According to JTB's forecast, this will be the first time summer tourist numbers have decreased since 2020, amid soaring prices and travel costs rising faster than people's incomes.
Despite rising summer salaries and bonuses, consumers are still prioritizing saving amid inflationary pressures. An online survey of 10,000 people found that only about 30.6% planned to travel during the summer holidays, a decrease of 3.6 percentage points compared to the previous year.
Among those who have no travel plans, 26.3% cited financial constraints as the reason, while 16.8% said travel costs were too high.
Despite a decrease in tourist numbers, average spending per domestic trip is projected to reach a record high of 48,500 yen (approximately $300), a 3.2% increase year-on-year, primarily driven by rising hotel, accommodation, and transportation costs. Amidst the hot weather, the trend of choosing indoor destinations, cooler locations, or avoiding peak seasons is also becoming increasingly popular.
Regarding overseas travel, JTB forecasts that the number of Japanese people traveling abroad during the summer will decrease by 8.8%, to approximately 2.17 million, due to the weak yen, increased airline fuel surcharges, and geopolitical instability. However, nearby destinations such as South Korea, Taiwan (China), and Singapore are still expected to attract many tourists due to more reasonable costs compared to long-haul flights.
Including both domestic and international travel, the total number of trips made by Japanese people this summer is expected to reach approximately 71.17 million, a decrease of 4.6% compared to the same period last year.