How COVID-19 Transformed Japan’s Travel Trends: Discover the Top Tourist Hotspots Now

1. Introduction: Tourism in Japan Before and After COVID-19

Before the COVID-19 pandemic, Japan experienced a golden age of inbound tourism. Cities like Tokyo, Kyoto, and Osaka dominated the travel scene, drawing millions of international tourists annually. In 2019, Japan welcomed over 31 million foreign visitors, contributing significantly to the economy. However, when the pandemic hit in early 2020, international borders closed, and travel restrictions forced a near-total halt to tourism. This disruption reshaped travel behaviors and preferences, leading to long-term changes in the country’s tourism map.

2. Urban Exodus: Decline of Major Cities Like Tokyo and Osaka

The pandemic triggered a noticeable decline in the popularity of Japan’s urban centers. Tokyo and Osaka, once bustling tourist magnets, saw significantly fewer visitors due to concerns over crowds and infection risks. Hotel occupancy rates plummeted, and businesses dependent on tourism struggled to survive. For example, Tokyo’s average hotel occupancy dropped to below 30% in mid-2020. Although recovery is underway, these cities have not yet returned to pre-pandemic levels, with many travelers opting for safer, more spacious destinations.

3. Rise of Rural Gems: Hidden Destinations Gaining Popularity

As urban areas lost appeal, rural and lesser-known destinations in Japan gained popularity. Regions like Tottori, Shimane, and Nagano saw an influx of domestic travelers seeking nature, tranquility, and open-air activities. Small towns and remote islands, previously overlooked, benefited from this shift. Local governments promoted “micro-tourism” to support local economies, encouraging travel within nearby prefectures. Traditional ryokans (Japanese inns) and eco-tourism lodges experienced a surge in bookings, often with price tags ranging from ¥10,000–¥25,000 ($65–$165) per night.

4. Domestic Travel Trends: What Japanese Tourists Now Prefer

With international travel off-limits for much of the pandemic, domestic tourism surged. Japanese tourists showed a strong preference for nature-based activities, outdoor hot springs (onsen), and regional cuisine experiences. The popularity of road trips increased, especially in camper vans, as people avoided crowded trains and airplanes. Government programs like “Go To Travel” provided subsidies to encourage local tourism, offering discounts up to ¥14,000 ($90) per person per night. Safety, hygiene, and crowd avoidance became top priorities when choosing destinations.

5. The Future of Japanese Tourism: Challenges and Opportunities

As Japan gradually reopens to international tourism, the country faces both challenges and opportunities. Restoring the appeal of urban destinations while maintaining the momentum of rural tourism will be key. Infrastructure investment in less-developed areas and sustainable tourism policies can help ensure balanced growth. There is also a chance to redefine Japan’s global tourism image—highlighting off-the-beaten-path experiences rather than just the “Golden Route.” The shift driven by the pandemic may lead to a more diversified, resilient, and sustainable tourism landscape in the long run.

Keyword 1: “Post-pandemic tourism”
Keyword 2: “Domestic travel shift”

1. Introduction: Tourism in Japan Before and After COVID-19

Before COVID-19, Japan was enjoying a tourism boom with over 31 million foreign visitors in 2019. Iconic cities like Tokyo, Kyoto, and Osaka attracted international tourists with their mix of modern culture and traditional charm. However, the pandemic halted global travel and drastically reduced domestic movement. This disruption forced a reevaluation of travel preferences and reshaped Japan’s tourism geography, with new destinations gaining traction and former hotspots losing momentum.

2. Urban Exodus: Decline of Major Cities Like Tokyo and Osaka

Major urban centers like Tokyo and Osaka were once the heartbeat of Japan’s tourism industry. But during the pandemic, concerns over dense crowds, public transportation, and indoor venues caused tourists to shy away from large cities. Hotel bookings in central Tokyo dropped by over 60%, and many tourism-dependent businesses in urban areas faced closures. While these cities still hold global appeal, their dominance has weakened, and recovery remains uneven as tourists now prioritize safety and space.

3. Rise of Rural Gems: Hidden Destinations Gaining Popularity

In contrast to the declining popularity of big cities, rural areas and lesser-known destinations gained new attention. Places like Yufuin in Oita Prefecture, the Nakasendo Trail in Gifu and Nagano, and the remote islands of Okinawa attracted travelers seeking open-air experiences and low-density areas. These regions offered not only beautiful scenery but also traditional culture, local food, and fewer crowds. Lodging in these areas typically ranges from ¥8,000 to ¥20,000 (about $52–$130) per night, appealing to both budget and mid-range travelers.

4. Domestic Travel Trends: What Japanese Tourists Now Prefer

With borders closed, Japanese citizens turned to exploring their own country. There was a noticeable shift toward nature-centric trips—mountains, beaches, forests, and onsen towns became top choices. Travel by private car surged, and camping, glamping, and RV road trips gained traction. Government incentives like the “Go To Travel” campaign offered up to ¥14,000 (around $90) in subsidies per person per night, further boosting local travel. The emphasis moved from sightseeing to wellness, privacy, and local interaction.

5. The Future of Japanese Tourism: Challenges and Opportunities

As Japan welcomes back international tourists, the industry faces a dual challenge: reviving its global image while sustaining the success of rural tourism. Infrastructure in remote areas must be improved, and sustainable tourism practices need to be promoted to avoid over-tourism. The pandemic presented an opportunity to decentralize tourism and highlight Japan’s diversity beyond the typical tourist trail. If managed wisely, post-pandemic tourism could lead to a more balanced and resilient future for Japan’s travel industry.

Keyword 1: “Post-pandemic tourism”
Keyword 2: “Domestic travel shift”

1. Introduction: Tourism in Japan Before and After COVID-19

Japan’s tourism industry was booming prior to the COVID-19 pandemic, with record numbers of international arrivals in 2019. The country’s unique blend of traditional culture and cutting-edge technology made cities like Tokyo, Kyoto, and Osaka major global attractions. However, when the pandemic struck in early 2020, Japan, like much of the world, closed its borders and suspended tourism. This sudden stop transformed not only how people traveled, but also where they wanted to go. Health, space, and safety became top priorities, shifting travel trends significantly.

2. Urban Exodus: Decline of Major Cities Like Tokyo and Osaka

Tokyo and Osaka, once the crown jewels of Japan’s tourism map, experienced a sharp decline in visitor numbers during the pandemic. These densely populated cities were associated with higher risks of infection, and travelers began avoiding crowded public transport, shopping districts, and indoor attractions. Even after restrictions eased, recovery remained slow. Many international tourists remained cautious, and domestic travelers sought alternatives outside the city. For example, average hotel prices in Tokyo dropped to around ¥6,000 ($40) per night in 2021, down from pre-pandemic averages of ¥10,000 ($65).

3. Rise of Rural Gems: Hidden Destinations Gaining Popularity

As people moved away from city tourism, rural areas and previously overlooked destinations began to flourish. Locations like Tottori Sand Dunes, the Shimanami Kaido cycling route, and the mountain village of Shirakawa-go gained attention for offering outdoor experiences and cultural immersion with minimal crowds. These places allowed for social distancing and provided a slower, more mindful way to explore Japan. Accommodations in these areas often ranged from ¥8,000–¥18,000 ($52–$117), appealing to travelers seeking comfort without the urban bustle.

4. Domestic Travel Trends: What Japanese Tourists Now Prefer

With international travel heavily restricted, Japanese citizens turned to domestic tourism. They prioritized wellness, safety, and convenience. Road trips became more common, as did visits to local hot spring resorts and nature-rich regions. “Workation” — working remotely while traveling — gained popularity, further blending leisure with productivity. Government programs such as “Go To Travel” supported this movement by subsidizing travel costs up to ¥14,000 ($90) per person per night, encouraging exploration within Japan and revitalizing local economies.

5. The Future of Japanese Tourism: Challenges and Opportunities

As the world moves into a post-pandemic era, Japan faces the challenge of rebuilding its tourism industry while maintaining the lessons learned. Balancing urban revitalization with the newfound appreciation for rural tourism will be critical. Infrastructure improvements, multilingual services, and sustainable travel initiatives are necessary to support both domestic and international visitors. If approached wisely, Japan’s tourism landscape could become more diverse, resilient, and environmentally conscious than ever before.

Keyword 1: “Post-pandemic tourism”
Keyword 2: “Domestic travel shift”

1. Introduction: Tourism in Japan Before and After COVID-19

Before the COVID-19 pandemic, Japan was on a rapid ascent as a top global travel destination. In 2019 alone, the country saw over 31 million international visitors, many of whom followed the well-worn “Golden Route”—Tokyo, Kyoto, Osaka. However, the onset of the pandemic in 2020 changed everything. Border closures, lockdowns, and health concerns brought tourism to a halt. As Japan adjusted, so did the travel habits of its citizens and, eventually, its foreign visitors. New preferences emerged, reshaping Japan’s tourism map in unexpected ways.

2. Urban Exodus: Decline of Major Cities Like Tokyo and Osaka

The once-crowded cities of Tokyo and Osaka suffered significantly during the pandemic. Tourism-dependent businesses, from hotels to entertainment venues, saw a drastic reduction in visitors. Large events were canceled, and landmarks such as Shibuya Crossing and Dotonbori experienced record-low foot traffic. Even in recovery, these cities face hesitation from travelers wary of crowds. Room rates in central Tokyo dropped to as low as ¥5,500 ($36) per night in 2021, compared to pre-pandemic averages of ¥9,000–¥12,000 ($59–$78). As travelers re-evaluate their priorities, urban tourism must adapt to a new era of health-conscious travel.

3. Rise of Rural Gems: Hidden Destinations Gaining Popularity

With major cities becoming less attractive during the pandemic, Japan’s lesser-known rural areas began to shine. Travelers sought fresh air, open spaces, and meaningful experiences. Prefectures like Akita, Okayama, and Kochi gained popularity for their nature, hot springs, and historical sites. The Noto Peninsula and the Kiso Valley also saw an increase in tourism thanks to their walking trails and cultural authenticity. Accommodations in these regions ranged from ¥7,000 to ¥15,000 ($46–$98) per night, making them accessible alternatives to big-city stays. These hidden gems offered a chance to see a quieter, more traditional side of Japan.

4. Domestic Travel Trends: What Japanese Tourists Now Prefer

With overseas travel mostly off the table during the pandemic, domestic tourism flourished. Japanese travelers increasingly preferred destinations within driving distance, minimizing exposure to crowds and public transport. “Micro-tourism”—short trips within one’s region—became a trend. Outdoor activities such as hiking, cycling, and hot spring visits surged in popularity. The government’s “Go To Travel” campaign provided up to ¥14,000 ($90) in travel subsidies per person per night, spurring trips to rural areas. Preferences shifted from fast-paced sightseeing to slower, more immersive experiences, reflecting a broader change in the mindset of domestic travelers.

5. The Future of Japanese Tourism: Challenges and Opportunities

Looking ahead, Japan’s tourism industry faces both opportunities and complex challenges. As borders reopen, there is a desire to revive international tourism, yet with more balanced regional development. Sustainable tourism, digital innovation, and regional revitalization will be critical moving forward. Investments in rural infrastructure, multilingual support, and eco-tourism programs can help spread the benefits of tourism beyond the major cities. The pandemic acted as a reset button, and with careful planning, Japan has a unique chance to rebuild a more resilient and inclusive tourism landscape.

Keyword 1: “Post-pandemic tourism”
Keyword 2: “Domestic travel shift”

1. Introduction: Tourism in Japan Before and After COVID-19

Japan was enjoying unprecedented growth in its tourism sector prior to the COVID-19 pandemic, welcoming over 31 million international visitors in 2019. Major cities like Tokyo, Kyoto, and Osaka were the focal points of travel itineraries. However, with the onset of the pandemic in 2020, international travel came to a standstill, and domestic tourism also declined under strict health measures. As Japan adapted to the new normal, travel preferences changed dramatically, leading to a shift in popular destinations across the country.

2. Urban Exodus: Decline of Major Cities Like Tokyo and Osaka

Large cities that once dominated Japan’s tourism map, such as Tokyo and Osaka, experienced a steep drop in visitor numbers during the pandemic. Crowded urban areas were seen as higher-risk locations for virus transmission. Many travelers, especially domestic ones, began to avoid trains, subways, and busy tourist sites. Hotels in central Tokyo reported a decline in occupancy rates and reduced prices, with average rates falling to around ¥6,000 ($39) per night compared to pre-pandemic averages of ¥10,000 ($65). Urban tourism has yet to fully recover, facing challenges in regaining public confidence.

3. Rise of Rural Gems: Hidden Destinations Gaining Popularity

As people sought safer and more spacious environments, rural and lesser-known areas gained popularity. Regions such as the Setouchi Islands, Nara’s mountain villages, and the hot springs of Kinosaki Onsen became attractive alternatives. These destinations offered scenic beauty, traditional culture, and opportunities for socially distanced travel. Many inns and ryokans in these areas are priced between ¥8,000 and ¥18,000 ($52–$117) per night. Local tourism boards capitalized on this trend by promoting “off-the-beaten-path” spots and emphasizing safety, nature, and relaxation.

4. Domestic Travel Trends: What Japanese Tourists Now Prefer

With international trips largely halted, Japanese tourists focused on exploring within the country. Domestic travel saw a boom in road trips, camping, and regional food experiences. Many opted for shorter, more frequent trips to nearby prefectures, a style often referred to as “micro-tourism.” Outdoor destinations such as Mount Fuji, Lake Biwa, and the Japanese Alps experienced increased footfall. Government campaigns like “Go To Travel” provided up to ¥14,000 ($90) in nightly subsidies, making domestic trips more affordable and supporting local economies during a critical time.

5. The Future of Japanese Tourism: Challenges and Opportunities

As Japan reopens to international visitors, the tourism industry stands at a crossroads. There’s a growing need to balance the revival of city tourism with the momentum gained by rural destinations. Infrastructure development in regional areas, sustainable tourism practices, and digital transformation are key areas of focus. The shift caused by COVID-19 presents an opportunity to decentralize tourism, reduce over-tourism in major hubs, and create a more balanced and resilient tourism model for the future.

Keyword 1: “Post-pandemic tourism”
Keyword 2: “Domestic travel shift”
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