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Skyscanner's Travel Trends Report 2026

Skyscanner, a global travel app that aggregates information from approximately 1,200 websites including airlines, travel agencies, and hotels, has just issued its much-anticipated "Travel Trends Report 2026." This year's report highlights emerging domestic travel destinations anticipated to gain popularity among travelers.



As a facilitator for plan-less travel that spans 180 countries and 37 languages, Skyscanner leverages extensive search data to provide valuable insights into changing travel styles, revealing travelers' preferences shaped by their values and lifestyles. With a clear focus on Japanese travelers and international visitors, this report sheds light on the domestic destinations expected to shine in 2026, showcasing unique cultural, natural, and experiential adventures.

Domestic Travel Trends in Japan: Rediscovering Hidden Gems

Japanese travelers increasingly seek out lesser-known destinations and purpose-driven journeys. This shift speaks to a trend towards authentic experiences and personalized adventures.

Key Findings:

1. Revival of Traditional Culture
The city of Wajima in Ishikawa Prefecture has recorded an 83% increase in search interest, known for its unique cultural heritage such as Wajima lacquerware and morning markets. This surge highlights a renewed appreciation for authentic local experiences.

2. Desire for Untouched Nature
In Hokkaido, destinations like Monbetsu (+66%), Nakashibetsu (+61%), and Wakkanai (+55%) have captured traveler interest. These majestic, unspoiled natural environments resonate strongly with those looking for a mountain retreat experience.

3. Urban Destinations of Interest
Miyako Island has seen a 69% increase in searches, depicting a strong desire for not just local travelers but international visitors as well, attracted by its stunning beaches and diverse marine activities.

Rapidly Growing Domestic Travel Hotspots:

• - Wajima (Ishikawa): +83%

A city characterized by its rich cultural traditions and beautiful scenery.

• - Miyako Island (Okinawa): +69%

Renowned for its breathtakingly clear waters, the island is perfect for relaxation and various marine activities.

• - Monbetsu (Hokkaido): +66%

Famous for its winter drift ice attractions, offering unique experiences like the Garinko cruise.

• - Nakashibetsu (Hokkaido): +61%

An incredible destination with panoramic views from the Kaiyo-dai.

• - Toyama (Toyama): +57%

Known for its stunning natural scenery on the Tateyama Kurobe Alpine Route.

• - Shizuoka (Shizuoka): +57%

Features Mount Fuji's picturesque views and renowned hot spring areas.

• - Takamatsu (Kagawa): +55%

A hub for art lovers and home to the famous Sanuki udon.

• - Okayama (Okayama): +55%

Famous for historical sites and a rich cultural heritage.

• - Wakkanai (Hokkaido): +55%

The northernmost city known for its breathtaking nature experiences.

• - Yonago (Tottori): +55%

Perfect for mountain climbing and ski activities.

International Traveler Trends: From Iconic Cities to Hidden Locales

Key Findings:

1. Increased Interest in Regional Cities
Cities like Asahikawa (+476% from Korea) and Miyako Island (+257% from France) show a shift in focus from mainstream cities to local gems, marking a desire for unique, authentic experiences when visiting Japan.

2. Travel for Relaxation and Unique Experiences
There’s a growing preference for travels that go beyond scenic attractions to encompass local culture and personal relaxation.

3. Enduring Popularity of Iconic Destinations
Cities like Tokyo and Hiroshima continue to attract significant interest due to their blend of tradition and modern culture, showcasing the best of Japan's offerings.

Fast-Rising International Search Trends:

• - Asahikawa: +476% (Korea)

A sought-after summer destination with beautiful parks and natural landscapes.

• - Miyako Island: +257% (France)

A tropical paradise perfect for travelers seeking relaxation away from urban centers.

• - Kochi: +206% (UK)

Known for its culinary scene and beautiful natural surroundings.

• - Okinawa: +199% (Switzerland)

Dubbed "Japan's Hawaii" for its stunning beaches and warm climate.

• - Hiroshima: +156% (Australia)

Renowned for its rich history and vibrant culture.

• - Tokyo: +63% (Mexico)

Captivating travelers with its blend of culture, technology, and hospitality.

A Personal Message from Kentaro Okada, Skyscanner Travel Expert

The insights gathered in the Travel Trends 2026 report signal that travelers are increasingly looking for experiences that resonate personally with them. Instead of seeking to tick off every famous landmark, they are on the hunt for meaningful journeys that provoke an emotional response.

The trend is clear: travelers today are drawn to destinations that resonate with feelings of safety, authenticity, and individuality. Japan is emerging as a beacon in this regard, offering serene mountain getaways, immersive cultural encounters, and unique local experiences.
Visiting Japan promises a journey that extends beyond mere sightseeing, fostering lasting emotional connections and unforgettable adventures.

About the Travel Trends Report 2026

Skyscanner’s Travel Trends Report is a forecast highlighting next year's travel trends based on daily searches that total over 100 billion prices. It surveys global travelers, drawing insights from original search data and market analysis. This year's report involved over 20,000 participants, including 1,000 from Japan, and spotlights the increasing inclination towards personalized travel experiences as well as new trends, such as mountain retreats and local tours.

Plan Your Next Adventure with Skyscanner

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1. Comprehensive Search Features
Using advanced technology, Skyscanner simplifies travel planning by searching price data over 100 billion times daily to deliver the best options from over 1,200 airlines, travel agencies, and hotels.
2. Travel Made Easy
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3. Transparent Pricing
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Skyscanner Japan is your go-to resource for making your 2026 travel dreams a reality!

Company Overview

Founded in July 2015, Skyscanner Japan offers easy and safe travel planning while connecting millions of travelers with global partners across 180 countries and 37 languages. Visit Skyscanner Japan Website and download the app for iOS/Android here.