Tourism Survey: Japan No.1 country to revisit

Asked what respondents looked for in their visit to Japan, 28.6 per cent cited the diverse food scene, while 27.9 per cent were drawn to the country's culture and 25.6 per cent to unique natural landscapes. Activities for which they are willing to pay include going to down-to-earth restaurants serving Japanese cuisine, accounting for 41.4 per cent. A rural experience and riding the shinkansen bullet train were also popular, the survey showed. The top five destinations where tourists tend to flock -- Tokyo, Osaka, Kyoto, Hiroshima and Hokkaido -- have not changed since 2016, Dentsu said. Many respondents attributed their hesitation to explore Japan's countryside to several factors: the language barrier, limited knowledge of regions beyond major cities like Tokyo, Osaka, and Kyoto, and a lack of information about available activities in rural areas.

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