Hoshino Report Highlights Shift in Japan Travel Towards Regional and Longer Stays

Why It Matters

The trend redirects tourism revenue to rural Japan, supporting regional revitalisation and diversifying the country's tourism portfolio. It also signals operators to expand cultural and nature‑based offerings to meet evolving visitor preferences.

Key Takeaways

• International nights hit 1.33 million across 68 Hoshino properties.
• Bookings grew 24% YoY, slowing from 94% surge.
• Average stay per property rose to 3.12 nights.
• Regional demand up; Kansai, Shikoku, Okinawa see growth.
• Onsen ryokan stays up 247% versus pre‑pandemic levels.

Pulse Analysis

Japan’s inbound tourism is entering a new phase as travelers seek experiences beyond Tokyo, Kyoto and Osaka. Hoshino Resorts’ latest data, covering almost 70 properties, confirms a measurable pivot toward regional itineraries, with visitor nights climbing to 1.33 million and average stays extending to over three nights per property. This shift aligns with broader post‑pandemic patterns where tourists prioritize authenticity, nature, and cultural immersion, leveraging improved air connectivity and events like Expo 2025 Osaka to explore less‑traveled prefectures.

For regional economies, the influx translates into tangible economic uplift. Kansai, Shikoku and Okinawa are witnessing heightened demand, spurring hotel occupancy, local commerce, and job creation. Hoshino’s onsen ryokan brand Kai exemplifies this momentum, reporting a 247% rise in overseas stays compared with pre‑pandemic levels. The company’s proactive measures—accepting tattoos, adding vegetarian menus, and tailoring services for Western guests—illustrate how hospitality operators are adapting to diverse visitor expectations, thereby enhancing Japan’s appeal as a holistic travel destination.

Looking ahead, the sustained interest in longer, culturally rich stays presents opportunities for investors and policymakers alike. Infrastructure upgrades, such as expanded flight routes and regional transport links, will be critical to accommodate growing visitor flows while preserving local heritage. Moreover, the trend supports Japan’s strategic goal of regional revitalisation, distributing tourism revenue more evenly and reducing pressure on overcrowded urban hubs. Stakeholders who align offerings with this evolving demand are poised to capture a share of the expanding market and contribute to a more resilient, diversified tourism ecosystem.