Tourism source ranking: Japan the most attractive market for outbound travellers
Japan has been ranked the most attractive source market across both domestic and outbound tourism activity in a new report.
It topped the 2025 edition of GlobalData’s Source Market Attractiveness Index due to its blend of traditional and modern attractions, strong infrastructure, safety, cleanliness and high-income population with a propensity for travel. The index offers a comprehensive assessment of the attractiveness of 60 major source markets.
Top ranking countries in the Source Market Attractiveness Index
Nicholas Wyatt, global head of travel and tourism research at GlobalData, commented: “Tourism boards often ask us about the characteristics and size of certain source markets so they can plan their campaign targeting. The index helps them to objectively understand the potential of different markets, and in this year’s edition, Japan has moved up from third position in 2024 to lead the pack.
“Japan is an origin market that has been on destinations’ radar for a while and its strong performance in domestic and outbound activity (both in volume of trips and spending) is the driving force for its number one ranking.”
While Japan does not particularly excel in the macroeconomic situation (23rd) or holiday entitlement (15th) pillars, it is also not a laggard, meaning its strong activity scores are not offset by weak performances in these areas.
US, China also attractive tourism sources
The US topped the index in 2024 and remains a highly attractive source market. Rounding out the top three is China, having surged up the rankings from 24th in 2024, with having now fully resumed both within and from the country following Covid-19 restrictions.
The sheer size of these two markets means they are mainstays in destinations’ marketing plans and the fact that they are ranked first (China) and third (US) for outbound spending only boosts their appeal as destination marketing organisations look to boost tourism receipts while also being mindful of the potential issuesassociated with overtourism.
Well-established source markets Australia and the UK round out the top five. The UK’s high placing comes by virtue of its strong performance in outbound trips and outbound spending, as well as its relatively generous holiday entitlement. Wyatt noted an interesting observation in Australia’s ranking.
“With a relatively small population, Australia is not a travel powerhouse in terms of outbound travel volume,” he said. “However, a notably elevated average length of trip translates to a high average spend per outbound tourist. Australia ranks second behind only China in the outbound spending pillar and this is the main driver of its fourth-place ranking in the overall Source Market Attractiveness Index.”
“Tourism source ranking: Japan the most attractive market for outbound travellers” was originally created and published by Hotel Management Network, a GlobalData owned brand.
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