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Insight into Overseas Travelers' Spending Habits

A recent study conducted by G-boon Co., Ltd., headquartered in Koto, Tokyo, investigates the spending behaviors and psychological states of travelers who ventured abroad within the last year. The findings highlight that over 60% of these travelers are unwilling to cut back on expenses related to activities and experiences during their trips, despite facing challenges like currency devaluation and rising prices. This insight is particularly relevant as many begin planning their summer vacations, navigating the ongoing economic climate.

Shift in Consumer Values

In recent years, there's been a noticeable shift in consumer values from purchasing physical items to prioritizing experiences. With international travel becoming more coveted, many travelers are now curtailing their shopping expenditures while placing a premium on the satisfaction derived from unique experiences. The allure of escaping daily routines can lead to bold decision-making, even as it raises concerns about safety and potential mishaps.

Survey Background

Conducted between May 22-24, 2026, the survey targeted men and women aged 20-40 who traveled overseas in the past year. A total of 332 individuals participated in this internet-based survey, facilitated by RC Research Data.

Key Findings

• - Budget Adjustments: Nearly 60% of the respondents reported cutting back on their shopping budgets during overseas trips due to the influence of currency exchange rates and inflation, with the most common response being "somewhat cut back" at 42.5%.
• - Willingness to Spend on Experiences: Remarkably, over 60% of respondents indicated that, despite financial pressures, they do not wish to decrease spending on activities and sightseeing experiences, asserting their commitment to enriching their travel experience.
• - Popular Experiences: The survey highlighted that the primary areas where travelers invested their money were food experiences (48.5%) and cultural or historical outings (45.2%).
• - Daring Decisions Abroad: More than half of the participants (53.9%) admitted to taking bolder actions during their travels compared to their usual behavior back home, showcasing a propensity for embracing adventure.
• - Consequences of Bold Choices: Travelers reported that reckless spending due to feeling euphoric abroad and over-scheduling often led to regrets, such as experiencing health issues from exhaustion or incurring unnecessary expenses.
• - Safety Prioritization: Ultimately, 85% of the respondents emphasized that safety and security were paramount in choosing travel experiences, further showcasing a balance between adventurous spirit and sensible precautions.

Conclusion

The survey findings reflect a dual inclination among international travelers: a desire to maintain spending on enriching experiences while also confronting economic challenges head-on. Notably, the data suggests a growing trend among travelers who prioritize unique activities, such as culinary adventures and cultural immersions, despite the current economic environment.

At G-boon, through our “Hime to Samurai” experience in Bangkok, we aim to bridge this gap. Bringing together the creation of cherished memories in a secure and enjoyable environment, we offer transformative and unforgettable experiences for travelers seeking to explore the beautiful integration of Thai and Japanese heritage.

About the Company

G-boon Co., Ltd. is committed to delivering extraordinary experiences aimed at surprising and delighting our customers. Under the leadership of Minoru Goto, we operate various services, including the "Hime to Samurai" photo studio, where clients can immerse themselves in traditional attire and settings.

For further information on planning your unique adventure, visit Hime to Samurai.