JAPAN: High School Travel Market

School trips are one of the major elements of Japanese education and a unique feature for Japanese schools. Typically students in the 6th, 9th, and 11th grade go on a trip as a class for additional learning. Japan recognizes that globalization and experience overseas contributes to economic prosperity, and more schools are conducting school trips to another country. High schools are particularly active in creating overseas educational trips to attract students and build partnerships with foreign institutions. The number of high school students who went on an overseas school trip in 2018 was 168,881, which shows a 22% increase from 2014. This trend creates opportunities for U.S. educational institutions. Recent studies show that 38.9% of private schools and 12.3% of public schools sponsor overseas trips, and these numbers are growing every year. The United States was one of the most popular destinations for these trips. However other countries such as Taiwan, Singapore, and Australia are attractive alternatives due to cost and proximity. U.S. institutions wishing to attract these student groups need to develop competitive services that meet market demand.

The Japan Tourism Agency states that the most important issue in organizing a school trip to another country is to set a theme of the trip. The examples addressed in the manual are school exchange, cultural learning and language practice, etc. High schools are particularly active in creating overseas school trips to enhance their appeal and grow student applications. The number of high school students going on an overseas school trip in 2018 was 168,881, a 22% increase from 137,646 students who traveled in 2014. It is predictable that the number of high schools offering international group tours will continue to increase for two reasons. First, language education is one of the biggest themes in Japan. The government is going to introduce the Common Test for University Admissions, and students should prepare to be able to read, listen, write and speak English. A school trip to another country to strengthen their language skills and learn foreign culture should motivate and prepare students Second, a school trip abroad program is an effective way for high schools to attract future students. Given the declining birth rate, schools will be required differentiate themselves in order to appeal to the future students. Unique overseas school trip offerings are one of the factors in students & school selection.

More students are being offered the opportunity to take international group travel. More public schools and private schools have arranged international school trips since 2014 and the number of participants have increased accordingly. Private schools generally have more students visit another country and show higher average spending than public schools. Nationally, about 20% of schools sponsor an overseas educational excursion. The distance from a school to an airport is an important element to consider when selecting travel destinations, with those schools closest to a major airport supporting international departures more likely to sponsor such trips. Some local governments set targets on budget and length of stay to encourage all willing students to participate.

The United States and Competing Nations in the Market:As a school trip destination, the distance between United States and Japan is an issue. This is manifest in expensive airfare and time difference. The countries attracting more students than the United States are Taiwan, Singapore, Australia, and Malaysia. There is a tendency to select an English-speaking country as a school trip destination. In terms of language objectives, the United States has a benefit that other countries do not; most of textbooks and listening materials that are used in high school English classes in Japan are based on American English. Therefore, experiencing the same style of English as in class can be an effective way to motivate students. Guam, Hawaii and the mainland US are more expensive than many other countries, and the countries in Asia are generally less costly than others.

For the United States, one of the strongest competitors is Australia, which is the most popular destination among private schools and the third most popular for all Japanese education travel.There is not a big difference in the distance from Japan between Australia and the United States, but this country is about the same time zone as Japan making the destination more accessible travel destination. However, Australia is not an inexpensive country to visit. Guam is the lowest cost destination of English-speaking countries.Overall, private schools are more approachable because they have more financial capacity to cover the cost of these programs.  For full report with statistics and tables, please contact office.osaka-kobe@trade.gov.