Q9 Where does Japan rank as the "most desired country to visit"?

How is Japan, constantly changing, perceived by the world? How is Japan's brand—its tourism, food, products, and more—evaluated overseas?

This article introduces results from the "Japan Brand Survey 2017," conducted in 20 countries and regions worldwide from February to March 2017. This final installment covers "Countries Most Wanted to Visit in the Future."

A. Japan enjoys high popularity, but in Europe it ranks second after the United States. There's still room to grow!

*Respondents selected from the top 20 countries and regions in the 2016 World Tourism Rankings (international tourist arrivals) and from Asian countries and regions.

Compared to other countries, Japan's popularity as a travel destination is high. Furthermore, in the survey items regarding intention to visit Japan, approximately 80% of all respondents expressed an intention to visit Japan, a high score.

While Japan ranks within the top 5 in most countries, it falls outside the top 5 in India, Germany, and Brazil.
While Japan's global popularity is growing, there appears to be room for further growth in some countries.

<Japan Brand Survey 2017 Overview>
● Purpose: To understand overseas consumers' perceptions and actual behavior regarding the overall "Japan Brand," including Japanese food, tourism, and Japanese products, and to support corporate marketing activities.
●Target Areas: 20 countries and regions
China (Group A = Beijing, Shanghai, Guangzhou; Group B = Shenzhen, Tianjin, Chongqing, Suzhou, Wuhan, Chengdu, Hangzhou, Dalian, Xi'an, Qingdao), Hong Kong, Taiwan, South Korea, India, Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Australia, USA, Canada, Brazil, UK, France, Germany, Italy, Russia
※East Asia (China, Hong Kong, Taiwan, South Korea)
※ASEAN (Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines)

●Survey Method: Internet survey
●Respondent criteria: Men and women aged 20–59 in the middle-income bracket and above
※Definition of "middle-income": Conditions set per country based on national average income (OECD statistics) and social class classification (SEC)
●Sample size: China: 200 respondents each for A and B groups, total 400 respondents; USA: 400 respondents; Other regions: 200 respondents each, total 4,400 respondents
●Survey Period: February 13 to March 10, 2017

Dentsu Inc. Team Cool Japan
A cross-functional project team established by Dentsu Inc. to promote 'Cool Japan-related initiatives'—expanding products and services leveraging Japanese culture and strengths into overseas markets. Dentsu Inc. also invests in the Ministry of Economy, Trade and Industry's Cool Japan Organization (fund). The team brings together client company representatives for overseas expansion, media and content specialists, overseas subsidiary network managers, producers, and planners to work on initiatives promoting Japan's appeal globally.