Japan Travel Market Essentials 2026

Summary

Japan’s travel market posted a strong 2025, with gross bookings rising 8% to US$94.2 billion. Inbound arrivals hit a record 42.7 million, the Osaka-Kansai Expo lifted demand across segments, and the distribution mix continued shifting online—while policy pivoted from volume growth toward higher-value, regionally dispersed travel and AI adoption began to accelerate. Growth is expected to moderate in 2026 before easing headwinds put the market on track to surpass its 2019 size by 2029.

Please note: The Japan Travel Market Essentials 2026 is part of Phocuswright's Asia Pacific Travel Market Report 2026 series. With the single purchase of this series, the following reports (available now or publishing soon) are automatically included at no additional cost:

• Asia Pacific Travel Market Report 2026
• Australia-New Zealand Travel Market Brief 2026
• China Travel Market Essentials 2026
• India Travel Market Essentials 2026
• Japan Travel Market Brief 2026
• Northeast Asia Travel Market Essentials 2026
• Southeast Asia Travel Market Essentials 2026
• Asia Pacific Travel Market Data Sheet 2026 (subscribers only)