Japanese Travelers
What is South Korea’s strategy for the Japanese market toward a goal of record-high 4.5 million tourists in 2026?
Korea Tourism Organization (KTO) is implementing a strategy centered on targeted marketing and regional diversification to achieve a goal of record-high 4.5 million Japanese tourists in 2026.
United Airlines will launch Sapporo/San Francisco services in the winter 2026
United Airlines will launch three flights a week between Sapporo and San Francisco with the Boeing 787-9 in the winter period from December 11 in 2026.
Thailand is driving its higher-value-added tourism strategy, including wellness, to attract Japanese luxury travelers
Thapanee Kiatphaibool, Tourism Authority of Thailand (TAT) Governor visited Japan to join ‘Thai Festival Tokyo 2026' and talked about the current market situation of Japan and its promotional plans.
Japanese OTA Rakuten Travel adds a accommodation booking function in ‘Rakuten AI’
Rakuten Travel, a major Japanese OTA, added a new accommodation booking function in ‘Rakuten AI,’ supported seamlessly from suggestion to booking.
Visa Japan runs a large-scale campaign to promote tap-to-pay for railways nationwide
Visa Worldwide Japan is running a large-scale campaign to promote tap-to-pay for railways nationwide in Japan.
MLB Chicago White Sox is eager to attract Japanese tourists, taking the success of Japanese player Murakami as an opportunity
Chicago White Sox, a Major League Baseball team, is making efforts to attract Japanese tourists to Chicago and Illinois, taking the sucess of Japanese player Murakami as an tourism opportunity.
Travel consumption in Japan totaled 37.6 trillion yen in 2025, including 9.5 trillion trillion yen by international visitors to Japan
The total amount of travel consumption in Japan reached 37.6 trillion yen in 2025, 9.6% more than 34.4 trillion yen in 2024, including 1.4 trillion yen in international travel by Japanese travelers (a share of 3.7%).
There is a 4.5 times gap between Japanese travelers to Taiwan and Taiwanese travelers to Japan in 2025
There was still a 4.5 times gap between Japanese travelers to Taiwan and Taiwanese travelers to Japan. Taiwan Tourism Administration is trying to increase Japanese travelers to Taiwan.
Japanese international travelers were up 6.7% to 1.52 million in March 2026
The number of Japanese international travelers in March 2026 was up 6.7% year on year to 1,519,000. Compared to March 2019, the number was still down 21.3%.
Local experience bookings by Japanese international travelers during the Golden Week period 2026 increased by up to 2.2 times
According to KKDAY JAPAN, local experience and optional tour bookings from Japanese international travelers for 10 days from March 26 to April 6 2026 were up 2.2 times.
Mitsui hotels in Japan introduce an online medical consultation service for international visitors
39 Mitsui hotels introduced online medical consultation service ‘Mimipo for Travel,' 24/7 online medical consultations available from hotel rooms.
Japanese travelers for Golden Week 2026 from late April are expected to increase slightly - JTB forecast
JTB has estimated that Japanese travelers for this coming Golden Week period will be up 1.9% to 24.5 million in total, and Japanese outbound travelers are expected to increase by 8.5% year on year to 572,000.
Japan-USA Tourism Campaign 2026 is launched celebrating the 250th anniversary of the founding of the United States
Japan-USA Tourism Campaign 2026 starts in April 2026 to expand two-way tourism between Japan and USA, taking chances of the 250th anniversary of the founding of the United States.
What are key points of five-years ‘Tourism Nation Promotion Basic Plan’? A goal of 40 million international repeaters is included
The Japanese government accepted five-years ‘Tourism Nation Promotion Basic Plan’ from FY2026 to FY2030. What are key points of the plan?
Japanese international travelers were down 7% year on year to 1.09 million in February 2026
The number of Japanese international travelers in February 2026 was down 7.4% year on year to 1,093,300.
Expedia brand General Manager talks about their strategy in Japan and the future travel trends including the growing secondary cities
Travel Voice interviewed Tracey Weber, senior vice president and general manager of the Expedia brand, to know how Expedia sees the current Japanese market and the future travel trends.
JR East, a Japanese railway company, launches a new online booking system for Shinkansen completing a booking in as little as one minute
JR East, will launch a new online booking system for Shinkansen ‘JRE GO, which allows a user to complete a booking as little as in one minute.
The percentage of Japanese passport holders rose to 18% as of the end of 2025, and online applications increased to 36% of the total
The percentage of Japanese passport holders was about 17.8% in 2025, higher than about 16.8% a year earlier. The ratio of online applications rose from about 9% in 2024 to about 36% in 2025
Japanese domestic travel consumption was up 6% to 27 trillion yen in 2025 despite a reduction in Q4
The total amount of Japanese domestic travel consumption was up 6% year on year to 26.8 trillion yen in 2025. Travel spending a travel per traveler was up 3.8% to 48,359 yen.
Japanese international travelers were up 17.6% year on year to 1.07 million in January 2026
The number of Japanese international travelers in January 2026 was up 17.6% year on year to 1,072,600, higher growth rate than 9.6% in the previous month.
