In partnership with YouGov, Traveloka, Southeast Asia’s leading travel platform, has released its latest study, “Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travellers”. Drawing on insights from nearly 12,000 respondents across nine countries, including more than 1,000 respondents from Japan, this study sheds light on evolving travel habits and preferences that are shaping the Asia-Pacific (APAC) tourism landscape and provides actionable insights to anticipate trends and create meaningful traveller experiences in 2025 and beyond.
“APAC is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this diverse market is critical for travel providers seeking to thrive in this dynamic travel landscape. Success lies in weaving these insights into innovative strategies—bringing travellers closer to the experiences they seek,” said Caesar Indra, president of Traveloka.
As APAC’s travel landscape evolves, Traveloka remains committed to empowering travellers and industry partners. By offering a comprehensive analysis of shifting behaviours, this white paper helps stakeholders uncover opportunities and navigate a fast-changing landscape. The full study, including a detailed country-by-country analysis, is available here.
Japan travellers: the culture and wellness seeker
32% of Japanese travellers said they travel to visit tourist attractions, followed by rest and recharge (21%), and try different types of cuisine (14%). The majority favour historical or cultural sites (62%) such as museums and castles, followed by natural attractions like mountain ranges (57%). Wellness retreats (52%) are also a popular choice, underscoring a holistic approach to travel that blends cultural exploration with relaxation and rejuvenation.
Domestic travel takes the lead.
An overwhelming 70% of Japanese travellers prefer to travel domestically. The top reasons for choosing domestic over international travel include perceived safety in their home country (65%), affordability (57%), and ease of getting around with more modes of transportation (49%).
Price drives decision-making
Like the rest of APAC, Japanese travellers are price-sensitive. When choosing accommodation, 43% say price is an important factor, ahead of other factors such as room comfort. When asked if they would visit a place usually not in their consideration, 35% of Japanese point to recommendations from family and friends as an important factor, followed closely by travel promotions and discounts (32%).
Sustainable travel gains ground
Sustainability is increasingly influencing travel. The majority of Japanese travellers (63%) would either look for sustainable options first or opt for them if they happen to be available. However, 31% said they don’t know where to look for sustainable options, while 22% say sustainable options are too expensive.
