Brand USA survey: Japan narrows gap with US destinations
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New research shared by Brand USA at a board meeting shows that the United States' lead as the top destination for international travelers is narrowing. In surveys conducted in August and October 2026, Japan ranked ahead of the United States.
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- Skift FeedBrand USA survey: Japan is narrowing the gap with the U.S. as a preferred destination
New research shared by Brand USA at its board meeting shows that the U.S.'s lead as the top preferred destination for international travelers is narrowing, with Japan ranking ahead of the U.S. in the August and October 2026 surveys.
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