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Responsible travellers in Indonesia – defined as those who are wellness-focused, culturally-minded and care about environmental impact – want most to travel to Japan, according to YouGov’s latest report for the travel and tourism sector.
YouGov Travel Rankings 2022: Travel brands through the eyes of Responsible Travellers aims to understand how travel brands differentiate in the eyes of responsible travellers, and the brands and destinations that score higher in terms of consideration among this audience group.
YouGov Destination Index measures the public’s perception of destinations on a daily basis across a range of measures, and compiled using Consideration scores from July 2021 to June 2022.
Japan topped the list with a Consideration score of 31.2 per cent, followed by Singapore at 23 per cent and South Korea at 21.3 per cent.
Middle Eastern destinations Dubai and Saudi Arabia were the next highest ranked, with Consideration scores of 16.9 per cent and 16.8 per cent respectively. This was followed by Switzerland, the first European destination on the ranking at 12.5 per cent.
Australia (11.4 per cent) and Malaysia (9.6 per cent) were ranked seventh and eighth respectively, followed by the Netherlands (9.4 per cent) and New Zealand (9.4 per cent), which rounded off the top ten.
The full report can be found here.