Yuki Town, Hiroshima. Image by JNTO.
Data compiled by Japan National Tourism Organization (JNTO) shows Australians visiting Japan spent more on their trip than ever before last year, with the average spend per traveller increasing by more than a third (37.4%) in 2023 compared to 2019 figures. Likely contributing to increased expenditure in the country, JNTO data also shows Australians stayed longer in Japan in 2023 compared to previous years, with stays of over 14 days rising by 7.6% compared to 2019 while short stays of under one week dropped by 4.4%.
JNTO Sydney Office Executive Director, Naoki Kitazawa said: “Often referred to as the rise of ‘slow travel’, these figures are indicative of changing travel habits among Australians visiting Japan who are taking more time to see more of the country and its lesser-known destinations.
“There are many things to see and do in Japan beyond the most popular tourist hotspots. Allowing more time to explore deeper and experience the full breadth of the country’s cultural and scenic offerings not only enriches your overall travel experience, but it also supports more sustainable travel in Japan overall.”
‘Bleisure’ travellers driving the trend
According to the data compiled by JNTO, business travellers from Australia are likely to be a key driver for increased expenditure in Japan. 2023 saw a significant increase in business travellers staying in the country for more than one week – rising from just over a third (35.2%) in 2019 to nearly half (45.0%) in 2023.
Kitazawa said: “Aside from a general trend towards ‘slower travel’ in Japan among visiting Australians, more business travellers are seeing the perks and benefits of extending their stay when travelling for work, combining their business objectives with leisure activities.
“Japan is becoming increasingly regarded as a top destination for ‘bleisure travel’. Thanks to the strong Aussie dollar and Japan’s extensive rail network, the cost-effectiveness of travelling in Japan and ease and speed by which you can get around makes Japan a highly appealing destination to add on a few extra days to see the sights.
“Some business travellers may even consider combining a family holiday with their business trip – potentially saving money on flights while making the most of Japan’s affordable accommodation options and diverse food and activity offerings,” concluded Kitazawa.
For more information on inbound statistics go to Japan Tourism Statistics: https://statistics.jnto.go.jp/en/ 
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For more information, please contact:
James Cooley | james@thelucidagency.com.au | +61 401 316 701
