“If there’s one destination I’ve booked more than any other lately, it’s Japan—and it’s not even close,” says Jonathan Alder of Jonathan’s Travels, a boutique luxury travel agency that’s been named to Travel & Leisure’s A-List and Robb Report’s Travel Masters.
“As a luxury travel planner who’s been studying the ins and outs of travel since I was 10—and who’s now visited all seven continents across 72 countries and planned more than 30,000 trips to date—I’ve seen just about every kind of trip there is,” Alder says. “But experiences like Japan are in a category of their own.”
Japan, Alder explains, is one of those destinations people have dreamed about visiting their entire lives. “Many travelers who previously defaulted to Europe or a beach vacation in Hawaii or the Caribbean are now seeking something different,” he says. “Travelers are craving destinations with depth and there’s no better place that more seamlessly intersects culture, history and food than Japan.”
Another major factor fueling that surge: accessibility. “There are far more nonstop routes to Japan now, including direct flights to Tokyo from cities that never had Asia-Pacific service before,” Alder explains. “It’s made Japan feel far less intimidating.”
For first-time visitors, Alder has one firm piece of advice: don’t wing it. “Japan is a place that’s easy to get wrong without expertise,” he says. “But when it’s thoughtfully planned, it can be done exceptionally well.” Rather than rushing through a checklist of landmarks, Alder encourages travelers to move beyond a simple “greatest hits” itinerary to experience a deeper side of the country.
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Where to Go Beyond Kyoto and Tokyo
Tokyo and Kyoto remain essential stops, but Alder says Kyoto works best as a base rather than a long standalone stay. “Unfortunately, Kyoto has become quite over-touristed, so we don’t recommend spending as much time there, but it remains an amazing jumping-off point for exploring the region, ” he notes.
Kanazawa, with its high-quality seafood from the Sea of Japan, and well-preserved samurai and geisha districts, appears on nearly every itinerary. “It is essentially what Kyoto was 10 years ago, with far more incredible sites than most people realize,” says Alder.
Takayama offers one of the last truly intact expressions of old-world Japan, while the Kii Peninsula has emerged as a standout for travelers seeking beautiful landscapes, exceptional cuisine and hiking routes that still feel largely untouched by Western tourism.
Travelers are also eager to experience what’s new. “The immersive digital art collective teamLab has been expanding rapidly across Japan,” says Alder. “What was once a single location in Tokyo can now be found throughout the country, including a new space in Kyoto (Biovortex Kyoto, near Kyoto Station) that’s particularly fantastic.”
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How to Book Japan the Right Way
Logistics are often what intimidate travelers most—especially once they venture beyond major cities, particularly in places where English is not widely spoken. “Getting around Japan doesn’t have to be stressful,” Alder says. For his clients, guides are arranged throughout the journey, and greeters are stationed at complex train transfers so travelers never have to worry about navigation or luggage.
Then there’s Okinawa, which Alder says is finally having its moment on the global stage. While many first associate the main island with its modern military history, Alder points out that it is actually the heart of the ancient Ryukyu Kingdom. “The broader Okinawa region is coming into focus as a world-class luxury destination,” says Alder. Located on the remote peninsula of Miyakojima, the Rosewood Miyakojima just opened and is a true sanctuary. By ending a high-energy city tour with a stay here, travelers can decompress among the “Miyako Blue” waters. As Alder notes, “This allows travelers to end a trip with a beach stay rather than flying on to another destination.” He explains that the culture here is distinct—a blend of indigenous traditions and historical ties to Taiwan and China—that feels entirely different from the mainland.
After years of planning trips around the world, Alder is confident about what’s happening now. “Japan isn’t just trending,” he says. “It’s becoming a once-in-a-generation travel moment—and travelers are finally ready to do it right.”
Know Before You Go
1. Choose the Right Airport—and the Right Flight
Travelers heading to Tokyo typically arrive at either Haneda Airport or Narita International Airport. Haneda is closer to central Tokyo and often allows for a shorter transfer into the city, while Narita handles a large share of long-haul international flights.
Nonstop service to Tokyo is available on major carriers including Japan Airlines, All Nippon Airways, United Airlines, Delta Air Lines and American Airlines, with direct routes now operating from more U.S. cities than ever before.
For travelers booking with points, many premium travel credit cards allow points to transfer to airline partners, making it possible to score Japan flights—including business-class seats—on carriers like Japan Airlines and All Nippon Airways at especially competitive redemption rates.
2. Understand Cultural Customs Before You Arrive
Japan places a strong emphasis on etiquette and respect, and even basic cultural awareness can make a noticeable difference. Simple practices like knowing when to bow, removing shoes when required and observing quiet behavior on public transportation help travelers feel more comfortable and welcomed—and often lead to a more meaningful experience overall.
3. Come Hungry
Food is a central part of the Japan travel experience, extending far beyond sushi. From regional ramen styles and street food to casual neighborhood restaurants, Japan’s food culture rewards curiosity.
While Japan’s Michelin-starred scene is legendary, some of the most memorable meals happen in the depachika (basement food halls of department stores). Exploring these high-end “grocers” is a cultural safari in itself. One small tip: while street food is delicious, avoid eating while walking. It’s considered polite to step aside and finish your snack before continuing your journey.
4. Budget Appropriatly
Japan remains the definitive “must-book” destination of 2026, but there are some things to know about pricing before you go. While the weak Yen continues to offer a unique window for luxury—allowing for high-end ryokan stays and business-class point redemptions that once felt out of reach—travelers should be aware of a tripled departure tax effective July 1, 2026, and the rise of “preservation-focused” dual pricing at some heritage sites, which can cost tourists 25% to 50% more for ticket prices.
Additionally, a shift to a refund-based duty-free system begins in November 2026, requiring shoppers to pay tax upfront and claim it back at the airport. These measures have been implemented to help combat overtourism and pay for infrastructure upgrades, environmental conservation at iconic sites like Mt. Fuji, and the expansion of sustainable tourism initiatives in lesser-known regions.
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This story was originally published by Parade on Jan 9, 2026, where it first appeared in the Travel section. Add Parade as a Preferred Source by clicking here.
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