New data from the Japan Tourism Agency, compiled by the Japan National Tourism Organization (JNTO), reveals that Australians are increasingly choosing Japan’s regional destinations over its iconic cities.
While Tokyo, Osaka, and Kyoto remain popular, rural areas such as Shizuoka, Oita, and Kochi are experiencing a surge in overnight stays, reflecting a shift in Aussie travel preferences.
In the first half of 2024, Australian overnight bookings in Tokyo, Osaka, and Kyoto grew significantly compared to 2019, with increases of seventy-four per cent, eighty-nine per cent, and thirty-two per cent, respectively. However, lesser-known prefectures saw even greater growth. Shizuoka and Oita recorded remarkable increases of two hundred and fifty-seven per cent and two hundred and thirty point nine per cent, respectively, while other regions, including Kochi (one hundred and forty-six point seven per cent), Fukui (one hundred and forty-two point nine per cent), and Ishikawa (one hundred and eight per cent), also saw substantial rises.
Naoki Kitazawa, Executive Director of JNTO Sydney Office, highlighted the growing appeal of sustainable travel experiences among Australians.
“It’s no surprise that we are seeing overnight bookings in regional areas grow faster than in major hubs. With cities offering easy access to lesser-known parts of Japan, we encourage Australians to explore beyond the well-trodden pathways to experience the country’s diverse activities and sights,” said Kitazawa.
From local cuisine to outdoor adventures in scenic, remote landscapes, Japan’s regional offerings provide compelling reasons for visitors to spend more time outside its cities.
