Rakuten Insight, Inc. conducted an online survey regarding actual travel behavior in 2025. The survey was carried out over five days, from March 14 to March 18, 2025, targeting 1,000 men and women aged 20 to 69 from across Japan.
According to the results, 56.8% of respondents answered that they had taken or were planning to take at least one “domestic trip with overnight stay” in 2025. On the other hand, the percentage of respondents who answered that they had taken or were planning to take an “overseas trip” was only 11.7%. By gender and age group, the highest proportion for domestic travel was among women in their 30s at 69.8%, followed by women in their 20s at 64.2%. For overseas travel, the highest percentage was among men in their 20s at 19.8%, followed by men in their 30s at 17.6%.
Interesting trends were also observed regarding travel budgets. For a single domestic trip with overnight stay (per person), the most common budget range was ¥50,000 to ¥59,999, selected by 18.3% of respondents. This was followed by ¥30,000 to ¥39,999 at 12.9%, and ¥100,000 to ¥199,999 at 11.8%. In the case of overseas travel, the most common budget range was ¥100,000 to ¥199,999 at 18.8%, followed by both ¥200,000 to ¥299,999 and ¥300,000 to ¥499,999 at 12.0% each.
Meanwhile, when asked why they were not taking or planning any trips in 2025, the most common response was “because travel costs are high,” cited by 30.3% of respondents. This was followed by “because I prefer staying at home” at 18.6%, and “because I have more other expenses and cannot afford to spend money on travel” at 15.7%. Notably, when it came to the reason “due to family matters or circumstances,” 18.5% of women gave this response, making it the second most common among female respondents, while only 2.7% of men selected this reason—the lowest among male respondents—showing a gender gap of over 15 percentage points.
In terms of sources for travel information, the most frequently cited was “travel booking websites” at 28.4%. This was followed by “Instagram” at 26.4%, and “video sites (such as YouTube)” at 24.6%. In particular, people in their 20s and 30s showed a strong tendency to use social media, with 49.1% of those in their 20s and 41.2% of those in their 30s citing “Instagram.” Additionally, “video sites (such as YouTube)” were used by 36.5% of those in their 20s and 28.2% in their 30s, while “X” was cited by 37.1% of those in their 20s and 26.0% of those in their 30s—highlighting the importance of social media among the younger generation.