A new study from Traveloka, Southeast Asia’s leading travel platform, and YouGov has unveiled emerging travel trends for Japan and Southeast Asia, spotlighting shifts in traveler preferences ahead of 2025. The comprehensive study, based on insights from nearly 12,000 respondents across nine Asia-Pacific (APAC) markets, highlights a growing focus on domestic tourism, sustainability, and multi-trip itineraries as the region’s travel industry rebounds from the pandemic.
According to the Travel Redefined report, 70% of Japanese travelers now prefer domestic travel over international destinations, a figure significantly higher than the regional average. This shift is driven by cultural factors, safety concerns, and cost considerations, with popular domestic destinations like Kyoto, Hokkaido, and Okinawa becoming focal points for travelers seeking cultural immersion and natural beauty.
“APAC is rich with opportunities, but its diversity demands creativity and a tailored approach to meet its unique market needs,” said Caesar Indra, President of Traveloka. This sentiment underscores the growing necessity for travel providers to adopt nuanced strategies to serve the Japanese market effectively.
Meanwhile, a separate survey by Jeju Air has coined the term R.E.S.T. to describe the evolving travel patterns of Southeast Asian tourists in 2025: Revisit, Experience, Southeast Asia, and Two or More Trips. The study, which involved over 3,300 participants, revealed that 91.4% of respondents plan to travel abroad next year, with Japan topping the list for revisited international destinations. Osaka, Tokyo, and Fukuoka were identified as the most popular cities, reflecting high satisfaction levels and a desire to rediscover previously visited locations.
Interestingly, 40.6% of respondents cited high satisfaction as their primary motivation for revisiting, with many travelers expressing interest in exploring aspects of these destinations they may have missed on prior visits. “I wanted to experience even what I didn’t enjoy on my previous trip,” one respondent noted, highlighting the trend toward more personalized, curated travel experiences.
Sustainability also emerges as a key focus for Japanese travelers. The survey found that 63% of respondents are actively seeking sustainable travel options. However, challenges remain, with 31% unsure of where to find such alternatives and 22% perceiving them as too expensive. This growing demand for eco-friendly travel solutions presents significant opportunities for the tourism industry to innovate and offer sustainable options that cater to these concerns.
The desire for multiple trips per year is another notable trend. Jeju Air’s findings indicate that travelers are moving beyond traditional sightseeing, increasingly seeking experiences that align with personal hobbies and interests. With satisfaction levels high for mid- to long-distance destinations like Japan and Southeast Asia, there is clear intent to revisit these regions.
The demand for short-distance destinations, particularly those within Southeast Asia, has risen sharply, with the number of passengers flying to Southeast Asian routes up by 17.5% compared to the previous year. Travelers are prioritizing accessibility and affordability, appreciating destinations that provide quality experiences without the need for long-haul flights.
As 2025 approaches, travel trends indicate a shift toward longer, more meaningful vacations. With upcoming holidays like Lunar New Year and Chuseok driving interest, travelers are seeking experiences that not only offer relaxation but also personal fulfillment and exploration. This represents a shift in motivation, moving away from purely vacation-based travel to more diverse, experience-driven journeys.
For industry stakeholders, the challenge will be to craft travel offerings that meet these evolving demands. With sustainability becoming a primary concern and a clear preference for domestic and short-haul destinations, the tourism sector must respond with innovative solutions that cater to the growing interest in eco-friendly and personalized travel options.
In conclusion, as Japan and Southeast Asia look to 2025, the region’s travelers are embracing new priorities—whether it’s domestic exploration, sustainability, or multi-trip itineraries. For travel businesses, understanding and adapting to these changes will be essential in capturing the growing market of conscientious and experience-driven tourists.
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