Japan reopens to holidaymakers: Who in Thailand is most likely to visit and where to advertise?

Japan reopens to holidaymakers: Who in Thailand is most likely to visit and where to advertise?

Japan is reopening its borders to travellers from 98 countries and regions next month, after being closed to foreign tourists since 2020. From June 10, visitors on guided tours from territories on its “blue” list, such as Thailand can enter the kingdom without undergoing on-arrival tests or serving quarantine.  

Latest data from YouGov DestinationIndex shows that Japan is by far the top overseas travel destination on the minds of consumers in Thailand: over half say they would consider visiting Japan for their next vacation (49%). Meanwhile, almost three in five are considering a domestic holiday trip within Thailand (59%), and one in three are thinking of visiting South Korea (33%).

More than half of consumers aged 25-54 are considering Japan for their next vacation, especially those aged 45-54 (56%). In comparison, just under half of the youngest consumers aged 16-24 (49%) and the oldest consumers aged 55 and older (48%) would consider travelling to Japan for their next holiday.

Where are travel advertisements most effective in targeting consumers in Thailand considering Japan for their next trip? 

Latest data from YouGov Global Travel Profiles also reveals that consumers who are considering visiting Japan are significantly more likely than the general population to say that travel advertising on social media, travel websites and free-to-view TV channels grabs their attention.

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Methodology: YouGov DestinationIndex collects data on hundreds of destinations around the world every day. All data are collected over a 4-week period and rounded to the nearest whole number. Learn more about YouGov DestinationIndex.  

YouGov Global Travel Profiles tracks consumer demand and attitudes worldwide towards travel across 25 markets, which is collected daily and updated bi-weekly. It offers a holistic view of the global travel market, including granular insights on brand consideration, preferred locations, booking methods, accommodation and transportation preferences. Learn more about YouGov Global Travel Profiles.