JAPAN is the destination of choice for travellers from China, Hong Kong and Taiwan in the year ahead, according to a recent consumer survey.
Travel deals publisher, Travelzoo Asia Pacific, conducted its annual member survey between November 2 and 30 last year among more than 4,300 participants from Australia, China, Hong Kong, Japan and Taiwan.
Some 40 per cent of Chinese members picked Japan as the travel destination they have the keenest interest in, for the second year running. The US was China’s second choice with 31 per cent of the vote, likely supported by the new visa agreement between China and the US.
The survey also found that Chinese travellers will travel the most this year for an average of 6.4 leisure trips and spend US$8,558 per trip.
Japan also topped Hong Kong at 49 per cent, followed by Australia at 31 per cent. The Taiwanese proved the most eager to visit Japan at 56 per cent. Switzerland ranked second with 22 per cent.
The survey also highlighted that travellers are now seeking a more immersive experience (52 per cent), with cultural experiences such as visiting festivals and learning local traditions being the most sought-after (36 per cent), while gastronomy and nature followed at 21 per cent and 20 per cent respectively.
Vivan Hong, president, Travelzoo Lu You Zu, commented in a release: “The survey shows that the Chinese travel appetite is changing dramatically. It also underscores the danger of stereotyping Chinese preferences, especially with their increasing preference for unique experiences.”
The Chinese also remain the most avid mobile Internet users – 78 per cent have made a travel-related purchase in the last 12 months, above the 55 per cent average; 97 per cent stay in touch with friends and family while on holiday, compared to 83 per cent of all respondents.