On this page, we present some information about the Japanese travel market to the UK.  Data published courtesy of www.visitbritain.com

Travel market to Britain

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 considerably cheaper.)

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.

The key customer groups

Increasingly, many different types of people are are prepared to take a trip overseas - and increasingly doing so by organizing trips themselves.  However, below are profiles of two of the major tourist groups identified:

Middle aged generation: 
  Age 50+
  Salary approx. £42,000-£52,600;
  Often married and may have adult children still living at home;
  Strong on politics, economics, environment and community;
  Important issues are self-fulfilment, being creative and health;
  Over 65's hold 80% of Japanís personal savings;
  First timers most likely go on packaged tours but even in this age group, repeat visitors increasingly choose B&Bs and homestays;
  They enjoy gardens, heritage, traditional culture and exploring.
   Increasingly PC-literate
Younger generation without children:
  Age 25- to late 30s
  Salary approx. £21,000-£40,000
  Mainly female and between the 35-44 years old;
  Well educated;
  Conscious about trends and lifestyles;
  Interests in personal travel and exploring;
  PC and internet literate
  Influenced by TV programmes, lifestyle magazines, the Internet, and by word-of-mouth

Source of statistical information: VisitBritain (www.visitbritain.com).
We would like to extend our thanks to VisitBritain for their cooperation
and permission to use this information.