One of Japan's leading hospitality groups, Hoshino Resorts, has unveiled key findings from its 2025 Inbound Travel Report, drawing on proprietary data from almost 70 properties nationwide to examine how record-breaking inbound arrivals are transforming travel patterns across the country.

The report shows that visitors are moving beyond the traditional “Golden Route” in favour of longer stays and more immersive experiences that foster deeper connections with regional culture, local communities and the natural environment.

With Japan predicted to welcome 40 million international travellers in 2026, Hoshino Resorts CEO Yoshiharu Hoshino believes the current pace of growth may be approaching its threshold, making it crucial for hospitality providers to shift their focus from expansion to retention.

To mitigate the negative impacts of overtourism, including overcrowding and diminished visitor experiences in major cities, Hoshino says, “We must actively encourage travellers to explore our rural areas.                                

“This shift from expansion to maintenance is vital because directing revenue and traffic to lesser-known destinations not only elevates the quality of the overall visitor experience but also secures regional revitalisation and cultural preservation.”

The following are key findings from the company's 2025 Inbound Travel Report.

International Arrivals Continue to Rise, but Growth Is Moderating

International guest numbers have significantly surpassed pre-pandemic levels and continue to rise year on year.

In 2025, Hoshino Resorts recorded more than 1.33 million international guest-nights across 68 properties in Japan, spanning HOSHINOYA, KAI, RISONARE, OMO, BEB, LUCY and other unique brands.

Taiwan remains the largest source market, followed by China, Hong Kong and the United States, while bookings from the United Kingdom and Australia rose by a notable 45%.

Although total volume continues to grow, the pace of expansion is easing. International bookings increased 24% in 2025 compared to 2024 — a marked deceleration from the 94% surge recorded the previous year.

This trajectory mirrors national figures from the Japan National Tourism Organisation (JNTO), which show inbound growth slowing from 49.5% (January–November 2024) to 17% (January–November 2025)[1]

Western Travellers Are Staying Longer and Embracing Slow Travel

International travellers, particularly those from Western markets, are spending more time in a single destination than in previous years, signalling a shift toward deeper exploration and cultural immersion over fast-paced itineraries.

Across Hoshino Resorts' portfolio, international guests stay an average of 3.12 nights per property, with HOSHINOYA recording the longest average stay at 3.35 nights. Celebrating its 20th anniversary in 2025, the flagship brand blends luxury with local narratives, creating immersive experiences that naturally encourage extended stays.

This strategy will be further strengthened with the opening of HOSHINOYA Nara Prison later this year. The redevelopment of a historically significant former prison in Nara has transformed original cells into elegantly appointed guest rooms with an adjacent museum dedicated to the site's history, adding a distinctive cultural attraction that supports longer regional visits.

Tokyo No Longer Dominates Japan's Inbound Travel

While the Kanto region, home to Tokyo, remains Japan's most visited destination, its dominance is narrowing. Tourism to the Kansai region surged in 2025, reaching record visitor numbers driven in part by the Expo 2025 Osaka, bringing arrivals close to Kanto's levels.

The most dramatic growth was recorded in the Shikoku region, encompassing Kochi, Ehime, Kagawa and Tokushima prefectures, where international guest numbers quadrupled compared to 2024. This trend is reflected at OMO7 Kochi, which saw a 288% increase in international stays.

Okinawa Prefecture, particularly its remote islands, also experienced significant growth. Following the launch and resumption of direct flights between Ishigaki Island and Seoul, Taipei and Hong Kong in early 2025, improved connectivity has made the destination more accessible to regional and long-haul travellers.

As a result, RISONARE Kohamajima recorded the highest growth rate within the portfolio, with guest numbers rising 404% compared to 2024. Nearby Iriomote Island Hotel and HOSHINOYA Taketomi Island also posted increases of 122% and 21% respectively.

The data indicates that international travellers are increasingly venturing beyond major urban hubs, extending their journeys to less crowded and more distinctive destinations, and that Hoshino Resorts can guide overseas visitors toward discovering these emerging regional highlights across Japan.

Seasonal Shifts Redefine Japan's Travel Calendar

In 2025, the December–January holiday period surpassed the cherry blossom and autumn foliage seasons as the busiest time of year for Hoshino Resorts, with nearly 300,000 international guests recorded over just two months. Many travellers chose to welcome the New Year in Japan, turning year-end celebrations into extended winter holidays.

By contrast, September was the quietest month for international arrivals, yet the shoulder season offers distinct advantages: travellers can explore destinations along the Golden Route with fewer crowds, experience the traditional tsukimi (moon-viewing) season, and admire the early autumn skies in a more relaxed setting.

Winter likewise presents an appealing alternative for visiting Kyoto, when the historic city adopts a calmer, more contemplative atmosphere away from peak-season congestion.

Rising Demand for the Onsen Ryokan Experience

For centuries, Japan's onsen (hot spring) culture has been deeply embedded in daily life, valued for its physical and spiritual benefits. Today, the tradition is the focus of a nationwide campaign to secure inscription on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity, reflecting a significant cultural preservation effort.

International interest is rising in parallel. Hoshino Resorts reported a 247% increase in overseas guests staying at its onsen ryokan brand KAI in 2025 compared to pre-pandemic levels, underscoring growing demand for authentic bathing experiences.

To welcome a broader global audience, the company now permits tattooed guests and has introduced vegetarian breakfast and dinner options, balancing inclusivity with tradition.

In 2026, the KAI brand will expand with three new openings: KAI Kusatsu, KAI Miyajima, and KAI Zao. Each property will showcase distinctive regional bathing styles, cuisine and cultural elements, offering travellers a deeper understanding of Japan's diverse onsen heritage.

Travellers Seek Deeper, More Authentic Experiences

Since its launch in 2017, the city tourism hotel brand OMO has encouraged guests to explore and foster a deeper connection to Japan's local culture.

Central to this approach is the brand's signature “GO-Kinjo” service, which invites guests to experience everyday life in Japan through guided neighbourhood tours, informative talks, and nightly cultural events.

In response to the continued rise in international visitors, nearly all OMO properties now offer English-language support for their signature OMO Ranger tours, ensuring non-Japanese speakers can fully participate in the experience.

Mountain Tourism Gains Momentum

As international travellers seek deeper cultural engagement in Japan's cities, the government is simultaneously driving revitalisation across the country's vast natural landscapes.

Despite their remarkable beauty, Japan's national parks have historically lacked the global brand recognition of counterparts such as Yellowstone National Park in the United States and Banff National Park in Canada.

In response, the Ministry of the Environment launched the National Park Revitalisation Project (2016–2017) to elevate Japan's parks into world-class sustainable tourism destinations, promoting regional revitalisation, visitor dispersion and long-term ecosystem protection.

Supporting this national initiative, Hoshino Resorts introduced its sixth sub-brand in 2025, LUCY — a collection of mountain hotels designed to deliver comfortable, high-quality stays in environments traditionally considered challenging for accommodation development.

In September 2025, the newly opened LUCY Ozehatomachi sold out its entire September–December season within just three days of reservations opening. As the Oze mountains reopen in April 2026, the brand is poised to welcome a growing number of international travellers eager to experience Japan's alpine landscapes.

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About Hoshino Resorts

Hoshino Resorts was first established as a Japanese inn/ryokan in 1914 in Karuizawa in Nagano Prefecture before it began the operation of other resorts in Japan. Today, it has evolved into a highly influential hotel management company and is run by 4th-generation family member Yoshiharu Hoshino. Providing a unique experience focused on the local charms of each destination and a high level of omotenashi, Japanese-style hospitality, the company has expanded rapidly out of Karuizawa since 2001 and now operates more than 60 accommodations both in and outside Japan with one of the following categories: luxury hotel brand “HOSHINOYA,” onsen ryokan brand “KAI,” countryside resort hotel brand “RISONARE,” city tourism hotel brand “OMO,” free-spirited hotel brand “BEB,” mountain hotel brand “LUCY,” or other unique lodgings.

https://www.hoshinoresorts.com/en/  

[1] Source: Japan National Tourism Organization (JNTO)