January 2026
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JNTO Announcement: Foreign Visitor Arrivals to Japan in December 2025 Reach 3,617,700 — Highest Ever for December; Annual Total Surpasses 42 Million, Setting a New Record
(Source: JNTO) According to the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan in December 2025 totaled 3,617,700, representing a year-on-year increase of 3.7%. This marked the highest level ever recorded for December. Many markets saw an increase in travel demand aligned with school holidays, Christmas, and the year-end and New Year period. In particular, in many markets school holidays began toward late December, overlapping with vacation periods and contributing to the rise in inbound travel to Japan. Compared with November, when visitor numbers stood at 3,518,000, the total increased by approximately 99,000 month on month, indicating a further strengthening of inbound demand toward the end of the year. The total number of foreign visitors to Japan in 2025 reached 42,683,600, up 15.8% from the previous year. This marked the first time annual arrivals exceeded 42 million, surpassing the previous record of 36,870,148 in 2024 by more than 5.8 million and setting a new all-time high on an annual basis.
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Airbnb Reveals 2026 Travel Trends: Growth in Short Overseas Trips by Gen Z and a Shift Toward Nature-Based Travel
(Source: Airbnb Japan Co., Ltd.) Airbnb Japan Co., Ltd. introduced the 2026 travel trends based on “2026 Travel Predictions Revealed” announced on December 7, 2025 (U.S. time). Among Generation Z travelers, short overseas trips of one to two days are gaining popularity, with an emphasis on energetic and culturally immersive experiences. Interest in nature and outdoor activities is also rising, with searches for U.S. national parks increasing by 35%. In addition, travel linked to major global events—such as the Winter Olympics, Coachella, and the FIFA World Cup—is becoming a major trend. In Japan, event-based travel is also on the rise, including trips related to the F1 Japanese Grand Prix and the Sapporo Snow Festival.
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Fantastical Winter Landscapes Woven by Snow and Light: Jalan Releases Kanto’s Top Winter Scenic Spots Ranking
(Source: Recruit Co., Ltd.) Jalan News, a travel information website operated by Recruit Co., Ltd., conducted a survey on “Fantastical Winter Scenic Spots in the Kanto Region” and released the results. In the ranking, winter-only scenic events and landscapes—such as snow-covered scenery and illuminated sites—ranked highly, drawing attention to the seasonally limited beauty created by crisp air and tranquil surroundings.First place was awarded to the Yunishigawa Onsen Kamakura Festival in Nikko City, Tochigi Prefecture. The site was highly rated for its fantastical scenery, which has been recognized as a Japan Night View Heritage, as well as for the unique experiences characteristic of snowy regions.
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Promoting Maibara City’s Appeal from a Private-Sector Perspective:Red Horse Corporation Signs Agreement under the Regional Revitalization Entrepreneur Program
Red Horse Corporation Co., Ltd. has signed an agreement with Maibara City in Shiga Prefecture under the Regional Revitalization Entrepreneur Program and has begun dispatching personnel under this initiative. The contract period runs from October 1, 2025, to March 31, 2026, with the possibility of annual extensions for up to three years in total. On Thursday, December 18, a commissioning ceremony for the “Maibara City Tourism Promoter” was held at Maibara City Hall, where Sayuri Matsumoto of Red Horse Corporation Co., Ltd., who was dispatched as a regional revitalization entrepreneur, received her letter of appointment.