Japanese Travelers

Jalan Research Center recently shared the results of ‘domestic travel trends 2025 survey,' explaining the ratio of Japanese people who traveled in Japan in FY2024 ending March 31 2025 was 49.3%, slightly lower than 49.5% in FY2023.

JTB has started selling a dialog-based travel program ‘Kokotori' for travelers to take back mental energy through dialogs with travel professionals. Psychological effects by travel can be quantified.

Hawaii Tourism Japan (HTJ) launched a special campaign for Japanese people to discounted prices for local experiences or tours.

Japanese government sets the goal of 1 million Japanese cruise travelers by 2030 to boost the Japan’s cruise market. The goal is estimated to divine into 70% for Japan-based cruise ships and 30% for foreign-based cruise ships.

Trip.com has begun broadcasting TV CM featuring Thailand, South Korea and Taiwan to boost overseas travel of Japanese consumers. The CM sends a message of ‘very close to the world.’

Japanese OTA ‘jalan.net' continues encouraging users to book travels through demand-boosting to meet each region’s needs, creation of tourism contents, distribution of coupons and sales campaigns.

Japanese experience booking platform Veltra has started testing a membership concierge service for luxury travelers to provide priceless tailor-made travels.

About 22.6 million Japanese peoples, 22% of the total population, are involved in particular regions continuously and in certain ways. Out of the total, visitors to particular regions were about 18.8 million.

HIS overseas travel bookings in this summer vacation period (July 19 to August 31) was up 8.2% year on year. The average cost was up 7% to 204,300 yen.

JTB has forecasted that the number of Japanese travelers in the summer vacation period this year (July 15 to August 31) will increase by 0.8% year on year to 74.6 million in total.

The number of Japanese outbound travelers in May 2025 was up 14.3% year on year to 1,076,800. Compared to April 2019 before COVID-19, it was still down 25.1%.

Sales of 43 major travel companies in March 2025 were down 16.6% year on year to 351.1billion yen. Compared to March 2019, sales in package tours in total were down 41.3% to 77.3 billion yen with 1,58 million customers (down 50.3%).

JAL will start a test for a new program to support people living in Tokyo, Osaka or Nagoya who want to stay in Hokkaido temporarily, offering six one-way direct flight tickets for Shin-Chitose (Sapporo).

VELTRA, a local experience booking platform of Japan, revealed that Japanese travelers seek more diversified local activities and seek efficient and convenient transportation in a destination.

Traveloka, a major OTA in Southeast Asia, has entered the Japanese market, providing Japanese travelers flexible options not only for outbound travel but also domestic travel.

The number of Japanese outbound travelers in April 2025 was up 8.2% year on year to 961,400.

Shizuoka Prefecture started pre-registration and pre-payment on ‘Shizuoka Prefecture FUJI NAVI’ app for Mt. Fuji climbers who enter the gates in Shizuoka on May 9 2025.

Osaka Kansai EXPO 2025 opened on April 13 2025. It is expected to be a great opportunity for Japanese people to turn their eyes to the world again. What kind of impacts on the tourism industry do it have?

LIINE Yahoo, a Japanese communication app, has begun offering a new function that generative AI summarize word-of-mouths for accommodations on Yahoo! search.

Korea Tourism Organization (KTO) is focusing on spreading Japanese tourists to local regions, enhancing marketing activities for a core market of female travelers and boosting a group travel market.