Published on
September 3, 2025
The findings of the Japan Brand Survey 2025, conducted by Dentsu, have positioned Japan as the world’s most desired destination for repeat travel. The survey engaged 12,400 respondents between the ages of 20 and 59 across 20 countries and regions, revealing that 52.7% of participants expressed a strong revisit intention for Japan. This figure placed the country far ahead of its closest competitors, with South Korea ranking second and the United States third. The rising interest indicates that the appeal of Japan is not a temporary outcome driven solely by the weak yen, but rather a reflection of the country’s enduring strengths such as high-quality food, refined products, and a balance of tradition and innovation.
Tokyo maintained its status as the most recognized and frequently visited prefecture, followed by Hokkaido, Osaka, and Kyoto, reflecting a consistent trend observed over the last decade. While awareness of local regions remains limited, travelers who ventured beyond major cities reported a 96.2% satisfaction rate and a 93.4% likelihood of returning. Despite these positive trends, the survey highlighted low global recognition of onsen culture, particularly in the U.S. and Europe, pointing to an untapped opportunity in promoting Japan’s traditional hot spring experiences.
Japan as a Leading Destination for Repeat Travel
One of the most striking results of the survey is that 52.7% of all respondents expressed a desire to visit Japan again. This figure placed Japan far ahead of competing destinations. South Korea ranked second but trailed by a significant 32.7 percentage points, while the United States came in third, lagging by 26.1 percentage points. This overwhelming preference for Japan reveals a deep emotional and cultural connection between international travelers and the country.
The growth in revisit intention has been consistent over the past few years. In 2023, 30.6% of respondents expressed the intention to revisit for leisure, which rose to 34.6% in 2024. By 2025, this number had surged to 52.7%. This continuous upward trend has been interpreted by Dentsu as evidence that the current boom in travel to Japan is not a fleeting phenomenon. Instead, it reflects long-term interest driven by the country’s authentic cultural identity, food traditions, and reputation for excellence in hospitality and consumer goods.
When examining awareness and travel intention by prefecture, the survey confirmed that Tokyo remains the most recognized and most visited area. Tokyo was followed by Hokkaido, Osaka, and Kyoto, with this ranking remaining unchanged over the last decade. These prefectures continue to serve as gateways for international tourism, offering vibrant cityscapes, renowned culinary experiences, and cultural landmarks.
While Tokyo and the other major prefectures remain dominant in awareness, satisfaction levels among travelers who visited lesser-known regional areas were remarkably high. The survey recorded a 96.2% satisfaction rate among foreign travelers who experienced Japan’s local regions. Furthermore, 93.4% of these travelers expressed a strong intention to revisit those areas. These figures suggest that once travelers venture outside the main urban hubs, they discover unique charms that encourage long-term loyalty.
The Challenge of Promoting Onsen Culture
The survey also shed light on the uneven awareness of onsen culture across different regions of the world. Onsen, or traditional Japanese hot springs, are deeply rooted in Japan’s history and lifestyle, yet awareness of them remains inconsistent. In North America, Europe, and Australia, familiarity with onsen culture was found to be relatively low compared to Asia.
For instance, 74.9% of respondents from Canada, 52% from Australia, and 48.1% from Spain were unable to identify the onsen locations mentioned in the survey. This lack of awareness suggests a missed opportunity in international tourism promotion. While onsen experiences are highly valued within Japan and neighboring Asian countries, the cultural significance and wellness benefits associated with them are not yet widely recognized in Western markets.
If effectively promoted, onsen culture could play a vital role in diversifying Japan’s tourism appeal. Onsen destinations often lie in rural areas, meaning their increased popularity among foreign travelers could support regional revitalization efforts and reduce the concentration of visitors in major cities.
Seasonal Preferences in Visiting Japan
The survey explored the best time of year to visit Japan, and responses highlighted strong preferences tied to the country’s natural beauty and cultural traditions. Unsurprisingly, the cherry blossom season was the most frequently mentioned period. The global fascination with cherry blossoms has long been a symbol of Japan’s seasonal allure, attracting vast numbers of travelers every spring.
Among experienced Japan travelers, the autumn foliage season was considered the next most appealing period. The vibrant red, orange, and yellow landscapes of Japanese autumn have increasingly gained recognition as offering an atmosphere just as memorable as cherry blossoms.
Interestingly, travelers from the United States demonstrated a different seasonal inclination, with many selecting the summer vacation season as the best time to visit Japan after cherry blossom season. This finding may reflect alignment with school holidays and work schedules in the U.S., as well as interest in summer festivals, fireworks, and coastal experiences.
The results of the Japan Brand Survey 2025 highlight how Japan has managed to strike a balance between tradition and modernity in ways that strongly resonate with international travelers. The survey shows that the country’s global reputation is not merely tied to affordability due to the weak yen but also to long-lasting attributes such as the quality of its culinary culture, unique experiences like onsen, and a consistent standard of excellence in hospitality.
The fact that satisfaction and revisit intention rates are extremely high for both major prefectures and regional areas demonstrates that Japan offers a well-rounded tourism experience. Whether in Tokyo’s bustling streets, Kyoto’s historic temples, or lesser-known towns rich with local heritage, travelers are finding experiences that inspire them to return.
The Japan Brand Survey 2025 demonstrates that international enthusiasm for visiting and revisiting Japan is stronger than ever. With over half of global respondents eager to return, Japan is positioned far ahead of its closest competitors. The strong performance of local regions in satisfaction ratings also emphasizes the country’s potential for dispersing tourism more evenly across the archipelago.
While challenges such as low awareness of onsen culture remain, the opportunities for growth are substantial. By focusing on promoting cultural experiences, seasonal attractions, and the unique offerings of regional destinations, Japan’s tourism industry can ensure that its current momentum is not temporary but instead establishes a long-term model for sustainable inbound travel.
[Japan Tourism, Source: Travel Voice]
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