# Tourism in Numbers: What Travellers Want, Japan, Saga and Karatsu

Compiled by Karatsu Farm & Food (Karatsu Data Bank) / HTML: https://karatsu-f-f.com/en/tourism-data.html / Published: 2026-10-14

- Travellers who value sustainability when choosing destinations: 74%. FY2024. People with overseas travel experience in 12 countries and regions (DBJ-JTBF)
- Top reason to visit rural Japan: "to enjoy natural scenery": 90%. FY2025. People who want to visit rural destinations (DBJ-JTBF)
- Foreign guest nights in Saga Prefecture: 251,600. 2025 final figures. About 10.7% of all guest nights (Japan Tourism Agency; share is our calculation)

## What travellers want, in numbers

This page sets out tourism figures for the world, Japan, Saga Prefecture and Karatsu City from official statistics and survey reports, focusing on what travellers want to do at their destinations and which sustainable actions they want to take. In a survey of people with overseas travel experience in 12 countries and regions in Asia, Europe, the United States and Australia, 74% said they value sustainability initiatives when choosing destinations or accommodation (FY2024), and the action most often chosen was reducing waste (FY2022).

Karatsu Farm & Food compiled this page as part of the Karatsu Data Bank. It adds no conclusions or evaluations and sets out only the figures and statements found in the sources. Values we calculated are marked "our calculation". Figures from different survey years or populations are shown in separate tables rather than compared. No values were read off charts. Figures on travellers' intentions are quoted, with attribution, from surveys by the Development Bank of Japan (DBJ) and the Japan Travel and Tourism Association (JTBF) (Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association). Most sources are in Japanese, and the English wording is our translation; the original text prevails.

## Why travellers want to visit rural Japan

- To enjoy natural scenery：90%
- To visit restaurants serving local dishes and ingredients：89%
- To satisfy curiosity by encountering unfamiliar cultures, customs and environments：87%
- To visit places with good value for accommodation and food：87%
- To see historic buildings and sites：85%
- To feel free from everyday roles and constraints：84%
- To have experiences unique to the area：83%
- To deepen ties with family and friends and make shared memories：82%

Note: Reasons for wanting to visit tourist destinations in rural Japan (top 8; people who want to visit rural destinations, n=4,807). Share answering "very true" or "somewhat true". Survey period 7-16 July 2025; respondents aged 20-79 with overseas travel experience in 12 countries and regions. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2025 edition, p.10

| Reason | East Asia | South-East Asia | US, Europe, Australia |
|---|---|---|---|
| To spend "time doing nothing" and recover body and mind | 81% | 77% | 57% |
| To widen social ties through contact with strangers and other cultures | 59% | 78% | 72% |
| To learn deeply about history, tradition and local climate and culture | 72% | 87% | 87% |

Note: The same question by region (East Asia n=2,005; South-East Asia n=1,805; US, Europe and Australia n=997). East Asia = South Korea, China, Taiwan, Hong Kong; South-East Asia = Thailand, Indonesia, Singapore, Malaysia; US, Europe and Australia = United States, Australia, United Kingdom, France. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association

In the FY2025 DBJ-JTBF survey ([DBJ-JTBF FY2025](https://www.dbj.jp/upload/investigate/docs/493f6b085ca9ba03dcc944a3b40e4356_1.pdf)), the most common reason for wanting to visit tourist destinations in rural Japan was "to enjoy natural scenery" (90%), followed by "to visit restaurants serving local dishes and ingredients" (89%) and "to satisfy curiosity by encountering unfamiliar cultures, customs and environments" (87%).

There are regional differences. "To spend time doing nothing and recover body and mind" was chosen by 81% in East Asia but 57% among US, European and Australian residents. The report says the latter appear to prefer being active to taking things slowly.

## What travellers want to do in rural areas

- Eat local dishes：51%
- Visit natural sights：48%
- Enjoy hot springs：47%
- Taste local seafood, meat, vegetables and fruit：42%
- Enjoy historic townscapes：41%
- Visit historic buildings and ruins：40%
- Enjoy flowers and autumn leaves：38%
- Interact with local residents：27%
- Go mountain climbing or hiking：16%
- Ski or do winter sports：15%
- Go cycling：14%

Note: What travellers want to do at rural destinations (people who want to visit rural destinations, n=4,807; all that apply). Top 7 items, "interact with local residents" and the bottom 3 items. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2025 edition, p.11

| Activity | Asian residents | US, European and Australian residents |
|---|---|---|
| Enjoy hot springs | 64% | 91% |
| Visit natural sights | 62% | 86% |
| Enjoy snowy landscapes | 54% | 82% |

Note: For each activity, share who answered that the place where they want to do it is "unknown, don't know or not decided" (Asian residents n=3,810; US, European and Australian residents n=997). The report states that the share is significantly higher among US, European and Australian residents for every item. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2025 edition, p.11

The top things travellers wanted to do at rural destinations were eating local dishes (51%), visiting natural sights (48%), enjoying hot springs (47%) and tasting local seafood, meat, vegetables and fruit (42%). Cycling (14%), skiing and winter sports (15%) and mountain climbing or hiking (16%) ranked low ([DBJ-JTBF FY2025](https://www.dbj.jp/upload/investigate/docs/493f6b085ca9ba03dcc944a3b40e4356_1.pdf)).

Many respondents had not decided where they would do these things. Among those who want to visit natural sights, 86% of US, European and Australian residents and 62% of Asian residents had not decided on a place. The report suggests that information on what individual rural areas offer may not be reaching travellers, and also that "every region has room to attract visitors".

## Paying more for higher-quality experiences

| Group | Standard experience, no extra charge | Pay 20% more for a high-quality experience | Pay 50% or more for a very special experience |
|---|---|---|---|
| All (n=4,001) | 47% | 48% | 5% |
| Asian residents (n=3,085) | 48% | 47% | 5% |
| US, European and Australian residents (n=916) | 44% | 50% | 6% |
| Lower-income group (n=1,159) | 54% | 42% | 4% |
| Middle-income group (n=1,378) | 47% | 48% | 4% |
| Higher-income group (n=1,464) | 41% | 51% | 7% |

Note: Willingness to pay extra for experiences when visiting Japan (people who intend to visit Japan; one answer). Income groups divide respondents in each country or region into thirds by household income. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2025 edition, p.15

Among people who intend to visit Japan, 48% would pay 20% more than the normal price for a special, high-quality experience unique to Japan, and 5% would pay 50% or more for a very special and memorable experience ([DBJ-JTBF FY2025](https://www.dbj.jp/upload/investigate/docs/493f6b085ca9ba03dcc944a3b40e4356_1.pdf)). The report says the share willing to pay extra rises with income.

## Which sustainable actions travellers want to take

| Rank | Asian residents | US, European and Australian residents |
|---|---|---|
| 1 | Reduce waste (33%) | Reduce waste (23%) |
| 2 | Buy local specialities (25%) | Buy goods and services from local businesses at fair prices (20%) |
| 3 | Choose low-CO2 transport with the environment in mind (22%) | Buy local specialities (20%) |
| 4 | Buy goods and services from local businesses at fair prices (21%) | Use restaurants serving local or organic food (17%) |
| 5 | Take part in local festivals and events (20%) | Take part in local festivals and events (17%) |
| 6 | Try local traditional crafts (20%) | Do not buy imitations of traditional crafts (17%) |
| 7 | Use restaurants serving local or organic food (20%) |  |

Note: Sustainable actions respondents want to take when travelling abroad (all respondents; up to five). Top 7 for Asian residents and top 6 for US, European and Australian residents. Survey period 21 June to 4 July 2022; respondents aged 20-59 with overseas travel experience in 12 countries and regions (6,307 people). Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2022 edition, p.36

In the FY2022 DBJ-JTBF survey ([DBJ-JTBF FY2022](https://www.dbj.jp/upload/investigate/docs/7ccfe6956b812ca76e024b7356e96093.pdf)), reducing waste was the sustainable action most often chosen for overseas trips by both Asian residents (33%) and US, European and Australian residents (23%). In Asia it was followed by buying local specialities (25%) and choosing low-CO2 transport (22%); among US, European and Australian residents, by buying goods and services from local businesses at fair prices (20%) and buying local specialities (20%).

In this survey, "sustainability initiatives" means efforts to protect and contribute to local nature and biodiversity, traditions and culture, and the local economy and community. The full list of shares for this question appears in the FY2022 edition; the FY2024 and FY2025 editions show, among other things, the gap between what people want to do and what they have done.

## How many value sustainability, and paying to protect destinations

| Survey year | Value | Somewhat value | Total (our calculation) |
|---|---|---|---|
| FY2022 (n=6,307) | 32% | 40% | 72% |
| FY2023 (n=7,414) | 32% | 39% | 71% |
| FY2024 (n=7,796) | 36% | 38% | 74% |

Note: How much respondents value sustainability initiatives when choosing destinations or accommodation abroad (all respondents). The three years are shown together in the FY2024 edition. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2024 edition, p.27

| Survey year | Agree | Somewhat agree | Total |
|---|---|---|---|
| FY2019 (n=6,276) | 15% | 28% | 43% |
| FY2024 (n=7,796) | 30% | 33% | 63% |

Note: Views on paying money to ease congestion at, or protect, tourism resources and facilities (all respondents). Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2024 edition, p.27

In the FY2024 survey ([DBJ-JTBF FY2024](https://www.jtb.or.jp/wp-content/uploads/2024/10/report-DBJ-JTBF-asiaeuro-survey-2024.pdf)), 74% valued or somewhat valued sustainability initiatives when choosing destinations or accommodation abroad. The report notes that this share has stayed high, at around 70%, for several years.

63% supported paying money to ease congestion at, or protect, tourism resources and facilities, about 20 points more than the 43% in FY2019. The most common problem respondents had experienced or heard of on trips to Japan was crowding at tourist sites and facilities: 32% in FY2024 and 30% in FY2019.

## The gap between intention and action

- Buy goods and services from local businesses at fair prices：+4.3 pt
- Visit at quieter times to avoid crowds：+3.6 pt
- Use tourist facilities that promote energy saving or renewable energy：+3.5 pt
- Take part in local festivals and events：+3.5 pt
- Join low-impact nature experience programmes：+3.1 pt
- Reduce waste：+1.5 pt
- Do not buy imitations of traditional crafts：-1.4 pt
- Decline amenities at accommodation：-1.9 pt
- Decline linen changes at accommodation：-2.2 pt

Note: Share who want to take each sustainable action on future trips abroad minus the share who have done so (all respondents, n=7,796; percentage points). Positive values mean intention exceeds action; negative values mean action exceeds intention. Top 5 items, "reduce waste" and the 3 negative items. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2024 edition, p.28

The FY2024 edition asked about each action both as something respondents want to do and something they have done, and shows the difference ([DBJ-JTBF FY2024](https://www.jtb.or.jp/wp-content/uploads/2024/10/report-DBJ-JTBF-asiaeuro-survey-2024.pdf)). The largest gaps are buying goods and services from local businesses at fair prices (4.3 points), visiting at quieter times to avoid crowds (3.6 points), using tourist facilities that promote energy saving or renewable energy (3.5 points) and taking part in local festivals and events (3.5 points). The report says the gap is especially large for items related to local communities.

Conversely, declining linen changes (-2.2 points) and amenities (-1.9 points) at accommodation and not buying imitations of traditional crafts (-1.4 points) are done more than people say they intend to.

## Travellers who spend more

| Item | JPY 1 million or more (n=122) | Under JPY 1 million (n=2,401) |
|---|---|---|
| Value sustainability initiatives | 89% | 80% |
| Support paying to maintain destinations | 87% | 68% |
| Done before: reduce waste | 33% | 38% |
| Done before: buy local specialities | 30% | 30% |
| Done before: choose low-CO2 transport | 28% | 20% |
| Done before: choose licensed tour guides | 21% | 13% |
| Done before: use carbon offset products | 16% | 9% |

Note: Respondents with experience of visiting Japan whose total spending in Japan was known, split into JPY 1 million or more and under JPY 1 million. Importance and willingness to pay are on p.24; actions taken in the past (up to five) are on p.26. The JPY 1 million-or-more group has only 122 people. Source: Development Bank of Japan Inc. and Japan Travel and Tourism Association, FY2025 edition

The FY2025 edition ([DBJ-JTBF FY2025](https://www.dbj.jp/upload/investigate/docs/493f6b085ca9ba03dcc944a3b40e4356_1.pdf)) compares travellers who spent JPY 1 million or more in Japan with those who spent less. 89% and 80% respectively value sustainability initiatives, and 87% and 68% support paying to maintain destinations. Among past actions, the higher-spending group more often chose low-CO2 transport (28%), licensed tour guides (21%) and carbon offset products (16%), while reducing waste (33% vs 38%) and declining amenities were more common in the lower-spending group.

## Travellers worldwide and to Japan

| Item | Value | Source |
|---|---|---|
| International tourist arrivals worldwide (2025, estimate) | 1.52 billion (up 4%) | [UN Tourism](https://unwto-ap.org/cms/wp-content/uploads/2026/01/Barometer-Jan-2026-Final.pdf) |
| International tourism receipts worldwide (2025, provisional) | USD 1.9 trillion (up 5%) | [UN Tourism](https://unwto-ap.org/cms/wp-content/uploads/2026/01/Barometer-Jan-2026-Final.pdf) |
| Arrivals in Asia and the Pacific (2025) | 331 million (up 6%; 9% below 2019) | [UN Tourism](https://unwto-ap.org/cms/wp-content/uploads/2026/01/Barometer-Jan-2026-Final.pdf) |
| Visitor arrivals to Japan (2025, final) | 42,683,301 (up 15.8%) | [Japan National Tourism Organization](https://www.jnto.go.jp/statistics/data/_files/20260819_1615-8.pdf) |
| Visitor arrivals to Japan (2019) | 31,882,049 | [Japan National Tourism Organization](https://www.jnto.go.jp/statistics/data/_files/20260819_1615-8.pdf) |

Note: World figures are from UN Tourism's World Tourism Barometer, January 2026 (published 20 January 2026), as summarised in Japanese by the UN Tourism Regional Support Office for Asia and the Pacific. Arrivals are overnight visitors

According to UN Tourism, international tourist arrivals (overnight visitors) reached an estimated 1.52 billion in 2025, up 4% ([UN Tourism](https://unwto-ap.org/cms/wp-content/uploads/2026/01/Barometer-Jan-2026-Final.pdf)). International tourism receipts were a provisional USD 1.9 trillion. Asia and the Pacific received 331 million, still 9% below 2019. Japan received 42,683,301 overseas visitors in 2025, up 15.8% ([Japan National Tourism Organization](https://www.jnto.go.jp/statistics/data/_files/20260819_1615-8.pdf), final figures).

## Overnight stays in Saga Prefecture

| Category | Guest nights | vs 2019 | vs previous year |
|---|---|---|---|
| All guests | 2,356,860 | -15.9% | +0.5% |
| Japanese guests | 2,105,260 | -13.8% | -0.5% |
| Foreign guests | 251,600 | -30.0% | +9.7% |

Note: Guest nights in Saga Prefecture (January to December 2025, final figures). Source: Japan Tourism Agency, Overnight Travel Statistics Survey (published 6 July 2026), pp.5-7

| Country or region | Guest nights | Share (our calculation) |
|---|---|---|
| South Korea | 82,230 | 34.2% |
| Taiwan | 48,680 | 20.3% |
| China | 40,040 | 16.7% |
| Hong Kong | 22,420 | 9.3% |
| United States | 8,700 | 3.6% |

Note: Foreign guest nights in Saga Prefecture by country or region, top 5 (2025; facilities with 10 or more employees; total 240,330). Shares are our calculation. Source: Japan Tourism Agency, Overnight Travel Statistics Survey, reference table 1

- 2019：359,240
- 2020：42,340
- 2021：6,860
- 2022：20,490
- 2023：156,090
- 2024：229,300
- 2025：251,600

Note: Foreign guest nights in Saga Prefecture. 2019-2024 values as shown in Saga Prefecture's 2024 annual report from the Japan Tourism Agency's statistics; 2025 is the agency's final figure

The Japan Tourism Agency's Overnight Travel Statistics Survey ([Japan Tourism Agency](https://www.mlit.go.jp/kankocho/content/002010560.pdf)) records 2,356,860 guest nights in Saga Prefecture in 2025, of which 251,600 were by foreign guests. Foreign guest nights were up 9.7% on the previous year and down 30.0% on 2019. Foreign guests accounted for about 10.7% of guest nights (our calculation), compared with 27.2% nationally. Saga's room occupancy rate was 52.4%, 34th of 47 prefectures.

By country or region, South Korea was the largest source with 82,230 guest nights, followed by Taiwan, China, Hong Kong and the United States ([Japan Tourism Agency tables](https://www.mlit.go.jp/kankocho/content/002010340.xlsx)).

## Visitors to Karatsu City

| Year | Total visitors | Day visitors | Overnight guests (nights) |
|---|---|---|---|
| 2022 | 4,144,000 |  |  |
| 2023 | 3,897,000 |  |  |
| 2024 | 3,756,000 | 3,370,000 | 386,000 |

Note: Total visitors to Karatsu City (day visitors plus overnight guest nights). The 2023 value is as revised in the 2024 annual report (3,953,000 in the 2023 report). Covers residents of Japan only; overseas visitors are not included. Source: Saga Prefecture, digital visitor-flow analysis annual report 2024, p.6

| Year | Visitors (thousand) | Day | Overnight | Tourism spending (JPY thousand) | Per visitor (JPY) |
|---|---|---|---|---|---|
| 2018 | 6,865.8 | 6,398.3 | 467.5 | 27,558,693 | 4,014 |
| 2019 | 3,896.0 | 3,311.6 | 584.4 | 23,809,520 | 6,111 |
| 2020 | 2,089.9 | 1,757.6 | 332.3 | 16,137,523 | 7,722 |
| 2021 | 1,993.8 | 1,706.1 | 287.7 | 14,697,043 | 7,371 |
| 2022 | 2,942.4 | 2,497.8 | 444.6 | 22,673,214 | 7,706 |

Note: Visitors and tourism spending in Karatsu City under the old survey. Original note: figures for Karatsu City from 2019 onward cannot be compared with those up to 2018 because the estimation method changed. The old survey ended with 2022. Source: Saga Prefecture tourism trend surveys, each edition

| Indicator | Current value | Target (by March 2028) |
|---|---|---|
| Guest nights by Japanese visitors | 419,600 | 500,000 |
| Guest nights by overseas visitors | 29,555 | 50,000 |
| Rate of travel between areas within the city (measured by GPS) | 1-7% | 3-9% |

Note: Numerical targets in the Karatsu City tourism destination management strategy plan, 2025 edition (plan period April 2025 to March 2028). The plan does not state the year of the current values. Source: Karatsu City, p.4 and p.17

Saga Prefecture's annual report ([Saga Prefecture annual report](https://www.pref.saga.lg.jp/kiji003106833/3_106833_375231_up_1o1xcdwz.pdf)) puts total visitors to Karatsu City in 2024 at 3.756 million, down 3.6% on the previous year, of which 3.370 million were day visitors and 386,000 overnight guest nights. The report is based on smartphone location data and states that its figures cannot simply be compared with the old tourism trend survey (conducted up to 2022) and that overseas visitors are not measured. The old survey figures are therefore shown in a separate table ([Saga Prefecture tourism trend surveys](https://www.pref.saga.lg.jp/kiji003106833/index.html)).

Karatsu City's tourism destination management strategy plan, 2025 edition ([Karatsu City](https://www.city.karatsu.lg.jp/page/31514.html)), sets targets of raising guest nights by Japanese visitors from 419,600 to 500,000 and by overseas visitors from 29,555 to 50,000. The plan states that about half of overseas guest nights are by visitors from South Korea and about 80% by visitors from Asia. Its guest-night figures are the city's own estimates from a survey of accommodation in the city, separate from the prefectural report.

## Standards for sustainable tourism

| Standard or scheme | What the source states | Source |
|---|---|---|
| GSTC Criteria | Four pillars: sustainable management; socioeconomic impacts; cultural impacts; environmental impacts (including consumption of resources, reducing pollution, and conserving biodiversity and landscapes) | [GSTC](https://www.gstc.org/gstc-criteria/) |
| Japan Sustainable Tourism Standard for Destinations (JSTS-D) | Established by the Japan Tourism Agency in June 2020 as guidelines based on international standards | [Japan Tourism Agency](https://www.mlit.go.jp/kankocho/seisaku_seido/kihonkeikaku/jizoku_kankochi/jizokukano_taisei/torikumi/jsts-d_logomark.html) |
| Areas using the JSTS-D logo mark | No area or organisation in Saga Prefecture is listed as of 2 October 2026. The other seven prefectures of Kyushu and Okinawa (Fukuoka, Nagasaki, Kumamoto, Oita, Miyazaki, Kagoshima, Okinawa) each have entries | [Japan Tourism Agency list](https://www.mlit.go.jp/kankocho/content/002025519.pdf) |

Sources as listed

The international criteria for sustainable tourism set by the Global Sustainable Tourism Council (GSTC) are arranged in four pillars: sustainable management, socioeconomic impacts, cultural impacts and environmental impacts ([GSTC](https://www.gstc.org/gstc-criteria/)). The Japan Tourism Agency established the Japan Sustainable Tourism Standard for Destinations (JSTS-D), based on international standards, in June 2020 ([Japan Tourism Agency](https://www.mlit.go.jp/kankocho/seisaku_seido/kihonkeikaku/jizoku_kankochi/jizokukano_taisei/torikumi/jsts-d_logomark.html)). No area or organisation in Saga Prefecture appears in the list of JSTS-D logo users as of 2 October 2026 ([Japan Tourism Agency list](https://www.mlit.go.jp/kankocho/content/002025519.pdf)).

## Taxes related to tourism

| Tax | Karatsu City and Saga Prefecture | Source |
|---|---|---|
| Bathing tax | JPY 150 per person per night for overnight bathers and JPY 50 per person per day for day bathers. Karatsu City uses the entire amount to fund tourism promotion. Amounts allocated: JPY 16.792 million in FY2021, JPY 21.914 million in FY2022 and JPY 22.931 million in FY2023 | [Karatsu City](https://www.city.karatsu.lg.jp/page/3010.html) |
| Accommodation tax | Not listed for Saga Prefecture or Karatsu City in the Ministry of Internal Affairs and Communications list of non-statutory taxes (as of January 2026) | [Ministry of Internal Affairs and Communications](https://www.soumu.go.jp/main_sosiki/jichi_zeisei/czaisei/czaisei_seido/pdf/ichiran06_r08/ichiran06_r08_15.pdf) |

Note: Bathing tax allocations as stated on Karatsu City's page (updated 11 October 2024)

Karatsu City's bathing tax is JPY 150 per person per night for overnight bathers and JPY 50 per person per day for day bathers, and the city uses the entire amount to fund tourism promotion ([Karatsu City](https://www.city.karatsu.lg.jp/page/3010.html)). No accommodation tax for Saga Prefecture or Karatsu City appears in the Ministry of Internal Affairs and Communications list of non-statutory taxes in force (as of January 2026) ([Ministry of Internal Affairs and Communications](https://www.soumu.go.jp/main_sosiki/jichi_zeisei/czaisei/czaisei_seido/pdf/ichiran06_r08/ichiran06_r08_15.pdf)).

## Tourism and greenhouse gases

A study of tourism-related carbon flows between 160 countries ([Lenzen et al., 2018](https://doi.org/10.1038/s41558-018-0141-x)) found that tourism's global carbon footprint rose from 3.9 to 4.5 GtCO2e between 2009 and 2013, about 8% of global greenhouse gas emissions, with transport, shopping and food as significant contributors.

## Frequently asked questions

### Q1. What do overseas travellers say they want to do in rural Japan?

In the FY2025 DBJ-JTBF survey, the top things travellers wanted to do at rural destinations were eating local dishes (51%), visiting natural sights (48%) and enjoying hot springs (47%). The most common reason for wanting to visit rural areas was to enjoy natural scenery (90%). The survey covers people with overseas travel experience in 12 countries and regions in Asia, Europe, the United States and Australia.

### Q2. What sustainable actions do travellers say they want to take?

In the FY2022 DBJ-JTBF survey, the sustainable action most often chosen for overseas trips was reducing waste, for both Asian residents (33%) and US, European and Australian residents (23%). Next came buying local specialities in Asia (25%), and buying from local businesses at fair prices (20%) and buying local specialities (20%) among US, European and Australian residents.

### Q3. How many travellers value sustainability when choosing where to go?

In the FY2024 DBJ-JTBF survey, 74% said they value (or somewhat value) sustainability initiatives when choosing destinations or accommodation abroad, compared with 71% in FY2023 and 72% in FY2022. Support for paying money to ease congestion at, or protect, tourism resources and facilities was 63%, up from 43% in FY2019.

### Q4. How many overseas guests stay overnight in Saga Prefecture?

According to the Japan Tourism Agency's Overnight Travel Statistics Survey (2025 final figures), foreign guests spent 251,600 guest nights in Saga Prefecture, up 9.7% on the previous year and down 30.0% on 2019. That is about 10.7% of all 2,356,860 guest nights (our calculation), compared with 27.2% for Japan as a whole. South Korea was the largest source market.

### Q5. Is the number of visitors to Karatsu rising compared with the past?

Saga Prefecture changed its counting method from 2023, and its annual report states that the figures cannot simply be compared with the old survey. Under the new method, visitors to Karatsu City totalled 3.756 million in 2024, down 3.6% on the previous year. The new figures cover residents of Japan only and do not include overseas visitors.

## Source ledger

| Source | Publisher | Date | URL | Accessed |
|---|---|---|---|---|
| DBJ-JTBF Survey of Asian, European, US and Australian travellers on visiting Japan, FY2025 edition (in Japanese) | Development Bank of Japan and Japan Travel and Tourism Association | 2025-11-06 | https://www.dbj.jp/upload/investigate/docs/493f6b085ca9ba03dcc944a3b40e4356_1.pdf | 2026-10-13 |
| DBJ-JTBF Survey of Asian, European, US and Australian travellers on visiting Japan, FY2024 edition (in Japanese) | Development Bank of Japan and Japan Travel and Tourism Association | 2024-10-11 | https://www.jtb.or.jp/wp-content/uploads/2024/10/report-DBJ-JTBF-asiaeuro-survey-2024.pdf | 2026-10-13 |
| DBJ-JTBF Survey of Asian, European, US and Australian travellers on visiting Japan, FY2022 edition (in Japanese) | Development Bank of Japan and Japan Travel and Tourism Association | 2022-10-26 | https://www.dbj.jp/upload/investigate/docs/7ccfe6956b812ca76e024b7356e96093.pdf | 2026-10-13 |
| World Tourism Barometer, January 2026 (summary by the UN Tourism Regional Support Office for Asia and the Pacific, in Japanese) | UN Tourism Regional Support Office for Asia and the Pacific | 2026-01-28 | https://unwto-ap.org/cms/wp-content/uploads/2026/01/Barometer-Jan-2026-Final.pdf | 2026-10-13 |
| Visitor arrivals to Japan and Japanese overseas travellers, 1964-2025 | Japan National Tourism Organization (JNTO) | final figures 1964-2025 | https://www.jnto.go.jp/statistics/data/_files/20260819_1615-8.pdf | 2026-10-13 |
| Overnight Travel Statistics Survey, 2025 annual (final) (in Japanese) | Japan Tourism Agency | 2026-07-06 | https://www.mlit.go.jp/kankocho/content/002010560.pdf | 2026-10-13 |
| Overnight Travel Statistics Survey 2025, tables (reference table 1, in Japanese) | Japan Tourism Agency | 2026-07-06 | https://www.mlit.go.jp/kankocho/content/002010340.xlsx | 2026-10-13 |
| Saga Prefecture digital visitor-flow analysis, 2024 annual report (in Japanese) | Saga Prefecture | 2024 edition | https://www.pref.saga.lg.jp/kiji003106833/3_106833_375231_up_1o1xcdwz.pdf | 2026-10-13 |
| Saga Prefecture tourism trend surveys, 2018 to 2022 editions (in Japanese) | Saga Prefecture | 2018-2022 editions | https://www.pref.saga.lg.jp/kiji003106833/index.html | 2026-10-13 |
| Karatsu City tourism destination management strategy plan, 2025 edition (in Japanese) | Karatsu City | 2025-03 | https://www.city.karatsu.lg.jp/page/31514.html | 2026-10-13 |
| Japan Sustainable Tourism Standard for Destinations (JSTS-D) logo mark (in Japanese) | Japan Tourism Agency | 2026-10-02 (list date) | https://www.mlit.go.jp/kankocho/seisaku_seido/kihonkeikaku/jizoku_kankochi/jizokukano_taisei/torikumi/jsts-d_logomark.html | 2026-10-13 |
| List of areas using the JSTS-D logo mark, as of 2 October 2026 (in Japanese) | Japan Tourism Agency | 2026-10-02 | https://www.mlit.go.jp/kankocho/content/002025519.pdf | 2026-10-13 |
| GSTC Criteria | Global Sustainable Tourism Council |  | https://www.gstc.org/gstc-criteria/ | 2026-10-13 |
| Bathing tax (in Japanese) | Karatsu City | 2024-10-11 (updated) | https://www.city.karatsu.lg.jp/page/3010.html | 2026-10-13 |
| Non-statutory local taxes in force, FY2025 (in Japanese) | Ministry of Internal Affairs and Communications | 2026-01 | https://www.soumu.go.jp/main_sosiki/jichi_zeisei/czaisei/czaisei_seido/pdf/ichiran06_r08/ichiran06_r08_15.pdf | 2026-10-13 |
| Lenzen et al. The carbon footprint of global tourism. Nature Climate Change 8:522-528 | Springer Nature (peer-reviewed) | 2018-05-07 | https://doi.org/10.1038/s41558-018-0141-x | 2026-10-13 |

## What this page does not cover

It does not evaluate the efforts of individual destinations, municipalities or companies, does not use travel surveys run independently by private companies and does not use values read off charts. Figures that could not be checked against primary sources are not included. DBJ-JTBF charts and tables are not reproduced; figures are quoted with attribution. The surveys differ by year in respondents' ages (20-59 in FY2022, 20-79 in FY2024 and FY2025) and in their questions, so figures are not compared across years.

## About this page

Compiled by Hiroaki Kojima, Vice Director, [Karatsu Farm & Food](https://karatsu-f-f.com/en/index.html) / Contact: [kojima@karatsu-f-f.com](mailto:kojima@karatsu-f-f.com) ([contact page](https://karatsu-f-f.com/en/contact.html)) / Published: October 14, 2026 / Markdown: [en/tourism-data.md](https://karatsu-f-f.com/en/tourism-data.md)

## Related links

▶ [Karatsu Data Bank](https://karatsu-f-f.com/en/data-bank.html) ▶ [Business and Biodiversity (IPBES)](https://karatsu-f-f.com/en/ipbes-business.html) ▶ [観光の統計：旅行者が何をしたいか（日本語）](https://karatsu-f-f.com/tourism-data.html)