In the context of the global economic picture still containing many unpredictable fluctuations, along with profound changes in consumer psychology and adjustments in personal spending priorities, international travel for a significant portion of Japanese people in the current period is gradually becoming a distant goal, an "expensive dream" that not everyone can afford to pursue.
According to the latest survey results conducted by the prestigious market research company Intage, besides personal factors such as the desire to stay away from the noise and bustle of crowded tourist destinations, financial burden still naturally holds the leading position, influencing the decision of many Japanese people to not be interested in traveling abroad.
This fact is all the more remarkable given the Japanese people's traditionally stagnant domestic travel habits, which has made international travel, once considered an indispensable part of broadening horizons and experiencing culture, increasingly becoming an "unattainable luxury" in the current economic climate.
Japan's "Golden Week" is traditionally one of the longest holidays of the year, and many people take advantage of it to travel domestically and internationally, but this year it has been rather bleak.
The significant weakening of the Japanese yen in recent times, on the one hand, has brought a breath of fresh air, helping Japan become an attractive destination, attracting a huge number of international tourists. Since last year, the country has witnessed a remarkable growth in the number of foreign tourists visiting, showing the unique cultural and landscape appeal of Japan on the world tourism map.
However, this sudden increase in the number of international visitors has unintentionally created significant consequences for the local people's wallets. Prices of tourism services, especially hotel room prices in major cities, have witnessed a dizzying escalation. Statistics show that, during this year's Golden Week alone, hotel room prices in five key tourist cities in Japan increased by more than 16% compared to the same period last year, a significant number and causing many difficulties for those intending to travel domestically.
In addition to factors such as wanting to avoid crowds, the tendency to not travel due to financial burden remains the main reason for Japanese people.
A notable paradox is that hoteliers seem to have little incentive to reduce room rates, as occupancy is guaranteed by a steady and abundant flow of international tourists, who tend to spend more on accommodation services. This has inadvertently created an unbalanced competitive environment, putting locals at a disadvantage when wanting to enjoy holidays in their own country.
“Inflation has directly curbed people’s desire to spend,” said Professor Atsushi Tanaka, a tourism researcher at Yamanashi University. The general increase in prices of essential goods and services has forced people to tighten their spending, and travel expenses, especially international travel, which is often more expensive, have become one of the top targets for cuts.
"Inflation has curbed people's desire to spend," said Atsushi Tanaka, a professor of tourism research at Yamanashi University.
A survey conducted by major travel agency JTB last month also revealed a worrying trend: only 21% of respondents said they were “likely to travel during the upcoming holidays,” down nearly 6% from last year. This suggests a growing sense of caution and reticence in Japanese people’s travel plans. Similarly, Intage’s survey also found a 2% drop in the number of people planning to go on holiday compared to last year, further reinforcing the view that economic factors are influencing people’s travel decisions.
Another notable detail from Intage’s survey is that the average budget that Japanese people plan to spend on trips this year has increased slightly, from $192 to $201. This does not mean that people have more money, but rather reflects the harsh reality that due to the weakening yen, the cost of everything, including travel, has become more expensive. “They accept the fact that everything will cost more this year,” said an Intage representative, showing a mentality of accepting the increase in costs but at the same time implicitly signaling a limitation in the frequency and scale of trips.
Japan welcomes nearly 37 million international visitors in 2024, surpassing the record of 32 million in 2019 - the golden year of world tourism.
In a parallel development, Japan has recorded an impressive milestone in the tourism industry by welcoming nearly 37 million international visitors in 2024, far surpassing the record of 32 million set in 2019, which was considered the "golden year" of global tourism. The Japanese government even set an ambitious target of welcoming 60 million international visitors by 2030, showing great expectations for the development potential of the tourism industry in boosting economic growth and promoting national culture.
However, the strong growth in international tourist arrivals also brings with it significant challenges, especially the issue of "overtourism". Similar to other famous destinations around the world, such as Venice in Italy, Japanese people are increasingly expressing dissatisfaction with the overtourism situation in the locality, affecting the quality of life, the environment and their own travel experience. Many localities have had to implement measures to prevent this situation, from limiting the number of tourists to applying special fees, but the results have not been as expected.
The government sets a target of welcoming 60 million international visitors by 2030.
In this context, a paradox is evident: while Japan is striving to become a global tourism powerhouse, attracting millions of international visitors, its own people are facing increasing barriers to enjoying travel, especially journeys to explore the world beyond its borders. The financial burden, combined with rising travel costs due to the large number of international visitors and the weak yen, is making international travel an “unattainable luxury” for many Japanese, a paradox worth pondering in the context of Japan’s booming tourism industry.
