Responsible travellers head for Japan

BANGKOK, 22 September 2022: YouGov’s latest study shows that Thai travellers who evaluate a destination on its responsible tourism credentials consider Japan the top choice.

There are considerable variations in the 18 markets studied when determining which destinations are included in the charts.

Thai travellers led off with Japan, followed by South Korea (second), Switzerland (third), Singapore (fourth) and the US in fifth place.

Singaporeans shared the same perception voting Japan top of the list for responsible tourism, but New Zealand took second place, Australia third, Switzerland fourth and Malaysia fifth.

YouGov’s study released Tuesday offers a benchmark for brands and destinations to evaluate their positions in the context of sustainable travel and how they perform in reaching out to responsible travellers.

Responsible travellers in Thailand are defined as those who are wellness-focused, culturally minded and care about environmental impact. According to YouGov’s latest report for the travel and tourism sector, most want to travel to Japan.

YouGov Travel Rankings 2022: Travel brands through the eyes of Responsible Travellers are aimed at understanding how travel brands differentiate in the eyes of responsible travellers and the brands and destinations that score higher in terms of consideration amongst this audience group. YouGov DestinationIndex measures the public’s perception of destinations daily across a range of measures.

Covering 18…