#Japan #Market Trends #Chiyoda #Japanese Tourism #Leisure White Paper

Leisure White Paper 2026 Released: A Deep Dive into Leisure Activities in Japan

The Japan Productivity Center, located in Chiyoda, Tokyo, under the leadership of Chairman Kazutake Maeda, is set to release the 50th edition of the 'Leisure White Paper 2026' on October 30. This comprehensive report presents a detailed analysis of the leisure market in Japan for 2025, combining individual insights and survey data with industry market analysis.

The 'Leisure White Paper' is the only publication that thoroughly examines and records leisure activities in the country from both supply and demand perspectives. Since its first publication in 1977, this special edition marks a significant milestone in understanding the evolution of leisure in Japan.

Key Highlights from the Leisure White Paper 2026

1. Current State of Leisure Activities
Despite a slight decrease in the number of participants, domestic tourism remains the top leisure activity for the fourth consecutive year, with approximately 46.1 million individuals participating in trips for leisure purposes such as hot springs, summer escapes, and winter getaways.
In contrast, dining out has seen a notable increase in participation, soaring to second place from third in the previous year. Other popular activities include watching videos, enjoying music, and going to the movies (excluding television). In total, eight out of the top twenty leisure activities in 2025 saw an increase in the number of participants compared to the previous year.

2. Trends in the Leisure Industry and Market Size
The total market size for leisure activities in 2025 is projected to reach ¥78.132 trillion, reflecting a year-on-year growth of 3.9%. Notably, this figure represents 108.1% of the pre-pandemic level in 2019. All sectors, including sports, hobbies, entertainment, and tourism, have shown resilience and growth, exceeding pre-COVID levels. However, rising prices and the weakened yen are impacting average spending.

3. Special Surveys
As part of this significant milestone edition, the report includes three special surveys: an analysis of the factors encouraging and hindering new leisure activities, sources of information for planned leisure activities, and the status of 'oshi katsu' (fan activities) among participants.
In 2025, 28.0% of respondents indicated they started new leisure activities, with teenagers primarily influenced by social media and word-of-mouth, while older adults cited health and wellness needs as their key motivations. Conversely, 41.4% expressed interest in activities they wished to start but had not, often due to lack of clear reasons or concerns about costs.

For planning leisure activities such as travel and visits to leisure facilities, major sources of information include travel comparison sites (53.8%) and consultations with family and friends (48.8%). Notably, the use of AI chat and generative AI for information sourcing has gained traction among younger demographics.
Additionally, over 23.6% of participants engaged in 'oshi katsu' in 2025, with the highest rates among teenagers and young adults, showcasing significant gender and age differences in this fan activity.

These findings illustrate the dynamic changes in Japanese leisure activities and market trends, presenting a comprehensive overview that can guide stakeholders in understanding and navigating this evolving landscape. A detailed examination of participation rates from 1982 to 2025 also reflects how leisure preferences and patterns have transformed over the decades.

For more insights, please visit the 'Leisure White Paper' official site.