Top Destination for a Return Trip: Japan, According to a Survey
Japan's rural areas are attracting more tourists, according to a recent survey conducted between May and June. The survey, which received responses from 12,400 individuals from 20 economies, revealed that Japan was the top destination people want to revisit.
Japanese cuisine and quality products were often cited as reasons for the growth in tourist numbers. Sushi, rice balls, and sweets were the most popular convenience store items among respondents, suggesting that local food experiences are a significant draw for visitors.
Among Japan's 47 prefectures, Tokyo, Hokkaido, Osaka, and Kyoto are the most recognized and offer the best visitor experience. However, the survey also indicated challenges that need to be addressed in rural areas to encourage more tourism.
A lack of Wi-Fi hotspots and multilingual support, as well as inaccessibility, are factors that discourage people from visiting rural areas in Japan. Nevertheless, a Dentsu official identified a "high potential" for tourism in these regions.
Particularly interesting rural regions in Japan that have not yet been sufficiently visited by tourists but face potential problems in tourism development include mountainous areas that offer hiking, pilgrimage routes of temples, and scenic natural sites such as the Japan Alps and Hokkaido’s colder regions. These areas often struggle with infrastructure issues, seasonal limitations, and balancing tourism growth with local community impact and environmental preservation.
Despite these challenges, the survey showed that 96.2% of those who visited rural areas were satisfied with their experience. Moreover, 93.4% of travelers who visited rural areas want to revisit, indicating a strong interest in these less-explored regions.
Japan ranked second with 20.0% of the votes, followed by South Korea with 16.6%. The United States ranked third with 16.6% of the votes.
It is clear that Japan's rural areas are becoming increasingly popular among travelers. With the right investments and strategies, these regions have the potential to offer unique and rewarding experiences for visitors while also supporting local communities and preserving the environment.
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