The latest awareness survey by Japan Association of Travel Agents (JATA) finds that the ratio of new tour operators who are affirmative to receive inbound travelers reduced from 51% in the last survey to 44%. The top reason was ‘worker shortage’ (61%), and the ratio of ‘concerns about over-tourism’ rose from 9% to 16%.
The ratio of answers that inbound travelers have already reached 90% or more of the 2019 level rose to 41% from 30% in the last survey.
The survey also shows that Taiwan was regarded as the most important market as of July 2024, and the ratio was 20 higher points than other markets. The 2nd was China, followed by Southeast Asia, North America, Europe, Hong Kong and South Korea.
The ratios of the answers rose from 45% to 49% for Taiwan, from 24% to 27% for Southeast Asia, from 20% to 25% for North America and from 20% to 25% for Europe.
The ratio of respondents who consider Osaka Kansai EXPO 2025 as an opportunity to attract inbound travelers remained 31%, and the ratio among respondents in Kansai area largely reduced from 61% in the first survey to 48% this time.
More than half (52%) answered that they do not have any plans to promote international exchange programs through the EXPO. The ratio of operators based in Kansai area that have plans to promote international exchange programs through the EXPO was just 30%.
