Agoda Reveals 70% of Travel Searches to Japan Are Intra-Asian Leading Up to Lunar New Year

Agoda has revealed that 70% of travel searches to Japan ahead of the Lunar New Year are coming from within Asia, highlighting the country’s strong appeal as a regional holiday destination.

Key Insights from Agoda’s Data
- Intra-Asian Demand: 70% of searches for Japan are from travelers within Asia, particularly from nearby markets like South Korea, Taiwan, Hong Kong, Thailand, and Singapore.
- Top Destinations in Japan: Tokyo, Osaka, Kyoto, and Hokkaido remain the most searched cities, with Hokkaido seeing a surge due to winter sports and seasonal festivals.
- Travel Timing: Searches peaked in the weeks leading up to Lunar New Year, reflecting Japan’s popularity for short-haul festive getaways.
- Global Interest: While Asia dominates, there is also notable demand from long-haul markets such as the U.S. and Europe, though at smaller volumes compared to regional travelers.

Strategic Importance
- Regional Tourism Strength: Japan’s proximity and cultural ties with other Asian countries make it a natural choice for Lunar New Year travel.
- Economic Boost: Increased intra-Asian travel contributes significantly to Japan’s hospitality, retail, and tourism sectors during one of the busiest travel seasons.
- Travel Trends: The data underscores a broader trend of regional travel recovery in Asia, with travelers preferring nearby destinations over long-haul trips.

Competitive Landscape
- Japan vs. Other Asian Destinations: Japan competes with South Korea, Thailand, and Vietnam for Lunar New Year travelers. However, its unique blend of tradition, modernity, and winter attractions gives it a strong edge.
- Agoda’s Role: As a leading digital travel platform in Asia, Agoda’s insights reflect real-time consumer behavior, helping hotels and tourism boards adjust marketing strategies.

In summary: Japan continues to be the go-to destination for Asian travelers during Lunar New Year, with Agoda’s data showing strong regional demand that reinforces Japan’s position as a cultural and seasonal hub.