Japanese travel to Britain has remained almost flat (368,000
visitors) since last year. However, there was a 10% increase in
total spend (380 million pounds).
The Japanese are major spenders. The long-term potential
is also encouraging as the generation of baby boomers will be
entering retirement age soon - this generation will have abundant
time and savings to spend on leisure.
Travel to Britain is concentrated in the high season of June to
September. While decreases are noticed in October, November,
February and April, there is ample opportunity for Britain to
promote autumn and early spring travel as well the summer high
season. (Travel costs to Britain in these periods are also
While package group travel is still
very popular, independent travellers are increasing to Britain. 51% of the
total number of leisure travellers to Britain are fully
independent travellers (FIT). Increasingly, these people
are using the internet to research potential destinations and
find out more information on places that they would otherwise
not know about.
In terms of regional spread, 96% of Japanese travellers visit
England and 80% visit London. This
means that there are ample
opportunities to introduce other countries and regions of
Britain to the Japanese tourist. Britain, or more precisely London, is perceived to be a
major destination in Europe. Generally Japanese consumers tend
to have poor knowledge of regions outside of London, but are
very open and interested to know more about other places. This will only increase with the
rapid increase of individuals planning their own adventures.
Some of Britainís main strengths include our language,
our unique and
diverse heritage and culture, security, and being the birthplace
of some major sports.
More information on the Japanese
tourist can be found on this
page of our site.