The Japanese outbound tourism market shows clear signs of recovery: 1.09 million Japanese traveled abroad in June 2026, +3.4% compared to June 2025. In the first half of the year, there were 6.94 million trips abroad, +5.1%. Although it is still 28.3% below June 2019, the trend is for sustained recovery.
The main change is not only quantitative, but behavioral: the Japanese traveler is more selective, looking for authentic experiences, nature, well-being, quality accommodation, slow travel and less crowded destinations. The preference for personalized trips, small groups and more immersive stays is also growing, to the detriment of traditional circuits and shopping-focused trips.
