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JTB's Popular Travel Rankings for Summer 2025

As summer approaches, JTB, a leading travel agency in Japan, has compiled a list of the most popular travel destinations based on advanced bookings for the period between July 15 and August 31, 2025. This year, the rankings reflect both domestic and international preferences, showcasing a blend of family-oriented and group travel trends.

International Travel Rankings

1st Place: Hawaii

For international trips without tour guides, Hawaii has secured the top position. The overwhelming majority, approximately 75%, of bookings are for family vacations, with around 80% of travelers opting for Hawaii specifically traveling with family. Additionally, honeymooners are also drawn to this tropical paradise, contributing to its popularity. Particularly notable is the increase in bookings from younger generations in their 20s. Travelers tend to favor a six-day itinerary, enjoying the island's beautiful beaches and rich culture.

2nd Place: South Korea

Following closely is South Korea, which remains a favorite for families and female groups alike. The country has been largely insulated from the impacts of currency fluctuations, maintaining its status as a preferred destination for Japanese travelers.

3rd Place: Taiwan

Taiwan shares similar demographics with South Korea, being a popular option for family vacations and groups of women, resonating well with travelers seeking cultural experiences and culinary delights.

4th Place: Singapore

With minimal time zone differences, Singapore has become an attractive option for families traveling with children, particularly due to its diverse local tours that cater to younger audiences. A five-day travel plan is especially sought after.

5th Place: Guam

Guam continues to appeal to families, with nearly 90% of travelers booking with family members. Tour options are comprehensive, ranging from free plans to bundled packages including local tours and meals, showcasing a shift towards well-structured itineraries that allow families to enjoy flexibility during their stay.

Tour Guide Led Travel

In the realm of guided tours, Italy remains a favorite, topping the list once again. Despite challenges due to the Paris 2024 Olympics, Italy's allure continues to grow, especially among three-generation family travelers. The share of honeymooners in Italy, remarkably high at 31%, indicates a strong preference for guided trips that offer a sense of security and efficiency. Here, longer itineraries, such as eight-night excursions, are in high demand, with popular departure dates aligning with public holidays.

Domestic Travel Rankings

1st Place: Okinawa

Domestically, Okinawa leads the charge, benefitting from an extensive array of hotel options and local tour packages. The impending opening of the new theme park, JUNGLIA OKINAWA, on July 25 is expected to further boost travel plans. Approximately 80% of bookings to Okinawa are for family trips, making it a premier destination for summer holidays.

2nd Place: Hokkaido

Hokkaido ranks next, particularly popular among couples and partnerships seeking culinary experiences and connection with nature.

3rd Place: Kansai

The Kansai region, bolstered by the upcoming Osaka-Kansai Expo, has seen a surge in travel interest as well, with bookings heavily focused on both short and extended holiday breaks.

Guided Domestic Trips

For guided domestic travel, Tohoku retains its top spot, largely due to its summer festivals and fireworks, drawing interest in viewing seats and exclusive event experiences.

Final Notes

As we look to the summer of 2025, the travel trends indicate a growing affinity for family-oriented travel, diverse experiences, and unique offerings across both domestic and international platforms. With JTB's curated lists, travelers can explore their preferences and secure unforgettable summer experiences.

For more information on JTB’s offerings, visit JTB Summer Travel Campaign.

Related URLs:

• - Late Summer Specials: Late Summer Promotions
• - Okinawa Family Travel: Family Trips in Okinawa
• - Hokkaido Family Travel: Family Trips in Hokkaido
• - Osaka Expo Priority Entry: Expo Entry Information

Research Methodology

• - Survey Date: June 19, 2025
• - Participants: Individuals booking JTB products designated for selected departure dates.
• - Departure Dates: July 15 to August 31, 2025
• - Products: Dynamic Packages, JTB MySTYLE, Look JTB, and various guided tours.
• - Note that the JTB MySTYLE brand is a registered trademark of JTB Corporation.