Curiosity about Finland, Latvia, Iceland, the Netherlands, and Greece among Japanese travelers has surged, leading to their increased presence across Europe
In a survey of 1,000 Japanese travelers, a considerable portion of the respondents is considering Iceland, Finland, Latvia, the Netherlands, and Greece as their preferred destinations for a trip between September and December 2023, according to the Long-Haul Travel Barometer survey.
Compared to travelers from other markets, a notably higher percentage, specifically 28 percent of Japanese respondents in the survey, have not yet decided on their European travel destination for the upcoming months.
According to the European Travel Commission (ETC), among prospective Japanese travelers, the top destinations of choice include France, Italy, and Germany, with both France and Italy equally popular, selected by 23 percent of the respondents, while Germany closely follows with 19 percent
In the preferences of Japanese respondents, the United Kingdom and Austria share the third spot, each gathering 13 percent. Spain follows with nine percent, and Czechia, Croatia, Netherlands, and Sweden all tie for the last position, each with five percent.
Moreover, as ETC explains, when traveling within Europe, Japanese respondents have diverse preferences for transportation, with the choices reflecting travelers’ varying priorities and the nature of their journeys.
The majority of the Japanese prefer air transport, possibly to visit at least two European destinations in a short time, with around half of the planned trips lasting less than a week.
Among the Japanese respondents, 42 percent opt for low-cost airlines, while 40 percent choose full-service airlines as their preferred mode of transport.
Train travel also appeals to a significant number of respondents, with 38 percent considering the purchase of a single train ticket and an additional 29 percent planning to obtain a train pass.
The high percentages indicate an openness to explore multiple destinations via train, offering a more leisurely and immersive travel experience compared to air travel.
Bus or motorcoach transportation is favoured by the Japanese by 15 percent, and only six percent opt for motorhomes, including campervans or truck campers.
When planning trips to Europe, the most sought-after activity by Japanese travelers is cultural and historical exploration, with nearly half of the respondents, specifically 46 percent, selecting this option.
Culinary experiences are a close second, selected by 41 percent of the Japanese, while slow travel holds the interest of 38 percent of the respondents.
Creative art activities, like photography workshops, rank second to last chosen by 15 percent, and luxury shopping falls at the bottom of the list with 14 percent.