Japan Travel Captivates Young Britons… Weak Yen Adds to the Appeal
Viral on SNS… UK Visitors Up 24.8% in One Year
The enthusiasm for traveling to Japan is soaring among British Millennials & Gen Z. This is due to the rapid spread of Japan travel content on social networking services (SNS), as well as reduced local prices resulting from the weak yen.
There is a growing enthusiasm for traveling to Japan among the British in their 30s as of 2030. In 2025, 483,157 British visitors traveled to Japan, marking an increase of 24.8% compared to the previous year. Compared to 2019, this number has increased by 40.8%. Pixels.
View original image
“After browsing SNS, I ended up booking a trip to Japan”… Number of UK visitors has increased 40% in six years
On August 30 (local time), the BBC reported that there is a Japan travel boom among young people in the UK.
According to data from the Japan National Tourism Organization (JNTO), 483,157 British visitors traveled to Japan in 2025, marking an increase of 24.8% compared to the previous year. Compared to 2019, that figure has risen by 40.8%. The provisional statistics for 2026 also show a continued increase in British tourists visiting Japan.
The photo is not directly related to the specific content of the article. Photo by AFP-Yonhap News
View original image
Travelers in their 20s and 30s listed cityscapes, food, animation, and games as reasons for visiting Japan. Among all these, SNS was the most commonly mentioned factor.
Alex Baker, who has visited Japan three times, said, “When you scroll through TikTok or Instagram, you constantly see videos of people eating popular sandwiches and snacks from convenience stores like Seven-Eleven, reviews of various skincare products, and people visiting restaurants that have gone viral on SNS.”
Searching ‘#japantravel’ on TikTok or Instagram yields countless videos featuring everything from Mount Fuji and steaming bowls of ramen, to recommended travel itineraries, traditional shrines, and the iconic Shibuya Crossing in Tokyo.
Various Japan travel videos posted under the ‘#japantravel’ hashtag. Screenshot from Instagram
View original image
From ‘life-changing ramen’ to matcha and cosmetics… The weak yen encourages trips to Japan
Traveling from the UK to Japan is not easy. Even when flying off-peak with a low-cost carrier via a layover in China, the round-trip airfare starts at around 450 pounds (about 850,000 won). Direct flights take roughly 14 hours.
Despite the long flight time and substantial airfare, the continued depreciation of the yen has further increased the appeal of traveling to Japan, since it allows visitors to enjoy meals and shopping at comparatively affordable prices.
Fei Jawad, who visited Japan last year, said, “In Japan, you can have a ‘life-changing bowl of ramen’ for just 3 to 4 pounds (about 5,500 to 7,400 won), but in the UK, you have to pay 20 pounds (about 37,000 won) for a mediocre bowl.”
Sam Corbett, who traveled to Japan this past May, shared, “I ended up buying so many snacks, matcha items, clothes, and skincare products that I had to buy an extra suitcase just to fit everything. Everything was really cheap.”
The preferred destinations for young British travelers are Tokyo, Kyoto, and Osaka, the so-called ‘Golden Route.’ This route is popular because it allows convenient travel between cities and takes visitors to Japan’s signature sightseeing spots. In addition, many also visit Nara, Hiroshima, and Mount Fuji as day trips.
The photo is not related to specific content of the article. Pixabay
View original image
Japan crowded with tourists… Overtourism becoming an issue
However, there is growing debate locally about the problems associated with overtourism due to the surge in tourist numbers.
Izumi Chiyuki, a travel guide who belongs to the Japan Guide Association, said, “In recent years, disorderly behavior among tourists has gotten worse. Some jump the queue for buses, occupy space with large suitcases, or even carve their names into trees in Kyoto’s bamboo forest. Others enter restricted areas to take photos.”
Hot Picks Today
“Should Get at Least 45 Million Won Salary” “Can’t Give Up on Large Companies”… Young People Say There Are No Places to Apply
In response, some local governments have begun to take action. Fujikawaguchiko, a town near Mount Fuji, canceled this year’s cherry blossom festival after repeated unruly conduct by tourists. BBC also reported that since June, Tokyo’s Shibuya Ward has begun imposing on-the-spot fines on people caught littering illegally.
This content was produced with the assistance of AI translation services.
© The Asia Business Daily. All rights reserved. Unauthorized AI training and use prohibited.
AloJapan.com