Announcement of "Travel Trends for the 2026 Golden Week (April 25–May 7)"
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JTB has compiled a forecast of travel trends for “people planning to take a trip of one night or more during Golden Week (April 25–May 7, 2026).”
This report is based on estimates derived from a survey conducted by the JTB Group, as well as various economic trends, industry trends, transportation and tourism-related data, accommodation booking status, and various opinion surveys. The survey has been conducted continuously since 1969. (Our company is responsible for the research and analysis in this report.)
This report is based on estimates derived from a survey conducted by the JTB Group, as well as various economic trends, industry trends, transportation and tourism-related data, accommodation booking status, and various opinion surveys. The survey has been conducted continuously since 1969. (Our company is responsible for the research and analysis in this report.)
Key Findings
- Driven by strong travel demand and favorable calendar dates, the number of travelers has increased, while average planned travel expenses remain on par with last year. For domestic travel, there has been a rise in short trips to nearby destinations using private cars, with travelers finding ways to enjoy their trips while keeping costs down despite rising prices. For overseas travel, trips of 3 to 5 nights are the norm, with South Korea, Taiwan, and Southeast Asia proving popular.Total number of travelers during Golden Week was 24.47 million (101.9% of the previous year), and total travel spending was 1.2876 trillion yen (101.1% of the previous year)
For domestic travel, the number of travelers was 23.9 million (101.7% of the previous year), the average planned travel expenditure was 46,000 yen (97.9% of the previous year), and travel spending totaled 1.0994 trillion yen (99.5% of the previous year)
For overseas travel, the number of travelers was 572,000 (108.5% of the previous year), the average planned travel expense was 329,000 yen (102.2% of the previous year), and travel spending totaled 188.2 billion yen (110.9% of the previous year). - Domestic travelThe number of travelers saw a slight increase, driven by favorable calendar dates and strong travel demand
Average planned travel expenses remain high due to factors such as rising prices, though they have decreased slightly due to shorter trips.
Destinations are primarily nearby locations within the traveler’s local area, with an increase in short-term, short-distance trips by private car.
The main purposes of travel are “spending time with family,” “enjoying meals and local cuisine,” and “relaxing and taking it easy.” - Travel AbroadThe number of travelers has increased, driven by the recovery of international flights to pre-pandemic levels and favorable calendar dates.
Average planned travel expenses have risen slightly, influenced by longer trips, a weaker yen, and rising prices.
Popular destinations include relatively nearby locations such as South Korea, Taiwan, and Southeast Asia, while Europe and North America also remain consistently popular.
