The survey, conducted among 11,620 respondents from 23 countries and territories around the world, showed that one in five (20%) said they are likely to travel to the US for leisure in the next two years.
The UK followed closely behind in second place, with 19% of the respondents indicating they are likely to travel there for their holiday, followed by Japan (16%) and France and Italy (both 15%).
Pictured left: Cherry blossoms in Tokyo’s Ueno Park
Ross Jackson, head of cross-border business, Asia Pacific, Central Europe, Middle East and Africa, Visa said that it was no surprise that one in five people would likely visit the US in the next two years as the country has great cultural diversity, amazing scenery and is a shopping paradise.
“The competitive exchange rates preceding the survey would have helped make the US an even more appealing destination to international travellers.”
Of those who wanted to visit UK, 27% said they were likely to attend a sporting event. “The upcoming London 2012 Olympic Games could be a pull factor and it was an indication that sport tourism is proving to be a growing attraction for today’s travellers,” Jackson added.
A post-tsunami survey revealed Japan is still key destination for Chinese and South Korean travellers, its two key market segments. More than one in three respondents (34%) from Mainland China and one in four (24%) from South Korea said they were likely to travel to Japan in the next two years.
Pictured right: Royal Pond in London, popular tourist site
The global average spend for the last trip taken by respondents in the past two years was US$1,481, rising to an expected global average of US$1,895 when travelling in the forthcoming two years.
The highest spenders were from Australia who spent an average of US$3,636 in their last trip. Saudi Arabia travellers followed as the next highest spenders with an average of US$3,129 on their last trip.
Projected spending in the next two years also demonstrates that respondents from Australia again look to be the highest spenders, with a projected average travel budget of US$3,582.
The survey revealed the top factors influencing travellers’ choice of destinations included availability of good deals (70%), natural scenery (69%), political stability and good weather (both 66%) and new destinations (65%).
On average, respondents plan to make four international trips in the next two years, with an additional 11% intending to travel in the next two years, compared with the last two years. Most travellers indicated they intended to spend an average of 10 nights on their next vacation.
Other key findings
Travel style: Almost half of all those surveyed (47%) intend to arrange their own trips by booking directly with hotels and airlines. Flexible individual tours, which allow travellers to choose their own activities, are the next most preferred way to travel (28%), followed by packaged group tours (18%).
Before leaving for their trips global travellers get their travel information from online sources (55%) rather than offline sources (43%). Top websites among global respondents included TripAdvisor (29%), Travelocity (29%) and Lonely Planet (23%).
Travel activities: More than three in five respondents (62%) said they are likely to engage in outdoor activities when they are on overseas holidays. Half of those surveyed (50%) intend to sample local cuisine and experience the local nightlife scene (49%).
Other popular activities are beauty/ health and wellness treatments (37%), music events learning a new skill (both 36%).
Accommodation: More than half of the travellers surveyed (52%) plan to stay at three to four star hotels, followed by stayovers at friends’ or relatives’ homes (16%). Budget hotels and five star+ hotels are equally popular (both14%).
Travel companions: Most travellers will holiday with their spouse or partner, with 43% saying they plan to do so in the next two years. Holidaying with family and relatives (40%) is the next most popular choice, followed by travelling with friends (23%).
