Dentsu conducted ‘Japan Brand Survey 2025,’ targeting 12,400 people from 20 to 59 years old in 20 countries and regions to seek updated insights for the inbound travel market
According to the survey results, Japan was by far a top destination to revisit, as 52.7% of all respondents answered that they want to visit Japan again, 32.7 higher points than the second South Korea or 26.1 higher points than the third U.S.
The ratio of revisit intention for leisure purpose has risen from 30.6% in 2023 to 34.6% in 2024 and 52.7% in 2025. Dentsu analyzed that the boom of traveling in Japan is not temporary, as Japanese high quality foods or products, not only the weak yen, attract foreign people.
By prefecture, Tokyo was still a top destination in terms of awareness, visit experience and visit intention, followed by Hokkaido, Osaka and Kyoto. The top four prefectures have been unchanged in the past decade.
Despite low awareness of local regions, the satisfaction rates of foreign travelers who have visited local regions were 96.2%, and the revisit intention rate was also high at 93.4%.
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The awareness rate of onsen varied with countries and regions. It was much lower in U.S., Europe and Australia than in Asia, as the survey shows that 74.9% of Canadian respondents, 52% of Australian respondents and 48.1% of Spanish respondents could not answer where the asked onsens were.
When asked about the best time to visit Japan, most people focused on the cherry blossom season. Regarding the next best time to visit Japan after the cherry blossom season, the autumn foliage season was selected among Japan fans with ample experience of visiting Japan. The summer vacation season was selected among travelers from U.S.
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