Japan Consumer Travel Report 2026

Summary

Japan's leisure travel market is active and resilient, with nearly half of adults taking at least one trip in the past 12 months. While most travelers stay close to home and take short trips, a higher-value international segment travels more frequently, spends more and engages more deeply across digital channels. Cost pressures—particularly for millennials—create friction, but nevertheless future intent remains strong, with 96% of travelers expecting to travel in the next 12 months.

New in 2026, this report is based on a comprehensive online survey of Japan-based travelers. It examines Japan consumers' trip-planning and purchasing behavior, including the role of digital and offline resources, and the growing influence of social media and AI on the planning process, as well as their expectations and goals for travel in the future. 

Key questions answered include:

• What does the average traveler look like? How many trips do they take per year, where do they go, with whom, for how long, and how much do they spend?
• What resources do travelers use to research, plan and book their trips?
• How do preferences differ across age groups?
• How do domestic-only and international travelers in Japan differ in their preferences and booking decisions?
• What influences the decisions travelers make about various elements (e.g., air, hotel and activities) of their trips?
• What role do social media and other emerging technologies play in consumers’ travel planning activities?
• What is the sentiment towards future travel? What changes, if any, do travelers intend to make regarding their future travel?