Australians are not only travelling in numbers to Japan, but also returning to see more of the country.
While most will begin with Tokyo city, Kyoto’s temples and bullet trains, for a growing number of Australian travellers these are just the beginning.
Japan is no longer a once-in-a-lifetime destination.
Wendy Wu Tours head of product Sonia Orrego confirms: “Repeat visits are on the rise, with travellers seeking to experience the country more slowly and meaningfully.
“We’ve also seen a clear shift towards regional towns, seasonal experiences, and itineraries that favour depth over speed.”
Wendy Wu Tours’ recent The Journey Ahead report backs this: 78 per cent of Australian respondents listed Japan among their top three travel destinations.
The Japan National Tourism Organisation reports a record 1.02 million Australian visitors between July 2024 and June 2025, passing the one-million mark for the first time.
Sonia explains: “While Tokyo and Kyoto remain highly popular, more Australians are venturing beyond these cities, discovering smaller towns, staying in traditional inns, sampling local cuisine, and joining seasonal festivals.”
Wendy Wu’s tours like Off-Beat Japan and Gems of Japan & Shikoku have seen an increase in interest, particularly from travellers on second or third trips.
“These tours allow visitors to explore Japan beyond the familiar highlights, connecting with local communities and experiencing the country at a slower, more considered pace,” Sonia says.
“We’re also seeing Australians approach repeat trips differently. The focus is no longer on ticking off landmarks, but on creating meaningful connections with Japan’s culture, landscapes and people. Slow journeys, scenic rail routes, small-group tours and seasonal highlights are becoming central to the way people experience Japan.”
This evolving travel style is affecting all types of travellers. Sonia says:
+ “Over-55s are embracing contemplative, slower-paced itineraries that allow them to savour each moment, from walking through historic streets in Kanazawa to soaking in a mountainside onsen.”
+ “Families are seeking experiences that connect generations, whether it’s sharing a meal at a local market or participating in a traditional festival together.”
+ “Solo travellers, meanwhile, are drawn to adventures that combine culture, history and personal enrichment, often seeking small-group tours that balance comfort and guidance with the freedom to explore.”
And Sonia explains: “Part of this change comes from a broader shift in how Australians think about travel. Many people now want journeys that aren’t rushed, that allow them to be present, and that create lasting memories.
“Japan, with its proximity to Australia, seamless transport networks, deep cultural traditions, and striking contrasts between modern cities and timeless rural life, is the perfect country for this style of travel.”
Emerging destinations are playing a big role in this trend.
“Kyushu, Japan’s southernmost main island, is attracting travellers with its active volcanoes, hot springs and relaxed pace,” Sonia says.
“Others are venturing into historic towns along the Nakasendo Way, walking centuries-old trade routes lined with traditional inns, or heading north into Hokkaido for pristine national parks, alpine scenery and unique local foods.
“These experiences are not only more enriching for the traveller, but also for the communities hosting them. By exploring beyond major cities, Australians help share the benefits of tourism more widely, while easing the pressure on traditional hotspots affected by overtourism.”
She believes: “The first trip sparks the love, but second, third and even fourth journeys reveal deeper layers of culture, history and scenery. Australians are embracing this slower, more deliberate way of travelling, and Japan continues to offer endless opportunities to return, explore and savour.”
Camera IconSonia Orrego, head of product at Wendy Wu Tours. Credit: Supplied
Camera IconOsaka culture. Credit: Wendy Wu Tours
Camera IconTokyo. Credit: Wendy Wu Tours
Camera IconHiroshima. Credit: Wendy Wu Tours
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