July 4, 2024

Travel Trends for Summer Vacation 2024 (July 15 to August 31)
JTB has summarized the outlook for travel trends among people planning overnight or longer travel
during summer vacation (July 15 to August 31, 2024). This report is a compilation of data about
overnight or multiple-night travel made by Japanese travelers estimated based on various economic
trends, consumer behavior surveys, transportation and tourism-related data, and surveys conductedby the JTB Group. The survey has been conducted on an ongoing basis since 1969.
⚫ The total number of travelers during summer vacation is 69.75 million (95.9% year-on-year).
Total travel expense is expected to be 3.2743 trillion yen (96.8% year-on-year).
⚫ The number of domestic travelers is estimated at 68.0 million (95.8% year-on-year), theaverage cost for domestic travel at 42,000 yen (100.0% year-on-year), and the total domestic
travel spending at 2.8560 trillion yen (95.8% year-on-year).
⚫ The estimated number of overseas travelers is 1.75 million (101.2% year-on-year). The
average cost of overseas travel is estimated at 239,000 yen (103.5% year-on-year). The
estimated value of overseas travel consumption is 418.3 billion yen (104.7% year-on-year).
[Domestic Travel]➢ The number of domestic travelers is expected to slightly decrease from the previous year since
travel intentions, which had increased due to the convergence of COVID-19, settled down to acertain degree in addition to uncertainty of the future even though present household
circumstances have gradually trended upward.
➢ Travel expenses on average (per capita) increased since overall prices are on the rise due to pricehikes, but partly because of creative measures such as shorter travel days and destination changes(Figure 25), travel expenses have tended to be suppressed, which leads to an expectation for thesame level of travel expenses as the previous year.
➢ Destinations appear to be split between intra-regional travel and neighboring prefectures of thetravelers’ residence. Compared to the previous year, “Kanto” and “Kinki” are more popular
destinations in each region and travel with children also appears to be recovering.
[Overseas Travel]➢ The number of overseas travelers is expected to slightly increase from the previous year despite
the impact of the weak yen and price hikes and recover to the pre-pandemic level of 65%.
➢ Travel cost on average (per capita) increased since last year partly because of the trend of longer
travel and further destinations in addition to the weak yen and price hikes.
➢ Short trips primarily to Asia continue to be popular, but travel intention for longer periods andmore distant destinations such as Europe slightly recovered. Moreover, there is a trend of
selecting destinations that are not overly affected by the weak yen.
(Figure 1) Estimated number of travelers and cost for summer vacation 2024
Summer v acation 2024

Total number of travelers
Domestic travel
Overseas travel

Summer v acation 2023

Summer v acation 2019

Estimate

v s. 2023

v s. 2019

Estimate/actual f igurev s. 2022

v s. 2019

Estimate/actual f igure69.75M
68M
1.75M

95.9%
95.8%
101.2%

92.5%
93.9%
57.8%

72.73M
71M
1.73M

118.1%
116.4%
308.9%

96.4%
98.1%
57.1%

75.43M
72.4M
3.03M

42,000 yen
239,00 yen
3,274.3B yen
2,856B yen
418.3B yen

100.0%
103.5%
96.8%
95.8%
104.7%

115.1%
103.0%
97.9%
108.1%
59.5%

42,000 yen
231,000 yen
3,381.6B yen
2,982B yen
399.6B yen

113.5%
149.8%
132.1%-

115.1%
99.6%
101.1%
112.8%
56.8%

36,500 yen
232,000 yen
3,345.6B yen
2,642.6B yen
703B yen

Av erage trav el cost
per capita
Domestic travel
Overseas travel

Total travel spending
Domestic travel
Overseas travel*The number of domestic travelers is the number of travelers who stayed at the destination overnight (limited to travel for sightseeing and homecoming)*The number of overseas travelers is the number of travelers departing Japan (including travel for business purposes)*Cost indicates average cost per capita per travel*The average cost for domestic travel includes transportation, accommodation, souvenirs. meals, and other expenses incurred during the travel *The average cost for overseas travel includes fuel surcharges but excludes spending on souvenirs and other items at the destination*Figures of 2022 and earlier are based on the Ministry of Justice's data on the number of Japanese nationals departing Japan, and other items are re-estimated based on the actual figures *For %, all figures are rounded off to one decimal place-1-1．Calendar for Summer 2024 (July 15 to August 31) and Travel Trends
July
Sun.

14
21
28

August
Mon.

15
22
29

Tues.

16
23
30

Wed.

17
24
31

Thurs.

18
25

Fri.

Sat.

19
26

13
20
27

Sun.

4
11
18
25

*Red text: National Holidays

Mon.

5
12
19
26

Tues.

6
13
20
27

Wed.

Thurs.

Fri.

Sat.

7
14
21
28

1
8
15
22
29

2
9
16
23
30

3
10
17
24
31

The survey mentioned earlier was designed to capture detailed findings on travel intentions,
including homecoming trips, for summer vacation 2024 (departure from July 15 to August 31).
Regarding travel intention during summer vacation, the findings of the survey mentioned earlier
indicated that 34.1% of the respondents said they would (a combined score of those who
will/probably will go somewhere), a decrease of 2.4 points compared with the previous year (Figure2). Since 2021 during the pandemic when the score in the survey was 19.8%, the intention increased
year by year (36.1% in 2022 and 36.5% in 2023) and was even closer to the pre-pandemic year of2019 (38.0%). However, this year’s survey shows a decline.
By gender and age group, the younger the age group, the higher the travel intention for both men
and women. However, the combined scores of those who will/probably will go somewhere were
down among all age groups except for women in their 40s. Compared to the previous year, scores
were 47.6% for men aged 29 or younger, down by 3.3 points, 44.4% for women aged 29 oryounger, down by 3.1 points, 31.1% among men in their 60s, down by 3.9 points, 24.1% among
women in their 60s, down by 3.1 points, 25.0% among men in their 70s, down by 4.7 points, and22.0% among women in their 70s, down by 3.2 points. Meanwhile, the score was 38.0% for womenin their 40s, up by 3.7 points. In addition, the decreasing gap from the previous year was the largest
for men in their 30s with a score of 39.3%, down by 6.1 points (Figure 3).
As reasons for having no intention to travel during summer vacation, the most common response
was “Many places are crowded during summer vacation” (30.4%), followed by “I don't haveenough money in my household” (28.2%) and “I want to relax at home” (27.2%) among those whohave no plans to travel (Figure 4).
(Figure 2) Travel intention during summer
vacation(Figure 3) Travel intention during summer vacation(By gender and age group, single answer, number of respondents＝10,000)(Single answer, number of respondents =10,000)[For reference]

％

YoY

2019
(Pre-COVID）

Will go somewhere

34.1

-2.4

38.0

Will go somew here

17.6

-1.0

20.0

Probably w ill go somew here

16.5

-1.4

18.0

65.9

+2.4

62.1

Probably w on't go anyw here

28.0

+0.6

26.8

Won't go anyw here

37.9

+1.8

35.3

Won't go anywhere－2－(Figure 4) Reasons for having no intention to travel during summer vacation this year
(Multiple answers, number of respondents＝6,588)

Many places are crowded during summer v acation
I don't hav e enough money in my household
I want to relax at home
Trav el costs are high during summer v acation
I can't take day s of f f rom work
I don't hav e a particular place I want to v isit
I don't f eel like going any where f or no particular reason
I'll trav el at other times of the y ear
I need to stay home f or a reason
I can't take day s of f on the same day s as my f amily or f riends

％
30.4
28.2
27.2
17.9
13.6
12.6
12.3
11.3
10.4
6.7

YoY
＋0.3
＋2.6
＋0.3
＋1.4
＋0.6
- 0.3
- 1.7
＋0.8
- 0.4
- 0.4

The 2,060 respondents for the preliminary survey who said they will/probably will travel during
summer vacation in the screener were asked about their thoughts on travel for this summer
vacation. “Plan to spend more days on traveling than last summer” was 17.7%, far outperforming“Plan to spend fewer days on traveling than last summer” (5.2%). However, compared to theprevious year, those answering, “Plan to spend more days on traveling than last summer” declined
and those who answered “Plan to spend fewer days on traveling than last summer” increased, whichindicates the trend of shorter trips. In addition, “Want to travel somewhere farther than last summer”
was selected by 9.4% of respondents, which exceeded the number of respondents answering, “Wantto travel somewhere nearer than last summer” (4.7%) by 4.7 points. However, compared to theprevious year, those who answered, “Want to travel somewhere farther than last summer” decreased
while those who selected, “Want to travel somewhere nearer than last summer” increased. Thischange indicates the trend that relatively nearby destinations are more popular. Regarding travel
cost related items, the answer, “Want to use a car regardless of the gas price” (17.3%) was selectedmuch more than the answer, “Want to avoid using a car due to high gas prices” (2.7%), while interms of assisted travel, more respondents are seeking low price travel without assistance rather
than travel with assistance (Figure 5).
(Figure 5) Thoughts on travel for this summer vacation(Multiple answers, number of respondents=2,060)％

YoY

Plan to spend more days on traveling than last summer (July 15－August 31, 2023)

17.7

- 4.3

Plan to spend fewer days on traveling than last summer (July 15 －August 31, 2023)

5.2

＋1.5

Want to travel somewhere farther than last summer (July 15－August 31, 2023)

9.4

- 2.4

Want to travel somewhere nearer than last summer (July 15－August 31, 2023)

4.7

＋0.7

Take days off on August 13－16 to make it a long leave and make a trip

7.8

＋0.5

Take a long leave (several days from July 15－August 31) and make a trip to avoid the
Bon holidays

10.6

- 2.2

Want to avoid using a car due to high gas prices

2.7

＋0.2

Want to use a car regardless of the gas price
Want to select a tour with a guide because of additional assistance despite the highprice
Want to select an inexpensive package tour with minimum assistance regardless of thepresence of a guide
Want to go on a low price trip (including travel arrangements by individuals) since it
doesn't matter whether or not there is assistance

17.3

- 0.2

1.6

- 0.6

1.7

-

－3－

8.3

0.0

2. Domestic Travel Trends
The number of domestic travelers is estimated at 68.0 million (95.8% year-on-year), the average costfor domestic travel per capita at 42,000 yen (100.0% year-on-year), and the total domestic travel
spending at 2.8560 trillion yen (95.8% year-on-year) (Figure 1).
Travel trends were analyzed specifically for 1,923 respondents who selected “In Japan” as theirtravel destination in the survey regarding this year’s summer vacation travel, among all main survey
respondents (2,060).
Purpose of travel: (*Changed to multiple answers from this year from single answer until theprevious year） “Spend time with family” (32.2%) had the highest rating, followed by “Relax andunwind” (28.3%), and “Enjoy meals and local cuisine” (25.9%) (Figure 6).
Travel duration (days): On an all-respondent basis, “1 night 2 days” (37.6%) was the most common
choice, up 5.1 points from the previous year. “2 nights 3 days” (32.2%) was down by 3.9 points, and“3 nights 4 days” (17.0%) down by 1.0 point from the previous year. Trips of five nights or longer
decreased, and overall, it can be said that the travel duration is relatively shorter than the previous
year (Figure 7).
Travel destinations: “Kanto” (20.6%) was the most popular destination, followed by “Kinki”(15.0%) and “Tokai” (11.5%). While all these destinations increased, other destinations decreased(Figure 8).
The most common reason for selecting that destination (*changed to multiple answers from this year
from single answer until the previous year) was “There’s somewhere I want to visit” (44.4%),
followed by “It’s my hometown”(19.5%), “I can go there by my car or rent-a-car” (17.6%) (Figure
9).
Looking at travel destinations by place of residence, scores for intra-regional travel, i.e., destinations
and places of residence are the same, exceed 50% in three regions, namely, “Hokkaido” (63.0%),“Tohoku” (53.9%), and “Kyushu” (50.3%). On the other hand, 22.4% of the respondents living in the
Kanto selected “Kanto” while 27.5% chose “Chubu.” Meanwhile, 25.9% of respondents living in the
Chugoku/Shikoku selected “Chugoku/Shikoku” and 30.2% selected “Kinki.” The trend indicates
popularity is divided into intra-regional travel and travel to neighboring destinations (Figure 10).
Compared to the previous year, the percentages of intra-regional travel dropped from the previous
year in Hokkaido, Chugoku/Shikoku, and Kyushu, while the percentages of intra-regional travelincreased in Tohoku, Kanto, Chubu, and Kinki, indicating different characteristics depending on theregion (Figures 11).
Travel companions: “Family travel with children (up to those in junior high)” (24.5%) had thehighest score, up 3.6 points from the previous year, followed by “Married couple only” (20.2%),
down by 4.2 points from the previous year. Meanwhile, the scores were up for “With friends,
acquaintances, or partner” (15.4%), up 0.9 points, and “With family and friends or acquaintances”(7.0%), up 0.7 points. These figures indicate the trend that travel in a larger group with close friends
other than family members is more popular compared to the previous year when the COVID-19’s
status under the Act on the Prevention of Infectious Diseases and Medical Care for Patients Suffering
Infectious Diseases was shifted to Class V (Figure 12).
－4－

Travel cost per capita: The most common answer was “20,000 to under 30,000 yen” (18.9%), up
0.6 points from the previous year, followed by “10,000 to under 20,000 yen” (17.8%), up 1.1 pointfrom the previous year. The total score of 40,000 yen or more was down 2.7 points from the previous
year (Figure 13).
Transportation used: “Private car” (48.5%) was the most popular, followed by “JR Shinkansen”(25.6%) and “JR local services/private railways” (20.7%). Compared to the previous year, “Private
car/rent-a-car,” “JR Shinkansen,” and “Flight” decreased, while “JR local services/private railways”
increased by 1.1 point and “Express/long-distance bus” (7.6%) increased by 1.9 points (Figure 14).
Accommodations used: “Hotel” (62.6%) had the highest score, followed by “Japanese inn” (22.5%)
and “Parents’ or relatives’ house” (18.7%). Although the parameter is small, “Friends’ or
acquaintances’ house” (3.6%) increased by 1.4 points and “Hostel, guesthouse” (1.9%) and “Uniquefacilities not initially intended for accommodations” (0.8%) also increased respectively (Figure 15).
“Places to enjoy nature (National parks and flower fields, etc.)” (31.3%) was cited most often as
interesting destinations in mind, followed by “Zoos and aquariums” (16.0%) (Figure 16).
JTB’s reservations for accommodation and domestic packaged products achieved 100% year-onyear growth (total number of travelers, as of July 3). By region, for departure from metropolitan areas,
Hokuriku where the Hokuriku Shinkansen was extended to Tsuruga in March, Izu/Hakone, andChubu are popular. In case of departing from Chubu, Kita Kanto, Tokai, and Shinshu are popular
destinations, and in particular, Ghibli Park, where the new “Valley of Witches” opened last March,
was popular. For departure from Kansai, Tokyo and Kyushu are also popular destinations in addition
to their popularity in intra-regional travel.
(Figure 6) Purpose of travel(Figure 7) Travel duration (days)(Multiple answers)(Single answer)

Spend time with family
Relax and unwind
Enjoy meals and local cuisine
Enjoy nature and scenery
Relax in an onsen
Spend time with acquaintances, friends, orpartner
Visit hometown
Go to theme parks and leisure facilities
Visit family and relatives
Enjoy events, festivals, theater, sports
games, etc.
Enjoy or master the hobbies

％
32.2
28.3
25.9
25.4
24.1

2023
10.9
7.5
7.2
8.5
9.8

14.7

5.4

4 nights 5 days

14.0
11.8

10.0
5.4

5 nights 6 days

11.6

5.7

11.5

5.3

11.2

3.4

1 night 2 days
2 nights 3 days
3 nights 4 days

6 nights 7 days
7 nights 8 days
8 nights or more

％
37.6
32.2
17.0
5.5
3.5
1.2
1.3
0.3

*"Purpose of travel" is for reference only since it w as single answ er until previous year

(Figure 8) Travel destinations(Single answer)
Hokkaido
Tohoku
Kanto
Koshinetsu
Hokuriku
Tokai
Kinki
Chugoku/Shikoku
KyushuOkinawa(Figure 9) Reasons for selecting the destination(Multiple answers)

％
9.9
8.9
20.6
9.8
2.7
11.5
15.0
8.7
9.3
3.5

YoY
- 2.6
- 1.2
＋2.3
- 1.0
- 1.4
＋2.3
＋2.7
- 0.3
- 0.2
- 0.6

－5－

YoY
＋5.1
- 3.9
- 1.0
＋0.9
0.0
- 0.3
- 0.2
- 1.9

(Figure 11) Year-on-year changes in summer vacation
destinations by place of residence(Figure 10) Summer vacation destinations byplace of residence

Area of residence

Hokkaido

Tohoku

Kanto

Chubu
(Tokai/
Koshinetsu/
Hokuriku）

Kinki

Chugoku/
Shikoku

Kyushu(incl.
Okinawa)

Overseas

Total (2,060)

9.2

8.3

19.2

22.5

14.0

8.2

11.9

6.7

Hokkaido (100)

63.0

4.0

16.0

2.0

7.0

0.0

3.0

5.0

Tohoku (102)

6.9

53.9

23.5

5.9

1.0

2.0

2.9

3.9

Kanto (795)

10.2

11.3

22.4

27.5

7.9

4.4

9.4

6.8

Chubu (325)

6.2

2.8

19.7

43.4

13.5

4.0

6.5

4.0

Kinki (423)

3.1

1.9

17.3

18.4

26.2

13.9

10.9

8.3

Chugoku/Shikoku (162)

2.5

1.9

13.0

6.8

30.2

25.9

13.0

6.8

Kyushu (153)

1.3

2.0

13.1

3.9

8.5

11.1

50.3

9.8

Area of residence(By area, single answer, number of respondents=2,060)(By area, single answer, number of respondents=2,060)

Total

-2.0

-0.8

Chubu
（Tokai/
Koshinetsu/
Hokuriku）
2.7
0.6

2.9

0.0

-0.4

Hokkaido

-0.8

-3.4

2.2

-1.2

3.8

-1.1

-0.2

0.7

Tohoku

1.9

12.7

-0.2

-5.4

-1.5

2.0

-3.3

-6.1

Kanto

-0.7

-1.3

3.6

2.3

0.9

-0.4

-0.3

-4.2

Chubu

-1.4

-2.3

-0.9

4.5

3.7

1.8

0.4

-5.8

Kinki

-5.2

-2.5

4.5

-0.6

5.5

-2.2

1.1

-0.5

Chugoku/Shikoku

-2.9

-0.2

2.2

-1.3

11.3

-4.5

-2.6

-2.0

Kyushu

-4.2

0.6

4.2

-0.2

-3.8

6.3

-4.5

1.6

Hokkaido

Tohoku

Kanto

Kinki

Chugoku/S
hikokuKyushu Overseas(incl.
Okinawa)*For Figures 10 and 11 only, respondents who selected “Overseas” as a destination are included to understand overall trends(Figure 12) Travel companions (Single answer)
%
59.8
20.2

YoY
- 0.7
- 4.2

Alone

24.5
6.6
8.6
7.0
15.4
0.9
16.1

＋3.6
- 0.1
- 0.1
＋0.7
＋0.9
- 0.1
- 0.9

Other

0.8

＋0.1

With family
Married couple only
With children (up to those in junior high)Three-generation family
Others (Mothers and daughters, etc.)
With family and friends or acquaintances
With friends, acquaintances, or partner
Group (e.g., cow orkers from the w orkplace)(Figure 13) Travel cost per capita (Single answer)
Under 10,000 yen
10,000 to under 20,000 yen
20,000 to under 30,000 yen
30,000 to under 40,000 yen
40,000 to under 50,000 yen
50,000 to under 70,000 yen
70,000 to under 100,000 yen
100,000 to under 150,000 yen
150,000 to under 200,000 yen
200,000 to under 300,000 yen
300,000 to under 400,000 yen
400,000 yen or more

(Figure 14) Transportation used (Multiple answers)％
Private car/rent-a-car
Private car
Rent-a-car
Railroad
JR Shinkansen
JR local services/private railw ays

FlightFull-service carrier
Low-cost carrier (LCC)

- 1.3
- 2.9

25.6
20.7

- 2.3
＋1.1

19.2
3.6

- 1.5
- 2.5

7.6
1.6
2.8
0.6

＋1.9
0.0
- 0.4
- 0.1

Bus
Express/long-distance bus

Chartered bus
Ferry/Boat
Other

YoY
＋0.2
＋1.1
＋0.6
＋0.8
- 1.5
＋0.6
- 0.9
- 0.7
0.0
- 0.3
- 0.1
＋0.2

(Figure 15) Accommodations used (Multiple answers)

YoY

48.5
10.6

%
8.9
17.8
18.9
10.4
17.0
9.4
10.7
3.7
1.9
0.6
0.3
0.5

Japanese inn, hotel, B&B, etc.
Hotel
Japanese inn
B&B, public accommodation
facilities, auberge, etc.
Other accommodation
Homestay, rental villa
Hostel, guesthouse
Outdoor accommodation including
campgrounds and campers
Unique facilities not initiallyintended for accommodations(Temples, libraries, castles, etc.)
Parents' or relatives' house
Friends' or acquaintances' house
Other

％

YoY

62.6
22.5

- 0.8
- 3.8

5.6

- 1.0

2.7
1.9

- 0.8
＋0.3

5.3

- 0.7

0.8

＋0.4

18.7
3.6
1.2

- 0.1
＋1.4
- 0.2

(Figure16) Types of interesting places to visit during this summer vacation(By gender, age group, multiple answers)*Number of respondents for Figures 6 to 9 and Figures 12 to 16 are 1,923, respectively.
－6－

-3.0

3．Overseas Travel Trends
The estimated number of overseas travelers is 1.75 million (101.2% year-on-year and 57.8% vs.
2019). The number of overseas travelers from 2010 to 2019 transitioned around 2.67 million people
every year, and compared to this figure, the number of overseas travelers has recovered toapproximately the 65% level. The average cost of overseas travel is estimated at 239,000 yen (103.5%
year-on-year). The estimated value of overseas travel consumption is 418.3 billion yen (104.7% yearon-year). Specific trends will be described in the following chapters.
Of the 2,060 main survey respondents, 137 (6.7%) selected “Overseas” as their summer vacation
destination this year. “3 nights 4 days” (22.6%) was the most common travel duration (days), down
by 4.0 points from the previous year, followed by “2 nights 3 days” (13.9%), down by 6.2% (Figure17). The most common travel cost was “150,000 to under 200,000 yen” (21.2%), followed by“400,000 yen or more” (17.5%) (Figure 18). The top destinations were “Europe” (17.5%), “Korea”(15.3%), and “Southeast Asia” (14.6%) (Figure 18). The reason why Europe is the popular destination
is partially because of the impact from the Paris 2024 Olympic and Paralympic Games (Figure 19).
JTB’s reservations for overseas travel achieved 130% year-on-year growth (total number of travelers,
as of July 3). Popular destinations are “Hawaii” and Asia such as “Korea,” “Singapore,” and “Taiwan.”
Europe made a significant recovery from the previous year while Singapore and Bali, which areslightly farther destinations in Asian countries and Australia also recovered. For specific tours, tours
to the West Coast of the US with official MLBTM game tickets are popular.
We also asked all screener respondents, including those who will not be traveling during this summer
vacation, about their intentions for future overseas travel. Looking at the timing of overseas travel bydestination, “Hawaii” (11.6%) had the highest score for “Want to go there immediately,” followed by“Europe” (11.2%) and “Australia/New Zealand” (9.2%) (Figure 20).
(Figure 18) Travel cost per capita(Figure 17) Travel duration (days)（Single answer）(Single answer)％

YoY

1 night 2 days

2.9

2 nights 3 days

13.9

- 8.7
- 6.2

3 nights 4 days

22.6
13.1
13.1
4.4
8.8
3.6
5.1
12.4

＋3.0
＋3.6
- 0.6
＋2.8
＋1.1
＋0.6
＋8.4

4 nights 5 days
5 nights 6 days
6 nights 7 days
7 nights 8 days
8 nights 9 days
9 nights 10 days
10 nights or more

2019
[Reference]％％
Under 10,000 yen

0.9

10,000 to under 20,000 yen

11.3

- 4.0

20,000 to under 30,000 yen

12.3
19.8
16
10.4
5.7
5.7
3.8
14.2

30,000 to under 40,000 yen
40,000 to under 50,000 yen
50,000 to under 70,000 yen
70,000 to under 100,000 yen
100,000 to under 150,000 yen
150,000 to under 200,000 yen
200,000 to under 300,000 yen
300,000 to under 400,000 yen
400,000 yen or more

(Figure 19) Travel destinations（Single answer）
Korea
TaiwanHawaiiSoutheast Asia
EuropeAustralia
Continental United States
CanadaHong Kong/Macao
Guam/Saipan
New ZealandMiddle East
Mainland China
Overseas, other

%
15.3
13.9
11.7
14.6
17.5
2.9
3.6
1.5
2.2
2.2
0.7
1.5
5.1
7.3

YoY
- 3.8
- 2.2
- 0.9
＋4.0
＋7.5
- 2.1
- 0.4
- 2.6
- 0.8
- 0.8
- 1.8
＋1.0
＋5.1
- 2.2

－7－

YoY
1.5
2.2
2.2
3.6
3.6
7.3
12.4
10.2
21.2
8.8
9.5
17.5

- 1.6
- 3.3
- 5.9
＋0.6
- 12.9
＋0.3
- 3.2
＋2.2
＋10.6
＋0.7
＋5.5
＋7.0

2019
[Reference]
％

0.0
0.0
0.0
1.9
1.9
7.5
15.1
23.6
17.0
10.4
5.7
17.0

(Figure 20) The intention for future international travel by destination(Single answer, number of respondents=10,000* All screener respondents)*Number of respondents for Figures 17 to 19 are 137, respectively.

4. Economic Environment Surrounding Travel and Leisure Consumption and Consumers
MindsetIn the Japanese economy, the unstable international context, trend of price hikes in Japan and overseas,
and weak yen in the currency exchange market continue. Despite the Nikkei Index rising to 40,000
yen in March 2024 and early July 2024, the Nikkei Index has been hovering and seesawing at aroundthe 35,000 yen to less than the 40,000 level. The Japanese government offered the assessment in its
Monthly Economic Report for June 2024, “The Japanese economy is recovering at a moderate pace,although it recently appears to be pausing” which remains the same for the fifth consecutive month,and the report also states that private consumption “appears to be pausing for pick up” for the fifth
consecutive month. This situation indicates that the recovery of the economy is very gradual. In
addition, the report summarizes the economic prospects as follows: “the economy is expected tocontinue recovering at a moderate pace with the improving employment and income situation.
However, slowing down of overseas economies is downside risk of the Japanese economy, and full
attention should be also given to price increases, the situation in the Middle East, and fluctuations in
the financial and capital markets. In addition, full attention should be given to the economic impactof the 2024 Noto Peninsula Earthquake.”
Looking at consumer price indexes for major items, a continued upward trend is observed, andexcept for “Transport and telecommunication” costs, all the prices are also on the rise. Even
“Transport and telecommunication” costs have remained flat for these several months, indicating asignificant impact on daily life (Figure 21). On the other hand, according to the “Impression of Present
Household Circumstances” section of the Bank of Japan’s “Opinion Survey on the General Public’s
Views and Behavior,” since December 2023, the proportion of respondents who said they “Havebecome better off” increased while fewer respondents selected “Have become worse off,” indicating
the daily lifestyle situation is slightly improving amidst the rising prices (Figure 22).
－8－

Respondents were also asked about their life and travel for this summer. As a result, “My income
was up from last year” (20.0%) increased from the previous year, and fewer respondents selected“My income was down from last year” (26.2%) compared to the previous year, indicating an
improving trend in terms of income. On the other hand, the number of respondents answering, “We
don’t have enough money in our household” (48.2%) increased year-on-year, while the number of
those who selected “We have enough money in our household” (14.4%) decreased. The resultshows the ongoing difficult situation could be because of the aforementioned economic situation ofJapan. This situation is believed to be affecting consumption as well, and the answers, “I’m saving
more money on my living expenses than usual” (44.4%), “I try to spend less money on hobbies andtravel” (31.2%), and “I don’t want to increase my spending on favorite and luxury items or have more
opportunities to go out and meet people, although I had to restrain myself due to COVID-19” (31.7%)
increased from the previous year, and the answers, “I’m not saving money on living expenses inparticular” (19.2%), “I don't try to spend less money on hobbies and travel” (26.4%), and “I want toincrease my spending on favorite and luxury items and have more opportunities to go out and meet
people because I had to restrain myself due to COVID-19” (20.1%) respectively decreased (Figure
23).
Regarding the “Spending intention on travel in the next year,” the number of respondents who
selected, “I want to spend less” (37.5%) increased from the previous year while those answering, “Iwant to spend more” (12.4%) decreased. These results indicate the trend of holding down travel
expenses (Figure 24).
Finally, the main survey respondents who answered they will/probably will travel during summer
vacation were asked about measures for managing to raise funds for recent trips (domestic/overseas)(including travel during summer vacation). Except for the answer, “Nothing applicable” (25.9%), themost popular option was “Changing the schedule such as traveling during weekdays to save money
while not changing the destination” (20.6%), followed by “Selecting or changing to a destination thatcosts less” (18.1%), “Using points or campaigns offered by credit card companies or payment service
companies” (16.4%), and “Bringing food and beverages” (14.2%). A wide variety of measures from
reviewing travel schedules and destinations to point use, bringing food and beverages, and purchasing
souvenirs are taken, and this trend is particularly noticeable among women (Figure 25).
(Figure 21) Transition of the consumer price index

Source：Prepared by JTB Tourism Research & Consulting Co. based on data from
Consumer Price Index (2020 base), Ministry of Internal Affairs and Communications－9－(Figure 22) Impression of present household
circumstances

Source：Prepared by JTB Tourism Research & Consulting Co. based on data froman Opinion Survey on the General Public's Views and Behavior, Bank of Japan

(Figure 23) Life and travel for this summer(Figure 24) Spending intention on travel in the next
year (Single answer, number of respondents=10,000)(Multiple answers, number of respondents=10,000)<About income and household finances>
My income was up from last year
My income was down from last year
My summer bonus was up this year
My summer bonus was down this year
We have enough money in our household
We don't have enough money in our household<Daily life/Consumption>
I'm saving more money on my living expenses than usual
I'm not saving money on living expenses in particular
I try to spend less money on hobbies and travel
I don't try to spend less money on hobbies and travel

％
20.0
26.2
8.6
18.4
14.4
48.2

YoY

＋2.6
- 1.2
＋0.3
＋0.6
- 0.9
＋2.1

44.4
19.2
31.2
26.4

＋1.0
- 1.0
＋1.0
- 1.4

I w ant to increase my spending on favorite and luxury items and have more opportunities togo out and meet people because I had to restrain myself due to COVID-19

20.1

- 4.5

I don't w ant to increase my spending on favorite and luxury items or have more
opportunities to go out and meet people, although I had to restrain myself due to COVID-19

31.7

＋1.1

％
12.4
50.1

YoY
- 4.2
＋1.5

About cost per trip
the Reduce the frequency and increase thesame cost per trip

10.3

＋0.5

9.1

- 0.4

About the same for the cost per trip andfrequency

30.7

＋1.4

37.5

＋2.7

I want to spend more
About the same (net)Increase the frequency and reduce theI want to spend less

(Figure 25) Measures for managing to raise funds for recent trips(Multiple answers, number of respondents =2,060 *Main survey respondents/publication of top answers only)[Travel Trend Survey: Survey Methodology]
Fieldwork dates: June 11 to 13, 2024
Respondents: Men and women aged 15 to 79 nationwide
Sample size: 10,000 individuals for the screener and 2,060 for the main survey(The respondents for the main survey were recruited from those who responded they will/probably will travel during summer vacation in the screener)
Survey focus: Overnight travel or longer planned from July 15 to August 31, 2024
(Domestic travel is limited to sightseeing and homecoming trips; overseas travel includes businesstrips)
Survey methodology: Online survey*The numerical figures in the survey results do not match some of the subtotals and thedifferences from the figures in the previous year are due to rounding off the numerical figures inthe survey results.
――――――――――――――――――――――――――――――――――――――――
Contact for press inquiries:
JTB Corp. Branding & Communication Team (Public Relations)
Phone: +81 3 5796 5833
－10－

(Figure 26) Transitions of estimated figures for travel trend in summer vacation
Number of travelers (Unit: 10,000 people)
Total
YoY

2000

7,423

Average cost for travel (yen)Domestic travel Overseas travel Domestic travel Overseas travel
YoY

7,159

YoY

Total consumption(Billion yen)

YoY

YoY

YoY

264

35,832206,065

3109.4(Change to duration)

2001

7,562

7,296

266

35,115

210,149

3,121.0

2002

+1.9%
7,612

+1.9%
7,369

+0.8%
243

-2.0%
33,654+2.0%
213,091+0.4%
2997.8

+0.7%

+1.0%

-8.6%

-4.2%

+1.4%

-3.9%

2003

7,535

7,347

188

33,923

222,8932911.3

2004

-1.0%
7,490

-0.3%
7,242

-22.6%
248+0.8%
34,975+4.6%
208,851-2.9%
3050.9

2005

-0.6%
7,604

-1.4%
7,365

+31.9%
239+3.1%
35,300-6.3%
214,600+4.8%
3,112.8

2006

+1.5%
7,657

+1.7%
7,410

-3.6%
247

+0.9%
35,716+2.8%
223,100+2.0%
3197.7

+0.7%

+0.6%

+3.3%

+1.2%

+4.0%

+2.7%

2007

7,662
+0.1%

7,420
+0.1%

242
-2.0%

36,200+1.4%

232,000+4.0%

3247.4
+1.6%

2008

7,572

7,348

224

35,800249,000

3188.4

-1.2%

-1.0%

-7.4%

-1.1%

+7.3%

-1.8%

2009

7,353

7,128

225

34,300212,300

2922.5

-2.9%

-3.0%

+0.4%

-4.2%

-14.7%

-8.3%

2010

7,669

7,427

242

35,500222,100

3174.1

+4.3%

+4.2%

+7.6%

+3.5%

+4.6%

+8.6%

2011

7,524

7,264

260

33,260227,300

3007

-1.9%

-2.2%

+7.4%

-6.3%

+2.3%

-5.3%

2012

7,736

7,460

282

33,730231,400

3154.6

+2.8%

+2.7%

+8.5%

+1.4%

+1.8%

+4.9%

7,887

7,624

263

35,010240,4203301.5

2013

+2.0%

+2.2%

-6.7%

+3.8%

+3.9%

+4.7%

2014

7,805

7,545

260

34,850249,800

3278.9

-1.0%

-1.0%

-1.1%

-0.5%

+3.9%

-0.7%

2015

7,803

7,561

242

34,700251,500

3231.7

-0.0%

+0.2%

-6.9%

-0.4%

+0.7%

-1.4%

2016

7,674

7,410

264

33,700216,300

3068.1

-1.7%

-2.0%

+9.1%

-2.9%

-14.0%-5.1%
3151.1

2017

2018

7,732

7,460

272

34,400216,000

+0.7%

+0.7%

+3.0%

+2.1%

-0.1%

+1.0%

7,742

7,453

289

34,800214,500

3213.4

+0.1%

-0.1%

+6.3%

+1.2%

-0.7%

+2.0%

2019

7,543

7,240

303

36,500232,000

3345.6

-2.6%

-2.9%

+4.8%

+4.9%

+8.2%

+4.1%

2020

3,805

3,800

5

32,000170,000

1223.9-49.6%-47.5%-98.3%-12.3%-26.7%- 63.4%

2021

4,009

4,000

9

33,000-1,320.0(Change to duration)

+5.4%

+5.3%

+80.0%

+3.1%

-

-

2022

6,156

6,100

56

37,000-2,257.0+53.6%+52.5%+522.2%+12.1%

7,273

7,100

173

42,000+18.1%+16.4%+208.9%+13.5%

6,975

6,800

175

42,000239,000

3274.3- 4.1%- 4.2%

1.2%

0.0%

3.5%

- 3.2%

2023

2024

-

-

231,000-

3381.6-*The target period is from July 15 to August 31 (n.b. July 20 to August 31 for 2021)*The survey began in 1969. The number of overseas travelers are actual figures. The number of travelers for domestic travelis an estimate and has been partially revised from the announced figures of the previous year due to trend results.
*Estimation of the average costs began in 1993. Data has been partially revised from the announced figures of the previous
year due to trend results .
*Internet survey replaced the previous marketing research methodology in 2019.
*Since the average cost for overseas travel and the amount spent on overseas travel were not calculated
in the 2021 and 2022 surveys, total consumption is based on the amount spent on domestic travel alone.
*YoY comparisons are not shown for total consumption in 2021-2023, as simple comparisons cannot be made.

－11－