VELTRA Corporation has announced the results of a survey on booking trends for overseas local experiences during the summer season of 2025. The survey is based on booking data as of May 20, 2025, and analyzes the popular travel destinations and booking trends among Japanese travelers during the peak travel season from June to August. The analysis covers overseas local activities reserved through VELTRA and scheduled to take place between June 1 and August 31.
(Based on materials from VELTRA Corporation）
According to the survey results, Oahu, Hawaii continues to hold the top spot as the most popular destination for Japanese travelers in the summer of 2025. Cities such as Paris in Europe and Los Angeles and Las Vegas in North America have seen a sharp rise in popularity, likely driven by the impact of major sporting events held last summer and a temporary strengthening of the yen, which boosted travel demand. On the other hand, some major Asian cities such as South Korea and Bangkok have dropped in the rankings, possibly due to a diminished sense of affordability caused by currency exchange rate fluctuations.
(Based on materials from VELTRA Corporation）
Popular overseas local experiences continue to include iconic regional activities such as sunset cruises and marine sports in Hawaii, World Heritage site tours in Asia like the Ayutthaya ruins and Ha Long Bay, the DMZ tour in South Korea, and tours to the Grand Canyon and Mont-Saint-Michel in the West. There is also a growing preference for efficiency in transportation and arrangements, with increasing demand for stress-reducing services such as buses equipped with restrooms, shuttle services to stadiums, and airport transfers.
( Source：VELTRA Corporation）
Traveler preferences are becoming increasingly diverse, with growing demand for experiences that offer deep engagement with history and culture, active adventures in nature, and eco-tours that combine environmental conservation with immersive activities. In addition to classic sightseeing, activities tailored to individual interests—such as attending sporting events or booking private, exclusive tours—are also gaining notable popularity.
(Source： VELTRA Corporation）
The survey also revealed that the average customer spend on local experiences has increased by 43% year-on-year across all regions. In particular, Asia saw a 34% rise and Europe a 29% rise, indicating the significant impact of rising prices even in regions that have traditionally been considered more affordable. North America, despite already having relatively high price points, recorded a 27% increase, likely influenced by the weakened yen. In contrast, average spending in Hawaii rose by just 4%, suggesting a trend among travelers to limit spending on local activities as overall travel costs continue to rise.
According to statistics from the Japan Tourism Agency, the number of Japanese outbound travelers from January to March 2025 remains at about 70% of the 2019 level, likely due to increased travel expenses. However, the number of bookings for local experiences handled by VELTRA rose by 16.2% compared to the same period last year, indicating sustained demand for such experiences among overseas travelers. VELTRA goes beyond the traditional travel agency model, offering around 20,000 local tours across approximately 150 countries, partnering with around 8,800 local operators, and providing memorable experiences to its community of approximately 2.85 million members.