 13.8 17.1

Hotel ambiance is good 14.1 14.1 17.6 12.7 13.8

Hotel facilities and services are complete 11.1 11.1 10.5 10.4 11.9

Transportation is provided to and from hotel 10.0 11.6 11.4 9.8 9.7

Hotel security is good 8.2 7.2 8.8 8.2 8.0

Rooms suit my needs 7.2 7.4 6.1 7.7 7.2

Room grade is high 5.6 6.1 4.5 5.3 6.2

Hotel is well known 4.9 6.2 6.5 5.2 4.2

Rooms are spacious 4.2 4.3 2.9 4.0 4.8

The room is designated 2.3 2.4 1.5 2.9 2.2

Hotel is new 2.0 1.8 3.5 1.3 1.9

Checkout time is late 1.9 1.5 1.6 1.9 2.0

Check-in time is early 1.3 1.7 0.3 1.5 1.4

Travel agency is very reliable 39.2 36.2 36.6 39.9 39.7

Comes with guide 19.0 18.0 17.4 16.7 21.2

Travel agency response is thorough 15.7 15.1 15.8 17.0 14.8

Travel agency is familiar 13.9 13.8 8.7 13.0 16.4

Travel agency is well known 11.7 13.1 11.4 12.5 11.3

There are local staff who speak Japanese 9.6 11.5 10.7 11.1 8.2

Travel agency is good at what it does 8.9 9.4 5.5 8.6 10.3

Travel agency has ability to make arrangements 8.0 7.2 4.0 8.3 9.3

Travel agency is highly specialized 6.8 7.6 4.1 6.1 8.2

There is a backup desk at destinations 6.5 6.9 6.2 6.9 6.3

Travel agency is in a location easy to visit 5.5 5.3 5.7 6.7 4.6

All meals provided 14.0 14.4 10.8 11.9 16.7

All breakfasts provided 13.0 13.3 8.5 14.4 13.7

Comes with famous dishes 8.4 8.4 6.7 8.8 8.7

Can make reservations right away 6.3 7.4 4.9 5.6 7.3

Possible to participate alone 4.5 3.8 5.0 2.4 5.8

Group travel done in groups of appropriate size 3.5 3.4 2.1 3.0 4.4

Can increase or decrease the number of nights 2.9 3.8 1.6 3.6 2.9

There are shopping related perks 2.4 2.2 3.0 3.0 1.7

Can change conditions and content 2.3 2.9 1.4 1.8 2.9

There are leisure related perks 2.2 2.3 2.4 2.0 2.3

Clientele is well suited to me 2.1 1.7 0.8 2.0 2.6

I earn / can use points other than miles 1.2 1.1 0.2 1.2 1.6

Can depart after work 0.8 1.1 0.4 0.9 0.8

There is a briefing beforehand 0.8 0.3 0.4 1.0 0.9

Other 1.2 1.5 0.6 1.2 1.4

Nothing in particular 3.0 3.0 4.5 2.5 2.9

Budg

et

and

conte

nt

2011

survey

2010

survey

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Other

0 20 40 60

2011 surveyItems considered important

2010 surveyItems considered important

（％）



●In terms of means of inquiring, "web/e-mail" accounted for 56%, "by telephone" for 31%,

and "visiting" for 22%.

▽Given as the dominant means of inquiry was "web/e-mail" (56%). This was followed by "by telephone" (31%) and

"visiting" (22%).

▽A breakdown by sex and age shows that among both males and females 18-29 yrs, the "web/e-mail" percentage

was low and "visiting" percentage high.

▽ A breakdown by number of prior trips shows that "web/e-mail" elicited higher percentages and "visited" lower

percentages the greater the number of prior trips.

▽ A breakdown by accompanying travelers shows that, "visited" was exceptionally high (60%) among

"honeymoon."

■Means of inquiry (Those involved in considering travel plans/Multiple answer)

5. Means of Inquiring to Travel Agencies and Airlines

Sample

Web/e-mail

※

By

telephoneVisiting By fax Other

Haven't

really

inquired

Don't know

or don't

remember

2011 survey total 4265 55.8 30.8 21.6 1.5 0.7 14.1 1.9

2010 survey total 4436 57.7 39.3 24.0 2.1 0.5 11.5 *

Male 2052 57.1 28.6 20.6 1.2 0.7 13.9 1.9

Female 2213 54.5 32.8 22.5 1.8 0.6 14.3 1.8

Male 18-29 yrs 263 48 .8 27.1 32.2 1.8 1.2 11.5 5.5

Male 30-39 yrs 430 58.0 27.7 23.5 1.5 0.6 15.3 1.5

Male 40-49 yrs 472 59.9 28.8 18.5 1.1 0.5 14.3 2.6

Male 50 yrs or older 887 57.8 29.5 16.9 1.0 0.8 13.8 0.8

Female 18-29 yrs 536 46 .5 33.9 35.2 1.5 0.9 13.6 2.1

Female 30-39 yrs 503 57.9 26.3 23.0 1.9 0.5 14.9 1.7

Female 40-49 yrs 340 60.0 30.3 17.3 1.1 0.5 15.0 1.6

Female 50 yrs or older 834 55.4 37.1 16 .3 2.3 0.4 14.2 1.7

Kanto 2458 58.9 30.5 20.6 1.5 0.6 14.1 1.8

Kansai 1105 52.0 29.9 22.6 1.4 0.6 14.7 2.2

Tokai 702 51.0 33.2 23.5 1.7 0.9 13.2 1.7

Light 593 43 .3 30.3 39.4 1.5 1.0 12.0 2.6

Middle 1288 48 .9 31.3 26.5 1.5 0.8 14.5 2.8

Heavy 2384 62.6 30.6 14 .5 1.5 0.5 14.5 1.1

Travel alone 688 64.0 21 .6 9 .9 0.3 0.6 20.1 1.2

Couple travel 219 55.6 30.6 23.0 2.0 0.4 12.2 3.4

Married couple travel 1046 57.8 31.8 19.3 1.0 0.3 13.0 1.3

Honeymoon 165 33 .9 28.3 59.5 1.7 1.1 8 .9 1.8

With friend (alone) 547 53.9 31.3 25.0 0.7 0.6 14.8 1.5

With friends (3 or more) 450 50.9 36.0 24.3 3.1 0.7 11.9 2.7

Family travel (with children) 714 59.4 32.6 21.2 1.9 0.6 11.7 1.9

Family travel (with parents) 238 51.6 32.5 25.5 2.8 0.4 13.3 4.0

Other 197 43 .5 37.9 22.6 3.4 2.9 18.6 2.0

Worker (child 7 yrs and over) 1692 55.7 34.8 19.4 1.8 0.6 12.3 1.3

Worker (child 2-6 yrs) 190 55.6 31.9 23.5 3.9 0.5 12.5 2.4

Worker (child 1 yr and under) 90 46 .6 27.6 27.5 ― 1.1 17.5 3.8

Worker (married, no children) 838 54.8 28.9 25.5 1.2 0.6 14.3 1.6

Worker (unmarried) 1295 58.6 26.5 19.7 1.3 0.7 16.5 2.2

Unmarried male 620 56.8 25 .3 18.2 1.7 1.2 17.1 3.5

Unmarried female 20s/30s 633 53.9 28.2 27.1 0.9 0.6 15.9 1.6

Unmarried female 40s and over 198 67.2 30.0 13 .1 0.3 ― 14.2 2.3

Student 161 44 .0 33.5 34.0 0.6 1.3 13.8 4.7

UK 120 63.8 35.1 18.6 3.7 3.0 16.4 0.4

France 194 53.4 34.3 28.0 3.2 2.1 11.7 0.3

Germany 95 58.3 26.3 18.7 1.1 0.9 19.4 ―

Spain 84 51.6 37.1 21.3 2.0 ― 18.3 ―

Italy 182 52.8 34.6 28.5 2.3 0.5 13.1 2.2

Other nations in west Europe 145 47 .5 41.5 17.8 3.3 3.1 16.1 2.5

Other places in Europe 122 62.8 41.7 16 .2 2.7 0.8 9 .0 2.1

Turkey 62 66.1 39.1 19.7 ― ― 9.5 3.9

Other Middle East or Africa 133 60.9 38.5 14 .9 2.1 0.4 11.8 ―

USA east 113 67.0 28.3 14 .0 2.6 1.7 12.7 1.4

USA west 165 56.0 27.0 19.0 1.7 ― 16.2 4.0

USA south 25 67.4 9.8 29.3 9.5 ― 20.5 2.0

Canada 68 53.3 30.9 25.0 3.8 1.2 16.5 ―

Central/South America or Caribbean 46 55.5 36.5 9 .6 5.6 ― 10.4 1.1

Hawaii (Oahu) 384 55.8 33.8 26.7 1.7 0.6 14.3 1.5

Hawaii (other than Oahu) 75 58.5 24 .3 28.8 ― 2.9 9 .1 1.8

Guam 251 51.4 34.0 30.4 2.0 0.4 10.1 3.7

Saipan 64 52.0 41.8 26.9 ― ― 6 .9 2.7

South Pacific islands or other islands 54 42 .8 22 .6 40.8 1.6 ― 10.8 1.1

Shanghai 145 56.7 33.9 19.3 2.5 0.6 13.5 3.7

Beijing 73 40 .9 29.9 20.8 2.3 ― 22.8 4.2

Other China (exc. Hong Kong / Macau) 100 69.2 27.3 15 .3 ― 0.5 8 .9 ―

Hong Kong 154 44 .3 24 .6 22.2 1.0 0.3 22.4 2.9

Macau 54 48 .1 19 .3 11 .3 ― ― 30.7 5.0

Taiwan 306 51.0 25 .3 21.7 1.0 1.4 15.5 3.2

Korea 619 52.9 28.3 20.8 1.1 0.2 16.1 1.6

Singapore 86 47 .8 25 .0 21.6 1.0 0.6 21.5 1.8

Phuket 23 67.3 50.2 7.6 ― ― 14.6 ―

Thai beaches (other than Phuket) 28 64.0 24.6 8.5 ― ― 23.3 ―

Bangkok or other Thai cities 159 66.4 20 .4 9 .7 0.7 0.5 14.4 1.2

Bali 78 60.8 45.5 29.3 1.1 0.8 3 .7 ―

Indonesian cities 14 82.4 29.6 12.8 11.6 ― 6.0 ―

Malaysia 49 58.4 27.6 29.5 ― ― 13.8 2.1

Philippines 49 58.3 26.7 14 .6 1.2 ― 13.0 ―

Vietnam 77 72.2 33.9 17.0 ― ― 11.2 ―

Cambodia 34 68.8 31.4 9 .8 ― ― 19.4 ―

Other places in Asia 67 67.0 40.2 5 .2 2.3 ― 7 .8 0.8

Australia 103 61.8 26.3 23.3 0.8 1.0 9 .0 1.3

New Zealand or other Oceania 26 56.8 24.7 21.3 ― ― 7.3 ―

Long distance 1373 56.7 33.5 20.8 2.3 1.0 14.4 1.7

Medium distance 1173 60.3 30.0 21.4 1.2 0.5 12.8 1.1

Short distance 1763 52.3 29.2 22.3 1.2 0.5 14.7 2.5





※"Net/Mail" in 2011 combines

※"Web/e-mail" in 2011 combines "by Internet or e-mail (PC)" and "by Internet or text (mobile phone)."

※"*":No applicable data

Last

destination

(middle

classification)

Distance of

the last

destination

Area of

residence

Sex & age

Sex

Life

stage

Accompanying

traveler

Number

of

trips taken

0

25

50

75

2011 survey total

2010 survey total

（％）



● In terms of means of booking, "web/e-mail" (57%), "visiting" (23%), and "by telephone"

(17%) were the main responses given.

▽Given as the main means of booking was "web/e-mail" (57%). This was followed by "visiting" (23%) and "by

telephone" (17%).

▽A breakdown by sex and age shows that among both males and females 18-29 yrs, the "web/e-mail" percentage

was low and "visiting" percentage high.

▽A breakdown by number of trips taken thus far shows that there were higher percentages yielded by "web/e-mail"

and lower by "visiting" among those with more trips.

▽A breakdown by accompanying travelers shows that, "visiting" was exceptionally high (60%) among

"honeymoon."

■Means of booking (Those involved in considering travel plans/Single answer)

6. Means of Booking with Travel Agencies and Airlines

Sample

Web/e-mail

※Visiting

By

telephoneBy fax Other

Haven't

really

inquired

2011 survey total 4265 57.0 23.4 17.0 1.1 1.4 2.9

2010 survey total 4436 52.6 23.5 20.1 0.9 1.2 1.7

Male 2052 58.8 23.1 15.7 1.1 1.5 3.0

Female 2213 55.3 23.7 18.3 1.0 1.3 2.9

Male 18-29 yrs 263 47 .1 34.0 12.3 1.0 1.6 5.9

Male 30-39 yrs 430 60.6 22.7 13.8 1.1 1.1 4.7

Male 40-49 yrs 472 63.4 21.4 15.0 0.7 1.3 2.0

Male 50 yrs or older 887 58.9 21.0 17.9 1.4 1.8 1.8

Female 18-29 yrs 536 44 .6 35.0 15.4 0.8 1.7 4.1

Female 30-39 yrs 503 62.0 22.8 13.6 1.0 1.0 3.3

Female 40-49 yrs 340 64.3 19.6 15.5 0.7 1.3 2.5

Female 50 yrs or older 834 54.4 18.5 24.0 1.3 1.3 2.1

Kanto 2458 60.2 21.7 16.6 0.9 0.9 2.6

Kansai 1105 53.1 26.0 17.7 1.3 1.7 3.4

Tokai 702 51 .7 25.2 17.6 1.3 2.7 3.4

Light 593 40 .1 39.0 13.0 1.1 3.0 5.5

Middle 1288 50 .8 29.2 15.4 1.1 1.4 3.9

Heavy 2384 64.5 16 .4 18.9 1.1 1.0 1.8

Travel alone 688 73.0 13 .0 13.1 0.2 1.5 2.5

Couple travel 219 57.3 24.8 16.9 0.5 ― 2.3

Married couple travel 1046 58.6 21.0 19.5 0.7 0.6 2.5

Honeymoon 165 26 .6 59.7 8 .6 0.6 2.1 3.9

With friend (alone) 547 54.5 24.7 17.8 0.1 2.2 2.7

With friends (3 or more) 450 48 .1 26.0 18.3 4.0 2.1 4.8

Family travel (with children) 714 59.1 24.9 15.5 0.8 1.0 2.3

Family travel (with parents) 238 51 .4 26.7 18.9 1.1 0.3 3.5

Other 197 43 .8 21.6 22.6 4.1 5.6 4.6

Worker (child 7 yrs and over) 1692 55.3 22.3 20.5 1.2 1.1 2.1

Worker (child 2-6 yrs) 190 57.6 26.8 12.9 1.2 0.5 3.5

Worker (child 1 yr and under) 90 54.1 26.1 13.1 ― 2.0 5.6

Worker (married, no children) 838 56.0 25.8 15.8 1.2 1.5 3.0

Worker (unmarried) 1295 61.9 21.1 14.2 0.9 1.7 3.3

Unmarried male 620 61.9 20.9 13.4 1.5 2.0 4.1

Unmarried female 20s/30s 633 55.1 27.2 14.3 0.5 1.6 3.9

Unmarried female 40s and over 198 67.4 14 .4 17.3 0.6 2.0 1.5

Student 161 41 .2 35.2 16.0 1.3 2.8 6.8

UK 120 62.7 15 .4 23.7 1.1 0.8 1.9

France 194 51 .6 28.2 19.1 1.2 2.5 0.3

Germany 95 66.8 20.4 13.4 0.5 0.9 1.3

Spain 84 51 .9 25.6 23.7 2.6 ― ―

Italy 182 48 .9 32.2 17.7 ― 0.9 1.3

Other nations in west Europe 145 52.9 16 .9 30.7 ― 1.9 3.1

Other places in Europe 122 61.3 17 .1 19.4 ― 3.4 1.7

Turkey 62 57.4 18.6 20.0 ― ― 3.9

Other Middle East or Africa 133 58.6 16 .2 24.0 1.3 0.4 1.2

USA east 113 65.8 11 .9 21.5 0.8 2.4 3.5

USA west 165 63.7 22.6 14.9 0.5 1.4 4.3

USA south 25 61.8 25.5 7.4 3.2 ― 2.0

Canada 68 53.1 25.6 16.4 ― 2.7 5.7

Central/South America or Caribbean 46 59.2 11 .9 29.0 3.8 ― 1.1

Hawaii (Oahu) 384 52.4 29.8 16.2 1.1 1.0 3.6

Hawaii (other than Oahu) 75 60.2 28.1 10 .4 ― 5.0 2.9

Guam 251 48 .7 33.4 13.9 0.2 0.6 5.6

Saipan 64 52.7 28.4 20.5 ― ― ―

South Pacific islands or other islands 54 37 .1 49.3 12.4 ― ― 1.1

Shanghai 145 57.1 17 .8 17.9 0.6 1.8 6.1

Beijing 73 49 .5 20.9 19.5 1.2 1.4 7.6

Other China (exc. Hong Kong / Macau) 100 66.7 15 .6 19.8 ― 0.5 ―

Hong Kong 154 53.9 23.6 15.9 1.5 1.9 4.4

Macau 54 62.8 13 .8 13.8 ― ― 9.6

Taiwan 306 58.6 23.5 13.8 1.6 1.7 3.9

Korea 619 55.3 23.2 16.6 2.0 1.7 2.7

Singapore 86 54.7 27.4 13.1 1.0 5.5 2.0

Phuket 23 63.5 11.4 32.7 ― ― ―

Thai beaches (other than Phuket) 28 79.5 9.8 19.7 ― 1.8 ―

Bangkok or other Thai cities 159 75.7 13 .8 12.2 1.8 0.5 1.6

Bali 78 48 .0 27.2 26.1 ― ― 1.1

Indonesian cities 14 63.9 12.8 18.0 11.6 ― ―

Malaysia 49 58.1 29.4 9 .5 ― ― 7.8

Philippines 49 65.5 17 .6 16.9 ― ― ―

Vietnam 77 75.1 14 .6 13.2 ― ― 1.1

Cambodia 34 75.9 14 .1 10 .0 ― ― ―

Other places in Asia 67 62.0 6 .5 28.5 2.3 2.6 4.5

Australia 103 62.3 25.7 12.1 ― 1.0 1.3

New Zealand or other Oceania 26 52.0 30.0 10.7 3.9 ― 3.4

Long distance 1373 56.7 22.1 19.8 0.9 1.6 2.4

Medium distance 1173 59.8 24.0 15.2 1.0 1.3 2.7

Short distance 1763 55.3 24.0 16.2 1.2 1.4 3.6





※"Net/Mail" in 2011 combines

※"Web/e-mail" in 2011 combines "by Internet or e-mail (PC)" and "by Internet or text (mobile phone)."

Sex

Life

stage

Accompanying

traveler

Number

of

trips taken

Last

destination

(middle

classification)

Distance of

the last

destination

Area of

residence

Sex & age

0

20

40

60

2011 survey total

2010 survey total

（％）

57

Chapter 4

Process of Arranged Travel Selection

Part 1 Trends in Overseas Travel Booking in 2010 Chapter 4 Process of Arranged Travel Selection


1. Matters Arranged Prior to Departure

● Given most as the arrangements made prior to departure were "air tickets" (95%) and

"hotel accommodations" (75%).

▽A look at matters arranged prior to departure shows that "air tickets" (95%) was given most. This was followed by

"hotel accommodations" (75%).

▽A breakdown by sex and age shows that the percentages yielded by "hotel accommodations" were low among

males and females 20s.

▽A breakdown by life stage shows that the segment "worker (child 2-6 yrs)" and "worker (married, no children)"

gave "hotel accommodations" often while the segments "unmarried male," "unmarried female 20s/30s," and

"student" did not.

▽A breakdown by number of trips shows that only 68% of "light" travelers gave "hotel accommodations," a figure

lower than the other two categories.

■Matters arranged prior to departure(Person who made travel arrangements and was involved in consideration of the travel plans/Multiple answer)

Sample

Air ticketsHotel

Accommodations

Optional

tour / Local

activities

Other

2011 survey total 1626 95.4 74.8 11.7 9.6

2010 survey total 1586 95.4 75.3 13.8 8.9

Male 866 95.2 75.8 11.1 7.7

Female 760 95.5 73.7 12.3 11.7

Male 18-29 yrs 104 95.6 66 .5 8.4 3 .4

Male 30-39 yrs 196 96.7 74.7 14.9 6.2

Male 40-49 yrs 245 94.7 78.1 13.1 11.0

Male 50 yrs or older 321 94.6 77.7 8.2 7.6

Female 18-29 yrs 172 95.9 67 .1 8.8 6.5

Female 30-39 yrs 207 94.6 80.3 13.4 15.5

Female 40-49 yrs 151 95.9 78.0 14.6 10.6

Female 50 yrs or older 230 95.9 69.9 12.3 13.0

Kanto 993 95.9 75.3 11.3 9.5

Kansai 396 95.6 75.0 11.2 11.2

Tokai 237 92.6 72.7 13.9 7.5

Worker (child 7 yrs and over) 533 93.8 74.7 12.8 10.2

Worker (child 2-6 yrs) 81 98.2 86.1 7.6 7.5

Worker (child 1 yr and under) 34 92.9 75.4 7.4 7.5

Worker (married, no children) 323 97.9 83.6 16.3 12.0

Worker (unmarried) 580 95.2 70.2 9.7 8.4

Unmarried male 332 95.1 69 .7 8.2 6.3

Unmarried female 20s/30s 243 94.7 67 .4 9.3 11.3

Unmarried female 40s and over 77 96.8 73.6 13.6 7.9

Student 75 94.5 61 .6 5 .5 7.4

Light 139 94.2 67 .6 11.8 6.5

Middle 394 93.3 74.8 14.5 9.7

Heavy 1093 96.3 75.7 10.6 9.9



Sex

Sex & age

Number

of

trips taken

Area of

residence

Life

stage

0

20

40

60

80

100

2011 survey total

2010 survey total

（％）



2. Type of Air Ticket Used

● In terms of the type of air ticket used, "Bargain air tickets" topped the list at 38% and

was followed by "Discounted full-fare tickets such as PEX, etc." and "Free air tickets

obtained through mileage."

▽A look at the type of air ticket used shows that "Bargain air tickets" (38%) topped the list and was followed by

"Discounted full-fare tickets such as PEX, etc." (26%) and "Free air tickets obtained through mileage" (18%).

▽A breakdown by sex shows that among both males and females a high percentage of "those 18-29 yrs" gave "

"bargain air tickets." At the same time, they gave "discounter full-fare tickets such as PEX, etc." and "free air

tickets obtained through mileage" in lower percentages than did the other groups.

▽A breakdown by number of trips shows that, among the "light" category "Discounted full-fare tickets such as PEX,

etc." and "Free air tickets obtained through mileage" were given by higher percentages than among other groups.

■Type of air ticket used

(Person who made travel arrangements and was involved in consideration of the travel plans/Single answer)

Sample

Bargain air

tickets

Discounted

full-fare tickets

such as PEX,

etc.

Free air tickets

obtained

through

mileage

Ordinary fare

air tickets

Other

discounted

fares

(shareholder

benefits, etc.)

Other Don't know

2011 survey total 1551 38.1 26.2 18.0 9.2 2.1 1.8 4.5

2010 survey total 1513 40.4 24.2 19.8 7.6 1.3 2.2 4.6

Male 825 35.7 27.9 19.2 9.6 2.0 2.0 3.6

Female 726 40.8 24.3 16.7 8.8 2.2 1.6 5.6

Male 18-29 yrs 100 43.8 18 .0 10 .3 19.6 2.1 1.0 5.2

Male 30-39 yrs 190 32 .2 32.6 18.5 8.2 1.3 2.1 5.2

Male 40-49 yrs 232 26 .9 31.7 25.4 5.6 3.0 3.4 4.1

Male 50 yrs or older 303 42.0 25.3 17.8 10.3 1.7 1.1 1.7

Female 18-29 yrs 164 58.3 17 .2 4 .9 8.6 2.5 1.2 7.4

Female 30-39 yrs 196 40.7 23.0 19.9 9.7 1.3 1.3 4.0

Female 40-49 yrs 145 28 .8 29.7 24.2 5.9 3.4 2.5 5.5

Female 50 yrs or older 221 35.7 27.1 17.9 10.0 2.1 1.4 5.7

Kanto 952 37.8 25.8 19.1 8.7 2.0 2.3 4.3

Kansai 378 38.9 27.9 16.2 8.8 3.2 1.0 4.0

Tokai 220 37.9 25.0 16.6 12.4 0.9 0.8 6.3

Worker (child 7 yrs and over) 501 37.5 22.9 19.7 11.1 2.6 2.3 4.0

Worker (child 2-6 yrs) 80 32 .4 26.3 20.8 7.0 3.9 1.1 8.5

Worker (child 1 yr and under) 31 38.8 20 .8 30.0 7.8 ― 2.6 ―

Worker (married, no children) 316 33.7 28.6 22.6 7.8 2.2 1.5 3.7

Worker (unmarried) 553 39.2 30.1 14.5 8.7 1.6 1.5 4.4

Unmarried male 316 35.4 30.8 16.9 9.1 1.3 1.9 4.6

Unmarried female 20s/30s 230 52.0 21 .0 8 .6 9.0 2.1 1.3 6.0

Unmarried female 40s and over 75 33.6 38.0 14.4 6.7 0.8 1.6 4.9

Student 71 59.3 10 .8 5 .6 9.4 1.4 2.7 10.8

Light 130 39.0 13 .7 9 .8 20.7 3.2 2.4 11.2

Middle 368 39.2 23.7 11 .8 13.5 2.5 1.2 8.1

Heavy 1052 37.6 28.6 21.2 6.3 1.9 1.9 2.4



Number

of

trips taken

Sex

Sex & age

Area of

residence

Life

stage

0

20

40

60

2011 survey total

2010 survey total

（％）



3. Sources of Information Used to Find Air Tickets

● Given the most by far as the source of information used to find air tickets was "Internet

(PC)": over 80%.

▽Of those who arranged their air tickets in advance, a sizable 80% sited the "Internet (PC)" as the source of

information used to find their air tickets. All other responses were given in only single digits.

▽A breakdown by sex and age shows that "Internet (PC)" yielded high percentages among the segments "female

30-39 yrs" and low percentages among the segments "male 18-29 yrs" and "female 50 yrs or older".

▽A breakdown by accompanying travelers shows that in the cases of "Travel alone" and "Couple travel alone" the

rate of response of "Internet (PC)" was much higher than for other kinds of travel.

■Sources of information used to arrange air tickets(Person who arranged air tickets and was involved in consideration of the travel plans/Single answer)

Sample


counters

Acquaintances

at travel

agencies

Feedback and

introductions

(word-of-

mouth) of

friends,

acquaintances,

family members

Travel agency

pamphlets

Information

magazines

sent from

travel agents

and airlines

Internet

(smartphone,

etc.)

Newspaper ads

Guidebooks

("Chikyuu no

arukikata,"

etc.)

Mobile sites

Guidebook-

style

magazines

such as

"Rurubu

Hawaii," etc.

Seikyo

pamphlets and

counters

Transportation

ads on trains

and at stations

Direct mail and

members

magazines

from credit

card

companies

Overseas

travel

magazines

other than

guidebook-

style

magazines

Articles and

ads in general-

interest

magazines

Free flyers and

flyers in

newspapers

TV programs

and

commercials

Other

I don't really

gather

information

2011 survey total 1551 80.3 6.2 1.9 1.7 0.7 0.5 0.3 0.2 0.2 0.2 0.1 0.1 ― ― ― ― ― ― 2.6 5.1

2010 survey total 1513 74.4 6.3 3.2 1.9 1.2 0.5 ＊ 0.1 ― ― ― 0.1 ― 0.2 ― 0.1 0.1 0.1 3.5 8.3

Male 825 80.1 7.3 1.9 2.0 0.7 0.6 0.3 0.1 0.1 0.2 0.1 0.1 ― ― ― ― ― ― 2.2 4.3

Female 726 80.5 5.0 1.9 1.3 0.8 0.4 0.2 0.2 0.2 0.1 0.1 ― 0.1 0.1 ― ― ― ― 2.9 6.1

Male 18-29 yrs 100 72 .2 9.8 1.5 3.1 2.1 0.5 1.0 ― ― 0.5 0.5 1.0 ― ― ― ― ― ― 0.5 7.2

Male 30-39 yrs 190 79.4 6.0 3.4 1.7 0.9 ― ― ― 0.4 0.4 ― ― ― ― ― ― ― ― 2.1 5.6

Male 40-49 yrs 232 82.1 4.9 2.6 0.7 0.7 1.1 ― 0.4 ― ― ― ― ― ― ― ― ― ― 2.2 5.2

Male 50 yrs or older 303 81.6 9.2 0.6 2.9 ― 0.6 0.6 ― ― ― ― ― ― ― ― ― ― ― 2.9 1.7

Female 18-29 yrs 164 82.8 4.9 1.8 ― 1.8 ― ― ― ― 0.6 0.6 ― ― ― ― ― ― ― 1.8 5.5

Female 30-39 yrs 196 85.4 4.4 1.3 0.9 1.3 0.4 0.4 ― ― ― ― ― ― ― ― ― ― ― 2.7 3.1

Female 40-49 yrs 145 80.5 4.7 1.3 3.4 ― 0.4 0.4 ― ― ― ― ― 0.4 0.4 ― ― ― ― 2.5 5.9

Female 50 yrs or older 221 74 .3 5.7 2.9 1.4 ― 0.7 ― 0.7 0.7 ― ― ― ― ― ― ― ― ― 4.3 9.3

Kanto 952 81.5 5.7 1.1 1.5 0.5 0.6 0.2 0.1 0.3 0.2 0.1 0.1 0.1 0.1 ― ― ― ― 2.4 5.7

Kansai 378 74 .9 8.8 3.5 2.1 1.0 0.3 0.5 0.4 ― 0.1 0.1 0.1 ― ― ― ― ― ― 4.3 3.8

Tokai 220 84.3 4.2 2.6 1.9 1.1 0.4 0.3 ― ― ― ― ― ― ― ― ― ― ― 0.4 4.9

Travel alone 496 86.1 4.9 0.5 1.1 0.4 0.1 0.5 ― 0.2 0.2 ― 0.1 ― ― ― ― ― ― 1.9 4.1

Couple travel 72 87.1 2.0 3.1 2.1 0.7 ― ― ― ― ― ― ― ― 0.9 ― ― ― ― 1.1 3.0

Married couple travel 320 78.4 8.1 1.3 1.8 0.6 0.5 0.3 0.5 ― ― ― ― ― ― ― ― ― ― 2.7 5.8

Honeymoon 26 41.5 25.2 10.3 ― 3.1 3.3 ― ― ― ― ― ― ― ― ― ― ― ― 3.3 13.1

With friend (alone) 143 83.1 6.0 1.5 1.0 0.7 1.1 ― ― ― ― ― 0.4 ― ― ― ― ― ― 0.6 5.6

With friends (3 or more) 123 69 .6 5.9 6.0 3.3 1.9 ― 0.4 ― ― 1.2 1.2 ― ― ― ― ― ― ― 3.9 6.5

Family travel (with children) 256 80.2 5.5 2.3 1.4 0.7 1.0 ― 0.3 0.6 ― ― ― 0.2 ― ― ― ― ― 2.6 5.0

Family travel (with parents) 54 80.2 2.6 1.9 0.9 1.6 ― 0.9 ― ― ― ― ― ― ― ― ― ― ― 8.3 3.5

Other 60 66 .0 11.1 2.8 6.8 ― 0.8 ― ― ― ― ― ― ― ― ― ― ― ― 5.6 6.9

Worker (child 7 yrs and over) 501 77.5 8.1 2.3 2.7 ― 0.7 ― 0.3 0.3 ― ― ― ― 0.1 ― ― ― ― 3.7 4.3

Worker (child 2-6 yrs) 80 79.2 4.9 2.1 1.0 2.2 1.1 ― 1.1 ― 0.6 ― ― ― ― ― ― ― ― 1.1 6.8

Worker (child 1 yr and under) 31 91.2 2.6 ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― 6.2

Worker (married, no children) 316 79.9 5.5 1.6 0.7 0.9 0.8 0.3 ― ― ― ― ― ― ― ― ― ― ― 3.0 7.3

Worker (unmarried) 553 83.1 5.3 1.8 1.6 1.1 0.2 0.5 ― 0.1 0.2 0.3 ― ― ― ― ― ― ― 1.7 4.1

Unmarried male 316 77.7 7.8 1.8 2.0 1.2 0.2 0.9 ― 0.3 0.3 0.2 0.3 ― ― ― ― ― ― 1.7 5.7

Unmarried female 20s/30s 230 88.5 2.9 0.9 0.8 1.3 ― ― ― ― 0.4 0.4 ― ― ― ― ― ― ― 1.3 3.5

Unmarried female 40s and over 75 82.7 3.3 4.6 2.5 ― 0.8 0.8 ― ― ― ― ― ― ― ― ― ― ― 3.7 1.6

Student 71 75.8 6.5 2.2 1.5 0.7 ― 0.7 ― ― 1.2 ― 1.5 0.9 ― ― ― ― ― 2.7 6.5


50 .0 …Figures 5 or more points or lower than the 2011 survey total are shaded. ※The figure for "Internet (smartphone, etc.)" in the 2010 study was indicated as "Internet"

※ Items with under 30 samples are not shaded in the table.

Area of

residence

Sex & age

Sex

Life

stage

Accompanying

traveler

0

20

40

60

80

100

2011 survey total

2010 survey total

（％）



4. Key Factors When Choosing Airlines

● Given as the main key factors when choosing airlines were "The flight suits my

schedule," "It is an assuring airline," "The airline I use offers miles," and "There are direct

flights."

▽Given as the main key factors when choosing airlines by those who arranged air tickets in advance was "The

flight suits my schedule" (40%). This was followed by "It is an assuring airline" (32%), "The airline that I use offers

miles" (28%), and "There are direct flights" (27%).

▽A breakdown by sex shows that among both males and females a lower percentage of "those 18-29 yrs" gave "I

earn miles on the airline I use" than did other age groups, while more of them gave "price was cheaper than other

tickets for the same conditions." And both males and females "50 yrs or older" gave "there are direct flights" in

higher percentages than did the other groups.

▽A breakdown by life stage shows that "It is a Japanese airline" was given more by "Workers (child 7 yrs and

over)" and "Workers (child 1 yr and under)" than by other types.

■Key factors when choosing airlines(Person who arranged air tickets and was involved in consideration of the travel plans/Multiple answer)

Sample

The flight

suits my

schedule

It is an

assuring

airline

I earn miles

on the

airline I use

There are

direct flights

Price was

cheaper

than other

tickets for

the same

conditions

It is a well-

known

travel

agency

It is a

Japanese

airline

Connecting

flights are

convenient

Departs

from

nearest

airport

I earn miles

on an

affiliated

airline

Cabin crew

provides

good

service

Can buy

through a

method I am

accustomed

to

Travel

agency

nationality

same as

destination

Full lineup of

in-flight

food is

offered

There are

cabin crew

who speak

Japanese

Airline

equipment

and facilities

are good

Price was

cheaper

than other

tickets but

the

conditions

were not

the same

Offers full

lineup of in-

flight

entertainment

Is business

class or

higher

The airline is

designated

Airport

ground crew

provides

good

service

Airline staff

at airport

are good at

what they

do

Was

recommend

ed by a

travel agent

OtherNothing in

particular

I didn't

choose the

airline

2011 survey total 1551 40.0 32.2 27.7 27.2 17.7 15.1 14.5 12.0 10.8 8.9 8.5 8.3 7.9 6.7 6.2 6.0 5.7 5.6 5.4 4.9 3.1 2.7 1.7 6.3 3.6 6.2

2010 survey total 1513 39.7 29.5 28.5 27.4 18.1 14.7 15.0 11.2 8.7 7.6 8.8 9.0 8.5 4.2 5.5 4.9 * 5.9 5.6 5.9 3.5 2.2 2.2 6.2 5.2 5.8

Male 825 ①40.6 ②34.2 ③28.0 ④26.1 ⑤16.7 15.3 16.2 12.8 11.3 10.5 9.6 9.0 8.1 7.6 7.5 7.9 6.1 6.8 6.0 5.3 3.8 3.7 1.6 6.1 3.3 5.6

Female 726 ①39.4 ②29.8 ④27.4 ③28.5 ⑤18.8 14.9 12.5 11.1 10.1 7.0 7.3 7.6 7.6 5.7 4.7 4.0 5.2 4.4 4.8 4.5 2.3 1.7 1.7 6.5 3.8 6.8

Male 18-29 yrs 100 ①36.1 ②27.3 ⑤17 .5 ④20 .1 ③24.2 14.4 8 .8 8.2 13.4 5.7 6.2 2 .6 4.6 5.2 4.1 3.1 11.9 5.2 0.5 4.1 2.1 2.1 2.1 0 .5 6.2 10.8

Male 30-39 yrs 190 ①37.8 ②32.6 ③28.3 ⑤17 .6 ④20.2 16.3 15.5 11.2 12.0 9.9 7.7 8.2 5.2 6.4 5.2 6.0 6.4 5.2 4.7 3.9 4.3 3.9 2.1 5.2 3.0 7.3

Male 40-49 yrs 232 ①39.2 ②32.8 ③31.3 ④24.6 15.3 ⑤17.5 15.7 11.9 6.0 9.7 8.6 10.8 8.2 5.2 5.6 9.7 3.0 9.3 9.0 4.1 3.0 3.0 1.5 6.7 5.2 4.9

Male 50 yrs or older 303 ①44.8 ②38.5 ④28.7 ③34.5 13.2 13.2 ⑤19.5 16.1 14.4 13.2 12.6 10.3 10.9 10.9 11.5 9.2 6.3 6.3 6.3 7.5 4.6 4.6 1.1 8.0 1.1 3.4

Female 18-29 yrs 164 ①41.7 ③27.6 ⑤17 .2 ④23.9 ②31.9 15.3 6 .1 13.5 6.7 7.4 4.3 3.7 2 .5 6.1 3.1 1.8 7.4 2.5 1.2 4.3 1.8 1.2 3.1 1.8 3.1 10.4

Female 30-39 yrs 196 ①42.0 ④26 .5 ③28.8 ②29.6 ⑤18.6 13.7 10.6 10.2 11.5 8.0 6.2 8.8 4.9 5.8 4.9 3.1 6.2 5.3 2.7 5.3 1.8 ― 1.3 6.6 4.0 5.8

Female 40-49 yrs 145 ①39.8 ③26 .7 ②30.1 ④24.6 ⑤15.7 9 .3 11.9 8.1 8.9 5.9 8.1 9.7 9.3 3.8 3.8 1.7 5.1 4.2 5.9 3.8 1.7 0.4 1.3 8.5 3.8 4.7

Female 50 yrs or older 221 ②35 .0 ①36.4 ④32.1 ③33.6 11 .4 ⑤19.3 ⑤19.3 12.1 12.1 6.4 10.0 7.9 12.9 6.4 6.4 7.9 2.9 5.0 8.6 4.3 3.6 4.3 1.4 8.6 4.3 6.4

Kanto 952 ①38.1 ②33.2 ③29.9 ④27.6 ⑤17.9 15.0 16.2 11.6 7.4 10.0 9.5 8.7 7.6 8.1 7.5 7.0 5.4 6.7 5.7 4.8 3.1 3.0 1.2 6.3 4.1 6.4

Kansai 378 ①42.5 ②33.2 ③26.8 ④25.1 ⑤18.3 16.3 10.9 15.7 15.5 7.5 6.4 8.1 8.3 4.4 4.5 5.4 7.0 4.0 4.4 5.2 3.1 1.8 3.4 7.7 1.0 6.2

Tokai 220 ①43.8 ③25 .7 ④19 .8 ②29.5 16.0 13.6 13.0 7.6 ⑤17.4 6.3 8.1 7.0 8.2 4.5 3.6 3.1 4.5 3.6 5.9 4.9 3.1 3.1 0.8 4.0 5.5 5.0

Travel alone 496 ①40.9 ②30.6 ③29.4 ④26.6 ⑤22.4 12.8 12.6 11.8 10.3 11.3 8.9 10.5 6.6 7.7 4.9 7.3 5.6 6.5 3.9 4.5 3.2 3.2 0.5 5.5 4.2 7.5

Couple travel 72 ①42.8 ③23 .8 ②29.7 ④20 .5 ⑤18.0 11.6 7 .9 11.8 5 .3 11.0 6.6 6.9 5.5 3.3 5.7 6.2 8.5 3.5 3.3 3.3 1.4 1.4 2.0 7.0 2.0 6.0

Married couple travel 320 ①36.6 ②34.1 ③28.2 ④24.0 12 .5 14.3 ⑤17.3 12.8 12.5 9.7 6.8 6.3 11.9 4.3 4.2 7.2 4.8 5.1 9.6 6.5 3.6 2.9 2.7 7.8 4.4 3.6

Honeymoon 26 ①44.2 ②28.0 14.5 ③26.1 16.4 14.1 8.2 ④16.8 ⑤16.5 6.5 ― 9.8 14.2 10.1 9.6 ― 8.7 ― 6.3 3.1 ― ― 12.3 3.3 ― 3.1

With friend (alone) 143 ①48.8 ②30.9 ④22 .4 ③24.9 ⑤20.4 18.5 13.0 11.5 10.5 6.7 7.9 4.2 5.9 4.0 5.0 4.0 5.5 4.5 1.8 6.4 2.3 2.4 0.4 4.9 1.0 10.6

With friends (3 or more) 123 ①43.3 ②37.2 ④19 .4 ③32.2 ⑤18.2 14.3 15.0 16.8 13.6 3 .0 11.2 9.8 13.6 6.9 7.7 5.4 7.4 4.1 2.6 4.8 3.8 4.6 0.4 3.1 5.0 7.1

Family travel (with children) 256 ②34 .5 ①35.8 ④30.2 ③31.0 15.0 ⑤19.0 18.5 10.0 10.3 8.5 10.9 7.7 5.2 9.8 9.5 4.5 3.9 6.0 6.2 3.2 3.8 2.9 1.5 7.3 3.7 4.2

Family travel (with parents) 54 ①38.8 ③28.8 ④28.0 ②34.7 5 .9 ⑤22.4 18.7 5 .8 7.8 4.6 5.7 5.1 2 .7 5.1 8.4 4.7 6.8 4.2 4.3 9.1 3.1 ― 1.9 10.2 0.9 4.4

Other 60 ①42.8 ④27 .0 ②34.4 ③30.8 ⑤21.4 13.7 6 .8 13.6 9.3 5.2 8.2 14.9 6.4 7.3 10.1 5.8 9.7 11.4 10.1 2.9 ― ― 6.7 6.8 2.4 8.5

Worker (child 7 yrs and over) 501 ②36.2 ①37.9 ④30.2 ③34.5 13.6 16.6 ⑤19.9 11.0 12.4 8.9 12.6 10.5 10.1 8.3 10.5 8.0 3.4 7.2 7.0 4.6 4.1 4.1 1.6 8.5 3.0 3.6

Worker (child 2-6 yrs) 80 ①35.3 ③27.9 ④23.5 ②31.3 ⑤13.2 12.7 9.8 10.9 10.4 6.1 9.1 8.8 8.6 7.3 2.1 2.3 2.2 4.5 4.5 4.9 2.3 2.3 1.1 10.9 5.4 8.9

Worker (child 1 yr and under) 31 ①44.9 ②32.8 ③26.9 ⑤24.2 17.5 9 .9 ④24.5 7.9 2 .6 10.2 7.9 5.4 2 .6 7.0 2.8 8.1 2.6 2.8 9.7 2.6 2.6 5.2 2.6 8.1 7.0 2.6

Worker (married, no children) 316 ①40.5 ②33.6 ③29.0 ④25.2 ⑤17.2 12.2 12.6 13.9 10.1 10.3 4.8 6.9 8.8 6.1 5.5 4.7 6.9 4.1 7.7 4.8 3.0 1.9 1.9 4.5 4.3 3.3

Worker (unmarried) 553 ①44.3 ②28.8 ③27.4 ④22.6 ⑤20.8 16.2 11.9 12.4 10.2 8.5 7.8 8.0 6.2 5.8 3.7 6.1 7.2 5.8 3.1 5.7 2.5 2.0 1.3 5.2 2.5 9.5

Unmarried male 316 ①42.6 ③29.5 ②31.6 ④22.8 ⑤17.8 16.5 14.6 12.0 12.3 10.6 8.5 9.1 7.0 5.8 4.2 8.5 8.3 7.6 4.5 5.2 3.6 3.6 1.3 4.3 3.4 9.1

Unmarried female 20s/30s 230 ①44.3 ③24 .2 ⑤18 .5 ④22 .2 ②27.3 15.1 6 .1 11.1 8.4 6.6 5.3 5.5 3.5 5.7 4.1 2.4 8.2 3.1 0 .4 5.3 1.6 0.4 1.3 3.9 3.3 10.8

Unmarried female 40s and over 75 ①42.9 ②27.8 ③21 .8 ④19 .8 ④19.8 16.4 12.5 15.8 7.4 4.1 7.0 6.5 7.4 4.6 0 .8 2.9 2.5 3.7 4.1 5.8 ― ― 3.7 9.5 2.5 7.5

Student 71 ①34 .6 ④15 .8 12 .9 ③18 .4 ②30.4 ⑤13.4 5 .8 10.8 10.9 7.9 1 .5 3.6 2 .2 3.6 4.3 1.5 10.1 2.9 1.2 2.2 1.5 1.5 3.6 1 .2 9.3 9.8

Long distance 553 ①45.2 ②37.6 ③28.0 19 .8 ⑤20.3 18.5 13.2 ④23.1 11.4 12.4 9.9 9.0 9.8 7.7 7.4 7.7 6.6 6.2 6.6 5.2 4.0 2.8 1.9 3.8 3.0 4.3

Medium distance 507 ①37.9 ③30.7 ④30.5 ②35.4 ⑤16.8 13.7 15.0 9.0 11.3 8.4 10.0 8.8 9.9 6.7 6.4 6.4 5.4 6.1 6.8 5.4 3.3 3.0 1.8 6.4 2.9 5.8

Short distance 509 ①36.6 ②27.7 ④24.3 ③26.5 ⑤16.6 12.5 15.2 3 .4 9.3 6.1 5.7 6.9 4.0 6.0 4.4 3.6 4.9 4.5 3.7 3.9 1.8 2.3 1.3 8.8 4.8 8.6



※①, ②, ③, ④, and ⑤ are the five most important attributes (excluding "Other,""Nothing in particular," and "I didn't choose the airline") as seen by demographic and sex.

※"Price was cheaper than other tickets for the same conditions" was indicated in 2010 with the results of "Price is cheaper than other airlines for the same conditions"


Distance of

the last

destination

Life

stage

Sex

Accompanying

traveler

Area of

residence

Sex & age

0

20

40

60

2011 survey total

2010 survey total

（％）



5. Type of Hotel / Accommodation Facility Used

●In terms of the type of hotel/accommodation facility used, "hotel/condominium (arranged

in Japan)" was by far the top choice: 84%.

▽In terms of the type of hotel/accommodation facility used, "hotel/condominium (arranged in Japan)" was by far the

top choice 84%. No other option reached the 10% mark.

▽A breakdown by sex shows that among both males and females the percentage of those "18-29 yrs" giving

"hotel/condominium (arranged in Japan)" was lower than other age groups, while those giving "youth hostel or

other simple accommodation facility (arranged in Japan)" was higher.

▽A breakdown by number of trips taken shows that the more people had taken trips in the past, the higher their

percentage of "hotel/condominium (arranged in Japan)" responses.

■Type of Hotel / Accommodation Facility Used (Those involved in considering travel plan who arranged in advance the hotel / accommodation facility / Single answer)

Sample

Hotel/

Condominium

(arranged in

Japan)

Youth hostel or

other simple

accommodation

facility (arranged

in Japan)

Hotel/

Condominium

(arranged at

destination)

Home of

family/friend/

acquaintance

Youth hostel or

other simple

accommodation

facility (arranged

at destination)

Rental villa /

luxury

apartment

Homestay

Company

housing,

dormitory or

other

accommodation

facility related

to business

Other

2011 survey total 1217 84.2 8.2 5.8 3.8 2.6 1.7 0.8 0.2 2.2

Male 656 84.2 7.9 7.1 3.4 3.0 1.7 0.6 0.1 2.1

Female 560 84.2 8.6 4.3 4.2 2.2 1.7 1.2 0.4 2.3

Male 18-29 yrs 69 78 .5 15.6 3.0 1.5 7.4 ― 3.0 0.7 0.7

Male 30-39 yrs 147 86.7 7.2 7.8 1.7 2.8 1.7 ― ― 0.6

Male 40-49 yrs 191 86.4 7.7 7.2 1.8 1.8 1.8 ― ― 0.9

Male 50 yrs or older 249 82.5 6.3 7.7 6.3 2.8 2.1 0.7 ― 4.2

Female 18-29 yrs 115 74 .6 21.9 3.5 6.1 5.3 0.9 4.4 0.9 ―

Female 30-39 yrs 167 87.0 6.3 3.6 2.1 2.1 0.5 0.5 ― 2.6

Female 40-49 yrs 118 84.4 7.8 5.2 3.1 1.0 3.6 0.5 1.0 2.1

Female 50 yrs or older 161 88.2 2 .0 4.9 5.9 1.0 2.0 ― ― 3.9

Kanto 747 85.4 8.2 5.1 3.7 2.7 2.2 0.7 0.2 1.4

Kansai 297 84.8 7.2 6.6 4.0 2.2 0.8 1.2 ― 3.6

Tokai 173 78 .2 10.0 7.3 3.9 2.8 0.9 1.0 0.6 3.2

Worker (child 7 yrs and over) 398 83.6 5.0 7.6 5.3 2.4 1.8 0.4 0.2 3.7

Worker (child 2-6 yrs) 70 86.4 4.2 6.0 1.2 0.9 0.9 ― ― 2.4

Worker (child 1 yr and under) 25 82.8 6.8 7.6 3.2 2.0 ― ― ― ―

Worker (married, no children) 270 90.0 6.6 4.4 4.4 1.0 2.6 ― 0.2 1.5

Worker (unmarried) 407 82.6 11.6 5.2 1.8 3.0 1.4 1.4 0.1 1.4

Unmarried male 231 83.9 10.4 5.4 1.2 4.5 1.1 0.9 0.2 1.0

Unmarried female 20s/30s 164 75 .5 16.6 4.6 5.4 4.8 1.1 3.6 0.6 1.1

Unmarried female 40s and over 57 85.8 10.3 3.8 ― 1.1 2.2 1.1 ― 3.8

Student 46 67 .1 23.0 2.2 8.8 14.3 ― 6.6 2.2 1.1

Light 94 72 .4 12.3 4.3 8.4 6.1 3.5 3.5 1.6 2.5

Middle 295 84.9 9.4 5.3 3.5 2.7 0.8 1.9 ― 2.5

Heavy 828 85.3 7.3 6.2 3.4 2.2 1.8 0.2 0.1 2.0



Sex

Sex & age

Number

of

trips taken

Area of

residence

Life

stage

0

20

40

60

80

100

2011 survey total

（％）



6. Points Considered Important When Selecting Hotel / Accommodation Facility

●As points considered important when selecting hotel /accommodation facility, "hotel

location was good" and "cheap" occupied the top spots.

▽As points considered important when selecting hotel /accommodation facility, "hotel location was good" scored

highest (61%) and was followed by "cheap" (52%).

▽A breakdown by sex shows that percentages of males 30 yrs and under giving "hotel location was good," "that it

comes with breakfast," and "the hotel facilities were good" were lower than those of other groups, while a far

higher percentage of "females 30-39 yrs" gave "ambiance of the external appearance and interior" than did other

age groups.

■Points Considered Important When Selecting Hotel / Accommodation Facility (Those involved in considering travel plan who arranged in advance the hotel / accommodation facility / Multiple answer)

Sample

Hotel

location was

good

Cheap

That it

comes with

breakfast

Ambiance of

the external

appearance

and interior

Degree of

fame of hotel

and brand

The hotel

facilities

were good

The room

type met my

needs

Good

reputation

through word-

of-mouth

communication

, etc.

Because I

had stayed

before and

found it good

There was a

special

discount or

limited offer

View from

the room

Japanese staff

and ability to

communicate

in Japanese

Being able to

accumulate

or use points

Early check-

in / late

check-out

available

Free shuttle

service to

and from the

airport

Other

I did not select

the hotel /

accommodation

facility myself

2011 survey total 1217 61.3 52.4 21.8 21.1 19.0 18.4 18.3 17.6 16.8 11.7 10.7 7.2 5.7 4.0 3.9 6.4 3.7

Male 656 ①60.0 ②53.4 ③20.2 ⑤19.3 ④19.8 15.7 18.1 12 .3 ⑤19.3 11.4 11.1 7.2 6.2 4.6 4.8 6.0 3.1

Female 560 ①62.8 ②51.2 ④23.6 ⑤23.3 18.0 21.6 18.5 ③23.7 13.9 11.9 10.2 7.2 5.1 3.2 2.9 7.0 4.5

Male 18-29 yrs 69 ②41 .5 ①58.5 14 .1 ③22.2 ④17.0 13 .3 ⑤14.8 11 .1 3 .7 8.9 7.4 4.4 2.2 5.2 5.2 3.7 4.4

Male 30-39 yrs 147 ②53 .3 ①54.4 12 .8 ③18.3 ④17.8 12 .2 ⑤16.7 15.0 12.8 7.2 7.2 9.4 5.6 2.8 1.7 8.3 3.9

Male 40-49 yrs 191 ①60.6 ②45 .7 ③22.6 ⑤20.4 ③22.6 14.9 19.5 10 .4 19.5 14.0 12.7 7.7 9.0 4.5 5.0 6.3 2.3

Male 50 yrs or older 249 ①68.5 ②57.3 ④24.5 18.2 ⑤19.6 18.9 18.9 12 .6 ③27.3 12.6 13.3 6.3 5.6 5.6 6.3 4.9 2.8

Female 18-29 yrs 115 ②65.8 ①68.4 ③28.9 ⑤21.9 11 .4 15.8 11 .4 ④26.3 3 .5 7.9 7.0 5.3 1.8 1.8 0.9 6.1 4.4

Female 30-39 yrs 167 ①59.4 ②50.0 17.7 ③31.3 14.6 ⑤20.8 18.8 ④21.9 13.0 7.8 7.8 7.8 5.7 1.6 3.1 7.8 3.6

Female 40-49 yrs 118 ①64.6 ②46 .9 18.8 17.2 17.7 ④22.9 ⑤22.4 ③25.5 16.1 9.9 13.0 7.3 7.8 4.7 3.1 9.4 4.2

Female 50 yrs or older 161 ①62.7 ②43 .1 ③29.4 20.6 ④26.5 ⑤25.5 20.6 22.5 20.6 20.6 12.7 7.8 4.9 4.9 3.9 4.9 5.9

Kanto 747 ①62.7 ②53.1 ④21.3 ③22.0 17.6 18.8 ⑤19.6 17.5 19.0 10.9 10.3 6.2 5.8 4.3 4.2 5.9 3.3

Kansai 297 ①58.1 ②52.0 ④22.0 19.0 ③23.0 ⑤19.2 16.7 17.9 13.5 11.8 12.7 8.9 6.6 2.4 3.5 8.7 3.5

Tokai 173 ①60.5 ②49.8 ③23.5 ④21.0 ⑤18.1 15.4 15.7 17.3 13.0 14.7 8.9 8.4 4.0 5.3 3.3 4.8 6.1

Worker (child 7 yrs and over) 398 ①62.6 ②47 .1 ③26.2 18.5 ④24.2 18.7 20.0 15.8 ⑤23.4 15.6 14.4 6.8 6.5 5.1 6.3 4.0 4.3

Worker (child 2-6 yrs) 70 ①52 .1 ②38 .7 19.8 ⑤20.5 ④23.0 ③23.1 17.5 13.5 17.5 9.8 9.0 13.6 6.9 5.4 5.3 7.1 4.9

Worker (child 1 yr and under) 25 ①65.6 ②56.6 13.4 14.2 ④17.6 ⑤16.2 ③22.0 2.4 11.6 11.8 15.4 3.4 6.4 ― ― 12.4 3.2

Worker (married, no children) 270 ①59.6 ②47 .1 18.5 ③23.2 ④20.9 ⑤19.3 17.6 ⑤19.3 15.0 10.3 12.7 6.0 7.4 4.4 1.4 10.0 3.7

Worker (unmarried) 407 ①63.3 ②61.2 ⑤19.7 ③23.8 13 .3 17.8 18.0 ④20.3 13.2 9.5 6.9 7.6 4.2 2.6 3.2 5.6 2.9

Unmarried male 231 ②59.7 ①63.7 ④19.9 ③21.9 14.1 15.9 ⑤18.2 12 .4 15.6 9.6 6.8 9.0 4.7 4.2 4.6 5.1 2.5

Unmarried female 20s/30s 164 ①65.5 ②63.9 ⑤24.1 ④26.1 10 .2 17.0 15.3 ③27.5 7 .1 5 .9 5 .3 6.3 2.7 1.2 2.2 5.3 4.1

Unmarried female 40s and over 57 ①64.6 ②49.2 13 .1 16.3 14.3 ④21.8 ⑤18.9 ③27.1 13.5 17.5 6.5 4.3 3.2 1.1 ― 11.4 3.2

Student 46 ②52 .9 ①69.4 ③28.8 ⑤12 .2 7 .5 10 .0 10 .0 ④14.3 4 .1 6 .7 ― 6.8 ― 3.3 4.3 8.8 5.5

Light 94 ②51 .4 ①52.8 ④22.6 ③25.7 15.1 12 .1 ⑤17.4 15.3 4 .5 7.3 8.6 6.9 3.6 3.6 2.3 8.8 11.0

Middle 295 ①62.3 ②55.4 ③19.9 15 .7 ③19.9 15.5 15.2 ⑤19.6 9 .7 12.1 10.2 10.4 3.3 1.6 2.3 4.8 6.8

Heavy 828 ①62.0 ②51.3 ④22.3 ③22.6 19.1 20.1 19.5 17.1 ⑤20.7 12.0 11.1 6.1 6.8 4.9 4.7 6.7 1.8



※①, ②, ③, ④, and ⑤ are the top five responses for each demographic group (excluding "Other" and "I did not select the hotel / accommodation facility myself")

Number

of

trips taken

Sex

Sex & age

Area of

residence

Life

stage

0

20

40

60

80

2011 survey total

（％）

65

Part 2

Satisfaction with Travel Destinations

Part 2 Satisfaction with Travel Destinations


1. Satisfaction with Travel Destinations1) Overall

● The overall degree of satisfaction with travel destinations ("was good / total") was 92%.

▽The total figures for the 2011 survey show that "I went with expectations and found those expectations met" was

given by 75%, "I went without expectations but found it was good upon going" was given by 17%, and the overall

degree of satisfaction reached the 92% mark.

▽A breakdown by last travel destination and first destination shows that "Singapore," "Germany," "Hawaii (Oahu),"

"Canada," and "Australia" elicited a high degree of satisfaction. In contrast, low degrees of satisfaction were

indicated in regard to "Macau" and "Shanghai."

■Overall degree of satisfaction: By last travel destination, first destination (Total/Single answer)

I went with expectationand found thoseexpectations met

I went withoutexpectations but foundit was good upon going

I went withoutexpectations and found

that it wasn't good

I went with expectationsbut ended up disappointed

was good /Total

●Legend

2011 survey total (n=5094) 91.8

2010 survey total (n=5280) 91.8

UK (n=107) 91.7

France (n=178) 90.0

Germany (n=82) 98.2

Spain (n=84) 93.5

Italy (n=175) 92.6



Turkey (n=60) 88.9


USA east (n=121) 94.7

USA west (n=176) 94.3


Canada orAlaska Canada (n=66) 96.1




Guam (n=310) 88.3

Saipan (n=75) 81.6



Beijing (n=86) 87.7



Macau (n=45) 76.6

Taiwan (n=380) 92.7

Korea (n=779) 94.1


Phuket (n=22) 100.0



Bali (n=92) 93.9




Vietnam (n=74) 83.2





Long distance/total (n=1537) 92.5

Medium distance/total (n=1350) 94.1

Short distance/total (n=2208) 89.9

※ "Was good/Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it was good upon going."

※ For those who visited multiple countries/areas on their last trip in 2010, questioning about degree of satisfaction was limited to the country/area that was the first destination.

※ Items with under 30 samples are provided as reference data.


Ocean

iaG

uam

or

Sai

pan

Haw

aii

Chi

na (ex

clud

ing

Hon

g Kong

and

Mac

au)

Euro

peM

iddl

e Eas

tor

Afr

ica

USA

(ex

clud

ing

Haw

aii an

d A

lask

a)H

ong

Kong

or M

acau

81.7

71.7

83.4

81.3

84.9

85.9

80.3

88.5

90.7

67.3

63.1

85.7

49.3

63.8

56.5

68.3

61.2

73.6

71.3

76.0

72.3

94.1

76.2

82.2

64.3

57.7

55.4

63.3

90.2

78.7

76.5

83.9

81.6

80.9

67.1

17.1

10.8

10.5

9.5

10.1

17.1

7.2

17.7

11.4

13.0

12.0

10.1

4.0

8.0

3.6

21.0

18.5

1.1

28.1

23.9

34.8

19.5

15.4

19.2

22.8

23.3

27.7

15.6

11.7

29.8

33.7

35.6

19.9

3.0

12.9

18.6

16.1

10.9

13.2

22.9

1.9

2.1

1.9

0.6

-

-

3.7

7.1

9.0

5.0

3.9

1.7

10.0

0.8

-

1.5

1.9

2.1

1.4

2.1

4.5

4.0

0.4

-

1.1

1.0

2.9

11.1

8.0

11.3

13.7

7.4

4.8

10.5

13.3

6.5

4.5

6.8

4.3

6.5

7.7

2.3

4.4

6.4

5.0

7.2

77.7

82.7

83.0

83.0

85.9

86.4

81.0

74.8

75.1％

3.0

3.6

12.3

16.7

-

1.4

-

-

-

5.9

-

-

-

3.1

2.5

0.7

1.1

1.6

0.7

1.4

0.3

-

-

0.7

4.4

-

6.6

1.1

5.3

6.1

6.3

9.7

6.8

5.9

9.5

4.5

3.2

3.9

15.7

3.5

3.0

-

14.7

4.6

5.7

13.2

South

eas

t A

sia



● The degree of satisfaction with sightseeing / viewing at travel destinations was ("was

good / total") 91%.


given by 74%, "I went without expectations but found it was good upon going" was given by 17%, and the degree

of satisfaction with sightseeing / viewing reached the 91% mark.

▽A breakdown by last travel destination and first destination shows that "Singapore," "Germany," "Spain," and

"USA east" had "was good/total" figures that exceeded the 96% mark, thus indicating extremely high degrees of

satisfaction. In contrast, low degrees of satisfaction were given in response to "Vietnam," "Shanghai," and

"Hong Kong."

■Degree of satisfaction with sightseeing /viewing: By last travel destination, first destination (Total/Single answer)

1. Satisfaction with Travel Destinations2) Sightseeing / Viewing




that it wasn't good


was good /Total

●Legend

2011 survey total (n=4724) 91.1

2010 survey total (n=4890) 90.2

UK (n=103) 95.5

France (n=174) 95.1

Germany (n=80) 97.0

Spain (n=78) 96.6

Italy (n=175) 94.1



Turkey (n=59) 94.4


USA east (n=114) 96.4

USA west (n=170) 95.5






Guam (n=264) 80.8

Saipan (n=71) 85.4



Beijing (n=86) 93.5



Macau (n=40) 79.9

Taiwan (n=360) 93.9

Korea (n=675) 90.7


Phuket (n=21) 100.0



Bali (n=88) 90.7




Vietnam (n=72) 78.0












Euro

peM

iddl

e E

ast

or

Afr

ica

USA

(exc

ludi

ng

Haw

aii an

d A

lask

a)H

ong

Kong

or

Mac

auO

cean

iaG

uam

or

Sai

pan

Haw

aii

Chin

a (e

xclu

ding

Hon

g Kong

and

Mac

au)

88.5

78.2

85.6

80.9

85.1

80.4

83.0

84.8

88.0

62.7

62.5

75.4

52.1

69.3

60.2

62.7

58.6

75.8

65.8

76.6

69.1

82.2

69.7

75.6

50.4

68.6

40.2

51.4

93.7

76.7

75.9

85.1

84.4

77.3

64.6

18.4

11.9

10.2

9.0

12.0

5.9

15.6

10.8

14.6

7.4

12.4

9.6

10.9

6.6

18.1

22.9

3.5

26.3

24.2

33.9

15.9

21.3

18.1

24.9

21.6

30.9

17.8

21.7

15.1

24.1

20.1

39.8

26.6

10.4

17.0

14.9

10.2

15.1

23.0

2.4

3.1

-

1.2

-

-

-

-

6.8

7.7

7.8

1.8

2.5

4.5

6.8

1.0

3.4

-

-

-

0.9

1.4

3.1

7.8

6.0

0.8

0.9

1.6

4.0

12.3

6.9

13.8

4.6

3.4

16.9

13.3

5.1

5.9

8.6

8.4

9.9

16.9

2.4

6.9

5.9

8.4

81.0

85.2

85.5

86.3

88.4

91.9

83.6

71.8

74.2％

1.7

3.2

8.6

16.9

8.6

-

2.2

2.2

11.6

-

1.3

-

7.5

2.5

0.5

1.3

1.3

0.6

-

0.5

4.6

-

1.8

6.3

-

4.6

2.4

7.1

6.8

6.5

4.4

4.5

4.5

4.9

3.1

2.1

7.2

7.3

3.1

-

13.8

14.2

3.4

5.4

18.8

5.6

-

South

eas

t A

sia



● Degree of satisfaction with sports / hands-on activities at travel destinations was ("was

good / total") 88%.



of satisfaction with sports / hands-on activities reached the 88% mark.

▽A breakdown by last travel destination and first destination shows that "USA west," "Saipan," "Hawaii (other than

Oahu)," and "Other nations in west Europe" elicited a high degree of satisfaction. In contrast, low degrees of

satisfaction were indicated in regard to "Shanghai" and "Hong Kong."

■Degree of satisfaction with sports / hands-on activities: By last travel destination, first destination (Total/Single answer)

1. Satisfaction with Travel Destinations3) Sports / Hands-on Activities




that it wasn't good


was good /Total

●Legend

2011 survey total (n=1810) 87.6

2010 survey total (n=1894) 88.2

UK (n=33) 84.7

France (n=28) 89.0

Germany (n=19) 83.8

Spain (n=22) 92.3

Italy (n=32) 90.2



Turkey (n=13) 100.0


USA east (n=44) 88.1

USA west (n=72) 99.3






Guam (n=209) 87.2

Saipan (n=58) 96.3



Beijing (n=11) 67.5



Macau (n=11) 58.6

Taiwan (n=75) 82.8

Korea (n=143) 79.9


Phuket (n=20) 93.0



Bali (n=48) 87.6



Vietnam (n=14) 79.6











Euro

peM

iddl

e Eas

tor

Afr

ica

USA

(ex

clud

ing

Haw

aii an

d A

lask

a)O

cean

iaG

uam

or

Sai

pan

Haw

aii

Chi

na (ex

clud

ing

Hon

g Kong

and

Mac

au)

Hon

g Kong

or M

acau

57.0

64.5

78.4

85.1

80.7

71.1

63.0

77.7

82.2

67.7

78.4

80.2

49.0

14.5

58.5

50.5

37.7

69.3

58.2

68.7

72.5

62.3

59.6

68.3

72.8

63.9

67.7

63.9

73.3

77.0

73.6

73.2

62.5

18.3

28.7

15.2

22.3

2.6

9.8

33.1

43.0

12.6

9.6

14.2

19.3

18.0

21.8

14.1

12.5

19.5

18.0

5.3

21.6

53.0

21.7

25.9

20.8

13.4

21.7

21.7

20.5

34.6

25.0

19.3

23.3

27.9

12.0

13.3

15.7

13.6

16.9

16.5

20.8

4.0

4.4

-

4.1

5.7

-

3.8

-

16.3

24.8

10.8

7.6

33.4

7.3

8.8

6.0

-

3.5

1.8

-

-

8.3

-

3.1

1.7

7.1

9.0

13.1

7.7

9.0

16.0

8.0

9.9

11.3

3.6

11.9

10.6

8.2

20.4

11.0

8.6

9.5

63.7

84.0

87.6

70.0

74.3

73.7

56.0

69.9

69.4％

9.5

18.2

2.1

-

1.1

-

-

-

4.3

16.9

-

-

5.2

3.1

-

-

-

2.8

6.3

-

2.0

16.2

3.2

7.3

8.4

7.9

10.1

9.8

6.0

7.6

0.7

5.2

15.2

7.1

3.1

1.8

14.6

7.7

5.3

14.5

-

7.0

9.4

0.9

South

eas

t A

sia



■Degree of satisfaction with meals: By last travel destination, first destination (Total/Single answer)

● The degree of satisfaction with meals at travel destinations was ("was good / total") 80%.



of satisfaction with meals reached the 80% mark.

▽A breakdown by last travel destination and first destination shows that "Singapore" and "Malaysia" had "was

good/total" figures in excess of 90%. In contrast, low degrees of satisfaction were elicited by "Other Middle East or

Africa" and "Turkey".

1. Satisfaction with Travel Destinations4) Meals




that it wasn't good


was good /Total

●Legend

2011 survey total (n=4966) 79.5

2010 survey total (n=5147) 79.3

UK (n=103) 71.1

France (n=161) 76.3

Germany (n=81) 74.2

Spain (n=79) 68.0

Italy (n=171) 65.2



Turkey (n=59) 62.8


USA east (n=118) 83.5

USA west (n=169) 76.5






Guam (n=302) 70.0

Saipan (n=73) 76.3



Beijing (n=83) 67.2



Macau (n=43) 75.2

Taiwan (n=378) 87.1

Korea (n=766) 89.1


Phuket (n=22) 94.5



Bali (n=90) 85.6




Vietnam (n=74) 83.5












Euro

peM

iddl

e Eas

tor

Afr

ica

USA

(ex

clud

ing

Haw

aii an

d A

lask

a)H

ong

Kong

or M

acau

Ocean

iaG

uam

or

Sai

pan

Haw

aii

Chi

na (ex

clud

ing

Hon

g Kong

and

Mac

au)

30.4

22.5

57.2

51.7

43.1

48.3

59.5

62.6

56.6

45.4

45.0

52.9

39.1

45.4

38.1

69.7

38.4

73.7

71.7

66.2

80.0

72.1

66.1

65.0

50.6

60.7

33.8

50.0

39.2

51.1

45.0

62.1

48.6

59.5

60.1

24.3

45.4

12.3

9.9

8.8

24.9

29.3

32.4

38.4

26.3

24.7

23.1

24.0

22.5

19.0

26.6

24.5

31.4

22.3

29.9

21.7

31.7

17.3

36.8

13.3

17.4

25.8

14.5

25.0

21.6

20.6

35.5

30.2

47.6

33.4

42.2

30.6

31.8

24.3

23.9

24.7

21.4

7.6

8.0

4.2

9.7

15.3

8.0

14.0

10.1

13.1

8.9

4.8

14.2

11.6

10.9

0.9

7.6

2.9

2.2

4.3

8.0

-

11.1

4.9

14.5

13.1

7.8

3.9

10.9

6.3

6.1

29.2

16.9

14.8

16.9

21.3

19.3

12.1

17.2

10.0

8.7

5.0

5.5

7.9

6.4

9.2

7.5

4.1

5.2

9.8

16.6

9.5

12.4

56.5％

55.0

25.7

63.9

52.4

58.1

56.4

55.1

44.3

23.0

21.7

3.0

-

5.6

16.4

9.2

7.2

20.2

9.9

11.1

30.0

5.5

6.1

3.0

13.9

20.0

6.6

27.7

11.6

-

-

12.3

12.5

13.7

12.4

6.6

18.8

27.6

12.4

18.2

12.9

12.7

11.1

16.7

10.3

3.7

15.4

South

eas

t A

sia



● The degree of satisfaction with shopping at travel destinations was ("was good / total")

79%.


given by 58%, "I went without expectations but found it was good upon going" was given by 21%, and the degree of

satisfaction with shopping was 79%.

▽A breakdown by last travel destination and first destination shows that "Singapore," "Korea," and "Bangkok or other

Thai cities" had "was good/total" figures that reached 88% and elicited high degrees of satisfaction. In contrast, low

degrees of satisfaction were elicited by "Other China (exc. Hong Kong / Macau)" and "Beijing."

■Degree of satisfaction with shopping: By last travel destination, first destination (Total/Single answer)

1. Satisfaction with Travel Destinations5) Shopping




that it wasn't good


was good /Total

●Legend

2011 survey total (n=4515) 79.2

2010 survey total (n=4649) 77.8

UK (n=95) 83.6

France (n=143) 82.7

Germany (n=71) 83.2

Spain (n=70) 81.5

Italy (n=146) 78.8



Turkey (n=55) 78.5


USA east (n=107) 86.5

USA west (n=156) 87.6






Guam (n=289) 76.1

Saipan (n=67) 63.6



Beijing (n=72) 57.0



Macau (n=35) 69.1

Taiwan (n=348) 78.0

Korea (n=726) 88.3


Phuket (n=22) 73.7



Bali (n=82) 81.4




Vietnam (n=67) 71.7












Ocean

iaG

uam

or

Sai

pan

Haw

aii

Chi

na (ex

clud

ing

Hon

g Kong

and

Mac

au)

Euro

peM

iddl

e Eas

tor

Afr

ica

USA

(ex

clud

ing

Haw

aii an

d A

lask

a)H

ong

Kong

or M

acau

35.9

26.2

69.9

69.3

44.3

54.2

33.3

74.6

64.8

57.2

43.1

48.1

36.1

37.0

24.8

60.4

39.6

59.5

71.8

73.1

54.6

68.7

64.6

60.0

53.9

51.3

32.9

38.9

40.0

38.6

46.1

48.2

56.2

61.2

57.9

21.6

28.3

14.0

17.6

9.3

25.8

24.8

42.6

43.4

16.5

18.3

31.2

24.6

30.4

13.2

21.5

19.0

20.5

16.8

27.2

20.1

20.4

20.0

29.5

18.6

16.5

15.4

19.1

22.1

23.7

21.3

29.8

26.3

33.7

32.8

36.1

33.6

25.9

28.3

23.2

21.1

19.4

8.3

8.6

5.7

7.7

15.7

7.7

9.8

10.3

7.7

19.3

19.4

21.1

25.4

34.3

5.2

10.2

7.1

3.2

0.9

-

3.3

10.9

7.4

14.1

6.2

14.2

17.8

13.1

8.6

7.7

7.1

9.3

13.8

16.2

17.1

15.5

17.6

20.5

14.3

20.6

14.9

8.4

10.6

26.3

8.4

7.7

15.0

19.3

9.7

10.0

14.9

12.9

10.6

13.4

47.9

49.3

69.6

63.9

60.4

68.6

55.4

56.2

58.3％

22.8

21.0

16.3

5.7

3.5

4.7

13.1

5.9

5.0

18.8

4.4

0.7

7.5

2.8

14.8

11.4

17.2

16.1

11.6

13.6

12.5

14.5

8.8

16.7

11.5

8.5

6.5

11.3

31.6

8.7

3.5

-

22.2

12.8

3.4

15.7

South

eas

t A

sia



● The degree of satisfaction with relaxation / beauty treatments and massages at travel

destinations was ("was good / total") 84%.



of satisfaction with relaxation / beauty treatments and massages was 84%.

▽A breakdown by last travel destination and first destination shows that "Bali," "Saipan," "Bangkok or other Thai

cities," "Singapore" and "USA west" had "was good/total" figures that reached 90%. In contrast, a low degree of

satisfaction was elicited by "Guam."

■Degree of satisfaction with relaxation / beauty treatments and massages: By last travel destination, first destination (Total/Single answer)

1. Satisfaction with Travel Destinations6) Relaxation / Beauty Treatments and Massages




that it wasn't good


was good /Total

●Legend

2011 survey total (n=1961) 84.0

2010 survey total (n=2029) 82.7

UK (n=27) 87.6

France (n=18) 88.0

Germany (n=16) 74.7

Spain (n=10) 84.9

Italy (n=18) 64.8



Turkey (n=13) 63.3



USA west (n=48) 91.5




Guam (n=96) 69.6

Saipan (n=34) 93.4



Beijing (n=22) 89.0



Macau (n=16) 62.5

Taiwan (n=215) 87.2

Korea (n=427) 80.8


Phuket (n=21) 92.2



Bali (n=82) 95.3



Vietnam (n=36) 86.2



Oceania Australia (n=28) 81.9








Euro

peH

ong

Kong

or M

acau

Mid

dle

Eas

tor

Afr

ica

Haw

aii

Guam

or

Sai

pan

Chi

na (ex

clud

ing

Hon

g Kong

and

Mac

au)

USA

(exc

ludi

ngH

awai

i an

dA

lask

a)

30.2

36.5

75.1

75.2

74.3

78.2

86.8

49.7

61.6

66.2

51.0

61.2

46.6

53.9

22.1

68.0

62.8

75.0

80.6

81.1

77.5

80.6

60.2

51.3

40.5

39.0

40.8

62.9

62.1

71.2

59.6

22.1

22.6

14.3

8.3

-

14.8

32.0

33.1

36.0

13.1

16.3

14.4

11.3

3.2

19.8

31.9

17.2

29.2

27.9

27.9

27.5

40.5

19.3

18.0

16.7

11.6

12.0

15.2

14.8

23.3

25.2

45.7

56.3

31.1

18.9

19.0

18.4

21.4

4.4

4.2

-

-

8.5

-

1.9

5.1

11.8

11.2

-

16.1

1.5

22.4

2.3

3.1

2.9

-

-

1.4

5.7

7.1

-

9.8

9.0

6.6

2.8

4.8

36.7

4.9

8.6

9.5

17.1

15.1

10.5

16.1

5.4

6.9

5.9

10.8

16.4

18.3

12.4

7.6

44.5

67.3

64.8

76.5

54.6

73.7

65.0

60.6

63.9％

20.1

20.1

2.3

1.8

9.4

3.0

-

4.3

3.2

20.1

23.0

6.2

-

2.8

4.8

7.8

14.1

11.3

17.8

19.1

15.0

13.1

11.6

9.2

12.4

12.2

7.4

8.6

4.1

8.6

7.0

21.0

2.9

11.5

9.2

15.1

1.5

11.0

South

eas

t A

sia



● The degree of satisfaction with local hospitality at travel destinations was ("was good /

total") 83%.



of satisfaction with local hospitality was 83%.

▽A breakdown by last travel destination and first destination shows that "Hawaii (other than Oahu)," "Canada" and

"Australia" had "was good/total" figures in excess of 90%. In contrast, low degrees of satisfaction were elicited by

"Shanghai" and "Beijing."

■Degree of satisfaction with local hospitality: By last travel destination, first destination (Total/Single answer)

1. Satisfaction with Travel Destinations7) Local Hospitality




that it wasn't good


was good /Total

●Legend

2011 survey total (n=5094) 82.6

2010 survey total (n=5280) 81.0

UK (n=107) 84.7

France (n=178) 79.4

Germany (n=82) 89.0

Spain (n=84) 72.8

Italy (n=175) 76.8



Turkey (n=60) 80.3


USA east (n=121) 87.8

USA west (n=176) 87.2






Guam (n=310) 82.7

Saipan (n=75) 84.9



Beijing (n=86) 59.6



Macau (n=45) 72.1

Taiwan (n=380) 88.9

Korea (n=779) 80.6


Phuket (n=22) 96.4



Bali (n=92) 88.4




Vietnam (n=74) 77.5












Ocean

iaG

uam

or

Sai

pan

Haw

aii

Chi

na (ex

clud

ing

Hon

g Kong

and

Mac

au)

Euro

peM

iddl

e Eas

tor

Afr

ica

USA

(ex

clud

ing

Haw

aii an

d A

lask

a)H

ong

Kong

or M

acau

41.3

25.4

53.4

57.2

52.6

71.1

36.4

66.8

74.9

51.1

51.9

64.0

26.1

25.9

26.4

45.4

36.8

60.0

46.9

59.8

78.9

65.1

59.8

61.8

51.0

54.4

39.6

28.8

26.7

46.1

61.7

60.3

48.1

59.8

45.7

33.2

35.8

34.6

28.6

35.2

33.9

41.3

39.0

52.7

34.4

30.0

34.0

20.0

45.9

21.9

18.8

31.6

33.0

24.8

33.0

33.7

43.9

38.2

35.2

28.9

33.7

26.9

17.5

20.7

28.6

26.6

34.9

32.7

33.7

48.6

54.7

34.8

28.4

29.5

35.1

27.8

33.5

11.1

11.8

18.6

7.8

8.7

15.4

3.6

7.5

12.0

5.0

31.9

33.5

26.8

8.4

12.5

6.7

12.2

10.3

3.6

6.9

7.5

8.7

17.2

11.0

11.3

16.0

4.7

3.7

10.7

7.3

13.7

9.8

3.1

9.1

6.9

2.9

8.0

15.4

4.3

7.2

3.0

4.8

4.0

4.2

9.5

7.2

3.2

6.5

6.1

5.1

7.1

50.2％

47.8

48.9

44.8

67.7

44.2

41.5

53.8

44.0

32.4

21.3

3.0

13.6

8.0

3.2

12.6

19.4

6.8

9.8

6.7

6.1

6.4

7.8

14.2

6.2

3.2

8.6

11.5

-

6.3

4.8

11.5

5.3

3.0

5.4

2.5

10.6

7.3

6.9

6.3

7.3

5.9

7.8

4.5

6.7

5.2

-

4.4

South

eas

t A

sia



■Degree of satisfaction with safety / hygiene: By last travel destination, first destination (Total/Single answer)

● The degree of satisfaction with safety / hygiene at travel destinations ("was good /

total") 83%.



of satisfaction with safety / hygiene was 83%.

▽A breakdown by last travel destination and the first destination shows that "Singapore," "Hawaii (Oahu)," and

"Canada" yielded high levels of satisfaction. In contrast, low degrees of satisfaction were elicited by "Philippines,"

"Other China (exc. Hong Kong / Macau)," "Shanghai," and "Beijing."

1. Satisfaction with Travel Destinations8) Safety / Hygiene




that it wasn't good


was good /Total

●Legend

2011 survey total (n=5094) 83.0

2010 survey total (n=5280) 81.3

UK (n=107) 88.0

France (n=178) 79.1

Germany (n=82) 89.6

Spain (n=84) 76.0

Italy (n=175) 67.8



Turkey (n=60) 88.9


USA east (n=121) 86.2

USA west (n=176) 83.9






Guam (n=310) 91.1

Saipan (n=75) 84.7



Beijing (n=86) 64.8



Macau (n=45) 76.2

Taiwan (n=380) 85.5

Korea (n=779) 82.7


Phuket (n=22) 79.5



Bali (n=92) 77.8




Vietnam (n=74) 69.9












Euro

peM

iddl

e E

ast

or

Afr

ica

USA

(exc

ludi

ng

Haw

aii an

d A

lask

a)H

ong

Kong

or

Mac

auO

cean

iaG

uam

or

Sai

pan

Haw

aii

Chin

a (e

xclu

ding

Hon

g Kong

and

Mac

au)

49.0

15.1

47.7

56.1

57.1

86.6

33.3

75.4

75.2

56.6

50.4

64.5

24.8

26.8

24.3

50.7

36.4

62.4

48.1

80.4

60.9

52.7

49.9

45.7

19.0

45.2

21.1

20.1

21.1

30.4

70.2

74.6

49.5

60.0

47.0

33.7

34.4

34.1

31.1

35.6

26.3

33.3

39.9

51.9

38.5

27.7

26.6

7.9

55.8

20.5

18.2

34.5

34.2

26.8

37.4

38.0

36.1

35.4

39.8

23.1

34.6

16.7

18.6

31.9

32.8

32.2

45.0

42.8

30.5

49.8

69.9

35.5

24.1

19.0

33.2

28.2

33.1

11.3

12.5

16.6

6.3

7.0

3.9

4.5

8.3

2.8

30.9

30.7

35.4

10.2

11.2

8.1

10.1

10.0

10.4

17.2

7.9

36.6

26.0

9.0

30.0

2.1

-

10.8

8.1

13.6

4.5

7.0

6.9

4.4

4.2

3.8

12.6

6.4

7.2

2.2

6.9

5.0

4.2

11.8

-

4.1

6.5

6.4

3.7

6.4

58.0

68.1

32.1

44.9

70.2

45.0

53.7

47.6

51.2％

19.4

31.9

0.7

2.4

5.0

36.0

12.3

1.8

4.5

9.6

11.5

7.3

26.9

18.6

-

5.3

12.9

4.1

10.5

3.6

6.7

0.6

10.4

2.4

6.2

5.7

8.0

6.7

13.6

6.1

6.4

4.6

3.1

6.4

2.3

3.2

-

4.0

7.4

2.7

5.9

South

eas

t A

sia



● The degree of satisfaction with nightlife at travel destinations was ("was good / total")

85%.



of satisfaction with nightlife was 85%.

▽A breakdown by last travel destination and first destination shows that "Hawaii (Oahu)," "Singapore," and "USA

east" had "was good/total" figures in excess of 90%. In contrast, low degrees of satisfaction were elicited by

"Other Middle East or Africa," " Other places in Asia," "Philippines," and "Other China (exc. Hong Kong / Macau)."

■Degree of satisfaction with nightlife: By last travel destination, first destination (Total/Single answer)

1. Satisfaction with Travel Destinations9) Nightlife




that it wasn't good


was good /Total

●Legend

2011 survey total (n=2810) 85.3

2010 survey total (n=2921) 84.7

UK (n=54) 84.8

France (n=80) 84.0

Germany (n=40) 75.2

Spain (n=44) 72.4

Italy (n=72) 86.7



Turkey (n=19) 74.0



USA west (n=110) 90.7






Guam (n=170) 81.9

Saipan (n=37) 83.3



Beijing (n=45) 73.6



Macau (n=29) 82.1

Taiwan (n=237) 84.1

Korea (n=449) 87.9


Phuket (n=18) 100.0



Bali (n=43) 80.8



Vietnam (n=28) 76.4












Ocean

iaEuro

peM

iddl

e Eas

tor

Afr

ica

USA

(ex

clud

ing

Haw

aii an

d A

lask

a)H

ong

Kong

or M

acau

Guam

or

Sai

pan

Haw

aii

Chi

na (ex

clud

ing

Hon

g Kong

and

Mac

au)

50.0

25.2

67.2

69.6

58.7

61.7

36.9

77.8

72.3

55.7

51.9

77.6

35.3

34.4

31.4

60.6

68.5

60.7

56.9

73.2

77.6

77.3

69.3

45.8

59.1

44.8

25.3

15.0

41.8

62.2

81.3

57.0

66.5

53.8

29.3

23.3

20.6

22.0

36.0

17.7

44.4

23.9

41.9

24.7

21.1

23.7

30.4

48.9

17.1

16.5

26.1

31.4

8.9

42.5

39.2

38.4

26.1

13.6

23.4

31.0

21.3

22.4

20.4

21.6

35.1

27.2

23.7

51.1

78.0

25.5

25.9

18.7

26.8

23.7

29.4

6.9

7.5

10.6

6.9

8.4

26.0

-

6.3

8.7

7.8

7.6

16.6

23.4

23.5

6.0

9.5

4.1

3.4

-

4.2

10.7

12.5

14.1

4.1

26.5

4.5

7.6

4.7

7.7

9.5

8.9

5.6

2.9

6.8

7.2

8.4

11.8

8.6

3.9

4.9

8.5

19.0

9.6

6.2

7.4

8.5

5.1

9.1

33.2

72.6

50.6

50.4

62.5

63.4

61.5

55.4

58.2％

12.8

27.1

-

1.6

5.5

-

0.7

4.1

13.0

5.4

2.2

22.9

8.2

4.7

-

7.3

-

-

-

4.5

2.9

20.1

13.9

7.8

7.8

8.7

15.2

5.1

10.0

5.9

3.9

7.8

10.2

4.4

2.3

8.2

2.9

17.0

4.9

5.9

South

eas

t A

sia

75

Part 3

Future Overseas Travel

Part 3 Future Overseas Travel


1. Countries / Areas Wish to Travel to Overseas in Future (1)

● The top four overseas countries / areas respondents wished to travel to in the future

were "Italy," "France," and "Australia."

▽Given the most as the overseas country/area most desired for future travel was "Italy" (38%). This was followed

by "France"(32%) and "Australia" (31%).

■Countries/Areas wish to travel to overseas in future(Those who intend on traveling in the future: Excluding "don't know"/Up to ten multiple answers)

2011

survey

total

(※1)

2010

survey

total

(※2)

(n=4879) (n=5152)

UK 26.5 27.8

France 31.7 33.2

Germany 24.1 24.9

Spain 29.5 29.2

Italy 37.7 37.2

Other nations in west Europe 16.4 18.5

Other places in Europe 27.1 30.2

Turkey 14.8 14.7

Other Middle East or Africa 28.8 35.1

USA east 24.2 25.8

USA west 22.4 23.1

USA south 7.6 8.2

Canada 20.4 23.3

Alaska 4.6 4.9

Central/South America or Caribbean 16.5 18.5

Hawaii (Oahu) 25.9 25.7

Hawaii (other than Oahu) 21.5 22.5

Guam 13.7 14.6

Saipan 6.5 7.1

South Pacific islands or other islands 27.2 31.3

Shanghai 5.5 9.0

Beijing 4.0 6.2

Other China (exc. Hong Kong / Macau) 5.5 7.3

Hong Kong 10.7 12.0

Macau 4.3 5.1

Taiwan 17.2 16.9

Korea 22.4 21.2

Singapore 9.5 8.0

Phuket 5.2 6.2

Thai beaches (other than Phuket) 3.6 3.8

Bangkok or other Thai cities 8.7 8.1

Bali 11.7 13.2

Indonesian beaches (other than Bali) 1.2 1.4

Indonesian cities 1.2 1.1

Malaysia 5.0 4.8

Philippines 5.4 5.9

Vietnam 11.5 12.0

Cambodia 4.6 6.2

Other places in Asia 9.0 10.1

Australia 30.5 33.2

New Zealand or other Oceania 18.2 24.9

Europe/total 73.5 76.7

Middle East or Africa/total 36.1 41.4

USA (exc. Hawaii and Alaska)/total 35.7 37.3

Canada or Alaska/total 22.9 25.6

Hawaii/total 35.8 36.6

Guam or Saipan/total 15.6 16.8

China (ex. Hong Kong / Macau)/total 11.5 17.4

Hong Kong or Macau/total 12.5 14.1

Southeast Asia/total 40.7 42.0

Oceania/total 38.7 44.0

Long distance/total 88.4 90.6

Medium distance/total 78.5 82.2

Short distance/total 51.6 54.0

（※1）In the 2011 survey, tabulations were done excluding "don't know" (175 samples) from the 5,054 samples of respondents indicating intention to travel in the future .

（※2）In the 2010 survey, tabulations were done excluding "don't know" (113 samples) from the 5,265 samples of respondents indicating intention to travel in the future .

Rate of intention

Europe

Hawaii

Middle East

or Africa

USA (excluding

Hawaii and

Alaska)

Canada or

Alaska

Oceania

Guam or

Saipan

China (excluding

Hong Kong and

Macau)

Hong Kong or

Macau

Southeast Asia

0 10 20 30 40 50

Rate of intention

2011 survey total

Rate of intention

2010 survey total

（％）



▽A breakdown by sex shows that a higher percentage of females than males indicated an intention to visit Europe

79% to 68%, a 11 point difference.

▽A breakdown by sex shows that, compared to other groups, higher percentages of "females 18-29 yrs" and

"females 30-39 yrs" gave "Europe," while higher percentages of "females 30-49 yrs" gave "Middle East or Africa"

and "South Pacific Islands or other islands" as countries/areas they wish to travel to in the future.

■Countries / Areas Wish to Travel to Overseas in Future: By demographic(Those who intend on traveling in the future: Excluding "don't know"/Up to ten multiple answers)

1. Countries / Areas Wish to Travel to Overseas in Future (2)

（％）

Sample


Othernations in

westEurope


MiddleEast

or AfricaTurkey



Alaska)

USA east USA westUSAsouth

Canada orAlaska

Canada Alaska


Male 2348 67.8 22.1 26.6 22.8 26.5 33.9 15.7 25.1 32.0 11.6 26.0 35.3 22.4 23.9 7.3 20.9 18.4 5.1Female 2530 78.8 30.5 36.6 25.3 32.4 41.2 17.1 28.9 39.9 17.8 31.4 36.0 26.0 21.1 7.9 24.8 22.3 4.2Male 18-29 yrs 293 73.6 35.6 37.0 31.5 32.4 40.3 13.3 20.1 32.7 12.3 24.7 39.8 30.5 27.3 8.8 16.8 15.6 2.5Male 30-39 yrs 478 70.1 26.3 30.2 26.6 29.0 34.6 13.7 22.9 35.3 11.9 29.2 35.5 25.3 24.4 5.8 16.6 13.7 5.6Male 40-49 yrs 515 60.0 19.2 24.4 20.0 24.7 33.8 15.6 19.7 32.1 9.1 27.2 37.5 22.7 26.9 11.6 19.2 16.6 5.5Male 50 yrs or older 1063 68.9 18.0 23.1 20.0 24.6 32.0 17.2 30.2 30.2 12.5 24.4 33.0 18.7 21.3 5.6 24.9 22.1 5.4Female 18-29 yrs 625 78.7 38.0 44.3 31.2 35.5 45.6 12.8 25.4 41.5 23.7 30.2 38.1 30.4 22.6 7.6 19.9 17.8 3.6Female 30-39 yrs 548 79.9 27.7 38.7 25.8 36.6 42.0 16.3 30.3 42.2 16.8 35.8 35.7 25.7 21.7 9.8 22.3 19.8 4.3Female 40-49 yrs 382 75.1 25.4 32.6 20.9 28.3 42.4 16.7 26.2 39.0 15.4 32.3 36.9 23.8 23.9 10.6 24.2 20.9 5.8Female 50 yrs or older 976 79.6 29.4 32.0 22.9 29.6 37.5 20.5 31.5 38.0 15.5 29.2 34.6 24.2 18.6 6.0 29.6 27.1 3.9Kanto 2778 74.1 26.5 31.8 25.6 30.7 37.5 17.9 28.5 36.8 14.7 30.1 36.2 25.3 22.9 7.5 22.2 19.5 4.8Kansai 1294 74.6 26.0 31.3 21.1 28.5 40.0 14.2 26.0 35.2 16.6 26.2 35.4 23.8 22.1 8.1 24.1 21.3 4.5Tokai 806 69.5 27.4 32.3 23.6 27.1 34.9 14.9 23.9 35.0 12.3 28.5 34.2 21.2 21.3 7.2 23.8 22.3 4.2

Sample

Central/South

Americaor

Caribbean

HawaiiHawaii(Oahu)

Hawaii(otherthan

Oahu)

Guam orSaipan

Guam Saipan

SouthPacific


China(excluding

HongKong andMacau)

Shanghai Beijing

OtherChina


HongKong orMacau

HongKong

Macau Taiwan Korea


Male 2348 16.9 32.9 25.0 18.9 16.3 14.5 7.5 23.5 14.6 7.1 5.1 7.6 12.6 11.0 4.6 17.1 18.5Female 2530 16.1 38.4 26.8 24.0 14.9 12.9 5.6 30.6 8.6 4.1 2.9 3.6 12.4 10.4 4.0 17.3 26.0Male 18-29 yrs 293 10.9 29.2 21.4 17.9 21.9 19.8 10.5 22.9 11.2 7.5 5.3 3.9 9.8 7.7 4.0 13.5 16.5Male 30-39 yrs 478 18.8 34.6 29.0 17.6 18.4 16.9 7.7 29.0 12.3 7.2 4.6 4.8 14.8 13.1 5.5 18.4 19.1Male 40-49 yrs 515 18.5 37.1 29.9 21.0 20.3 18.3 10.4 26.2 11.8 7.1 4.7 4.5 15.3 12.9 5.5 16.1 21.2Male 50 yrs or older 1063 17.0 31.1 21.8 18.7 11.8 10.2 5.2 19.8 17.9 6.9 5.4 11.5 11.1 10.0 3.9 17.9 17.5Female 18-29 yrs 625 14.4 40.1 26.2 24.6 20.8 18.1 7.6 34.4 7.6 4.2 2.4 2.6 11.5 10.0 3.2 16.8 30.0Female 30-39 yrs 548 19.2 44.1 31.9 27.3 19.7 17.4 7.9 36.1 8.2 5.2 2.5 2.7 13.8 12.8 3.3 20.6 26.9Female 40-49 yrs 382 21.7 40.9 31.3 25.0 12.5 11.4 4.2 31.6 7.4 4.0 3.2 2.6 13.0 10.8 4.3 18.1 23.6Female 50 yrs or older 976 13.4 33.3 22.6 21.5 9.4 7.6 3.6 24.6 10.0 3.4 3.4 5.2 12.0 9.2 4.8 15.5 23.7Kanto 2778 18.1 35.6 25.5 21.7 14.4 12.9 6.4 28.4 11.3 5.5 4.2 5.2 12.4 10.7 4.0 16.5 21.0Kansai 1294 14.3 36.4 27.5 21.6 16.2 14.2 5.8 25.1 11.4 5.8 3.7 5.2 13.2 11.4 4.5 19.6 24.6Tokai 806 14.9 35.7 24.9 21.0 18.5 15.6 8.3 25.9 12.3 5.0 3.8 7.2 11.9 9.5 5.0 16.0 23.6

Sample

SoutheastAsia

Singapore Phuket


Phuket)

Bangkokor other

Thai citiesBali


than Bali)

Indonesiancities


places inAsia

Oceania Australia

NewZealand or

otherOceania

2011 survey total 4879 40.7 9.5 5.2 3.6 8.7 11.7 1.2 1.2 5.0 5.4 11.5 4.6 9.0 38.7 30.5 18.22010 survey total 5152 42.0 8.0 6.2 3.8 8.1 13.2 1.4 1.1 4.8 5.9 12.0 6.2 10.1 44.0 33.2 24.9

Male 2348 39.9 9.7 4.8 4.7 11.2 9.1 1.3 1.4 4.9 6.4 11.6 4.3 9.1 39.0 30.3 18.8Female 2530 41.4 9.3 5.6 2.6 6.3 14.1 1.2 1.0 5.1 4.5 11.4 4.9 8.8 38.5 30.8 17.6Male 18-29 yrs 293 32.6 8.6 4.0 2.5 6.5 9.6 1.4 1.1 3.3 6.7 8.2 2.1 8.1 38.0 31.7 15.8Male 30-39 yrs 478 37.4 10.2 3.4 5.6 9.7 9.2 1.0 1.7 3.9 4.3 9.7 3.1 8.5 37.9 31.6 18.6Male 40-49 yrs 515 41.5 9.2 6.2 6.2 11.9 11.1 1.8 1.3 4.5 10.4 10.4 4.2 8.2 36.0 28.4 13.6Male 50 yrs or older 1063 42.3 10.0 4.9 4.3 12.8 7.9 1.1 1.5 5.9 5.2 13.9 5.6 10.2 41.1 30.2 22.1Female 18-29 yrs 625 40.7 8.4 5.5 2.4 8.7 17.0 1.8 1.1 2.6 6.1 8.2 6.0 10.5 40.7 34.4 15.5Female 30-39 yrs 548 42.5 9.0 7.0 3.5 7.6 15.7 1.0 0.8 6.0 4.9 11.4 5.5 10.6 39.0 32.8 17.9Female 40-49 yrs 382 46.2 10.1 8.2 3.9 6.7 14.9 0.6 1.1 7.7 5.6 13.8 5.0 7.9 38.5 30.3 17.5Female 50 yrs or older 976 39.4 9.7 3.9 1.8 3.9 11.1 1.1 1.0 5.2 2.7 12.6 3.7 7.1 36.8 27.5 18.9Kanto 2778 40.2 8.8 5.0 4.1 8.6 11.7 1.4 1.4 4.8 6.2 10.7 5.1 10.0 37.5 29.4 16.8Kansai 1294 42.6 11.0 5.8 3.3 8.4 11.6 1.1 0.9 6.2 4.1 13.9 4.1 8.0 41.6 32.2 21.4Tokai 806 39.4 9.2 4.9 2.8 9.4 11.8 1.0 1.1 3.8 4.6 10.7 3.6 7.0 38.4 31.6 17.6



（※1）In the 2011 survey, tabulations were done excluding "don't know" (175 samples) from the 5,054 samples of respondents indicating intention to travel in the future.

（※2）In the 2010 survey, tabulations were done excluding "don't know" (113 samples) from the 5,265 samples of respondents indicating intention to travel in the future.

Oceania

Area ofresidence

Sex & age

Sex

Southeast Asia

Sex

Area ofresidence

Area ofresidence

Sex

Sex & age

Sex & age

Canada or Alaska

Guam or Saipan


Hong Kong or Macau





2. Countries / Areas Wish to Travel to Overseas in 2011

● Given the most as the country / area respondents visited (or wanted to visit) in 2011

was "Korea": 17%.

▽Respondents gave "Korea" (17%) the most as the country / area they visited (or wanted to visit) in 2011. This

was followed by "Hawaii (Oahu)" (12%), and "Taiwan" (10%).

■Countries/Areas wish to go to (went to) in 2011 / Countries/Areas wish to go to in future・Countries/Areas wish to go to (went to) in 2011 (Total/Multiple answer)・Countries/Areas wish to go to in future (Total/Up to ten multiple answers)

Countries/

Areas wish to

go to (went

to) in 2011

Countries/

Areas wish to

go to in future

(n=5094) (n=5094)

UK 6.2 25.4France 7.9 30.4Germany 5.4 23.1Spain 6.6 28.3Italy 7.8 36.1Other nations in west Europe 6.0 15.7Greece 1.5 11.5Countries of eastern Europe 3.3 12.7Countries of northern Europe 2.6 11.1Turkey 3.4 14.2Morocco 1.4 6.3Egypt 1.7 14.6Dubai 0.8 7.1Kenya 0.4 3.4Other Middle East or Africa 1.5 5.2USA east 5.6 23.2USA west 6.3 21.5USA south 1.9 7.3Canada 3.5 19.5Alaska 0.7 4.4Mexico 1.2 5.9Jamaica 0.3 1.8Caribbean islands 0.9 5.5Other Central/South America 2.0 7.9Hawaii (Oahu) 11.7 24.8Hawaii (other than Oahu) 6.8 20.6Guam 7.2 13.1Saipan 3.5 6.2Palau 2.1 5.1Other Micronesia 0.7 1.6Fiji 1.1 4.3Tahiti 2.0 11.1New Caledonia 1.5 8.3Maldives 1.9 11.2Other Islands in South Pacific of Indian Ocean 1.2 3.6Shanghai 3.1 5.3Beijing 1.8 3.8Hong Kong 6.2 10.2Macau 2.9 4.1Other China 2.8 5.3Taiwan 10.4 16.5Korea 16.5 21.4Singapore 4.1 9.1Phuket 2.0 5.0Thai beaches (other than Phuket) 2.0 3.5Thailand (other than beach resorts) 5.4 8.3Bali 4.4 11.2Indonesian beaches (other than Bali) 0.9 1.2Indonesia (other than beach resorts) 0.8 1.2Malaysian beaches 1.8 2.9Malaysia (other than beach resorts) 1.5 2.4Cebu Island 1.9 3.8Philippine beaches (other than Cebu Island) 0.9 0.8Philippines (other than beach resorts) 1.1 1.1Vietnam 4.5 11.0Cambodia 2.0 4.4India 1.6 5.8Mongolia 0.3 1.6Other Asia 1.4 2.1Australia 6.7 29.2New Zealand 2.5 16.3Other Oceania 0.4 1.7

Long distance/total 37.0 84.7Medium distance/total 35.9 75.2Short distance/total 34.9 49.4Destination undecided 6.0 *No desire to travel overseas this year 20.8 *Don't know * 3.4I have no desire to travel overseas in the future * 0.8※"*"：No applicable data

Oceania

Guam or

Saipan

South Pacific

islands or other

islands

China

Other places in

Asia

Southeast Asia

Europe

Middle East

or Africa

Central/South

America or

Caribbean

Hawaii

USA (excluding

Hawaii and

Alaska)Canada or

Alaska

0 20 40 60 80 100

Countries/Areas wish to go to (went to) in 2011

Countries/Areas wish to go to in future（％）

Issue : JULY 2011

AB-ROAD Research Center, Travel Information Div. RECRUIT CO.,LTD.GranTokyo SOUTHTOWER,1-9-2 Marunouchi Chiyoda-ku Tokyo

Copyright(C) RECRUIT.CO.,LTD.

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