Hoshino Resorts has released findings from its 2025 inbound travel report, indicating a shift in how international visitors are travelling across Japan.
Based on data from almost 70 properties, the report shows travellers are moving beyond the traditional “Golden Route” of Tokyo, Kyoto and Osaka, with increased interest in regional destinations and longer stays.
Hoshino Resorts recorded more than 1.33 million international guest nights across 68 properties in 2025. While visitor numbers continue to grow, the pace is slowing, with international bookings rising 24 per cent year on year compared with a 94 per cent increase the previous year. This trend reflects national data showing inbound growth easing over the same period.
The report also indicates that travellers, particularly from Western markets, are spending more time in each destination. Average stays reached 3.12 nights per property, with higher figures recorded at some brands.
Regional destinations are seeing increased demand. Visitor numbers to the Kansai region rose in 2025, supported in part by Expo 2025 Osaka, while growth in Shikoku and Okinawa was driven by improved air connectivity and expanded flight routes.
Seasonal travel patterns are also changing. The year-end holiday period overtook the cherry blossom and autumn seasons as the busiest time, while shoulder periods such as September saw lower volumes but offer less crowded conditions.
Demand for traditional accommodation is rising, with overseas stays at Hoshino’s onsen ryokan brand Kai increasing 247 per cent compared with pre-pandemic levels. The company has introduced measures such as allowing tattooed guests and offering vegetarian options to accommodate international travellers.
Hoshino Resorts said the findings reflect broader changes in visitor preferences, with increased interest in cultural experiences, regional travel and nature-based tourism.
“We must actively encourage travellers to explore our rural areas. This shift from expansion to maintenance is vital because directing revenue and traffic to lesser-known destinations not only elevates the quality of the overall visitor experience but also secures regional revitalisation and cultural preservation,” said Yoshiharu Hoshino, CEO of Hoshino Resorts.
