Kumamoto, Takamatsu, and Matsuyama are quickly rising as popular travel destinations in Japan. As the end of the year approaches, travelers heading to Japan are increasingly shifting their focus from major cities to exploring various regions across the country.
According to travel booking data from Hereyaodae for the period from December 23 to 31, the number of regions where travelers booked accommodations has increased to about 71 locations, compared to 44 locations during the same period last year, marking a 1.6 times increase in Japan travel options.
While many travelers have chosen Japan as their year-end destination, their final destinations have become more diversified. Excluding consistently popular cities like Fukuoka, Osaka, Tokyo, and Sapporo, several new cities have emerged in the top 10 popular destinations list.
Kumamoto and Takamatsu, in particular, have seen a significant rise in popularity this year. These two cities did not attract much attention last year but have now made it to the list of popular travel destinations. Matsuyama has also experienced a significant increase in bookings, about four times that of the previous year.
The emergence of these new popular cities is attributed to the introduction of direct flights after the pandemic, which has improved accessibility. Additionally, Japan’s overall competitive pricing for travel has contributed to the increased variety of travel destinations. The travel industry is focusing on promoting products centered around smaller cities while simultaneously organizing various events to create a more affordable travel environment. Hereyaodae, too, has been actively issuing discount packages and conducting accommodation discounts targeting cities like Kumamoto, Matsuyama, Hiroshima, and Shizuoka.
Im Jae-hoon, head of overseas hotel sales at Hereyaodae, stated, “While Japan remains a popular international travel destination, the specifics of travel patterns have changed compared to before. The notion that traveling to Japan means visiting Tokyo, Osaka, or Fukuoka is evolving.”