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Japan top considered destination among responsible travellers in Thailand: YouGov report

Responsible travellers in Thailand – defined as those who are wellness-focused, culturally minded and care about environmental impact – most want 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 is aimed at understanding how travel brands differentiate in the eyes of responsible travellers, and the brands and destinations that score higher in terms of consideration amongst this audience group. YouGov DestinationIndex measures the public’s perception of destinations on a daily basis across a range of measures. The destination rankings were compiled using Consideration scores from July 2021 to June 2022. 

After Japan – which had a Consideration score of 40.8% among responsible travellers – was South Korea (22.6). Switzerland, the highest-ranked European destination, came in third (21.4). This was followed closely by Singapore (18.0).

The United States of America rounded off the top five with a Consideration score of 15.8. China (15.2), France (15.1) and Australia (13.0) were next, followed by Asian destinations Hong Kong (12.8) and Lao (12.6), which completed the rankings.


YouGov publishes brand rankings yearly based on the data from our always-on brand tracker, YouGov BrandIndex and destination tracker, YouGov DestinationIndex. Both travel brands and destinations are tracked daily around the world, enabling us to consistently and accurately measure consumer attitudes towards those brands (organisations in the travel industry and countries tracked in a dedicated YouGov BrandIndex sector survey).

However, instead of taking the views of a general population, we zoomed in on how those brands in the travel and tourism industry rank amongst the Responsible Traveler segment i.e., those who self-identify as wellness-focused, care about environmental impact and are culturally minded.

Top 10 brands (Ranking criteria) 


Brands are ranked by Consideration scores between 2021-22 (1st July 2021 to 30th June 2022)

Base size

Minimum base size of 100 is selected for a brand to qualify for the ranking

Number of days tracked

Additionally, a brand must have a non-zero volume for at least 6 months (183 days) in order to qualify for the ranking with the exception of Denmark where a non-zero volume for 5 months (150 days) applies.


Responsible Travelers are defined as consumers who indicate they are wellness-focused, care about environmental impact and are culturally minded

Brand Inclusion

Only country brands (destinations) are included; the domestic market is excluded from the top 10. The airlines and transportation sub-sectors have been excluded from this ranking.

Edited by: Supaporn  Pholrach (Joom)


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