ASEAN
Survey Reporton Sustainable Tourism for Young
People(Digest version)

February 2023

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

Survey Conducted by
REGION Inc.

Table of Contents
Ⅰ Purpose・Outline of Survey

Page 3

Ⅱ Survey Content (questions)Page 4

Ⅲ Survey Results

Page 6

including comments from roundtable discussions which were held four times with different members

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Ⅰ Purpose・Outline of Survey

Overview

This survey has been conducted by the ASEAN-Japan Centre, an international organization, as part of its
research work on sustainable tourism targeting young people. Japanese “Gen Z” and “Millennials” aged 15-35
who like to travel or are interested in travel are surveyed on their travel experiences to the 10 ASEAN Member
States, their willingness to travel in the future, and their awareness of sustainable tourism from various
perspectives. *The survey was conducted in Japanese language. This report is a translation of the survey
report in Japanese.

PurposeThe survey targeted Japanese Gen Z and Millennials aged 15-35 who like to travel or are interested in travel tofind out their sensitivity to keywords such as "SDGs" and "sustainable tourism," their awareness of being
responsible travelers, and their interest in Southeast Asian tourism. The use of social media was also
investigated as a reference for promotion to younger generations in Japan.

Methodology

Male and female survey monitors aged 15-35 registered at Rakuten Insight were screened on the question, “Do
you like or are interested in traveling, whether overseas or domestically?” A total of 1,000 respondents, 555 ofwhom answered "very much" and 445 of whom answered "fairly much," responded to 48 questions.

PeriodCoveredFour days, from Dec. 16 (Fri.) 〜Dec. 19 (Mon.), 2022

SurveyTargetCombined total 1,000 Japanese males and females, aged 15-35 who like to travel or are interested in traveling, whether
overseas or domestically.
*Survey of people who like to travel or are interested in traveling; gender is predominantly female and age is not evenly
distributed.

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Ⅱ Questions-1
Includes questions which are not in this digest version.

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4

Ⅱ Questions-2

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Ⅲ Survey Results
１．Screen Survey
The majority of respondents were female (nearly 70%), and the age group "30-35" accounted for the highest percentage at approximately 60%, followedby those "25-29" at nearly 30%.
A total of 1,000 respondents, 555 of whom answered "very much" and 445 of whom answered "somewhat" to the question: "Do you like or are interested
in traveling, whether overseas or domestically? The proportion of female reached nearly 70%, while male topped 30%. By occupation, those working forcompanies and organizations accounted for the largest proportion at approximately 60%. By age group, those in their "30-35" was the largest,
accounting for approximately 60%, followed by the "25-29" age group, which was the second largest, making up nearly 30%.
*This survey was conducted among those who like to travel or areinterested in traveling. Gender is predominantly female, with ages notevenly distributed.

２．Basic Attributes
Occupation

GenderNo response, 5 (0.5%)

Not working, 38 (3.8%)
Other, 30 (3.0%)
Housewife/
Househusband, 112 (11.2%)

Age Group
15-19, 23 (2.3%)

Student,
70 (7.0%)

20-24,
98 (9.8%)

Male, 326 (32.6%)
Part-timer,
122 (12.2%)
Female, 669 (66.9%)

Self-employed,
37 (3.7%)（N=1000）

30-35,
611 (61.1%)

25-29,
268 (26.8%)

Company/
Organization employee,
580 (58.0%)

Company management,
11 (1.1%)（N=1000）

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（N=1000）

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Ⅲ Survey Results
１．Screening Survey
Survey respondents were residents of various regions of Japan. In proportion to the ratio of Japan‘s population, many respondents
tended to be residents of large cities and prefectures such as Tokyo, Kanagawa, Aichi, Osaka and Hyogo.

（N=1000）

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Ⅲ Survey Results
３．Overseas Travel Experience
About seven in 10 respondents have traveled abroad, with 80% traveling recently, were for sightseeing purposes
About 70% of the respondents had traveled overseas, and the most common frequency was "2 to 4 times," accounting for about 30%. About 80% of recent
overseas trips were for sightseeing, with the most common "deciding factor" for the destination was "scenery or historic sites I wanted to see," at about 50%,
followed by "because I was invited but by a friend or family member," at about 20%.

Overseas Travel Experience"Deciding Factor" in Choosing Destination

Over 10 times, 112 (11.2%)
None,
273 (27.3%)

Other, 25 (4.1%)
Invited by friend/family,
133 (21.6%)

5-9 times, 147 (14.7%)

Experience tour/program,
65 (10.6%)
Once, 191 2-4 times,(19.1%) 277 (27.7%)

Other 25 Comments

See historicalor scenery,
299 (48.6%)

Eat certain foods, 58 (9.4%)
Ride certain vehicle, 5 (0.8%)
Stay in certain accommodation, 30 (4.9%)（N=1000）

Reasons for Recent Overseas Trips
Other, 25 (3.4%)
Meet Friends/Family, 15 (2.1%)
Study abroad, 38 (5.2%)
Business trip, 34 (4.7%)
Long-stay,
7 (1.0%)

Leisure,608 (83.6%)

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・Shopping・Like the country
・For some unknown reason
・Just wanted to go there
・Wanted to go to a theme park
・Experience a different culture
・Experience the sea
・Accompany a mentor
・For the experience
・Work
・Company trip (2 responses)
・School trips (3 responses)
・School trip, company trip
・Honeymoon
・Wedding and honeymoon
・Visit home of my favorite sports team・University event
・Salute the new year abroad
・If air tickets with a convenient schedule andprice range
・Enjoy country where people are nice toJapanese・Relatively cheap to travel
・Cosmetic treatment purpose

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Ⅲ Survey Results
３．Overseas Travel Experience
85% of respondents are willing to travel abroad in the future, and of which 94% of them would like to travel for sightseeing
Some 85% of respondents are willing to travel overseas in the future, and 94% of them would like to travel for sightseeing. Asked if theywould like to travel abroad in the future, 85% responded "yes," indicating a high level of willingness. Queried about the main reason theywould like to travel abroad, 94% of the respondents answered for sightseeing/leisure.

Do You Want to Travel Overseas in the Future?

What is the Main Reason for Traveling Overseas?

Other, 2 (0.2%)
No,
149 (14.9%)

Visit friends/family, 9 (1.1%)

Long-stay, 24 (2.8%)
Study abroad, 18 (2.1%)
Yes, 851 (85.1%)

Sightseeing/leisure, 798 (93.8%)（N=1000）

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9Ⅲ Survey Results
Roundtable
Discussion P. 12

４．Traveling to ASEAN Member States

Nearly Half of respondents have traveled to ASEAN Member States with Thailand leading as the country they have visited while
Singapore is at the top for country they want to visit
About half of the respondents have traveled to an ASEAN Member State. Thailand and Singapore were the most popular countries that respondents
have visited, accounting for some 20% of all respondents. Singapore was the most popular ASEAN member country that respondents would like to visit,
at approximately 60%, followed by Thailand at over 40%. The most popular image of ASEAN tourism was "gourmet food" at approximately 60%, followed
by "historical sites" at 40% then "resort hotels" at 30%.
Have you ever been to any of the ASEAN
Member States? Please indicate allcountries you have visited. (multiple
answers)

Please select up to three ASEAN Member
States you would like to visit (multiple
answers).

Please select up to three images thatcome to mind when you think of tourism
in ASEAN. (Multiple answers)

Genderand Age
Group
P. 11

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10Ⅲ Survey Results
Gender and Age Group: Select up to three among ASEAN Member States that you would like to visit (Multiple answers)
By gender, there is no difference in the ranking of countries, with Thailand, Malaysia and Viet Nam following Singapore in popularity. No significant gap
is seen in the order of popularity by age groups either, with some 60% of all age groups selecting Singapore.

GenderAge Group

Male

15〜19

25〜29

Overall（n=266）

Female（n=20）

20〜24（n=585）

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（n=231）30〜35（n=83）（n=517）

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Ⅲ Survey Results
Roundtable Discussion: Images That Come to
Mind About ASEAN
Resorts and Poverty, Fragmented and One-sided. The Images of ASEAN are
Poor, Probably Due to Lack of Information●20s Age Group
Afraid? No English Understood? Biased Image of Security and Hygiene- I would like to go, but I am scared because I have no experience of travelingabroad. When I think about whether I really want to go, the possibility of going islow. I am afraid of security and pickpockets. If something happens, I don't think I
could do anything by myself. I am not confident about my language skills, so I am
afraid if something were to happen. I often hear people say that they are afraid ofgetting an upset stomach in Asia, and that scares me.

- If you think about why you have never been there before, is it still because there
is little information and knowledge available? There is information if you look forit. But if you live life as is, there is more readily available information to know
about the U.S. and Europe through TV, etc.
- I want to go to Singapore after job hunting, where the scenery is
Instagrammable. I want to go to Jewel Changi Airport because it’s attractive.

- I have an image that Southeast Asia is not safe and the air quality is poor, so I
am hesitant to visit there. I am also concerned about sanitation. A YouTuber
talked about his trip to Thailand, and heard that the water was contaminated anddead animals were floating in the river.

●30s Age Group- When I talk to friends about where to go overseas, I probably would not choose
ASEAN as my first destination. When I talk about where to go for my graduation
trip with friends in the tourism department, we usually talk about Europe. ASEAN
is easy to visit because of its proximity, but I do not know about the security.

- Thinking of ASEAN as Southeast Asia, I often talk with people who travel withme about how it is really no different from Japan, but rather more economicallydeveloped than Japan.

Some Say the Image They Receive is Powerful and Energetic- There is an image that it is the midst of development. When I went to Viet Nam,
I didn't feel it was very poor, yet it had an image of not being very developed. In
Thailand, when I hear from friends, I have a strong image that Japaneseconvenience stores are entering the market, with more development continuing.
- The first image is that of multi-ethnicity, with a vibrant mix of religions. There isa difference between urban and rural areas, and that it has an image of risingdevelopment.

Countries with Remarkable Economic Development and Rising Momentum toOvertake Japan. Sense of Crisis in the Image of Japan as No. 1 in Asia

- There is an information gap of Southeast Asia in Japan, and I was strongly
aware that there are still many people who think Southeast Asia is below Japan.
- I went to Southeast Asia for the first time nearly 10 years ago. It's not scary, butchaotic, inexpensive, foreign in a good way. It's cross-cultural, and the image ofbeing extraordinary was strong. But recently the economy has developed so much,and every time I go, I remember feeling that it has more earning power than Japanor that Japan could be left behind.

- There is the image of its rice being very delicious. I usually eat out and often go
to Thai restaurants.

- It is scary that our parents' generation says "Japan is No. 1 in Asia.” But I am
afraid that some Japanese do not understand that they will be left behind. I think
the reason why there are those who think that Japan is No. 1 forever is that there
are fewer people who travel, and those who cannot objectively view Japan. It
can't be helped, but the amount of information about ASEAN is lacking.

- It has an image of rapid development and high energy. There’s great possibility
as a market. If something impactful happens, it’ll spread with great momentum.

- When I heard about ASEAN, it was at school. When it comes to Southeast Asia,
the information comes in frequently.

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Ⅲ Survey Results
５．Obtaining Information
Instagram is the most often used social media as a source of information for international travel, used by more than 60% of respondents
Social media is the most often used information source or information-gathering tool -- generating a ratio of more than 50% of the responses, followed by websites ataround 30%, and with TV at 10%. Instagram is the most often used social media as a source of information on outbound travel, making up more than six in 10 of the
respondents, a large margin over Twitter, which came in second with some 20% of the respondents. Instagram is a highly influential source of information on overseas travelfor young people aged 15-35.

Which social media do you use most often togather information about overseas travel? Pleasechoose one.

What information sources or information-gathering
tools do you use most often?

Roundtable
Discussion,
P. 14（N=1000）

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Ⅲ Survey Results
Roundtable Discussion: Information Gathering●20s Age Group
Instagram along with TikTok are the main sources of gathering information.
TV and guidebooks are also first points of contact for travel destinations.
- Instagram is my main source of information, but I also use TikTok from time totime. When I went to the U.S., I used Google Maps to find restaurants and it cameup with a lot of information, and from there I could jump to personal websites.
- I don't buy guidebooks these days, but when I travel in Japan, I often go toroadside stations and get information from paper guides.
- Instagram and websites are mainly used, but I also use guidebooks quite a bit.
Instagram and websites only show things that I am interested in or that I haveresearched, but guidebooks reveal places that I have never heard of or places
that I am not that interested then but may become in the future.
- It's about 50/50 between Instagram and websites. Instagram has a lot of
personal posts. I don't know all details, so I check the web to see how to get there.
- I often start by watching TV such as a program called "Tabi Salad" at home. Not
only travel programs, but also variety shows are often good sources about places
I want to visit.
- The main ones are Instagram and twitter. It is easy to notice when there's abuzz on twitter; makes me want to go to the places posted. The second is wordof-mouth from friends, which is quite important. Third is manga. Since I likereading manga, I want to go to the "sacred places" that appear in them.

Social networking sites are used to decide on places and to find out about
local conditions and visuals on TikTok and YouTube are heavily weighted.
- I follow YouTube channels that showcase the destinations' food, scenery andactivities. The search and recommendation displays are full of related posts. I
check them and save the ones that look interesting, delicious or beautiful.

First, if I like a tourist attraction that comes across on TikTok, I like then save it.
Next, I search on Instagram to see what kind of scenery is there, and finally, I
watch YouTube to see how to get there. YouTube shows all the procedures. I also
watched the procedures for my trip to South Korea on YouTube. I do not readguidebooks at all.
I look at vlogs (channels of people who like to travel, etc.) to see how to get there,
how long it takes, and how much it costs. I don't make exactly the same travelplan, and it's sad I have to know so many things before I go, but at least I knowwhat the atmosphere is like.
●30s Age Group
Twitter for real-time information, Instagram for filming locations, with web
articles, guidebooks, novels and movies as other sources of information.
- I search for real-time information first on twitter. In addition, since twitter
followers are close to me, I ask for their recommendations of sightseeing spots.
- In my profession, Instagram is useful when searching for information on what
can be photographed at a particular location. I often search for cafes and places I
want to take pictures of.
- I'm not very interested in the information of sightseeing spots that appear on
Instagram or twitter. The destination is decided from a conversation with atraveling companion. When you want deep information such as Wi-Fi, hotel status,
and what kind of work can be done in that area, you can get more information for
yourself by reading people's articles on the web.
- Twitter is where most of the primary information can be found, especially for
travel: where the PCR tests are, whether you can enter a country, etc., and theunfiltered opinions, both good and bad.
- Instagram is used for places of interest or recent photo ops after reading
guidebooks. I image-search twitter for tweets that have over 1,000 likes.
Instagram and twitter are used to see how people are taking photos. TikTok is
ideal for tips on what young kids are looking at.
- Sometimes I decide where to go based on movies or novels.

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Ⅲ Survey Results
Roundtable
Discussion, P. 16

６．Sustainable Tourism-1 (Basic)

About 70% of respondents understand the meaning of "SDGs" and "sustainable," with some 60% aware of it in their daily lives
We have surveyed the level of awareness of the meanings of the terms SDGs and sustainable, separately. About 50% of respondents
answered "Yes, I have a general understanding of the meaning," while more than 20% answered "Yes, I understand the meaning correctly,"
for a total of about 70% who understand the meaning. The results show that the awareness of SDGs and the word "sustainable" arealmost the same. About 60% of respondents say they are aware of the SDGs and sustainability in their daily lives -- more than half of thetotal-- indicating that many young people are conscious of sustainability in their daily lives.

Are you familiar with the term
SDGs?
Never heard nor don’t know
anything about it, 49 (4.9%)

Heard of it but
don’t know well
the meaning,
200 (20.0%)

Is the word "sustainable" familiar
to you?

Does your actions in daily life
show awareness of the word"sustainable" and SDGs?

Never heard nor don’t know
anything about it, 67 (6.7%)

Know and
understand thecorrect meaning,
241 (24.1%)

Know and have a general understanding,510 (51.0%)（N=1000）

Heard of it but
don’t know well
the meaning,
234 (23.4%)

Know and
understand thecorrect meaning,
236 (23.6%)
No, 316 (40.2%)

Yes, 471 (59.8%)
Know and have a general understanding,
463 (46.3%)（N=1000）*Only those who checked either "Yes, I know and understand the meaning correctly" or "Yes, I
know and generally understand the meaning" to the questions "Do you know the term SDGs"and "Do you know the word sustainable?

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Ⅲ Survey Results
Roundtable Discussion: SDGs and Sustainability
Awareness
Japanese society as a whole is becoming more aware of the SDGs, throughmy part-time job, job hunting and travel.

●20s Age GroupThrough their part-time jobs, they developed a dispassionate perspective on
corporate initiatives. They will choose if "beneficial to me and sustainable.”- I wondered if it made sense for a certain coffee chain to have paper straws
when their cups are plastic. My friend said, "It is definitely easier to drink from apaper cup with a plastic straw," and I agree. If the SDGs are really meaningful, I
would like to be more conscious of them.
- I work part-time at a café and have opportunities to think about the SDGs
through my job. Sometimes, however, the products are over-packaged to begin
with, and I wonder "What?" I think there is so much plastic when I take out thetrash. I sometimes feel sorry for the marine life in the ocean that is being polluted
because of this.
- I am planning a trip to Okinawa, but when I look for a hotel, I think about staying
there if it says that it is cheaper for consecutive nights without cleaning services.
If it is directly related to me, I will think about it. If it is sustainable and a bit
expensive, I honestly wouldn’t choose it. If it is of good value for money andreduces the environmental impact, I will select it.
Awareness of recycling and reducing food loss in daily life. Some say theywould rather wear old clothes for a long time than to dispose of clothes.

- At the family restaurant where I work part-time, the plastic containers for thedrink bar were replaced by paper ones. The amount of waste decreased
dramatically when the hand towels, which used to be served for customers,
became self-service. These small changes are spreading throughout society.
- Since I started job hunting, I have been hearing about SDG-conscious initiatives(by companies) at information sessions, and I have the impression that the SDGs
are permeating various aspects of society.
- Having learned about the SDGs in university, I am more conscious of "providing
the same kind of education to people globally" than over environmental aspects.
●30s Age Group
Motivation for sustainable behavior is more for my own enjoyment andbenefit than for the planet.
- I try not to buy plastic bottles, carry water bottles, and avoid plastic bags, butsometimes before I know it, I forget about it.
- Sometimes I am unaware of the importance of sustainability, especially when I
travel, because I am more interested in doing what I can only do in the destination.

- We try to keep in mind the SDGs on the environmental side. There is a service
where you can carry your own bags and bottles as much as possible, and where
you can earn redeemable “nanaco” points if you collect plastic bottles and put
them out for recycling at Ito-Yokado. As a family, you can collect and put themout together.

- In Thailand, take-out utensils are non-plastic, giving me the impression thatthey are more aware of sustainability than in Japan. Supermarkets in Bali arestocked with organic products and dairy/meat alternatives. I have washable
straws from Bali, but I don't use them in Japan.

- Rather than being just conscious of the SDGs, I try to recycle. As much as
possible, I separate plastic and paper then put them out for collection.

- I avoid store plastic bags because I have to use paid bags for garbage disposal
at home. I use cute eco-bags as they excite me more than that for theenvironment.

- I often buy second-hand clothes. I don't get to put my clothes on the market, butinstead of buying so-called "fast fashion" and throwing them away often, I try towear the clothes I bought, such as second-hand clothes, for a long time.

In Germany, ecology is promoted nationally. Supermarkets are classified into
categories based on how eco-friendly they are, rather than on pricing, or imported
foods they carry. The idea that eco-conscious people are cool has taken root.

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Ⅲ Survey Results
６．Sustainable Tourism-2 (Travel Awareness)
Some three in 10 respondents are aware of SDGs and sustainability when selecting tourism destinations, with more than half ofthem selecting "priority on distribution of locally produced goods for local consumption" and "setting of sustainability standards" as
criteria for selection
About 30% of respondents answered that they are aware of the SDGs and sustainability when they travel, and that they have selected destinations andfacilities that are aware of the SDGs and sustainability. Asked about their criteria for choosing SDGs- and sustainability-conscious tourist attractions
and facilities when traveling, the most common response, at 61.8%, was "giving priority to distribution of locally produced goods for local consumption.”
Noteworthy was that the second-most common criterion, "Has some kind of sustainability standard, such as an international standard or the company's
own standard," was selected by more than 50% of the respondents, indicating that they are seeking an objective and clear criteria to promotesustainable tourism.

Have you ever considered SDGs
or sustainability when traveling?

Have you ever chosen SDGs or
sustainability-conscious
destinations or tourist facilities
when traveling?

What criteria do you use to select sustainable
tourism destinations and facilities? Please selectall that apply. (Multiple answers)

Yes, 199 (25.3%)
Yes, 257 (32.7%)

No, 530 (67.3%)

No, 588 (74.7%)

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Ⅲ Survey Results
６．Sustainable Tourism-3 (Awareness of the Search Functions)Three in every 10 respondents are aware of the sustainable lodging function feature of reservation sites. More than 60% of those
who are aware of the function have used it
Despite being a relatively new feature, about 30% of the respondents were aware of the search function used by booking sites such as Booking.com and
Rakuten Travel to narrow the list of accommodations that have sustainable initiatives. In addition, more than 60% of the respondents who were awareof these functions indicated that they have actually used them, suggesting that interest in sustainable practices among lodging facilities is quite high.

Accommodation booking sites such as
Booking.com and Rakuten Travel allow you tonarrow down your search for accommodations
that are involved in sustainable initiatives. Did you
know about these initiatives?

Have you actually used these functions to searchfor or book an accommodation?

No, 100 (34.8%)
No, 713 (71.3%)

Yes, 287 (28.7%)
Yes, 187 (65.2%)（N=1000）

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Ⅲ Survey Results
Roundtable
Discussion, P. 20
A quarter of respondents understand the meaning of sustainable tourism, with about 80% answering that all three sustainable
tourism initiatives are "necessary”

６．Sustainable Tourism-4 (The Concept of Sustainable Tourism)

About 45% of the respondents answered that they had "no idea" about the term "sustainable tourism," but about 30% had "heard of it," with 25% having"a general understanding" or "a correct understanding of its meaning.” Regarding the three initiatives required for sustainable tourism, about 40%
answered that they were "very necessary" for all of them, and nearly 40% also answered that they were "necessary to some extent," indicating thatsome 80% of the respondents expressed that they were necessary.

Below are three initiatives that are required for sustainable tourism.
Which of the following best reflect your opinion on each of them?

Do you know the term
Sustainable Tourism?
Know of it and have a correctunderstanding of the meaning,
85 (8.5%)

Never heard of it nor
know about it,
445 (44.5%)

Know of it and have ageneral understanding of
the meaning, 171 (17.1%)

Preserving the environment, including
local nature and biodiversity while
making optimal use of tourism.
Unnecessary, 30 (3.0%)
Not very necessary,
29 (2.9%)
Neither,
160 (16.0%)

Tourism where cultural heritage suchas local architecture, residents' lives
and traditional values are respected byvisitors.
Unnecessary, 24 (2.4%)
Not very necessary,
25 (2.5%)

Verynecessary,
380 (38.0%)

Neither,
159 (15.9%)
Necessary tosome extent,
380 (38.0%)

Necessary tosome extent,
401 (40.1%)（N=1000）（N=1000）

Heard of it but don’tknow the meaning,
299 (29.9%)（N=1000）

Very
necessary,
412 (41.2%)

Unnecessary, 20 (2.0%)
Not very necessary,
23 (2.3%)
Neither,
158 (15.8%)

Verynecessary,
365 (36.5%)

Necessary tosome extent,
434 (43.4%)

Tourism that brings stable
income and employment tothe community and benefits
everyone involved in a fairmanner.

（N=1000）

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Ⅲ Survey Results
Roundtable Discussion: Sustainable Tourism●20s Age Group
Recognition of the term is low, and most of the answers give an image ofenvironmental consideration.

- My homestay was in rural Alberta, Canada. When my host family came to Japan,
they were very surprised at the culture of disassembling PET bottles when they
saw the trash cans for PET bottle caps.

- I had an image that sustainable tourism equates to environmentally friendly.

●30s Age Group- I heard this term for the first time. After doing some research, I learned that
more and more eco-friendly tourist destinations were becoming popular. I thoughtthat sorting garbage would help prevent air pollution and global warming. I believethat using public transportation will reduce emissions.

We are not familiar with the term itself, but all of us have experienced it in
our travels. From now on, I want to take action to contribute to thedestination.

- I don't want to go somewhere simply because it's an area where people arecareful about littering. It would be nice if the place you just happen to visit isnaturally clean.
- Sustainable tourism has a strong image of using natural resources effectively
instead of creating something new, such as environmental consideration. I justlearned that it is related to overtourism for the first time. I myself have a desire tointeract with local people when I travel, but I have never thought about their lives.
- When I travel, I often buy fruits and vegetables at local stalls or go to local
supermarkets.
- When I participated in an internship in Fujinomiya, I heard that there are many
Japanese people who think that nature is free. I personally believe that if
everyone views it as something of value, and if it becomes a form of paying for it
to experience, then a cycle of continuity will emerge.
Interested in environmentally friendly travel, but want to keep travel costs
low- The image of tourism is one that makes use of nature and the culture of theland. I like activities to enjoy nature, an attractive way of sightseeing. Sustainable
tourism is a place or a form that is conscious of not destroying the environment.
- There was a SUP (stand-up paddle board) & Yoga tour in Malta. I didn’t havethe time to join but I thought it was sustainable because it consumed little andused few resources.

- In 2018, I participated in a trekking tour to meet ethnic groups in the hinterlandof Viet Nam for 2 nights/3 days. There were about 20 people from different
countries on the tour, who visited people's houses, cooked rice together, andslept in the village. I was impressed to know a culture and lifestyle of Viet Nam. I
wonder if that was sustainable tourism. However, I wondered if the tour fee reallywent to the village, and if its nature was not ruined by trekking in a large group. I
was also shocked to see Wi-Fi in the village. The showers were hot andconvenient, which bothered me because tourism may be destroying its original
culture. It is actually difficult to experience the culture and to bring money back to
the local community.
- I had never heard the term "sustainable tourism" before. My impression was ofa trip to pick up trash on the beach in a no-gas eco-friendly car. I don't feel that I
am doing anything to contribute to sustainable tourism.
- Hawaii collects a lodging tax, and uses the money to analyze travelers and backit up by releasing it to tourism operators to further enrich tourism. After hearing
this story, I no longer have a bad image of Japan's bath tax or Kyoto's lodging tax.
I used to travel to stay in dormitories to see how cheap and long I could stay. At
times I thought that if it were going to be a few hundred yen more, I might as wellhave stayed over there. I have no problem if it is used for the next trip. But I
honestly don't know if it is being used appropriately.
- The impact on social media is one of the small gears that create a vicious cycleof attracting tourists, even if temporarily. In the long run, there are often
phenomena that impacts the region. When I wanted to continue traveling, I
thought through that experience, that if I could acquire and disseminate
knowledge to allow me to visit a place for a longer time, then the cycle would go alittle better.

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

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Ⅲ Survey Results
６．Sustainable Tourism-5 (Awareness as a Responsible Traveler)
About 70% of respondents "want to travel in a way that benefits the region they are visiting" with a majority who "want to be involved in the“region’s sustainability”
Two questions are asked to learn about attitudes toward being a responsible traveler. Asked if they wanted to spend money that would definitely
benefit local businesses in the areas they visit, just under half of the respondents answer "Yes," and 20% answer "Very much so," for a combined totalof just under 70%. In response to "If you could contribute to the sustainability of the region you are visiting, would you be willing to get involved?”
approximately 40% answer "Yes" with 14.8% saying, "Very much," generating a total of 56% -- more than half of the total respondents.

Do you want to ensure that local businesses (e.g.,
farmers, community-based lodging facilities,
souvenir manufacturers, etc.) that you visit for
tourism benefit from your consumption?

If you could contribute in some way to thesustainability of the region you were visiting,would you be willing to be involved?

Totally disagree,
21 (2.1%)

Totally disagree,
25 (2.5%)

Agree not so much,
37 (3.7%)

Agree not so much,
62 (6.2%)

Strongly agree,
200 (20.0%)

Strongly agree,
148 (14.8%)

Neither,
264 (26.4%)
Neither,
353 (35.3%)

Want to be involved,412 (41.2%)

Agree, 478 (47.8%)（N=1000）

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

（N=1000）

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Ⅲ Survey Results
６．Sustainable Tourism-6 (Awareness of Sustainable Tourism in ASEAN)

Are you aware of any specific initiatives being undertaken in ASEAN Member States regarding sustainable
tourism? If yes, please fill in as much as you know. Indicate "None," if there isn't any.
● Concept of Tourism
Micro tourism
Green tourism● Energy related
Renewable energy generation
Energy storage
Low-carbon, clean natural gas
Solar panels
Use of environmentally friendly fuels● Cultural preservation
Folk traditional crafts
Reuse of cultural heritage
Cultural values● Protection of the environment
Environmental preservation
Environmental protection andconservation
Water circulation
Cleanliness of streets● Action
Do what you think is good

● Introducing a tax
Introducing an entry tax, etc.

● Gas
Efforts to reduce emissions during travel● Education
Environmentally friendly events● Concepts
Interpretation planning & training,sustainable tourism● Transportation
Issue day passes to allow people to use
streetcars, etc.

● Equality
Equal tourism opportunities for both
physically challenged and non-disabled
peopleI don't know the details, but I have seencommercials of people in developing
countries taking sustainable initiatives forpeople of all ages and genders.
● Garbage
Garbage pickup
Garbage disposal
Promoting garbage separation
Reducing garbage● Specific initiatives in ASEAN countries
Eco-resorts in Thailand
Singapore: Construction of a large
domestic water reservoir
Eco-tours to observe the grey-faced
buzzard, a bird of prey in Asia and found in
the Philippines; or the Philippine Eagle
Singapore city bike tours
Singapore's efforts to punish littering bystate law

● Poverty
Elimination of poverty

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

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Ⅲ Survey Results
６．Sustainable Tourism-6 (Actions as a Responsible Traveler)
Half of the respondents would choose a tour that clearly indicates sustainable efforts if the content is the same, with more than 30% saying
they would be willing to accept a difference of between 1,000 yen and 3,000 yen
In gauging their perception of the cost of sustainable tourism, we have compared products that explicitly state sustainable initiatives with those that donot, using a 5,000-yen optional tour as an example. Asked about their views on the same content and price, half of the respondents say they would
choose a tour with sustainable initiatives. In the case of tours with sustainable initiatives, more than 40% say they would choose the one withsustainable initiatives (even if it were more expensive). Of those willing to pay more and by how much, the most common answer is "between 1,000 yen
and 3,000 yen," reflecting over 30%, followed in second by "between 500 yen and 1,000 yen" at just under 30%. The third most common answer is"between 3,000 yen and 5,000 yen" for a ratio of over 20%.

If there are two optional tours that both cost
5,000 yen and have almost identical content,
but one specifically states that it is "committed
to sustainable practices such as preserving
nature, benefiting the community, andreducing CO2 emissions," which one is closer
to your thinking?

If an optional tour with sustainable
practices is priced higher than a tour withidentical content that does not, which of thefollowing closely matches your opinion?

How much difference per person
Roundtable
would you be willing to pay?
Discussion,
P. 24
5,000 yen & up, 17 (7.7%)
3,000〜5,000 yen,
53 (23.9%)

Doesn’t matter if
we do somethingsustainable,
400 (40.0%)

Choose tours withsustainableapproach,502 (50.2%)

Choose tours with nosustainable efforts(cheaper is better),
280 (55.8%)

Choose tours withsustainable efforts(even if costlier),
222 (44.2%)

1,000〜3,000 yen,
72 (32.4%)

500〜1,000 yen,
62 (27.9%)
Up to 500 yen, 18 (8.1%)（N=1000）

Choose tours uncommitted tosustainability, 98 (9.8%)

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

（n=222）23

Ⅲ Survey Results
Roundtable Discussion: The Amount You Can Pay for Sustainable
Tourism
Opinions Differ on Added Cost
- I prefer the cheaper ones, so I choose by price. I once stayed at a lodging facility
that provided bamboo amenities, which matched the atmosphere of the lodging
very well. From a female’s point of view, bamboo is prettier than plastic combs,
and if it is sustainable, I would choose it even if it costs a little more.
- I don't think I would be able to afford it as a student if it is expensive. I will think
about it when I become a working adult and have more money to spare, but rightnow, I think it would be difficult.
- I hope that what I consume will be returned to me in a good way, even if only alittle. If I could afford it, I would choose it. But I feel uneasy if it is not clearly
written out, wondering if it is true. I want to choose a place that clearly states it.
- If the price is the same, I would choose the sustainable one. If the content is thesame and they say it is more expensive because it is sustainable, I honestly don't
think I would go for that one.
- If the price is the same and the package says "eco-friendly," I would choose that
one. If the information on the package is more specific, I would take the one withthe same price. Even if I don't do anything special, if there is something I can doto help, then I would like to help.
- If it says that you can stay at a famous hotel such as a Hilton or a Hyatt for acertain price, I would think it is OK if I can stay at this hotel for this price. But if itsays that you can stay at a hotel specializing in the SDGs for this price, I wouldfind it difficult to choose that hotel if I am unaware of how much it is worth to me.

- I would be willing to pay even 1,000 yen or 2,000 yen more if the basis is clear inwhat they are really doing. An additional 3,000 yen seems a bit expensive. But ifthey just talk about it, saying, "I'm doing it, but where? I don't choose them if they
are just talking about it.
- I would choose the cheapest one. I am of a certain age and do not have thefinancial resources, so if I have to go to a place, I would choose the cheapest one,even if it has added value.

- If I pay for a sustainable hotel or tour, it's not for the environment, but to see
whether the hotel or tour is attractive. If it is fun, interesting and environmentallyfriendly, I may pay for it. But I am not likely to pay for it just because it will
improve the environment. If I have the time and money, I would, but as a student,
I probably can’t.
- The cheaper the better. Of course, if it is expensive, it is better if some options
are included, but if it is just expensive, I would choose the cheapest one.
Traveling is also a way to refresh your mind and heal your tired soul, so you don’t
want to get tired by being too conscious of sustainability. So cheaper is better.
- It depends on the content of the tour. For example, I would pay for a coral
reforestation tour in Okinawa Prefecture if it is a trip that is not possible to dowithout participating in the tour. Also, this may be a student's point of view, but I
think I would be conscious of tours where I can see a photo-worthy scenery since
I take pictures and put them up on Instagram.

- If a hotel only displays the SDGs logo, it is not very credible, but if it clearlystates that it is making a solid commitment to the SDGs, I would personally bewilling to spend the money, depending on the price difference, in order toexperience an extraordinary sightseeing experience.

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

24

Ⅲ Survey Results
６．Sustainable Tourism-7 (Case Study--Overtourism)
Some six in 10 respondents said that the 3.5-year ban was "necessary for an ecosystem recovery" while 20% said "it is necessary
but the period was too long”
Based on the case of Phi Phi Island, Thailand, we have investigated the awareness of overtourism and the measures to alleviate
congestion. Efforts to ban tourists from entering the area in order to restore the ecosystem damaged by the rise in tourists have often beenfeatured in the media, but only 20% of the respondents say they are aware of it. Regarding the 3.5-year ban on entry, 65% evaluate it as"necessary for ecosystem recovery," while 20% answer that "it is necessary, but 3.5 years was too long." More than 10% respond,
questioning if the entry ban is necessary.

Did you know that this initiative was covered in
the news and written in newspaper articles?

Yes, 201 (20.1%)

What do you think about the efforts to ban
tourists from entering the area for three and a halfyears?

Questions the necessity of the entry,
135 (13.5%)

Ban was necessary but too long,
218 (21.8%)

Necessary forecosystem recovery,
647 (64.7%)

No, 799 (79.9%)（N=1000）

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

（N=1000）

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Ⅲ Survey Results
６．Sustainable Tourism-7 (Case Study--Overtourism at Maya Bay, Phi Phi Island, Thailand)
Half of the respondents said that they "do not know about overtourism at all" and "want to cooperate with mitigation efforts"
Based on the case study of Phi Phi Island, we have surveyed attitudes toward overtourism and measures to alleviate overcrowding. While 65% of the
respondents evaluate the 3.5-year effort to restore the ecosystem by banning tourists from entering the island as "necessary," 20% say "it is necessary,
but the time period was too long. As for the term "overtourism," the most common response is "I have never heard of it," accounting for 50%. Some 30%
say they have heard of it but are unfamiliar with its meaning. Only 20% say they understand its meaning. As for efforts to alleviate overtourism, half say
they would like to cooperate with such efforts because they are necessary, while more than 30% say they think they are necessary but would prefer tochoose a place with no restriction if they were going there themselves. Some 60% also say they "would like to actively use" efforts to ease congestion,such as advance reservation systems, while more than 20% say they "want to avoid congestion, but it is a hassle to research and make reservations inadvance. While it is possible to ask travelers to cooperate to some extent with overtourism and efforts to reduce congestion, it is apparent that not asmall number of people feel that it is a hassle.

Have you ever heard the term overtourism?
Know of it and have a correctunderstanding of the meaning,
51 (5.1%)

Know of it and have ageneral understanding of
the meaning, 139 (13.9%)
Never heard of it
nor know about it,
511 (51.1%)

No interestin this topic,
177 (17.7%)

No interestin this topic,
184 (18.4%)

Would cooperate,even if a littleinconveient, because
Necessary but would of its necessity,
go to a place with no 492 (49.2%)
restrictions,324 (32.4%)

Heard of it but don’tknow the meaning,
299 (29.9%)（N=1000）

In order to avoid overtourism and reduce
congestion, tourist facilities are also taking
initiatives such as sending out real-timecongestion status via social media. What
are your thoughts on these initiatives?

Which of the following is closest to
your own ideas about taking steps
to mitigate overtourism?

Want to avoid congestion
but it’s a hassle to researchand book in advance,
228 (22.8%)（N=1000）

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

Actively use it to
avoid congestion,
595 (59.5%)（N=1000）

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Ⅲ Survey Results
７．ASEAN Initiatives
Nearly half of respondents are interested in ASEAN's sustainable tourism initiatives, with about 90% saying that "knowing about theinitiatives will influence their next trip”
Asked if they are interested in sustainable tourism initiatives in ASEAN, nearly 40% of the respondents answer "Somewhat interested" andmore than 10% answer "Very interested," underscoring a combined interest of about half of all respondents. The most common means ofobtaining information on initiatives is "websites" at just under 70%, which is higher than the more than 50% for "social media," a methodthat this generation is most likely to use to obtain information, as indicated in "5. Obtaining Information" (p. 13). Some 50% cite thatlearning about sustainable tourism initiatives "affected to a certain level" their choice on the next travel destination. Some 20% answer"greatly affected," while about 15% say has ”affected," bringing to a combined ratio of nearly 90% of respondents.

There are many othersustainable tourism initiatives in
the 10 ASEAN countries. Are you
interested in these initiatives?

What media or channels do you
think would be the best way toobtain information about suchsustainable tourism initiatives(multiple responses)?

No interest, Very107 (10.7%) interested,
132 (13.2%)
Not reallyinterested,
140 (14.0%)

Neither,
257 (25.7%)

Does knowing about suchsustainable tourism initiatives
influence your decision on
where to travel next?
No effect, 6 (1.2%)
Not much effect,
55 (11.1%)

Greatly affected,
98 (19.8%)

Affected,77 (15.5%)

Somewhat interested,
364 (36.4%)

Affected to a certain level,
260 (52.4%)（N=1000）

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

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Ⅲ Survey Results
８． Dissemination of Information on ASEAN
The most common response for "helpful" information on sustainable tourism initiatives in ASEAN is "public organizations such as
government tourism offices" at 25%
Asked to use social media to learn about sustainable tourism initiatives in the 10 ASEAN countries, 25% of respondents say that "officialorganizations such as government tourism offices" are considered the most useful source of information, followed by "specialized travel
media" and "travel agencies," each accounting for approximately 20% of respondents. Less than 20% of respondents has seen ASEAN
Travel, a Southeast Asia tourism information website operated by the ASEAN-Japan Centre, and only slightly more than 10% has seen theofficial Instagram tourism account.
What kind of sources do you think would be helpful
to learn about sustainable tourism initiatives in the
10ASEAN countries on social media?

The ASEAN-Japan Centre operates a tourism
information website for Southeast Asia called
ASEAN Travel (https://travel.asean.or.jp). Have you
ever seen this site?

ASEAN-Japan Centre has an official
Instagram account (@aseanjapancentre).
Have you ever seen our posts?

Word of Mouth, 11 (4.1%)

TravelInfluencer,
47 (17.7%)

Government
Tourism Office/Organization,
66 (24.8%)

Influencer,
39 (14.7%)
Travel Agency,
51 (19.2%)

TravelSpecialty media,
52 (19.5%)

Yes,
131 (13.1%)

Yes,
172 (17.2%)

No, 828 (82.8%)

No, 869 (86.9%)（N=1000）

Copyright © 2023 ASEAN-Japan Centre All Rights Reserved.

（N=1000）

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