Visited Japan in recent times? You probably heard more than a few Aussie accents. From the snowy slopes of Hakuba to the crowded backstreets of Tokyo, the relatively cheap and somewhat short flights mean it’d be more surprising if you didn’t come across someone from our part of the world. Yet it’s always good to have the numbers to back up your impression.
According to new data collected by travel booking platform Klook, Australians are visiting Japan more than ever. So far in 2025, the Japan National Tourism Organisation reports an 18% increase in visits. That means we can expect a significant jump from 2024 figures, which saw a record 920,196 Australians touch down in Japan. But perhaps more interesting is that where we go and what we do is changing for Australian travellers.
With many tourists returning for the second, third or fourth time, lots are looking beyond the well-worn ‘Golden Route’ of Tokyo, Kyoto and Osaka. Instead, regional cities and nature-based activities are experiencing a popularity boom. Klook reports that lesser-known cities like Nagoya, the gateway to the Japanese Alps, have seen interest in overnight stays increase by 166%. At the same time, the northern capital of Sapporo has seen demand increase by 173%.
Meanwhile, a host of destinations within touching distance of the main tourist hotspots are capturing more attention. In Kyoto Prefecture, the city of Miyazu and its enchanting coastal town, Amanohashidate, have received a 50-fold increase in searches. Likewise, Yokohama — a short shinkansen ride from Tokyo — has seen a 10-fold increase in tour demand. While you could spend weeks exploring the sprawling megalopolis, travellers are looking to explore Japan’s abundant nature, with appetite for outdoor and wellness activities up 41%.
“We know that Japan is a favourite for Australian travellers, and what’s exciting is that many are choosing to go beyond the usual tourist routes,” says a Klook spokesperson. “Our data shows a clear rise in bookings to lesser-known destinations and cultural and nature experiences, being driven by travellers looking for more immersive, authentic experiences and a slower, more meaningful way to explore Japan.”
Klook’s top searches reflect this inclination, with travellers eager to explore the Kumano Kodo Pilgrimage Route or tour the Nachi Falls, the tallest single-tier waterfall in Japan at a staggering 133 metres. Although you wouldn’t be blamed for loving a beer and ramen session as much as the most raucous salaryman, we’re also gravitating towards cultural experiences, with a 72% increase in bookings for museums and art galleries. Supported by the stats, convincing your pals to explore further afield on your next Japan trip might not be so difficult.
Heading to Japan soon? Check out this guide to its natural wonders or dive deeper into the best of Tokyo food and culture.
AloJapan.com