Fuelled by aspirational social media content and inspiring stories from their digital nomad peers, Gen Z and Millennials certainly have the travel bug. In fact, the life-enriching experiences gained through travel for these generations is said to have become a core priority alongside career advancement, owning a home, and other traditional life goals.

As the weather warms and the days draw longer, summer in Japan is a time to celebrate with colourful and vibrant festivities taking place around the country. From giant paper statues towering above the crowds and lanterns illuminating the night sky, to mesmerising fireworks displays and captivating dance performances, here are some of the most energising cultural festivals in Japan to put on your summer travel radar.

In Japan, an overnight stay can be more than just a place to rest your head and enjoy a bite to eat. With a huge range of accommodation options all over the country designed to offer guests immersive experiences, where you choose to stay can be a great way to extend your journey of discovery in Japan beyond your daily activities.

New data released by Japan National Tourism Organization (JNTO) shows the number of Australians visiting Japan in the first quarter of 2024 (January to March) has increased by 46.3% compared to the same period in 2019, with visitors in March alone up a staggering 87.4% compared to March 2019.

From skiing the snowy mountains of Hokkaido in winter to witnessing the cherry blossoms bloom in spring, there are plenty of renowned seasonal activities in Japan that attract visitors from around the world. But while peak season will depend on which part of the country you are visiting and what for, travelling outside the busy period can give you a chance to see an alternative and often more authentic side to Japan’s vast and varied regions.