From sakura to snow, Japan emerges as an all-season favourite for Indian travellers

Japan welcomed over three lakh Indian visitors in 2025, a record high. Indian travellers are now exploring Japan year-round, venturing beyond popular spots. This trend shows a shift towards longer trips and regional exploration. Young travellers, ...

By ET Online | Updated: Feb 12, 2026, 02.53 PM IST

Japan recorded more than three lakh Indian visitors in 2025, its highest-ever footfall from India, according to booking insights shared by Cox & Kings. The travel company reported nearly 30% growth in summer departures between April and September. There is no official travel advisory in place. The data shows that Indian travellers are visiting Japan beyond the cherry blossom season and are treating it as a year-round destination.

The figures point to a wider shift in travel behaviour. Indian travellers are planning longer trips and focusing on specific regions instead of limiting visits to the peak spring months. While some cherry blossom events saw adjustments this season, overall demand from India remained steady.

Travel Beyond the Golden Route

Cox & Kings said travellers are moving beyond the traditional Tokyo–Osaka–Kyoto circuit. Regions such as Hokuriku, rural Honshu, Hakone, and Takayama are drawing attention. Travellers are choosing alpine landscapes, scenic rail routes, coastal journeys, preserved towns, and hot spring destinations.

These preferences also align with Japan’s strategy to promote regional tourism and reduce crowding in major cities.

Young Travellers Drive Demand

Young couples, families, and first-time international travellers account for nearly 55–60% of bookings, the company said. Many are influenced by food, pop culture, immersive activities, and digital content. Small-group tours remain popular. At the same time, demand for customised itineraries is increasing among those seeking deeper travel experiences.

“Japan today offers a rare balance of ancient tradition and modern efficiency. What we are witnessing is a shift from checklist tourism to curiosity-driven travel. Indian travellers want stories, not just stamps, and Japan delivers that across seasons,” said Karan Agarwal, Director Cox & Kings.

Rise in Experience-Led Travel

The company’s data shows growing interest in experience-based travel. Culinary tours that include regional sushi, ramen traditions, tea ceremonies, and sake tastings now form a key part of itineraries. Cultural rituals, artisan visits, and wellness-focused travel are also gaining demand.

Japan’s pop culture is also shaping travel plans. Attractions such as the Naruto & Boruto Shinobi-Zato theme park on Awaji Island are drawing younger visitors and expanding tourism beyond established routes.

Responsible and Regional Focus

Cox & Kings noted that Indian travellers are becoming more aware of local customs, including public behaviour and dining etiquette. This reflects a broader shift towards responsible travel.

Japan has set a target of attracting 60 million international visitors by 2030. The country is investing in infrastructure, heritage conservation, and regional development. For Indian travellers, this has improved connectivity and access to destinations outside major cities.

With higher summer bookings and rising interest in regional travel, Japan is emerging as a year-round destination for Indian travellers, according to Cox & Kings.

New taxes, tighter shopping rules and entry caps reshape Japan travel

Japan has introduced several new measures to manage rising tourist numbers. From April 2025, visitors can no longer claim tax-free shopping by shipping goods overseas, and from November 2026, a refund-based tax system will require travellers to pay consumption tax upfront and claim it at departure after customs checks.

The departure tax will increase from ¥1,000 to ¥3,000 per person from July 2026. Mount Fuji now has entry fees, advance bookings and daily visitor caps, while parts of Kyoto’s Gion district have restricted access and photography bans. Authorities are also reviewing higher accommodation taxes, tightening checks on short-term rentals and planning a paid travel authorisation system by 2028 for visa-free visitors.

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