Domestic Travel Leads Japan’s Tourism Preferences
According to the study, an overwhelming 70% of Japanese travelers prefer domestic travel over international trips. This figure ranks among the highest in the APAC region, reflecting a strong inclination toward exploring local attractions.
Key reasons for this preference include:
- Perceived safety: A dominant factor for 65% of respondents who feel safer traveling within Japan.
- Affordability: 57% prioritize domestic travel due to lower costs compared to international trips.
- Ease of transportation: Japan’s robust and efficient transportation network—ranging from high-speed bullet trains to local public transit—makes domestic travel convenient for 49% of travelers.
Destinations such as Kyoto, Hokkaido, and Okinawa continue to attract domestic tourists seeking cultural experiences, natural beauty, and relaxation.
Cultural Exploration and Wellness Travel Dominate Interests
Japanese travelers are driven by a combination of cultural curiosity and a desire for wellness experiences. The study reveals that:
- 62% of respondents favor visiting historical and cultural attractions like castles, museums, and heritage sites.
- 57% prefer natural attractions, such as Japan’s iconic mountain ranges and tranquil lakes.
- 52% show interest in wellness retreats, underscoring a growing focus on relaxation and rejuvenation through activities like onsen visits, yoga retreats, and nature immersion.
This trend highlights Japan’s ability to offer a holistic travel experience blending history, nature, and personal well-being.
Price Sensitivity Influences Travel Decisions
Like many travelers across APAC, Japanese tourists exhibit significant price sensitivity. The study found that:
- 43% of respondents consider price the most important factor when selecting accommodations, even ahead of comfort and amenities.
- 35% of Japanese travelers are open to visiting lesser-known destinations based on recommendations from family and friends.
- 32% are swayed by travel promotions and discounts, demonstrating the impact of value-driven offers on travel decisions.
These findings indicate that travel providers must adopt competitive pricing strategies and focus on promotions to attract Japanese travelers, especially in a cost-conscious market.
Sustainable Travel Gaining Momentum
Sustainability is emerging as a critical consideration for Japanese travelers. The study reveals that:
- 63% of Japanese travelers actively seek or opt for sustainable travel options when available.
- However, 31% admit they are unsure where to find sustainable choices, highlighting a gap in awareness and accessibility.
- 22% perceive sustainable travel options as too expensive, suggesting that affordability remains a barrier.
Despite these challenges, the findings signal a growing opportunity for the tourism industry to promote eco-friendly travel experiences, such as low-carbon transport, sustainable accommodations, and nature conservation tours.
Key Insights for the APAC Tourism Industry
Caesar Indra, President of Traveloka, emphasized the importance of understanding regional diversity in travel preferences:
“APAC is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this market is critical for travel providers. Success lies in weaving these insights into innovative strategies to bring travelers closer to the experiences they seek.”
The report provides a roadmap for industry stakeholders to anticipate emerging trends, align offerings with traveler needs, and create meaningful travel experiences for 2025 and beyond.
Japan’s Resilient and Evolving Travel Market
Japan remains one of APAC’s most dynamic travel markets, driven by a blend of cultural tourism, wellness travel, and sustainable tourism. With domestic travel at the forefront, Japanese travelers continue to explore local destinations that offer safety, affordability, and convenience. Simultaneously, an increased focus on price value and eco-conscious travel presents new opportunities for tourism providers to innovate and cater to shifting demands.
The report underscores the need for travel providers to:
- Develop cost-effective, value-driven travel packages.
- Enhance awareness and availability of sustainable travel options.
- Highlight cultural, historical, and wellness-based experiences to attract domestic travelers.
