#Japan #Travel Growth #Okayama #Agoda #New Horizons

Agoda's 2026 New Horizons Ranking: A Spotlight on Japan

In a remarkable revelation, Agoda, the digital travel platform operated by Agoda Company Pte. Ltd. based in Singapore, has recently announced the latest edition of its New Horizons ranking for 2026. This annual survey highlights the top ten cities experiencing the most substantial growth in international travel demand over the past two years. Notably, Japan has taken the lead, with an impressive five cities featuring in the top ten, underscoring the country's rising profiles as preferred travel destinations in Asia.

Among the cities making waves, Okayama stands out as the destination gaining the fastest attention from international travelers. This shift reflects a growing trend where visitors are increasingly seeking experiences beyond Japan's major urban centers like Tokyo and Osaka.

Analysis of the New Horizons Ranking

The New Horizons ranking analyzes accommodation booking data comparing the last two years, revealing insight into which locales have seen the greatest uptick in travel interest. This year, five cities in Japan made it to the top ten cities with the highest growth in travel demand across all of Asia. Not only did they dominate the list, but Japan also excelled in a newly introduced category, the Newcomer segment, which features cities newly entering the top 100. Once again, five Japanese cities were highlighted, showing a clear signal that international travelers are shifting their focus towards lesser-known local gems in the country.

The top ten cities included Okayama at 2nd, Matsuyama at 4th, Takamatsu at 5th, Sendai at 9th, and Kanazawa at 10th. This emphasizes how a growing number of travelers wish to experience the deep cultural and scenic beauty presented by Japan’s regional cities instead of confining their trips to well-trodden paths.

Dominance of Japanese Cities in Newcomer Rankings

In addition to the established cities, the Newcomer category is turning heads with its selection of cities. Featuring Nagano, Shizuoka, Kagoshima, Aomori, and Nara, the list paints a hopeful future for the diversification and expansion of inbound travel demand towards Japan's smaller, charming locales. The rapid touristic rise of these areas suggests potential new adventures for international travelers.

Insights from Agoda’s Director

In a statement from Masaru Ikai, Senior Country Director of Agoda International Japan, he remarked on the findings: “This ranking explicitly highlights the high tourism potential of Japan's regional cities. With five cities securing a spot in the top ten, there is a clear indication of growing international interest that goes beyond major urban areas. It's a delight to witness regions like Okayama, Matsuyama, and Takamatsu attract global visitors through their unique attractions.”

He also emphasizes Agoda's commitment to helping travelers discover new travel destinations, ensuring they can experience the diverse allure of Japan as it grows its inbound and outbound travel market steadily.

Agoda’s User-Friendly Booking Experience

Travelers can utilize Agoda's versatile search functionalities to seamlessly access over 6 million accommodation options, 130,000 flight routes, and 300,000 activities. Visitors can easily find great deals on accommodation through Agoda’s website and mobile app, available in 39 languages while offering 24/7 customer support.

Agoda, part of Booking Holdings (Nasdaq: BKNG), operates from its headquarters in Singapore and maintains a presence in 27 locations worldwide with over 7,000 staff members. They continually leverage cutting-edge technology to enhance the travel booking experience.

To learn more and plan your next adventure, visit Agoda's Official Website.