Travel Behavior in Japan

In Control of the Itinerary: A Strong Lean Towards Self-Arrangement

Japanese travelers are the architects of their own adventures. A dominant 55% choose to arrange their travel by themselves. This level of self-reliance is significantly higher than, for example, Chinese travelers or even the global average. Japanese want to curate a trip that perfectly aligns with their specific interests and high standards, minimizing reliance on pre-set packages, though a notable 22% do leverage "both" self-arrangement and agencies. Traditional agencies should pivot from mass-market packages to offering specialized services like visa assistance, unique local connections, or complex itinerary segments, allowing independent travelers to build around these. Marketing should emphasize flexibility and customization.

Staying Close, Going Deep: A Regional Air Travel Strategy

For their summer 2025 air travel plans, Japanese travelers exhibit a clear strategic focus: proximity. Their primary intentions lie within East Asia and Southeast Asia. The Japanese travelers show a desire for immersive, high-quality experiences within accessible distances, perhaps driven by a combination of cultural affinity, efficiency, and a preference for deeper engagement with fewer, carefully chosen destinations. Long-haul airlines and tourism boards in regions outside APAC need to create special, targeted offers, like art shows or limited-time events, that match Japanese interests and give them a reason to travel further.

The Food Lover and Culture Seeker: Choosing Taste and Tradition Over Pure Relaxation

While 31% of Japanese travelers still value relaxation, their top travel choice is different. Culinary experiences come first at 35%. Close behind are cultural trips. This stands out compared to places like Singapore or China, where most people mainly want to relax. Japanese travelers, by contrast, often choose trips that let them explore local food and learn about local culture. Destinations should highlight unique food festivals, traditional cooking classes, and hidden culinary gems. Cultural sites can develop immersive storytelling experiences, perhaps with audio guides in Japanese, to deepen engagement.

Strategic Savings: How Budget Lodging Fuels Richer Experiences

67% of Japanese travelers prioritize "Budget friendly" lodging. This is a dominant preference, far surpassing options like "Deluxe, 3 or 4 stars" or "Premium, 4 or 5 stars only". This budget consciousness allows them to either travel more frequently, or, more likely, reallocate funds towards the relaxation and culinary experiences they so highly value. For most Japanese tourists, the hotel is simply a place to rest. What matters more is what happens outside the room. Premium hotels shouldn’t just promote luxury. Instead, they can offer experience-based packages, like cooking classes, art tours, or quiet retreats, to attract the smaller segment of travelers who are willing to pay more if the experience is special.