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February 16, 2012


JAPAN Travel Trade Barometer: Little Sign of Recovery Evident in Fourth Quarter 2011

  • The majority of Japanese tour operators reported in the U.S. Department of Commerce sponsored Japan Travel Trade Barometer (as of September 5 - October 29, 2011) that bookings for travel to the United States in the fourth quarter 2011 would continue to be lower, on average, compared to fourth quarter 2010 bookings.
  • Only about one fifth (22%) of the trade projected an increase, with half projecting much higher and the other half projecting higher bookings.
  • The top motivator listed for travel from Japan to the United States over the next six months was the exchange rate to the U.S. Dollar. Other motivators included the level of promotion by U.S. destinations and businesses and deregulation of charter flights.
  • The top deterrent listed for travel from Japan to the United States over the next six months was airfare/fuel surcharges. The economy in Japan ranked second. The March 2011 earthquake, tsunami and Fukushima disaster ranked third.

To improve conditions that directly affect the private sector's ability to export and to boost employment recovery, on March 11, 2010 President Obama created the National Export Initiative (NEI). The automation of the arrival/departure Form [CBP Form I-94W] for Visa Waiver Program travelers supports this initiative as the automated form will greatly improve the measurement and timely release of international arrival data to the United States. To learn more about the NEI, you are encouraged to visit <https://www.trade.gov/nei/index.asp>.

Travel Market Insights (www.travelmi.com) conducts the Canada, Mexico, United Kingdom, Japan, Germany and People's Republic of China Travel Trade Barometer programs. The U.S. Department of Commerce, Office of Travel and Tourism Industries, is a sponsor and was the initial developer of the barometer program. The Barometer program is conducted with support from the U.S. Commercial Service and various Visit USA Committees and additional sponsors.

Travel Market Insights conducts the Japan Travel Trade Barometer in conjunction with the Sloan Travel and Tourism Industry Center/University of South Carolina, the National Tour Association and the U.S. Department of Commerce, Office of Travel and Tourism Industries. The Japan Travel Trade Barometer program is also conducted in partnership with Japan Tourism Marketing and the Japan Visit USA Committee.

The Travel Trade Barometer survey is conducted on a quarterly basis in Canada, Mexico, the United Kingdom, Japan, Germany and the People's Republic of China and is available through subscription. Discussions with industry partners to add Brazil, Australia, South Korea and India are in progress. For more information, please contact Scott C. Johnson at Travel Market Insights on 518-668-2559.

Reports sent to subscribers include additional information, such as:

  • Bookings - looking at the past quarter and the next two quarters for U.S. and competitive regional destinations;
  • Short term bookings for more than five specific travel segments; and
  • Over 15 motivators or deterrents for travel to the United States.

Specific (proprietary) destination data is also available through a subscription.

For more information on the Travel Barometer Program, please visit http://tinet.ita.doc.gov/research/programs/barometer/index.html

U.S. Department of Commerce, International Trade Administration
Office of Travel and Tourism Industries (OTTI)
1401 Constitution Avenue N.W., Room 1003
Washington, D.C. 20230
Phone: (202) 482-0140
Fax: (202) 482-2887
Email: otti@trade.gov