What's Happening?
Hoshino Resorts has released its 2025 Inbound Travel Report, highlighting a significant increase in international tourism to Japan, with a notable rise in visitors from the United States. The report indicates that international guest nights have surpassed
pre-pandemic levels, with a total of 1.33 million guest nights recorded across 68 properties. The data shows a shift in traveler preferences towards longer stays and deeper cultural immersion, particularly among Western tourists. The Kansai and Shikoku regions have seen substantial growth in visitor numbers, driven by events like the World EXPO and the appeal of less crowded destinations. Additionally, the demand for traditional onsen experiences has surged, prompting Hoshino Resorts to expand its offerings and accommodate diverse cultural preferences.
Why It's Important?
The increase in U.S. travelers to Japan reflects a broader trend of international tourists seeking authentic and immersive experiences. This shift has significant implications for Japan's tourism industry, as it encourages the development of regional attractions and supports local economies. The growing interest in onsen culture and regional tourism highlights the potential for cultural preservation and economic revitalization in less-visited areas. For U.S. travelers, this trend offers opportunities to explore Japan beyond the typical tourist hotspots, fostering cross-cultural understanding and appreciation. The report underscores the importance of adapting tourism strategies to meet evolving traveler expectations, which can enhance visitor satisfaction and promote sustainable tourism practices.
What's Next?
Hoshino Resorts plans to continue expanding its offerings to meet the rising demand for authentic Japanese experiences. In 2026, the company will open new properties in Nara, Gunma, Hiroshima, and Yamagata, each offering unique onsen experiences. These developments aim to attract more international visitors and encourage longer stays. The introduction of the FleBOL system will enhance the booking experience, allowing guests to easily modify reservations. As Japan anticipates 40 million international travelers in 2026, the focus will shift from expansion to retention, emphasizing the importance of hospitality and regional exploration. This approach aims to mitigate overtourism in major cities and promote sustainable tourism growth.
