Kimono and Yukata experience during cherry blossom viewing at Japan Klook

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Sakura in full bloom: 87% of Travellers Intent on Experiencing Cherry Blossom

Japan is the top destination, followed by South Korea, for Malaysians to enjoy cherry blossom viewings this season, with travelers planning up to three months ahead for stays of about two weeks.

Japan is the top destination, followed by South Korea, for Malaysians to enjoy cherry blossom viewings this season, with travelers planning up to three months ahead for stays of about two weeks.

Kuala Lumpur, 1st April 2024 – The yearly spring cycle has begun, and cherry blossoms are expected to reach full bloom from late March to early April. With 3 in 5 APAC travellers motivated to plan travel around their preferred climate and seasons, Klook tracked a 63% increase in bookings to the North Asia region in March 2024 where cherry blossoms are abundant, with springtime being one of the most popular times to visit.

With every intent to catch a glimpse of cherry blossoms in bloom, 87% of APAC travellers will make a dedicated trip to these destinations, according to a survey by Klook, Asia’s leading platform for experiences and travel services1.

Travellers are packing for the pink season: one destination, many locations

From travellers who will take a dedicated holiday to catch cherry blossoms, most of them plan to travel up to three months ahead and intend to stay for up to two weeks in their destinations.

Japan emerges as the top destination for catching flowers in bloom, as indicated by 76% of

travellers. Moreover, many travellers are not content with only staying in one place, seeking to soak in the cherry blossom atmosphere as much as they can. 8 in 10 want to explore multiple cities within the same destination and are willing to travel up to 60 minutes out of the main city areas to specific viewing spots.

Best viewing experience goes to…

As travellers chase the allure of cherry blossoms, they’re opting for unique ways to enjoy it. They believe the best way to enjoy cherry blossoms is through outdoor activities such as nature walks, picnics, and festivals. Travellers also favour viewing the flowers when moving around in destination, through road trips, train rides, bike rides and boat tours. And when it comes to who travellers want to spend the season with, family takes the top spot.

Key insights

● Voted by 76% of respondents, Japan is the top destination; notably, Malaysian travellers show the greatest interest (20%) in South Korea’s cherry blossom season among the 8 markets surveyed.

● 3 in 5 travellers who will travel specifically for cherry blossoms indicated their preferred experience viewing the pink season was outdoors, including nature walks, bike rides, and picnics.

● Travellers are willing to splurge money and time on the cherry blossom season. Half are budgeting to spend up to US$2,500 (estimated RM11,750) on a holiday to view cherry blossoms, and intending to spend up to two weeks in their destinations.

● The majority of travellers (87%) are planning to visit multiple cities within the same destination, with 45% citing in-destination transport options as a key factor. For Malaysian travellers, road trip driving is the favored method of travel.

● Social media is the top source of inspiration for finding cherry blossom activities, with most Malaysians (86%) depending on it for travel ideas among 8 markets.

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