Prefectures

The number one market by a factor of two: 107.9m person-nights, 60.1m of them international — 56%. Occupancy 76.3%, second nationally. Domestic demand is being pushed out: Japanese stays fell 10.8% in a year. Commercially this means the negotiation is about inventory, not rate.

Town

Tokyo

Stays, 2025

107 900 610 (-2.2%)

of which foreign

60 115 730 (55.7%)

Occupancy

76.3%

Season

Year-round

Properties

32 (22)

Keys

6 226

Airport

Tokyo Haneda (HND), Hachijojima (HAC)

Time from Tokyo

—

Destination

Tokyo, Asakusa · Senso-ji, Ginza, Shibuya, Marunouchi, Ueno, Meiji Jingu, Toyosu · teamLab

Event

Sanja Matsuri (May), Design Festa (spring) (May), Sanno Matsuri (Jun), Sumidagawa Fireworks (Jul), Tokyo International Film Festival (Oct)

Haneda is twenty minutes from the centre, Narita just over an hour — for the upper segment the split almost always favours Haneda. Every Shinkansen line converges at Tokyo Station, putting any point on Honshu within a day return. Hachijojima is the same prefecture on paper but a separate flight in practice.

The highest occupancy in Japan at 78.6%. The 2025 Expo year layered domestic demand on top of international and both segments grew. Osaka is the only major market where Japanese stays rose — by 6.9%: Tokyo gives up volume, Osaka picks it up.

Town

Osaka

Stays, 2025

58 772 820 (+2.3%)

of which foreign

24 517 740 (41.7%)

Occupancy

78.6%

Season

Year-round

Properties

12 (6)

Keys

4 188

Airport

Kansai (KIX), Osaka Itami (ITM)

Time from Tokyo

Shin-Osaka 2:25

Destination

Osaka, Osaka Castle, Universal Studios Japan, Dotonbori, Minoo

Event

Tenjin Matsuri (Jul), Kishiwada Danjiri (Sep), Toka Ebisu (Jan)

Kansai handles international traffic, Itami domestic; the two are about an hour apart, a recurring source of connection errors. Shin-Osaka is 2 h 25 from Tokyo. Kyoto, Kobe, Nara and Himeji are all within an hour by ground, so Osaka works as a base for the whole western Kansai.

The only region whose inventory works twice a year: snow in the west, a lake-and-mountain summer in the east. International volume grew 29% in a year, faster than any other large market. Logistics stay the constraint: distances inside the island are measured in hours, not kilometres.

Town

Sapporo

Stays, 2025

46 503 620 (+4.2%)

of which foreign

13 302 640 (28.6%)

Occupancy

61.2%

Season

Two peaks: Jan–Mar and Jul–Sep

Properties

14 (7)

Keys

1 652

Airport

New Chitose (CTS), Hakodate (HKD), Asahikawa (AKJ), Memanbetsu (MMB), Kushiro (KUH), Obihiro (OBO), Wakkanai (WKJ)

Time from Tokyo

Shin-Hakodate-Hokuto 3:55

Destination

Sapporo, Otaru, Niseko, Furano · Biei, Shiretoko, Hakodate, Noboribetsu Onsen, Lake Toya

Event

Sapporo Snow Festival (Feb), Otaru Snow Light Path (Feb), Yosakoi Soran (Jun), Sapporo International Art Week (Jan), Ice Festival, Lake Shikotsu (Jan)

The Shinkansen reaches only Shin-Hakodate-Hokuto; the Sapporo extension has slipped and is not a factor for the coming seasons. The practical entry is New Chitose, then 70 minutes by ground to Niseko and about two hours to Furano. Build slack into winter transfers: pass closures are routine, not an emergency.

The second-largest resort market after Hokkaido and the fastest-growing: +8.3% in a year with the international segment up 33%. Island logistics make Naha a compulsory transit and the outer-island hop a separate line in the client's budget.

Town

Naha

Stays, 2025

33 862 060 (+8.3%)

of which foreign

9 211 700 (27.2%)

Occupancy

60.3%

Season

Year-round subtropics; peak Jul–Sep

Properties

13 (7)

Keys

1 662

Airport

Naha (OKA), Ishigaki (ISG), Miyako (MMY), Kumejima (UEO)

Time from Tokyo

—

Destination

Naha · Shuri, Onna Coast, Miyakojima, Ishigaki · Taketomi, Iriomote, Churaumi Aquarium, Kerama Islands

Event

—

Naha is a compulsory transit: the outer islands have almost no direct international service, Ishigaki excepted. Naha–Ishigaki is about an hour, Naha–Miyako 45 minutes, and that hop is a separate line in the client's budget, not a transfer detail. Ferry links are seasonal and typhoon-dependent.

The highest international share in Japan at 55% of stays. The flip side: domestic demand fell 13.9% in a year and the Japanese corporate client is moving to Osaka and Shiga. Five of the six three-star restaurants in Kansai sit here.

Town

Kyoto

Stays, 2025

33 157 290 (-3.1%)

of which foreign

18 291 230 (55.2%)

Occupancy

66.8%

Season

Cherry and maple: Mar–Apr, Nov

Properties

27 (22)

Keys

2 249

Airport

—

Time from Tokyo

Kyoto 2:12

Destination

Kyoto, Kiyomizu-dera, Fushimi Inari, Arashiyama, Gion, Kinkaku-ji, Amanohashidate, Kibune · Kurama

Event

Miyako Odori (Apr), Aoi Matsuri (May), Gion Matsuri (Jul), Kyoto Gozan Okuribi (Aug), Jidai Matsuri (Oct)

No airport of its own: entry via Kansai (about 80 minutes) or Itami. The Shinkansen from Tokyo takes 2 h 12 — Kyoto is closer than Osaka by time. Intra-city logistics are worse than clients expect: the centre is congested, and in high season a station-to-ryokan transfer can take as long as the run from Osaka.

A world-scale single product: the Tokyo Bay resort area plus Narita. Stays have been flat for a third year — the market is saturated and growth comes only through rate.

Town

Chiba

Stays, 2025

28 244 190 (-0.1%)

of which foreign

4 375 880 (15.5%)

Occupancy

64.0%

Season

Year-round

Properties

4 (0)

Keys

2 224

Airport

Tokyo Narita (NRT)

Time from Tokyo

—

Destination

Tokyo Disney Resort, Narita-san, Boso Coast, Sawara

Event

Tokyo Game Show (Sep)

Narita is the country's main international gateway, yet the prefecture itself barely sells as a destination: clients pass through. It is a resource for connection nights and little else, Naritasan and the Kujukuri coast aside.

Three separate markets in one prefecture: corporate Yokohama, resort Hakone, coastal Shonan. The only prefecture outside Tokyo and Kyoto with a top-tier MICHELIN property — Gora Kadan.

Town

Yokohama

Stays, 2025

26 794 990 (+2.7%)

of which foreign

4 927 440 (18.4%)

Occupancy

66.2%

Season

Year-round

Properties

12 (7)

Keys

1 387

Airport

—

Time from Tokyo

Shin-Yokohama 0:18, Odawara – Hakone 0:35, Hakone-Yumoto 1:25

Destination

Hakone, Kamakura, Yokohama, Enoshima · Shonan

Event

Kanamara / spring rites (Mar)

Shin-Yokohama is eighteen minutes from Tokyo — the nearest Shinkansen stop outside the capital. Hakone is reached by Romancecar in 85 minutes without a change, which makes this a short-break market: two nights, not a week.

The gateway to Kyushu and the country's third inbound market after Tokyo and Osaka: 8.4m international stays. Occupancy of 72.1% is third nationally. The short haul from Korea gives high turnover and short length of stay.

Town

Fukuoka

Stays, 2025

25 483 210 (+6.4%)

of which foreign

8 421 130 (33.0%)

Occupancy

72.1%

Season

Year-round, weekday business rhythm

Properties

4 (1)

Keys

802

Airport

Fukuoka (FUK), Kitakyushu (KKJ)

Time from Tokyo

Kokura 4:40, Hakata – Fukuoka 4:55

Destination

Fukuoka · Hakata, Dazaifu Tenmangu, Yanagawa, Munakata Taisha

Event

Hakata Dontaku (May), Hakata Gion Yamakasa (Jul)

Fukuoka is the only major Japanese city with its airport ten metro minutes from the centre — a real advantage for short stays. Hakata is 4 h 55 from Tokyo, so the route mostly flies. It is also the entry point for all of Kyushu and the ferry to Busan.

The flattest demand curve in Japan: 69.2% occupancy with almost no seasonal trough. Growth of 6.7% is the fourth-best among large prefectures. MICE inventory is underpriced relative to Tokyo and Osaka.

Town

Nagoya

Stays, 2025

22 750 670 (+6.7%)

of which foreign

4 859 630 (21.4%)

Occupancy

69.2%

Season

Year-round, weekday business rhythm

Properties

5 (2)

Keys

1 234

Airport

Chubu Centrair (NGO), Nagoya Komaki (NKM)

Time from Tokyo

Nagoya 1:35

Destination

Nagoya, Inuyama Castle, Ghibli Park, Tokoname

Event

Nagoya Castle Spring (Apr), Atsuta Festival (Jun)

Centrair handles central Japan's international traffic; Nagoya is 95 minutes from Tokyo and 50 from Kyoto. For the upper segment the prefecture's practical value is less itself than its role as the junction for Takayama, Ise and the Kiso valley.

An unexpected leader in the density of recognised properties: seven MICHELIN Keys on modest overall volume. The reason is access from Tokyo, sea and mountains within a day, and onsen density. The top end sells here as a short retreat, not a long journey.

Town

Shizuoka

Stays, 2025

22 407 160 (-2.6%)

of which foreign

2 228 930 (9.9%)

Occupancy

56.0%

Season

Year-round, peaks Mar–Apr and Oct–Nov

Properties

9 (7)

Keys

28

Airport

Shizuoka (FSZ)

Time from Tokyo

Atami 0:37, Mishima 0:44, Shizuoka 1:00

Destination

Izu Peninsula, Atami, Shuzenji Onsen, Fuji Speedway, Shimizu · Miho no Matsubara, Kakegawa · Tea Country

Event

—

Three Shinkansen stops and an airport of its own, with Atami just 37 minutes from Tokyo. Izu sells as a short onsen break, and the constraint is not distance but the last mile: the coastal road to the ryokan is narrow and jams in season.

The lowest occupancy in Japan at 39.0%, and it is structural rather than cyclical: a very large ryokan stock working through two short peaks. The international segment grows while domestic fell 6.9%.

Town

Nagano

Stays, 2025

19 048 010 (-5.3%)

of which foreign

2 508 350 (13.2%)

Occupancy

39.0%

Season

Two peaks: Jan–Mar and Jul–Sep

Properties

10 (6)

Keys

87

Airport

Matsumoto (MMJ)

Time from Tokyo

Karuizawa 1:05, Nagano 1:19

Destination

Karuizawa, Matsumoto Castle, Hakuba Valley, Nozawa Onsen, Kamikochi, Jigokudani Monkey Park, Narai-juku, Bessho Onsen

Event

—

Karuizawa is 65 minutes from Tokyo on the Hokuriku line — a rare mountain resort within an hour of the capital. Hakuba and Kamikochi are a 90–120 minute coach ride on from Nagano, which turns the trip from a weekend into a proper itinerary. Matsumoto has an airport but a thin schedule.

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Kobe

Stays, 2025

16 395 830 (-0.7%)

of which foreign

1 991 650 (12.1%)

Occupancy

61.1%

Season

Year-round, peaks Mar–Apr and Oct–Nov

Properties

5 (1)

Keys

34

Airport

Kobe (UKB)

Time from Tokyo

Shin-Kobe 2:40, Himeji 3:00, Kinosaki Onsen 5:00

Destination

Kobe, Himeji Castle, Kinosaki Onsen, Arima Onsen, Awaji Island, Takeda Castle Ruins

Event

Kobe Jazz Street (Oct), Nada no Kenka Matsuri (Oct), Kobe Luminarie (Dec)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Hiroshima

Stays, 2025

11 631 520 (-3.7%)

of which foreign

2 115 650 (18.2%)

Occupancy

64.4%

Season

Year-round

Properties

6 (4)

Keys

34

Airport

Hiroshima (HIJ)

Time from Tokyo

Hiroshima 3:50

Destination

Hiroshima Peace Memorial, Itsukushima (Miyajima), Onomichi, Setoda · Shimanami

Event

—

Hiroshima is 3 h 50 from Tokyo but 1 h 25 from Osaka — by travel time it is an Osaka market, not a Tokyo one. Miyajima is a ten-minute ferry from Miyajimaguchi, and in high season that short leg becomes the bottleneck of the whole itinerary.

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Utsunomiya

Stays, 2025

11 092 840 (-5.0%)

of which foreign

475 800 (4.3%)

Occupancy

55.2%

Season

October–November, autumn colour

Properties

7 (4)

Keys

164

Airport

—

Time from Tokyo

Utsunomiya – Nikko 0:50, Nasushiobara 1:10, Nikko – Tobu 1:50

Destination

Nikko, Kinugawa Onsen, Nasu, Ashikaga Flower Park

Event

Yayoi Matsuri (Apr), Shunki Reitaisai (May)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Sendai

Stays, 2025

10 417 370 (+1.5%)

of which foreign

1 005 110 (9.6%)

Occupancy

60.2%

Season

Year-round, weekday business rhythm

Properties

3 (0)

Keys

—

Airport

Sendai (SDJ)

Time from Tokyo

Sendai 1:30

Destination

Sendai, Matsushima, Naruko Onsen, Akiu Onsen

Event

Sendai Tanabata (Aug)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Niigata

Stays, 2025

10 205 090 (-3.0%)

of which foreign

848 870 (8.3%)

Occupancy

46.1%

Season

December–March, snow season

Properties

3 (1)

Keys

12

Airport

Niigata (KIJ)

Time from Tokyo

Echigo-Yuzawa 1:15, Niigata 1:40

Destination

Sado Island, Echigo-Yuzawa, Myoko Kogen, Niigata

Event

Nagaoka Fireworks (Aug), Fuji Rock Festival (Aug)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Kofu

Stays, 2025

9 935 970 (+4.8%)

of which foreign

2 750 510 (27.7%)

Occupancy

43.8%

Season

April–November

Properties

4 (1)

Keys

—

Airport

—

Time from Tokyo

—

Destination

Mount Fuji, Fuji Five Lakes, Kawaguchiko, Katsunuma

Event

Mount Fuji climbing season opens (Jul)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Fukushima

Stays, 2025

9 599 100 (+0.6%)

of which foreign

359 730 (3.7%)

Occupancy

49.2%

Season

October–November, autumn colour

Properties

2 (0)

Keys

—

Airport

Fukushima (FKS)

Time from Tokyo

Fukushima 1:30

Destination

Aizu-Wakamatsu, Ouchi-juku, Bandai · Goshiki-numa, Tsuruga Castle

Event

Soma Nomaoi (Jul)

The only prefecture with a double-digit fall: -17.2% in a year. This is a return to base after the 2024 recovery-support programmes, not a demand collapse — the international segment fell only 2.6% against 20.6% domestic. Read it as normalisation.

Town

Kanazawa

Stays, 2025

9 516 310 (-17.2%)

of which foreign

2 142 820 (22.5%)

Occupancy

57.1%

Season

Year-round, peaks Mar–Apr and Oct–Nov

Properties

6 (3)

Keys

266

Airport

Komatsu (KMQ), Noto Satoyama (NTQ)

Time from Tokyo

Kanazawa 2:30

Destination

Kanazawa, Kenrokuen, Wakura Onsen, Yamanaka · Yamashiro Onsen, Noto Peninsula

Event

Hyakumangoku Matsuri (Jun)

Kanazawa has been 2 h 30 from Tokyo since 2015, and the prefecture grew on that single fact. The 2024 extension to Tsuruga added Fukui. The Noto peninsula is recovering unevenly after the 2024 earthquake: access has to be checked property by property, not by prefecture.

Growth of 11.9%, second nationally. The driver is Ise-Shima and the only top-tier MICHELIN property outside Kanto and Kansai. The international share is just 4%: this market grew on Japanese demand, which was rare in 2025.

Town

Tsu

Stays, 2025

9 368 570 (+11.9%)

of which foreign

380 310 (4.1%)

Occupancy

57.6%

Season

April–October

Properties

5 (3)

Keys

24

Airport

—

Time from Tokyo

Ise-shi 3:20

Destination

Ise Jingu, Ise-Shima, Kumano Kodo (Iseji), Nagashima Resort

Event

—

Ise is reached by Kintetsu express from Nagoya or Osaka, about three and a half hours from Tokyo with a change. Toba and Shima add another forty minutes. The logistics make this a two- or three-night product; squeezing it into a Kyoto day trip reliably disappoints.

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Maebashi

Stays, 2025

8 766 180 (-10.1%)

of which foreign

360 270 (4.1%)

Occupancy

46.8%

Season

November–March, onsen and crab

Properties

4 (1)

Keys

24

Airport

—

Time from Tokyo

Takasaki 0:50

Destination

Kusatsu Onsen, Ikaho Onsen, Shima Onsen, Minakami

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Kagoshima

Stays, 2025

8 452 460 (+0.9%)

of which foreign

708 960 (8.4%)

Occupancy

51.6%

Season

April–October

Properties

5 (3)

Keys

395

Airport

Kagoshima (KOJ), Amami (ASJ), Yakushima (KUM)

Time from Tokyo

Kagoshima-Chuo 6:30

Destination

Kirishima, Yakushima, Sakurajima, Amami Oshima, Chiran

Event

Anamori Inari Hatsu-uma (Mar)

Kagoshima is both the Shinkansen terminus and the sea gateway to Yakushima and Amami: about three hours by hydrofoil, 35 minutes by air. Weather dependency is high, and island legs always need a spare day built in.

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Kumamoto

Stays, 2025

8 437 520 (+4.4%)

of which foreign

1 762 050 (20.9%)

Occupancy

58.9%

Season

April–October

Properties

4 (1)

Keys

—

Airport

Kumamoto (KMJ)

Time from Tokyo

Kumamoto 5:50

Destination

Kumamoto Castle, Mount Aso, Kurokawa Onsen, Amakusa

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Gifu

Stays, 2025

8 138 340 (-2.7%)

of which foreign

2 004 510 (24.6%)

Occupancy

56.0%

Season

Year-round, peaks Mar–Apr and Oct–Nov

Properties

3 (1)

Keys

—

Airport

—

Time from Tokyo

Takayama 4:10

Destination

Takayama, Shirakawa-go, Gero Onsen, Gujo Hachiman

Event

Takayama Spring Festival (Apr), Takayama Autumn Festival (Oct)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Oita

Stays, 2025

8 128 890 (-2.4%)

of which foreign

1 491 590 (18.3%)

Occupancy

54.4%

Season

Year-round

Properties

6 (4)

Keys

704

Airport

Oita (OIT)

Time from Tokyo

—

Destination

Beppu, Yufuin, Usa Jingu, Kunisaki Peninsula

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Nagasaki

Stays, 2025

7 657 250 (+0.3%)

of which foreign

764 760 (10.0%)

Occupancy

56.3%

Season

April–October

Properties

4 (2)

Keys

—

Airport

Nagasaki (NGS), Tsushima (TSJ)

Time from Tokyo

—

Destination

Nagasaki, Gunkanjima (Hashima), Unzen, Goto Islands, Hirado

Event

Nagasaki Lantern Festival (Feb), Nagasaki Kunchi (Oct)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Mito

Stays, 2025

7 269 120 (+0.0%)

of which foreign

312 000 (4.3%)

Occupancy

54.1%

Season

Year-round, weekday business rhythm

Properties

2 (0)

Keys

—

Airport

Ibaraki (IBR)

Time from Tokyo

—

Destination

Kairakuen, Hitachi Seaside Park, Tsukuba

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Okayama

Stays, 2025

5 845 080 (+1.1%)

of which foreign

678 870 (11.6%)

Occupancy

59.2%

Season

April–October

Properties

2 (0)

Keys

—

Airport

Okayama (OKJ)

Time from Tokyo

Okayama 3:10

Destination

Kurashiki Bikan, Korakuen, Naoshima gateway (Uno), Hiruzen · Yubara

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Morioka

Stays, 2025

5 551 600 (-5.5%)

of which foreign

449 750 (8.1%)

Occupancy

54.9%

Season

December–March, snow season

Properties

2 (1)

Keys

—

Airport

Hanamaki (HNA)

Time from Tokyo

Morioka 2:10

Destination

Hiraizumi, Appi Kogen, Morioka, Sanriku Coast

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Saitama

Stays, 2025

5 403 310 (-3.1%)

of which foreign

280 350 (5.2%)

Occupancy

66.7%

Season

Year-round, weekday business rhythm

Properties

1 (0)

Keys

—

Airport

—

Time from Tokyo

—

Destination

Kawagoe, Chichibu

Event

Chichibu Yomatsuri (Dec)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Aomori

Stays, 2025

5 077 310 (+12.5%)

of which foreign

542 880 (10.7%)

Occupancy

61.1%

Season

December–March, snow season

Properties

3 (0)

Keys

—

Airport

Aomori (AOJ), Misawa (MSJ)

Time from Tokyo

Shin-Aomori 2:55

Destination

Hirosaki, Oirase Gorge, Lake Towada, Shirakami-Sanchi

Event

Hirosaki Cherry Blossom Festival (Apr), Aomori Nebuta (Aug)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Wakayama

Stays, 2025

4 955 910 (-1.1%)

of which foreign

877 270 (17.7%)

Occupancy

48.4%

Season

April–October

Properties

3 (0)

Keys

—

Airport

Nanki-Shirahama (SHM)

Time from Tokyo

Kii-Katsuura 5:30

Destination

Koyasan, Kumano Kodo, Shirahama, Nachi Falls

Event

Nachi Fire Festival (Jul)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Takamatsu

Stays, 2025

4 931 700 (+3.9%)

of which foreign

1 127 070 (22.9%)

Occupancy

58.4%

Season

April–October

Properties

4 (2)

Keys

65

Airport

Takamatsu (TAK)

Time from Tokyo

—

Destination

Naoshima, Teshima, Kotohira-gu, Ritsurin Garden

Event

Setouchi Triennale (autumn session) (Nov)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Otsu

Stays, 2025

4 833 790 (-1.3%)

of which foreign

307 990 (6.4%)

Occupancy

53.2%

Season

April–October

Properties

2 (0)

Keys

—

Airport

—

Time from Tokyo

—

Destination

Lake Biwa, Hikone Castle, Enryaku-ji, Nagahama

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Yamagata

Stays, 2025

4 739 560 (-2.8%)

of which foreign

312 560 (6.6%)

Occupancy

50.3%

Season

November–March, onsen and crab

Properties

3 (2)

Keys

—

Airport

Shonai (SYO), Yamagata (GAJ)

Time from Tokyo

Yamagata 2:30, Shinjo 3:20

Destination

Ginzan Onsen, Yamadera, Zao, Zao Onsen

Event

Yamagata Hanagasa (Aug)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Matsuyama

Stays, 2025

4 363 300 (-0.2%)

of which foreign

580 850 (13.3%)

Occupancy

57.2%

Season

April–October

Properties

3 (1)

Keys

—

Airport

Matsuyama (MYJ)

Time from Tokyo

—

Destination

Dogo Onsen, Matsuyama Castle, Uchiko, Shimanami Kaido (Imabari)

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Fukui

Stays, 2025

3 929 570 (-2.4%)

of which foreign

108 550 (2.8%)

Occupancy

46.2%

Season

November–March, onsen and crab

Properties

2 (1)

Keys

—

Airport

—

Time from Tokyo

Fukui 2:55

Destination

Eiheiji, Tojinbo, Awara Onsen

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Toyama

Stays, 2025

3 928 440 (+4.5%)

of which foreign

386 900 (9.8%)

Occupancy

55.5%

Season

April–November

Properties

2 (0)

Keys

—

Airport

Toyama (TOY)

Time from Tokyo

Toyama 2:08

Destination

Tateyama Kurobe Alpine Route, Gokayama, Unazuki Onsen

Event

Owara Kaze no Bon (Sep)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Miyazaki

Stays, 2025

3 887 670 (+7.7%)

of which foreign

263 050 (6.8%)

Occupancy

54.1%

Season

June–September

Properties

2 (0)

Keys

—

Airport

Miyazaki (KMI)

Time from Tokyo

—

Destination

Takachiho Gorge, Aoshima, Nichinan Coast

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Yamaguchi

Stays, 2025

3 716 360 (-1.8%)

of which foreign

162 210 (4.4%)

Occupancy

57.0%

Season

April–October

Properties

3 (1)

Keys

18

Airport

Yamaguchi Ube (UBJ), Iwakuni Kintaikyo (IWK)

Time from Tokyo

—

Destination

Hagi, Tsunoshima, Motonosumi Shrine, Yuda Onsen

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Matsue

Stays, 2025

3 428 130 (-0.5%)

of which foreign

114 300 (3.3%)

Occupancy

54.2%

Season

April–October

Properties

3 (1)

Keys

—

Airport

Izumo (IZO), Oki (OKI)

Time from Tokyo

Izumo-shi – ночной поезд 12:00

Destination

Izumo Taisha, Matsue Castle, Iwami Ginzan, Tamatsukuri Onsen

Event

—

Growth of 12.1%, the highest in Japan, but from a very low base: 3.2m stays against 33.2m in neighbouring Kyoto. A classic day-trip prefecture that is only beginning to keep the guest overnight.

Town

Nara

Stays, 2025

3 177 210 (+12.1%)

of which foreign

520 130 (16.4%)

Occupancy

50.9%

Season

Cherry and maple: Mar–Apr, Nov

Properties

3 (2)

Keys

285

Airport

—

Time from Tokyo

—

Destination

Nara Park · Todai-ji, Horyu-ji, Yoshino, Asuka

Event

Setsubun Mantoro (Feb), Omizutori (Mar), Yamayaki preparations · Nara (Nov), Kasuga Wakamiya On-Matsuri (Dec), Wakakusa Yamayaki (Jan)

Thirty-five minutes from Kyoto, forty-five from Osaka — Nara almost always sells as a day trip, which is precisely its commercial problem: the overnights go to the neighbours. No airport, no Shinkansen; entry is via Kansai.

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Akita

Stays, 2025

2 994 410 (-4.9%)

of which foreign

148 340 (5.0%)

Occupancy

48.3%

Season

December–March, snow season

Properties

2 (0)

Keys

—

Airport

Akita (AXT), Odate-Noshiro (ONJ)

Time from Tokyo

Akita 3:50

Destination

Kakunodate, Lake Tazawa, Nyuto Onsen

Event

Yokote Kamakura (Feb), Namahage Sedo (Feb), Akita Kanto (Aug), Namahage Ohmisoka (Dec)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Kochi

Stays, 2025

2 813 230 (-3.7%)

of which foreign

140 780 (5.0%)

Occupancy

48.6%

Season

June–September

Properties

2 (0)

Keys

—

Airport

Kochi (KCZ)

Time from Tokyo

—

Destination

Shimanto River, Katsurahama, Kochi Castle

Event

Yosakoi Matsuri (Aug)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Tokushima

Stays, 2025

2 663 200 (+4.9%)

of which foreign

230 080 (8.6%)

Occupancy

52.6%

Season

July–August

Properties

2 (0)

Keys

—

Airport

Tokushima (TKS)

Time from Tokyo

—

Destination

Naruto Whirlpools, Iya Valley, Awa Odori (Tokushima)

Event

Awa Odori (Aug)

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Tottori

Stays, 2025

2 571 870 (-1.1%)

of which foreign

203 600 (7.9%)

Occupancy

52.2%

Season

November–March, onsen and crab

Properties

2 (0)

Keys

—

Airport

Yonago Kitaro (YGJ), Tottori (TTJ)

Time from Tokyo

—

Destination

Tottori Sand Dunes, Misasa Onsen, Kaike Onsen

Event

—

Commercial positioning for this prefecture is not yet written. The volume figures above are confirmed; the commentary is outstanding work, not a judgement that there is nothing to say.

Town

Saga

Stays, 2025

2 356 860 (+0.5%)

of which foreign

251 600 (10.7%)

Occupancy

52.4%

Season

April–October

Properties

3 (1)

Keys

—

Airport

Saga (HSG)

Time from Tokyo

—

Destination

Yoshinogari, Ureshino Onsen, Arita · Imari

Event

Karatsu Kunchi (Nov)