Overseas
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Inbound Booking Trends for May 2026: Regional ADR Uplift Driven by Western and Southeast Asian Travelers
In May, when the cherry blossom season has ended and the fresh greenery and outdoor activities reach their peak, inbound tourism to Japan continues to expand. In May 2024, 19 source markets recorded their highest-ever monthly arrivals for the month, followed by 21 markets in May 2025, indicating a structural normalization of record-breaking demand. This period has increasingly become established as a “regional dispersion season,” during which Western independent travelers and Southeast Asian visitors show a strong preference for regional destinations. This report analyzes booking trends for May 2026 and examines the structural uplift in Average Daily Rate (ADR) across regional resort prefectures such as Nagano, Yamanashi, and Oita, based on publicly available pricing data from Metro Engine Research and statistics from the Japan Tourism Agency and JNTO. Definition of Key Metrics ADR (Average Daily Rate): The average of publicly listed accommodation prices on OTAs. This differs from actual transaction prices. Figures are based on the total room rate (including tax) for double occupancy (two guests per room), averaged across all plan types, from room-only to meal-inclusive packages. Sold-Out Rate: The proportion of accommodation plans that were no longer available for booking on OTAs at the time of data collection....
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JNTO Announces: 3,597,500 International Visitors to Japan in January 2026, Down 4.9% Year-on-Year; South Korea Surpasses 1.1 Million in a Single Month for a Record High
(Source: JNTO) According to estimates released by the Japan National Tourism Organization (JNTO) on February 18, 2026, the number of international visitors to Japan in January 2026 reached 3,597,500, representing a 4.9% decrease compared with the same month of the previous year. The figure was also down by 20,200 from December 2025, when 3,617,700 visitors were recorded. Compared with January 2025, which saw 3,781,629 visitors, the total likewise declined. In 2025, the Lunar New Year (Spring Festival) fell in late January, whereas in 2026 it occurred in mid-February, affecting demand in some markets. On the other hand, growing demand for winter and snow-season travel in many markets helped maintain a certain level of inbound travel demand.
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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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JNTO Announcement：The number of international visitors to Japan in October 2025 reached 3,896,300, marking a 17.6% year-on-year increase, and setting a new all-time high for October.
(Source: JNTO) According to data released by the Japan National Tourism Organization (JNTO), the number of international visitors to Japan in October 2025 reached 3,896,300, marking a 17.6% increase compared to the same month of the previous year. This figure set a new record high for October, surpassing 3.8 million visitors for the first time. The total exceeded the 3,312,193 visitors in October 2024 by roughly 580,000, and also rose from 3,266,800 in September 2025. The growth was driven by robust demand from East Asia, combined with a steady recovery in North America, Europe, Oceania, and the Middle East. The start of the autumn foliage season, expansion of international flight routes, and the continued depreciation of the yen further boosted arrivals. As a result, 20 markets recorded their highest-ever October figures.
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Airbnb Announces 2025 Winter Travel Trends: Italy’s Popularity Soars, Family Trips on the Rise in Japan
(Source: Airbnb Japan K.K.) Airbnb Japan K.K. has announced “Airbnb 2025 Winter Travel Trends,” a report summarizing global travel patterns for the upcoming winter season.According to the report, searches for Italy have increased significantly this winter, particularly in the Trentino (South Tyrol), Lombardy, and Veneto regions — host areas for the upcoming Milano Cortina 2026 Winter Olympics.In Lombardy, searches have risen by triple digits year over year, drawing attention from travelers in Germany, Canada, Switzerland, and the United States.Globally, destinations that are easily accessible from cities and offer beautiful natural surroundings are seeing strong interest.
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Chinese New Year 2025: Ranking of Japan’s Most Popular Tourist Destinations Among Inbound Travelers Announced
(Based on materials provided by KKday JAPAN Co., Ltd.) KKday JAPAN Co., Ltd. has announced the ranking of Japan's most popular prefectures among inbound tourists during the 2025 Chinese New Year holiday. Based on KKday's reservation data, Tokyo ranked first, followed by Osaka, Kyoto, Hokkaido, and Okinawa. This year’s Chinese New Year has drawn attention to snow-related experiences, influenced by increased exposure on social media and higher-than-average snowfall.
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Thailand Ranks First! Top Overseas Destinations Popular Among Japanese Travelers for the New Year Holiday
Booking.com, one of the world's largest digital travel platforms with the mission to make experiencing the world more accessible for everyone, conducted a survey on Japanese travelers' trends for the 2024–2025 New Year holiday season. Based on data from accommodations searched for check-in on December 31, 2024, on its platform, Booking.com revealed a ranking of the most popular overseas destinations among Japanese travelers.
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JNTO Announcement : Record 3,312,000 Inbound Visitors to Japan in October 2024
(Source: JNTO) According to JNTO's announcement, the number of inbound visitors to Japan in October 2024 reached 3,312,000, representing a 31.6% increase compared to the same month last year and a 32.6% increase compared to October 2019. This figure significantly surpasses the 2,496,568 inbound visitors recorded in October 2019, marking the ninth consecutive month of record-breaking numbers for the respective months. Moreover, the total number of inbound visitors for the year through October has reached 30,192,200, the fastest pace to surpass 30 million since statistics began in 1964. The October 2024 figure represents an increase of approximately 790,000 visitors compared to October 2023, showing a 31.6% year-on-year growth. It also reflects a 33% increase from October 2019 and an increase of approximately 440,000 visitors compared to September 2024. This growth can be attributed to the rise in autumn tourism demand and active promotional activities domestically and internationally. With the arrival of the autumn foliage season, inbound demand has increased across various markets. Key contributors include growth in visitors from China in East Asia, Singapore in Southeast Asia, and the United States in Europe, the Americas, Australia, and the Middle East. To sustain this momentum, flexible policies aligned with seasonal...
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JNTO Announcement: Record-Breaking Number of Inbound Visitors to Japan in September 2024! Year-to-Date Total Surpasses 2023’s Annual Total
(Based on JNTO materials) In September 2024, Japan welcomed 2,872,200 foreign visitors, marking a 31.5% increase compared to the same month last year and a 26.4% rise compared to September 2019. The number of visitors in September 2019 was 2,272,883, which means that the current figure has significantly surpassed pre-pandemic levels. This also marks the eighth consecutive month of record-breaking numbers. By the end of September, the total number of visitors for the year reached 26,880,200, exceeding the 25,066,350 total for all of 2023.