IntaSect Communications, Inc. (headquartered in Chiyoda-ku, Tokyo; Tan Yufeng, President; hereinafter referred to as “IntaSect”), an overseas promotion and inbound support company for China, Taiwan, and other countries, conducted a survey on travel spending during the National Day holiday (October 1-7, 2024) in China to find out the latest trends amid the recovery trend in inbound tourism from China. In order to find out the latest trends amidst the recovery of inbound tourism from China, we conducted a “Survey on Travel Spending during National Day 2024” among Chinese residents prior to the National Day holiday (October 1 to October 7, 2024), which falls on China’s National Day. In this news release, we present the results of the survey.

This survey was conducted from September 5 to September 6, 2024, using the survey function on WeChat, a messenger application provided by Tencent, targeting residents in China (valid sample: 556 respondents).

<Summary of the findings of this survey>.

• More than 80% of Chinese residents “have changed their attitudes toward travel” between before and after the Corona disaster
• Many Chinese residents expect special sales during National Day!
  The products and services they would particularly like to purchase were: cosmetics (1st), digital products (2nd), and food (3rd).
• Consumption awareness during National Day is “as usual or increase spending” by more than 70%.
• Hokkaido,” “Tokyo,” and “Osaka” were the top 3 most popular areas in Japan during National Day.

<About the Attributes of the Respondents>
This time, 556 respondents (135 males and 421 females) residing in a total of 10 cities (Chengdu, Guangzhou, Shenzhen, Shanghai, Hangzhou, Beijing, Suzhou, Nanjing, Tianjin, and Chongqing) completed the survey. The breakdown of age groups was as follows: 5 were under 18, 173 were between 18 and 24, 163 were between 25 and 30, 130 were between 31 and 40, 59 were between 41 and 50, 16 were between 51 and 60, and 10 were 61 or older, for a total of 466 persons between 18 and 40 years old, 83.8% of the total.

<Details of the survey results> “What aspects of your attitudes toward travel have changed between before and now?
What aspects of your attitudes toward travel have changed between before and after the Corona disaster?
(Total number of respondents: 556, single answer/ 447 respondents who answered “changed” to the following question, multiple answers)

More than 80% of the respondents ( %（109人）、「変わった」と回答した人は80.4% 19.6)) answered that their awareness of travel “has not changed in particular” between before and after the Corona disaster, %（109人）、「変わった」と回答した人は80.4% (447) answered that their awareness “has changed”, indicating that their awareness has changed.

When the 447 respondents who answered “changed” were asked what aspects of their travel awareness had changed, the most common response was “destination” at 67.8 %（303人）、続いて「予算」が55.9% (250 respondents) and “timing of travel” at 49.2% (220 respondents).

■ “Do you expect any special sales or promotions in China or abroad during National Day?”/
“What kind of products or services would you like to purchase?”/
(Total number of respondents: 556, single answer / 472 respondents who answered “expect” for the following questions, multiple answers)

472 respondents, or 84.9% of all respondents, expect special sales and promotions in China and abroad during the National Day.

Expectations were particularly high for special sales and promotions on everyday consumer goods, including cosmetics, digital products, dining, travel, and fashion/accessories. Cosmetics was the most popular choice at 68.0 %（321人）で最も多く、「デジタル製品」は61.4% (290 respondents), dining at 56.1 %（265人）、「旅行」が54.9% (259 respondents), more than half of the respondents. Although falling short of half, “fashion/accessories” was also highly anticipated for special sales at 49.2% (232 respondents).

■”Did your awareness of the economic situation change during this year’s National Day holiday period?”
(556 respondents, single answer)

Regarding attitudes toward the economic situation during this year’s National Day, 44.8 %（249人）、「支出を増やす」と回答した人は28.2% respondents) said they would “spend as usual” %（249人）、「支出を増やす」と回答した人は28.2% (157 respondents) %（249人）、「支出を増やす」と回答した人は28.2% spending,” indicating that more than 70% (73%) of all respondents answered “as usual or increase spending” regarding their spending On the other hand, respondents who “will reduce expenditures” were more than 70 percent (73%). On the other hand, a minority of 150 (27.0%) of the respondents answered that they would “reduce spending.

(Number of respondents: 390, single answer)
When 390 respondents who have been to Japan or plan to go to Japan in the future were asked about their overseas travel plans during this year’s National Day holiday, 53.1% (207 respondents ), more than half of whom answered “Japan,” partly due to the recent depreciation of the yen, replied “ Japan. The result was that 53.1% (207 respondents), or more than half, answered “Japan,” partly due to the recent depreciation of the yen. This is a significant increase from the 55% of all respondents to this survey (55%), This represents 37.2% of the total number of respondents (556) to this survey. of the total 556 respondents to the survey.

■ “Which areas in Japan do you plan to visit during National Day this year? How many times have you visited that destination so far?”
(Number of respondents: 207, multiple answers)

<Top 10 most popular prefectures in Japan during National Day in 2024

Among the respondents (207) who plan to travel to “Japan” during this year’s National Day holiday period, the top three most popular prefectures were “Hokkaido,” “Tokyo,” and “Osaka Prefecture. %（144人）で約7割の人が訪問する予定と回答しています。さらに、「北海道」と回答した人のうち、およそ3人に1人にあたる34.0% (69.6 %（144人）で約7割の人が訪問する予定と回答しています。さらに、「北海道」と回答した人のうち、およそ3人に1人にあたる34.0% “Hokkaido. Of those %（144人）で約7割の人が訪問する予定と回答しています。さらに、「北海道」と回答した人のうち、およそ3人に1人にあたる34.0% (49 persons), %（144人）で約7割の人が訪問する予定と回答しています。さらに、「北海道」と回答した人のうち、およそ3人に1人にあたる34.0% were repeat visitors who had visited Hokkaido at least once before. Tokyo was the next most popular destination, at 51.7 %（107人）、３番目に多い「大阪」は25.6% (53 respondents).

As for the reasons for choosing the above destinations (free answers), the overwhelmingly popular choice for Hokkaido was “beautiful nature and scenery,” and famous tourist attractions such as “Sapporo Odori Park” and “night view of Mount Hakodate. In Tokyo, respondents said “the capital of Japan and the busiest city in Asia,” “I want to do some shopping,” and “it’s the setting for anime. In Osaka, respondents cited “looks interesting,” similar to the image of Osaka in Japan, and theme parks such as Universal Studios Japan as reasons for visiting.

■ Commentary by our staff
Deputy General Manager, Overseas Advertising Promotion Group, Japan Promotion Planning Office
Masahiro Shimokawa, Deputy General Manager, Osaka Branch Office

On September 18, the Japan National Tourism Organization (JNTO) announced the estimated number of foreign visitors to Japan in August 2024*1 at 2,933,000, setting a new monthly record for the seventh consecutive month. Of this total, 745,800 were from mainland China, accounting for about a quarter of the total, and ranking first among all markets following July.

In this survey conducted by our company, we investigated whether and how Chinese residents’ awareness of travel had changed between before and after the Corona Disaster, in anticipation of one of China’s major holidays, “Guoqing Festival,” which begins at the beginning of next month. As a result, more than 80% of Chinese residents answered that their awareness of travel has changed, and many also answered that they expect special sales during the National Day holiday period and that they will continue to travel as usual or increase their spending.

In recent years, we have seen reports of overtourism and tourism pollution in some areas. It is imperative for each region to raise awareness and alert inbound tourists and take measures to diversify destinations and time zones for excursions, as well as to prepare for disasters and other emergencies, while using DX.

In addition, according to our statistical survey*2 conducted in February of this year, 80% of Chinese who have visited Japan “make a ‘shopping list’ before their trip,” and it can be said that there is an urgent need for various measures to increase awareness of travelers in the “Tabimae” area, to have them put their shopping (action) list on the shopping list of visitors to Japan, and to stimulate unplanned purchases in the “Tabinaka” area. It can be said that there is an urgent need for various measures to increase awareness of travelers’ shopping lists and stimulate unplanned purchases at travel destinations.

We are available to discuss each of these measures with you, so please feel free to contact us first.

1 Source: Japan National Tourism Organization (JNTO), September 18, 2024
*2 Our news release: February 22, 2024 “80% of Chinese who have visited Japan make a “shopping list” before traveling. More than 90% of those who have visited Japan have experienced “impulse buying” because they were attracted by product packages, etc.”
https://www.intasect.com/news/418/

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■Company Profile
Company Name : IntaSect Communications, Inc.
Representative : Tan Yufeng, President
Location : 2F B-M Bldg. 3-1 Kanda Ogawa-cho, Chiyoda-ku, Tokyo 101-0052, Japan
Established : November 2000
Business Activities : Overseas promotion and inbound (inbound to Japan) support mainly in mainland China and Taiwan
Cross-border e-commerce for China, Affiliate operation agency, Affiliate site patrol,
System development, etc.
Capital ：98.56 million yen
URL ：https://www.intasect.com/

An overseas promotion and system development company established in 2000, primarily in Japan and in China and Taiwan, with a wide range of business activities as follows
IntaPay, a QR payment solution for both Japan and overseas, as well as SI services and ERP business.
For Japan, Affiliate advertising management and site patrol, POS-linked CRM analysis and BI tools, BPM, electronic contracts, unmanned AI stores, and mobile ordering “eateat”.
For overseas, measures to attract visitors to Japan, promotion of travelers’ circulation, overseas digital advertising such as Baidu ads, SNS, and influencers in Japan and overseas, WeChat mini-program development, and overseas sales channel expansion.
In the area of production, we are also developing a wide range of businesses using DX technology in Japan and overseas, including multilingual web/video/poster/explanatory POP production, the “Passton” tool for correction, sharing, and instruction, and live distribution.
As of 2024, the group has more than 10 offices in Japan and mainland China, with a total of approximately 1,000 employees.

For inquiries regarding this matter, please contact:
IntaSect Communications, Inc.

Overseas Advertising Promotion Group

Phone: 03-3233-3527 (Business hours: weekdays 9:00-18:00)
Contact: https://www.intasect.com/contact/