JTB has forecasted that the number of Japanese travelers during this coming New Year holidays (December 20 2025 to January 5 2026) will be up 2.5% year on year to 39.9 million, and the total amount of consumption up 8.4% to 1,986 billion yen. In the domestic travel market, the average cost is estimated at record-high 44,000 yen per traveler, and in the international travel market, four to six nights travel may increase.
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JTB analyzes that Japan continues to face uncertain economic conditions, including a weak yen, rising prices, and negative real GDP growth (July-September 2025), and that the number of people who "cannot afford household expenses" is increasing due to negative real wages. Accordingly, people tend to save money and reduce spending to travel.
While some people focus on "coupons and sales” to save money, other people emphasize rare and unique experiences, such as "limited-time plans" and "invitations to private locations,” JTB said that the market is more polarized between smart savings and special experiences.
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The average cost on a domestic travel is record-breaking
JTB has forecasted domestic travelers will increase by 2% to 38.7 million, and the total amount of consumption up 4.3% to 1,710 billion yen. The average cost is estimated at record-high 44,000 yen per traveler due to a rise in prices. Main purposes to travel are ‘spending with family (45.4%) and ‘relaxing (29.0%).’ The most-selected transportation is ‘their own cars (53.1%)’ to travel to short-distance destinations.
According to JTB booking status, popular destinations include Okinawa, where new theme-park ‘JUNGLIA OKINAWA’ opened in July 2025, Tokyo and the Kansai area.
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Long-haul international travelers increase
JTB has forecasted international travelers will increase by 31.5% to 1 million, and the total amount of consumption up 42.9% to 275.8 billion yen. Short-haul travelers, such as South Korea, slightly decrease, while long-haul travelers, such as Hawaii, U.S. mainland or Europe, increase.
The average cost is estimated at 275,000 yen per traveler, 8.7% more than a year ago. The ratio of 200,000 yen or more is up 11.3 points due to longer travel days and more travelers to long-haul destinations.
According to the JTB survey results, the most popular destination to travel soon is Hawaii (10.6%), followed by Europe (10.5%) and Australia and New Zealand (8.9%).
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