JTB (Japan Travel Bureau) has compiled its outlook on travel trends for the 2026 summer vacation period in Japan (July 15 to August 31). The survey covers trips by Japanese residents involving at least one overnight stay and has been conducted continuously since 1969.
The total number of travelers during the summer vacation is estimated at 71.17 million (down 4.6% year-on-year), with total travel spending estimated at 4.044 trillion yen (down 1.7% year-on-year). For domestic travel within Japan, the number of travelers is projected at 69 million (down 4.4%), the average planned travel expenditure per person at 48,500 yen (up 3.2%), and total travel spending at 3.3465 trillion yen (down 1.4%). For overseas travel by Japanese residents, the number of travelers is projected at 2.17 million (down 8.8%), the average planned travel expenditure per person at 323,000 yen (up 6.3%), and total travel spending at 700.9 billion yen (down 3.1%).
For domestic trips within Japan, trips of one night and two days account for the largest share at 39.0%, up 2.5 percentage points from the previous year. The most common planned expenditure per person is between 20,000 and 30,000 yen, at 19.1%. Popular destinations are the Kanto region at 19.0%, the Kinki (Kansai) region at 14.9%, Hokkaido at 11.2%, and the Tokai region at 11.0%. As a countermeasure against the summer heat, there is growing interest in sightseeing and activities at indoor facilities, as well as sightseeing that makes use of early morning and nighttime hours. As for travel companions, family trips with children up to junior high school age are the most common at 23.8%. The most frequently used means of transportation is private cars at 49.6%, although this is down 2.0 percentage points year-on-year. Hotels are the most commonly used type of accommodation at 64.1%.
For overseas trips by Japanese travelers, three nights and four days is the most common travel duration at 23.0%. Asia accounts for 79.5% of destinations, with South Korea at 26.2% and Taiwan at 16.2% among the top choices. Due to the weak Japanese yen and international conditions, there is a visible trend of carefully selecting destinations where local prices are relatively affordable and airfares are comparatively low.
Amid consumer concerns about the future, 41.8% responded that they “want to reduce travel spending over the next year,” an increase of 3.3 percentage points from the previous year. On the other hand, 45.6% responded that “because the outlook is uncertain, I want to consider making major expenditures while I can now,” indicating a growing tendency to prioritize and maintain spending on things they personally find valuable.
