Lake Kinrinko in Yufuin, Oita Prefecture. Image by Tayawee Supan on Unsplash.
Accommodation statistics collected by the Japan Tourism Agency and compiled by Japan National Tourism Organization (JNTO) shows Japan’s rural and regional destinations are now attracting Australians at a faster rate than its major cities – which have historically been the biggest drawcard for Aussies visiting the country.
Statistics show that while the number of room nights booked by Aussies in Tokyo, Osaka, and Kyoto in the first half of 2024 increased by 74%, 89%, and 32%, respectively, compared to the same period in 2019, many of Japan’s smaller ‘lesser known’ prefectures have seen much more significant increases.
While Shizuoka in central Honshu (257%) and Oita in northeast Kyushu (230.9%) have seen the number of nights booked by Australians more than triple since 2019, other regional prefectures have seen overnight stays more than double including Kochi (146.7%), Fukui (142.9%), Okayama (120%), Fukuoka (113.9%), Aichi (112%), and Ishikawa (108%).
JNTO Sydney Office Executive Director, Naoki Kitazawa said: “With so many more Australians valuing sustainable travel experiences, it’s no surprise that we are beginning to see overnight bookings in regional areas increase at a faster rate compared to major hubs.
“With Japan’s cities offering an easy gateway to other lesser-known parts of the country, we encourage all Australians visiting Japan to explore beyond the most well-trodden pathways to experience the full breadth of activities and sights the country has to offer. From regional food to outdoor adventure in some of the most remote and scenic landscapes, there are many reasons to consider spending longer outside Japan’s cities when visiting the country.
For more information, please contact:
James Cooley | james@thelucidagency.com.au | +61 401 316 701
