Announcement of “Travel Trends for the 2026 Summer Vacation (July 15–August 31)”
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JTB has compiled a forecast of travel trends for “people taking trips of one night or more during the summer vacation period (July 15–August 31, 2026).” This report estimates travel patterns among Japanese travelers taking trips of one night or more based on various economic trends, consumer behavior surveys, transportation and tourism-related data, and questionnaire surveys conducted by the JTB Group. The survey has been conducted continuously since 1969.
Key Findings
- While incomes are on an upward trend, the impact of “ increase of living cosｔ” has led to a trend toward selective spending on travel, with travelers prioritizing frugality and creativity For domestic travel, spending time indoors and seeking cool environments to escape the heat is popular For overseas travel, travelers are wisely choosing destinations where local prices and airfare are affordable● Total number of summer vacation travelers: 71.17 million (95.4% of the previous year)
Total travel consumptionamounted to 4.0474 trillion yen (98.3% of the previous year)
● For domestic travel, the number of travelers was 69 million (95.6% of the previous year), the average planned travel expenditure was 48,500 yen (103.2% of the previous year), and travel consumptiontotaled 3,346.5 billion yen (98.6% of the previous year)
● For overseas travel, the number of travelers was 2.17 million (91.2% of the previous year), the average planned travel expenditure was 323,000 yen (106.3% of the previous year), and travel consumptiontotaled 700.9 billion yen (96.9% of the previous year)
Domestic Travel
- While an increase in salary income and summer bonuses is expected, the number of travelers is projected to decrease slightly from last year due to a growing tendency toward frugality that outweighs these factors.
- Average planned travel expenses (per person) are expected to rise again this year, following last year’s trend, as rising prices and other factors are passed on to consumers.Consumers are adopting a selective spending approach, maintaining spending on items they personally value.
- As a measure against the heat while traveling, there is growing interest in staying in indoor facilities, sightseeing that minimizes travel, and touring during cooler times of the day, such as early morning and evening
Overseas Travel
- The number of travelers is expected to decrease compared to last year, influenced by international political conditions and the weak yen.
- Average planned travel expenses (per person) are trending upward due to factors such as rising fuel surcharges.
- As a way to keep costs down, there is a growing trend toward choosing destinations where local prices are affordable, the impact of the weak yen is minimal, and airfare is relatively inexpensive.
- Travel dates are somewhat spread out around the summer vacation period, including the five-day “Silver Week” holiday in September.
Estimated Number of Travelers and Estimated Travel Expenses for the 2026 Summer Vacation
