GMO Research Travel Survey: Distinct Patterns in International Travel Intentions Among APAC, Europe and North America

TOKYO–(BUSINESS WIRE)–GMO Research (TOKYO: 3695) conducted an overseas travel mission in the last quarter of 2022 to understand the differences in travel patterns between Europe, North America and the APAC region. The survey was conducted in its panel networks with 3,000 respondents in six countries, America, Canada, Great Britain, Germany, France and Australia. GMO Research had previously conducted the same survey1 in October 2022 using the ASIA Cloud Panel2 targeting 3,328 monitors in 10 Asian countries and regions.

Europe and the United States remain popular destinations among respondents.

The top three international countries that respondents from North America would most like to visit in the future were: Italy (10.5%), Great Britain (9%) and Australia and Japan (both with 6.8%).3

The United States is a popular destination for Europeans and respondents in the APAC region. The Europeans who were asked also indicated their preference for traveling to other countries in their region, mainly Spain (9.3%) and Italy (7.7%). This is similar to those surveyed in the APAC region, who indicated their preference for regional travel, visiting Japan (20.3%) and South Korea (6.6%). (Chart 1)

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When looking at the reasons for each of the countries choosing the United States as their chosen country to visit, the most common reasons were “many tourist attractions (25.4%)”, “unique cultural experiences (13.5% )” and “its own natural landscape” (9.9%).

In comparison, respondents want to visit Italy because it offers “traditional food/drinks (29%)”, “unique cultural experiences (24.2%)” and “historical buildings/sites (12.6%)”. A significant number of respondents chose Spain as their destination in the future for its “Beach Resorts” (36.1%). (Chart 2)

frequency of travel

In the next year, the majority of respondents in North America (63.1%), Europe (69.4%) and APAC (56.9%) plan to travel abroad at least once. Specifically, 30-40% of respondents in the UK, Germany, France and Canada plan to travel abroad twice or more, indicating a great willingness to travel (Chart 3). However, in comparison, most respondents in Japan (88.6%) and Indonesia (73.2%) have yet to make plans to travel overseas, suggesting that many in Asia remain cautious about international travel.

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Sources of information on foreign travel

When collecting information about traveling abroad, ‘web search’ and ‘word of mouth from friends/acquaintances’ emerged as the most common sources in all countries. ‘Travel blogs’ and ‘online travel agencies’ were also frequently used.

However, the use of ‘SNS’ (social media) as a source of information varies, with a significant number of respondents in Japan, China, South Korea, Hong Kong, Indonesia, Thailand, Germany and France citing it as a source, in Compared to the relatively low percentage of respondents in North America.

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About GMO Research, Inc.

GMO Research Inc. offers an online audience engagement platform that provides access to a multi-country online panel network, the Cloud Panel. The cloud panel currently consists of over 52 million4 online consumer panellists across 16 APAC countries, and more than 45 partner countries. Our services range from full service, game research, project management, sample only, qualitative research, and translations, to DIY.

To learn more about GMO research, visit

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1 Read more about the International Travel Survey in Asia here.

2 ASIA Cloud Panel is a consumer panel that is specialized for the Asian regions in the GMO Research Cloud Panel Internet research services.

3 Travel within North America (US/Canada) is excluded.

4 Data from January 2023.


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