GMO Research Travel Survey:

Distinct Patterns in

International Travel Intentions Among

APAC, Europe and North America


Will travel industry recover in 2023?

GMO Research conducted an overseas travel survey in the last quarter of 2022 to understand the differences in travel patterns between Europe, North America, and the APAC region. The survey was conducted within its panel1 networks with 3,000 respondents across six countries, America, Canada, the United Kingdom, Germany, France and Australia. GMO Research had previously conducted the same survey2 in October 2022 using the ASIA Cloud Panel3 targeted at 3,328 monitors in 10 Asian countries and regions.


  • Research topic: Consumers' intention to travel internationally
  • List of countries surveyed: America, Canada, the United Kingdom, Germany, France, Australia
  • Sample: Male/Female, age 20-69: 3,000 people
    (America 500, Canada 500, the United Kingdom 500, Germany 500, France 500, Australia 500)
  • Survey period: 22 November – 25 November 2022, 23 December – 28 December 2022
  • Survey method: Online survey (Closed-ended)


1. Europe and the US remain popular destinations among respondents

The top three international countries that respondents from North America would most like to visit in the future were: Italy (10.5%), the United Kingdom (9.0%) and Australia and Japan (both tied at 6.8%).4

The US is a popular destination for Europeans and respondents in the APAC region. The Europeans polled also indicated their preference to travel to other countries within their region, mainly Spain (9.3%) and Italy (7.7%). This is similar to those surveyed in the APAC region, indicating their preference for regional travel, visiting Japan (20.3%) and South Korea (6.6%).

Chart 1
Chart 1: The country you most like to visit

When looking at the reasons for each of the countries selecting the US as their chosen country to visit, the most common reasons included ‘many tourist attractions (25.4%)’, ‘unique cultural experiences (13.5%)’ and ‘its own natural landscape (9.9%).’ The diverse response reflects what the US has to offer, from the tourist icons and attractions in states such as New York and Los Angeles, to national parks such as the Grand Canyon in Arizona. Respondents were also motivated to visit the US for its beaches in states such as Florida and Hawaii.

In comparison, respondents would like to visit Italy as it offered ‘traditional food/drinks (29.0%)’, ‘unique cultural experiences (24.2%)’, and ‘historic buildings/sites (12.6%)’. A significant number of respondents chose Spain as their destination in the future for its ‘beach resorts’ (36.1%).

Chart 2
Chart 2: What makes you most interested in visiting the following country?


2. Frequency of travel in the Europe and North America region compared to APAC

In the coming year, the majority of respondents in North America (63.1%), Europe (69.4%) and APAC (56.9%) plan to travel overseas at least once. Specifically, 30–40% of respondents in the U.K., Germany, France and Canada plan to travel abroad twice or more, indicating a high willingness to travel. However, in comparison, most respondents in Japan (88.6%) and Indonesia (73.2%) have yet to make plans to travel overseas, suggesting that many in Asia remain cautious about international travel.

Chart 3
Chart 3: How often travel abroad for leisure in the coming year


3. Information sources on overseas travel

When gathering information on overseas travel, ‘web search’ and ‘word of mouth from friends/acquaintances’ emerged as the most common sources across all countries. ‘Travel blogs’ and ‘online travel agencies’ were also frequently used.

However, the use of ‘SNS’ (social media) as a source of information varies, with a significant number of respondents in Japan, China, South Korea, Hong Kong, Indonesia, Thailand, Germany and France citing it as a source, compared to the relatively low percentage of respondents in North America.

Additionally, the use of ‘Internet banner ads’ as a source of information was more prevalent amongst respondents within the APAC region, including China, Hong Kong, Singapore, Thailand, the Philippines and Vietnam, compared to other countries or regions.


About GMO Research, Inc.

GMO Research Inc. offers an online audience engagement platform that gives access to a multi-country online panel network, the Cloud Panel. The Cloud Panel currently consists of over 52 million online consumer panellists across 16 APAC countries, and more than 45 partner countries. Our services range from full service, game research, project management, sample only, qualitative research, and translations, to DIY. We pride ourselves in providing first class service to our clients, leveraging one of the biggest, high-quality proprietary APAC panels. Our clients’ satisfaction is our top priority.

To learn more about GMO Research, visit



GMO Research, Inc.
Willy Tey - APAC Sales



  1. A panel is formed by a collection of monitors (an individual who has agreed to cooperate in a survey).
  2. Read more about the International Travel Survey in Asia here.
  3. ASIA Cloud Panel is a consumer panel that is specialised for the Asian regions in the GMO Research Cloud Panel Internet research services.
  4. Travel within North America is excluded (8.6% of US respondents chose Canada as the country they would most like to visit, and 18.8% of Canadian respondents chose the US)