Intage Report_Japan tourism among Indian consumers in Metro cities_Sep2023.pdf

Copyright© 2023 Intage INDIA Private Limited All Rights Reserved.
September 2023
Report:
Survey on perception towards Japan tourism
among Indian consumers in Metro cities
* The copyright of this report is owned by Intage India Pvt. Ltd./ Intage group.
* In the event that damages or other troubles occur to the user or a third party due to the reprint or citation,
Intage India Pvt. Ltd/ Intage group shall not be liable for it.

About the survey
1

Research design
2
Objectives
The main objectives of this study are as follows:
• To understand what kind of travel plans Indian consumers are making for the 2023 festival season.
• To gauge the awareness of Indian consumers regarding travel to Japan.
• To explore the allure of visiting Japan for Indian travelers.
Methodology Online survey (Asian panel)
Period of survey September 2023
Respondent criteria
• Male and female aged 20 to 49 years old
• Those lives in 8 Metro cities: Delhi NCR, Mumbai, Ahmedabad, Pune, Kolkata, Bangalore, Chennai, Hyderabad
Sample size Total 600s
Research topics
Following questions are covered in this survey:
Demographics Travel plan for 2023 Japan tourism
Gender Travel plan Attractive point traveling to Japan
Age Countries ever visited Barrier for traveling to Japan
City Destination planning to visit Products to buy in Japan
HH Income level Purpose of visit Activities to do in Japan
Personal Income level Travel arrangement Awareness of Japanese Cuisines
Veg/Non-veg Booking site awareness/ usage Cuisines want to try in Japan

Demographics of the respondents
3
Pure
Vegetarian, 13
Eggetarian
, 5
Occasional
non-
vegetarian, 25
Non-
vegetarian, 57
Delhi NCR,
22
Mumbai,
19
Chennai, 17
Bangalore,
15
Hyderabad, 12
Kolkata, 8
Pune, 4 Ahmedabad, 4
Female
20s, 17
Female 30s,
17
Female
40s, 17
Male 40s,
17
Male
30s, 17
Male
20s, 17
Average Monthly Personal Income 96,108 INR
Average Monthly Household Income 125,817 INR
Gender
x Age
City
Food
habits
(Base: Total(N=600))
(%) (%) (%)

Key findings
4

Intention to visit Japan among Indian consumers
5
12%
Have visited Japan
5%
Consider to visit Japan
during festive season 2023
21%
Willing to visit Japan
in next 2-3 years*
* % of Top Box out of 11-point scale
Indian consumers have limited experience visiting Japan, however, there is an anticipated increase
in the number of potential visitors to Japan over the next two to three years."

The reason for visiting Japan among Indian consumers (Top 5)
6
To see Japan's nature and scenery 46%
1
To have exciting experiences in Japan 40%
2
I love Japanese culture and entertainment 40%
3
To enjoy Japanese cuisine 37%
4
To visit specific places or spots in Japan 36%
5
Indian tourists are thinking of visiting Japan in search of places and
experiences that can only be found in Japan, such as its nature,
historical place, culture, and cuisine.

The barriers/ concerns for visiting Japan among Indian consumers (Top 5)
7
For Indian consumers, language is a significant concern when
traveling to Japan. In addition, they also have worries about aspects
of daily life such as foods, payment methods, customs.
Language Barrier
1 46%
?
Differences in Payment Methods
(e.g., Card Usage Restrictions)
3 32%
Visa and Entry Requirements
3 32%
Difficulty Finding Food that Matches Dietary Preferences;
(Vegetarian or Vegan)
2 33%
Limited Availability of English Signage
5 30%

Activities Indian consumer are willing to experience in Japan (Top 5)
8
Shopping
Explore local markets and shops for unique finds
49%
1
Historical Landmarks
Explore famous historical sites and architecture
48%
2
Scenic Views
Take in the beauty of nature and landscapes.
44%
3
Train Travel
Ride on trains and local transportation
44%
4
Relaxation
Take some time to unwind and relax
42%
5
In addition to shopping, Indian consumers are willing to travel across
Japan actively to see sightseeing spots.

Products Indian consumer are willing to buy in Japan (Top 5)
9
Shopping is the one of motivation for visiting Japan. Both female and male have a high intention to
purchase clothing and fashion accessories. Women are considering the purchase of beauty
appliances, while men are contemplating the purchase of gadgets.
50
43
38
37
30
0 10 20 30 40 50 60
Clothing
Shoes, bags, leather goods
Luxury watches and high-
end brand items
Beauty appliances
Folk art and traditional craft
items/ Japanese tableware
Female
45
38
37
35
32
0 10 20 30 40 50 60
Clothing
Shoes, bags, leather goods
Audio products
Smartphone
Luxury watches and high-
end brand items
Male
(Base: Total (Female/ Male=300 each))

Foods/Beverages Indian consumer are willing to have in Japan (TOP 5)
10
39%
Sushi/Sashimi
29%
Japanese tea/Matcha
28%
Ramen
27%
Fruit
20%
Onigiri
1 2 3
4 5

Detailed charts
11

12
Total
Q6_1 Locations have visited (TOP 20)
Q6 Please select ALL location you have visited in the past
n=
UAE
USA
Singapore
Australia
UK
Canada
Maldives
Thailand
Malaysia
Nepal
Switzerland
France
South
Africa
Sri
Lanka
Germany
Qatar
Other
Asian
Countries
New
Zealand
Japan
Egypt
TOTAL 600 38 35 32 29 28 24 23 22 19 19 18 16 16 15 15 15 14 14 12 12
Female 300 36 38 33 31 29 25 24 22 18 17 17 16 16 12 17 15 13 15 10 11
Male 300 40 31 31 27 28 24 23 22 21 21 18 16 15 18 14 15 14 12 14 13
38
35
32
29
28
24
23
22
19 19
18
16 16
15 15 15
14 14
12 12
0
5
10
15
20
25
30
35
40
45
TOTAL Female Male
(%)
並び替え：
TOTALで降順

13
Total
Q6_2 Location will visit or consider to visit during this festival season in 2023
(TOP 20)
Q6 Please select ALL location you will visit or consider to visit during this festival season in 2023
n=
UAE
USA
UK
Australia
New
Zealand
Switzerland
Canada
Singapore
Maldives
South
Africa
Qatar
Malaysia
Egypt
Germany
France
Thailand
Japan
Sri
Lanka
Turkey
Indonesia
TOTAL 600 14 13 11 11 9 9 8 8 8 7 6 5 5 5 5 5 5 4 4 4
Female 300 14 14 12 11 11 7 10 6 8 8 4 6 5 6 4 6 3 6 5 4
Male 300 13 13 10 10 7 10 7 10 7 5 7 5 5 5 7 5 7 3 4 4
14
13
11 11
9 9
8 8 8
7
6
5 5 5 5 5 5
4 4 4
0
2
4
6
8
10
12
14
16
TOTAL Female Male
(%)
並び替え：
TOTALで降順

14
Total
Q10 Intention to visit the following countries in next 2-3 years: Japan
Q10 To what extent would you want to visit the following countries in next 2-3 years? [Japan]
n= TOP2 BOTTOM2
TOTAL 600 37 8
Female 300 36 7
Male 300 38 10
5
3
7
3
3
3
3
3
3
4
3
5
5
6
4
13
15
10
7
6
9
10
13
7
14
12
15
16
17
15
21
19
23
0% 50% 100%
0 Would not want to go at all 1 2 3 4 5 Can’t say either way 6 7 8 9 10 Absolutely would want to go

15
Total
Q11 Attractive points or reasons of traveling to Japan
Q11 As per your opinion, what are the attractive points of traveling to Japan?
n=
To
see
Japan's
nature
and
scenery
I
love
Japanese
culture
and
entertainment
To
have
exciting
experiences
in
Japan
To
enjoy
Japanese
cuisine
To
visit
specific
places
or
spots
in
Japan
To
experience
urban
life
in
Japan
To
discover
something
new
in
Japan
To
relax
and
unwind
in
Japan
Japan
is
a
hygienic
country
I
admire
Japan
Good
safety
To
interact
with
Japanese
people
To
buy
items
available
only
in
Japan
Friends
or
family
recommended
it
To
speak,
try,
or
learn
Japanese
I
thought
the
travel
costs
would
be
cheaper
than
other
countries
To
meet
friends
and
family
in
Japan
I'm
en
route
to
another
country
Nothing
in
particular
TOTAL 600 46 40 40 37 36 32 31 30 28 27 24 24 23 17 17 15 11 8 2
Female 300 48 36 38 36 39 32 32 29 28 26 23 24 24 17 16 15 10 5 1
Male 300 44 45 42 37 34 31 29 31 27 29 26 23 21 17 18 15 12 10 3
46
40 40
37 36
32 31 30
28 27
24 24 23
17 17
15
11
8
2
0
10
20
30
40
50
60
TOTAL Female Male
(%)
並び替え：
TOTALで降順

16
Total
Q12 Challenges or barrier for traveling to Japan
Q12 What are the challenges or barrier for traveling to Japan?
n=
Language
Barrier
Difficulty
Finding
Food
that
Matches
Dietary
Preferences
like
Vegetarian
or
Vegan
Differences
in
Payment
Methods
(e.g.,
Card
Usage
Restrictions)
Visa
and
Entry
Requirements
Limited
Availability
of
English
Signage
Cultural
Differences
and
Customs
High
Cost
of
Living
Communication
Infrastructure
(Wi-Fi
and
SIM)
Weather
and
Climate
Local
Laws
and
Regulations
Complex
Transportation
Network
Complex
Traffic
Rules
Local
Etiquette
Access
to
Healthcare
Facilities
Sizing
Discrepancies
in
Clothing
and
Shoes
Others
Nothing
in
particular
TOTAL 600 46 33 32 32 30 30 28 24 24 22 16 15 15 12 11 0 4
Female 300 45 32 30 32 27 30 28 25 26 22 17 14 14 12 12 0 3
Male 300 48 34 33 31 33 29 28 23 22 21 15 16 16 11 11 0 5
46
33 32 32
30 30
28
24 24
22
16 15 15
12 11
0
4
0
10
20
30
40
50
60
TOTAL Female Male
(%)
並び替え：
TOTALで降順

17
Total
Q13 Products would like to buy if you would visit to Japan
Q13 Please tell me what you would like to buy if you would visit to Japan
n=
Clothing
Shoes,
bags,
leather
goods
Luxury
watches
and
high-end
brand
items
Jewelry
and
Golds
Interior
decor
Audio
products
(speakers,
headphones,
earphones,
etc.)
Smartphone
Beauty
appliances
(facial
devices,
facial
rollers,
etc.)
Camera
and
lenses
Home
appliances
(rice
cookers,
vacuum
cleaners,
etc.)
Folk
art
and
traditional
craft
items/
Japanese
tableware
Goods
related
to
Japanese
idols
or
celebrities
Game
software
and
hardware
Antiques
and
vintage
items
Books,
magazines,
manga
Character
goods
Camping
and
outdoor
equipment
Pet
goods
Tobacco,
electronic
cigarettes,
cigars
Food
Japanese
tea,
matcha
Fruit
liqueurs
(such
as
plum
wine
and
yuzu
liqueur)
Whiskey
Wine
Beer
Sake
Shochu
Skincare
products
Makeup
products
Medicines
and
daily
necessities
None
of
the
above
TOTAL 600 47 41 35 23 20 32 30 29 28 21 29 25 21 21 20 11 9 4 5 28 27 13 12 11 8 8 5 22 13 8 1
Female 300 50 43 38 28 21 27 25 37 24 22 30 25 17 25 19 8 7 4 3 29 25 14 11 9 5 6 5 26 19 8 0
Male 300 45 38 32 18 19 37 35 22 32 20 28 26 24 17 20 13 12 3 7 27 29 12 13 12 11 9 6 18 8 7 1
47
41
35
23
20
32
30 29 28
21
29
25
21 21 20
11
9
4 5
28 27
13 12 11
8 8
5
22
13
8
1
0
10
20
30
40
50
60
TOTAL Female Male
(%)
並び替え：
TOTALで降順
Fashion items Electrical Appliances Hobbies & traditional works Foods & beverages FMCG

18
Total
Q14 Activities you would like to do if you would visit to Japan
Q14 Please tell me what activities you would like to do if you would visit to Japan
n=
Shopping:
Explore
local
markets
and
shops
for
unique
finds.
Historical
Landmarks:
Explore
famous
historical
sites
and
architecture.
Scenic
Views:
Take
in
the
beauty
of
nature
and
landscapes.
Train
Travel:
Ride
on
trains
and
local
transportation.
Relaxation:
Take
some
time
to
unwind
and
relax.
Religious
Sites:
Visit
temples,
churches,
and
other
religious
places.
Nightlife:
Experience
the
vibrant
nightlife
of
the
area.
Cultural
Immersion:
Immerse
yourself
in
the
local
culture.
Amusement
Parks:
Have
a
blast
at
amusement
parks
and
theme
parks.
Culinary
Delights:
Taste
the
local
cuisine.
Hiking
and
Climbing:
Explore
the
great
outdoors
through
hiking
and
climbing.
Wellness
and
Beauty:
Visit
spas,
salons
for
treatments
like
massages,
waxing,
and
nail
care.
Events:
Attend
sports
events,
concerts,
anime
conventions,
gaming
expos,
and
more.
Outdoor
Sports:
Engage
in
outdoor
activities
like
skiing,
camping,
and
water
sports.
Enjoying
Drinks:
Savor
local
alcohol
and
cocktails.
Online
Content
Creation:
Share
videos
on
social
media
and
streaming.
Arcades:
Have
fun
playing
games
at
arcades.
Medical
Tourism:
Travel
for
medical
treatments
and
procedures.
Others
TOTAL 600 49 48 44 44 42 41 39 37 36 33 33 33 32 30 28 23 23 16 0
Female 300 48 49 44 42 39 38 34 35 36 33 34 34 31 30 27 21 21 14 0
Male 300 49 46 43 45 45 44 44 40 36 33 32 31 33 29 30 25 24 18 0
49 48
44 44
42 41
39
37 36
33 33 33 32
30
28
23 23
16
0
0
10
20
30
40
50
60
TOTAL Female Male
(%)
並び替え：
TOTALで降順

19
Total
Q15 Japanese foods heard about
Q15 Please select ALL Japanese foods you have heard about.
n=
Sushi
and
sashimi
Japanese
tea
and
matcha
Fruits
Ramen
Pickles
Onigiri
(rice
balls)
Japanese-style
curry
Japanese
Wine
Juice
and
soft
drinks
Steak
Fruit
liqueurs
(such
as
plum
wine
and
yuzu
liqueur)
Karaage
(fried
chicken)
Wagashi
(Japanese
sweets)
Japanese
Sake
Yakitori
(grilled
chicken
skewers)
Japanese
Beer
Japanese
whiskey
Hamburg
steak
Japanese
Shochu
Yakiniku
(grilled
meat,
Korean
style
BBQ)
Sukiyaki
Soba
Tempura
Shabu-shabu
Udon
Tonkatsu
(breaded
pork
cutlet)
Okonomiyaki
Robatayaki
Others
Nothing
in
particular
TOTAL 600 51 41 41 35 35 31 31 30 30 29 26 25 24 23 23 22 22 22 21 21 19 18 17 15 14 14 12 7 0 1
Female 300 52 42 43 33 37 30 28 29 30 27 27 23 21 21 22 19 19 21 20 22 19 14 17 14 11 12 12 7 0 1
Male 300 50 40 38 37 32 32 33 30 29 31 25 27 27 25 24 25 25 23 22 19 19 21 17 15 17 15 11 7 0 1
51
41 41
35 35
31 31 30 30 29
26 25 24 23 23 22 22 22 21 21
19 18 17
15 14 14
12
7
0 1
0
10
20
30
40
50
60
TOTAL Female Male
(%)
並び替え：
TOTALで降順

20
Total
Q16 Japanese foods you'd like to have in Japan
Q16 Please tell me the Japanese foods you'd like to try and drinks you'd like to have in Japan
n=
Sushi
and
sashimi
Japanese
tea
and
matcha
Ramen
Fruits
Onigiri
(rice
balls)
Juice
and
soft
drinks
Japanese-style
curry
Pickles
Karaage
(fried
chicken)
Japanese
Wine
Fruit
liqueurs
(such
as
plum
wine
and
yuzu
liqueur)
Steak
Wagashi
(Japanese
sweets)
Japanese
whiskey
Japanese
Sake
Japanese
Beer
Yakiniku
(grilled
meat,
Korean
style
BBQ)
Japanese
Shochu
Yakitori
(grilled
chicken
skewers)
Hamburg
steak
Udon
Soba
Tempura
Sukiyaki
Tonkatsu
(breaded
pork
cutlet)
Shabu-shabu
Okonomiyaki
Robatayaki
Others
Nothing
in
particular
TOTAL 600 39 29 28 27 20 19 19 18 17 17 16 15 14 14 13 12 12 12 12 10 10 9 9 8 8 7 5 3 0 4
Female 300 38 31 25 27 18 18 15 20 15 16 17 11 12 11 10 9 12 11 10 7 9 7 9 6 7 7 5 3 0 4
Male 300 39 27 30 27 21 19 22 17 19 17 15 19 17 17 15 15 12 13 14 13 10 12 9 11 9 7 5 3 0 3
39
29
28
27
20
19 19
18
17 17
16
15
14 14
13
12 12 12 12
10 10
9 9
8 8
7
5
3
0
4
0
5
10
15
20
25
30
35
40
45
TOTAL Female Male
(%)
並び替え：
TOTALで降順

About Intage
21

INTAGE Group
INTAGE Group is the Asia leading provider of market information and consumers’ understanding, which
has global capabilities with market access practice across 10+ countries that enables us to provide clients
with the most complete and comprehensive view of market & consumers.
Market Leader in Asia
Experience
No.1
60+ years
10+
Countries & Regions
22

INTAGE INDIA – Snapshot
23
India Operation
(Red) High demand center
Established August 2012
Head Office New Delhi
Capital INR 32.2 crores (INR 322 million)
Regional Offices Bangalore
Employees Over 20 full-time staffs across India
We have established extensive and highly efficient field work
execution network in across India
HQ: Delhi
Regional office: Bangalore

Asian Panel (AP) : INTAGE's Online Research Panel (Online Survey)
User-friendly interface.
Quick access to the survey
anywhere at anytime.
Strong community with more than 9
millions users+ in Asia.
Various types of information can be
collected (photo, video, etc.)
Fast & reasonable price for all
processes
24

25

QUALITY CONTROL (1/2)
INTAGE applies the following standards to ensure quality data:
26

QUALITY CONTROL (2/2)
27

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