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Anticipated Travel Trends for Summer Vacation 2025

As we approach the summer vacation period from July 15 to August 31, 2025, JTB has compiled a detailed forecast of travel trends for Japanese citizens who plan to travel for at least one night. This analysis is rooted in a variety of economic indicators, consumer behavior studies, transport and tourism data, and surveys conducted by the JTB Group, continuing a tradition of analysis dating back to 1969.

Encouraging Factors for Travel Interest

The current travel sentiment appears robust, bolstered by favorable calendar alignments and rising bonuses. Domestic travelers are particularly inclined to escape the daily hustle and retreat to quieter, nature-rich destinations where they can rejuvenate both body and mind. Notably, the number of people traveling overseas is nearing a recovery rate of 90% compared to pre-COVID averages, with sustained interest in Asian destinations and a slight resurgence in trips to Europe and other distant locations.

For the upcoming summer vacation, the total number of travelers is projected at approximately 74.64 million, translating to an overall travel expenditure of around 4.264 trillion yen. Breaking this down, domestic travel is expected to attract about 72.20 million travelers, each spending an average of 46,000 yen, resulting in a total spend of 3.3212 trillion yen. On the other hand, overseas travel is projected for about 2.44 million individuals, with an average planned expenditure of 289,000 yen, leading to an anticipated total outlay of around 705.2 billion yen.

Domestic Travel Insights

Despite concerns over rising prices, the domestic travel sector shows resilience, with a slight increase in traveler numbers compared to last year. The average planned expenditure per trip has also risen due to inflation and growing popularity of remote areas like Hokkaido and Okinawa.

A noticeable trend, particularly among younger travelers in their 20s and 30s, is the desire to disconnect from digital devices while seeking places that are photogenic and offer a relaxing atmosphere. Alongside couple trips, there is an observable uptick in solo travel, especially among male travelers.

Traveler Motivations and Preferences

In terms of motivation, a significant portion of respondents aim to travel for family time (32.7%), relaxation (28.5%), natural sightseeing (26.5%), and culinary experiences (also 26.5%). Travel durations are showing new patterns, with more individuals opting for 2-3 night stays as opposed to shorter or longer trips. Notably, long stays of 8 nights or more are also on the rise.

Regions like Kanto and Kansai see significant traveler numbers, with preferences shifting slightly based on local attractions and events, such as the Osaka-Kansai Expo and the opening of new theme parks.

International Travel Trends

The overseas travel segment is projected to reach around 2.44 million travelers, reflecting a recovery in interest, with significant destinations including Korea, Taiwan, and Europe. The average travel cost is set at 289,000 yen per person, indicating a willingness to spend more for international experiences.

Travel duration preferences indicate a trend toward shorter trips, with the most favored span being 3-4 days. Despite fluctuations, travelers continue to show a penchant for both nearby and long-distance travel options.

Economic Environment and Its Impact

The broader economic landscape paints a complex picture, characterized by rising prices and concerns about the overall cost of living. However, forecasts for wage growth and consumer morale suggest an improving outlook as the year progresses. Bonuses for mid-sized businesses are projected to increase by 2-3%, lending further support to consumer spending in the travel sector.

While economic uncertainties persist, including fluctuations in currency and commodity prices, hints of recovery in both individual income and spending attitudes can be observed. Surveys indicate a cautious optimism as consumers appear to want to travel but remain mindful of their expenditures.

Conclusion

In summary, the travel behavior trends for the summer of 2025 suggest a blend of caution and enthusiasm in planning vacations, shaped by financial factors and a collective desire for new experiences. As travelers look for both adventure and relaxation, the mix of local and international trips shows promise for a vibrant travel season. JTB continues to monitor and analyze these trends, ensuring that they meet the shifting needs of modern travelers as we adapt to a post-pandemic world.