A recent analysis of tourist statistics reveals that a staggering majority of Hong Kong visitors to Japan are not first-timers. According to data from 2023, only a mere 8.5% of tourists from Hong Kong ventured to Japan for the very first time. The findings indicate that 36.7% were on their fourth to ninth trip, while another 36.2% had traveled to Japan ten times or more. This means that over 70% of Hong Kong tourists have already visited the Land of the Rising Sun at least three times!

Research by Aun Consulting highlights the popular destinations within Japan that pique the interest of Hong Kong residents. From October 2023 to September 2024, Fukuoka emerged as the most searched prefecture with an impressive 807,000 searches, closely followed by Tokyo at 727,500 searches. Other sought-after locations include Osaka, Okinawa, and Hokkaidō, each representing unique experiences for tourists.

Fukuoka, situated in western Japan, is often chosen for casual weekend getaways due to its convenient proximity to major Asian cities. Its proactive strategies to attract both domestic and international businesses, combined with a vibrant start-up scene, have bolstered its reputation as an attractive investment and expansion locale.

Tokyo, Osaka, and Kyoto—renowned for their iconic attractions—ranked as the second, third, and sixth most popular search destinations respectively. Meanwhile, Okinawa has gained fame not only for its beautiful resorts but also as a prime wedding destination, with 55% of 552 foreign couples who got married there in 2023 hailing from Hong Kong. Hokkaidō, known for its winter sports and culinary delights, particularly attracts interest during the cold months, peaking from October to January.

Further breaking down the actual destinations for Hong Kong tourists in 2023 reveals that Tokyo remains the most favored spot, attracting 37.6% of visitors, followed by Osaka, Chiba, Kyoto, and Fukuoka. Although Chiba itself did not make the list of top online searches, it is a significant hub due to Narita International Airport and the popularity of Tokyo Disney Resort.

Despite the recent expansion of air routes to various regional cities in Japan, many prefectures are still experiencing low visitation rates from tourists, often under 1%. Aun Consulting emphasizes the need for tailored travel packages that highlight Japan's unique cultural experiences. As most Hong Kong tourists are repeat visitors, there’s a substantial opportunity to promote travel plans that showcase the charm and rich culture of Japan's less-explored regions.

In summary, as travel from Hong Kong to Japan continues to thrive, understanding preferences and crafting enticing travel experiences will be key in enticing these repeat visitors to explore even more of what Japan has to offer!