Australians obsession with Japan on fire, fierce competition for Bali
Australians’ obsession with this nation is not slowing down — with new data proving the country is well and truly giving Bali a run for its money.
Australians’ obsession with Japan is not slowing down — with new data proving the country is well and truly giving beloved Bali a run for its money.
About 920,000 Australians visited Japan in 2024, setting a new record. But the Japan National Tourism Organisation is bracing for even more Aussies this year, expecting to break the one million mark for the first time.
On Booking.com, the capital of Japan, Tokyo, is the top searched destination for Australians travelling overseas this Easter. Seminyak in Bali follows closely behind.
Expedia and Wotif’s joint April travel outlook also places Tokyo as the most popular international destination based on accommodation searches. Bali is the runner-up again on that list, with Osaka taking out the third spot.
“Japan proves to be a firm favourite for Aussie travellers, ranking as the most popular international destination over the April school holidays, overtaking Bali which has long remained at number one,” Expedia travel expert Sarah King told news.com.au.
“Not only is the Australian dollar holding strong against the Yen, but we also continue to see competitive flight deals and availability helping to entice Aussie travellers.”
A new survey released today by Australia’s Tourism & Transport Forum revealed Japan, while it did not come out on top (New Zealand did), still beat Indonesia as the most popular international destination for Aussies this Autumn.
Of those planning an international trip between May 15 and May 15, 12 per cent are heading to Japan — making it the third most popular country.
Bali came in as the fifth most popular spot with 8 per cent of Aussie travellers having their eyes set on the island.
The same survey last Autumn had Bali more popular than Japan.
Margy Osmond, chief executive of the Tourism & Transport Forum, said no matter the time of year, Japan is continuing to pull Aussies over.
“With the Australian dollar performing comparatively better against the yen, Japan has never been a more accessible destination for Aussie travellers,” she said.
“The favourable exchange rate means visitors can stretch their budget further, making it easier to enjoy everything from world-class shopping to authentic local dining experiences.”
But it’s not just about getting bang for your buck (read about the astounding cost of food and alcohol here). Aussies are being drawn to the country for differing reasons — there are those who love skiing in the mountains and others who like exploring bustling cities. It’s also possible to do both in a short time frame.
“With its close proximity, efficient transport system, and breathtaking sights, Japan’s unique ability to blend ancient traditions with cutting-edge innovation continues to captivate the Aussie traveller’s imagination,” Ms Osmond said.
Five of the ten top trending international destinations on Airbnb for Easter are also in Japan.
The trending list, which is based on the increase in search compared to 2024, included the southern Japanese city of Fukuoka, Osaka, Kyoto, Tokyo and Suzuka. Indonesia also made the list once with Bali.
Airbnb country manager for Australia, Susan Wheeldon, said: “Japan still ranks as the most popular destination for overseas travel for Aussies this autumn, in time for the cherry blossom season.
“Travellers to Japan love to soak up the country’s rich culture, cuisine and explore remote destinations outside of the big city centres.”
Japan’s plea to Aussie tourists
Japan’s prediction that it will see more than a million Australians this year is off to a strong start.
There were 229,000 visitors from Australia in January and February — a 34.6 per cent increase over the same period in 2024.
But Japan has urged Australians to explore the country beyond the typical tourist hotspots as visitor numbers reach record highs.
Some tourist hotspots such as Kyoto, once the capital of Japan, are buckling under the pressure as hordes of foreign visitors roll in.
“We strongly encourage Australians to consider lesser-known destinations, as well as look at shoulder travel seasons, such as autumn, as well as Japan’s summer – known locally as the ‘green season’ where the country’s rural and regional areas really come into their own,” JNTO’s Australian office’s executive director Naoki Kitazawa told news.com.au.
Mr Kitazawa said travelling responsibly was “more important than ever” and both Japan’s local communities and foreign tourists could benefit from a wider dispersal of tourism.
“Tokyo, Kyoto, and the Golden Route offer incredible experiences, but there’s so much more to discover beyond the obvious and what’s trending on social media,” he said.
“Just like in Australia, the real magic often lies in exploring the hidden gems of cities and popular destinations, where you’ll find the true essence and diversity of the culture.
“Don’t just stick to the postcard sights – venture out and uncover the stories that aren’t always on the tourist trail.”
Mr Kitazawa said Japan had been “heartened” to see the pace at which Australians have returned to the country post-Covid, but JNTO did need to promote lesser-known destinations to help avoid “overtourism” – a trend popular cities across the world are grappling with.
Japan’s advice echoes that of Indonesia in 2023, which pleaded with Aussies to explore more of the country beyond Bali.
Expedia travel expert Sarah King said in good news, we are now starting to see interest spread for destinations right across Japan.
“The Expedia April travel outlook shows accommodation interest is up over 120 per cent for Nagoya, 110 per cent for Hiroshima and 90 per cent for Sapporo,” Ms King said.
“Dubbed by Expedia as ‘Detour Destinations’, Aussie travellers (78 per cent) sit above the global average (63 per cent) when it comes to travelling further afield, keen to visit destinations beyond the usual hotspots and this recent data proves just that.
“Whether it’s Legoland Japan in Nagoya, the World Heritage sites of Hiroshima or the stunning natural attractions in Sapporo, there is so much on offer in Japan and great value to be found.”
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