Understanding the Japan Travel Market
The Japanese Traveler: Diverse and Distinct
Japan has a sizeable travel market. In Atmosphere Research’s Q3 2016 online study of adult (age 18+) Japanese consumers, 86% reported taking at least one personal/leisure trip to a destination 50 miles/80 kilometers away from their home in the previous 12 months. Fifty- one percent took at least one business trip. Extrapolating from Japanese census data, Atmosphere estimates there are approximately 105.5 million adults (age 18+) living in Japan and that 93%, or 98.1 million, use the Internet (source: CIA World Factbook). That means there are approximately 84.4 million adult Japanese online leisure travelers, and 50 million business travelers.
The Japanese leisure and business travel audiences are, however, very distinct.
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