Japan’s Rising Popularity Among Australian Travellers: A Destination Turned Cultural Phenomenon

Australia’s love affair with Japan has evolved beyond a mere travel trend—it has become a cultural phenomenon. Whether for adventure, cuisine, tradition, or seasonal beauty, Japan is no longer just a bucket-list destination; it is a rite of passage for Aussie travellers.

Surging Numbers and Unwavering Demand

New data from the Japan National Tourism Organization (JNTO) reveals that 115,000 Australians visited Japan in April 2025, marking a 42.6 per cent increase from the previous year. This boom coincided with Easter, school holidays, and Japan’s famed cherry blossom season, highlighting the country’s ability to draw visitors during its most celebrated times of the year.

The first few months of 2025 have seen 429,000 Australians arrive in Japan, a 28.6 per cent increase from the same period in 2024. With almost half the previous year’s total already achieved, Japan’s allure among Australians continues to exceed expectations.

It’s not just Australians making their way to the Land of the Rising Sun—Japan achieved a new monthly record in international arrivals, welcoming 3,909,900 visitors in April 2025.

Beyond the Golden Route: Australia’s Deeper Exploration of Japan

Traditionally, Aussie travellers have favoured Japan’s Golden Route—Tokyo, Osaka, and Kyoto—along with the ski fields of Hokkaido and Nagano. While these destinations remain must-see highlights, a shift is occurring. Australians are increasingly venturing beyond the usual tourist spots, drawn to Japan’s diverse and immersive regional experiences.

According to JNTO Executive Director, Naoki Kitazawa, increased airline capacity, exclusive travel offers, and a favourable exchange rate are making Japan even more accessible, opening doors to off-the-beaten-path experiences.

From hiking and cycling in national parks to summer island-hopping in Okinawa and Ogasawara, Australians are embracing new ways to explore Japan, discovering unique traditions, cuisine, and natural beauty in lesser-travelled regions.

Why Japan Has Become a Cult Destination for Australians

Japan’s rise to cultural cult status among Australian travellers is deeply rooted in its ability to merge tradition with modernity, creating an experience like no other. More than ever, Australians are seeing Japan as a place to return to time and again, not just a one-off holiday

Part of Japan’s increasing appeal lies in its diverse offering of experiences:

• Luxury travellers are drawn to refined ryokans, Michelin-starred restaurants, and private cultural excursions.
• Adventure seekers are embracing Japan’s hiking trails, hot springs, and seasonal sports.
• Cultural enthusiasts are immersing themselves in artisan workshops, temple stays, and tea ceremonies.

Australia’s new generation of travellers is expanding beyond their comfort zones, eager to respect traditional customs and engage in meaningful cultural exchanges. Whether staying in a centuries-old ryokan, joining a hands-on artisan workshop, or witnessing a local festival, travellers are discovering that Japan’s depth goes far beyond its neon-lit cityscapes.

Sustainability and the Future of Aussie Travel to Japan

With visitor numbers soaring, JNTO Media & Marketing Senior Assistant Manager, Andrew Coombs, emphasises the importance of sustainable, luxury, and adventure travel. As more Australians opt for longer stays, there is a growing focus on responsible tourism that benefits local economies and traditions.

By choosing regional destinations, supporting local businesses, and embracing slow travel, Australian tourists are helping to redefine Japan’s tourism landscape. This shift away from overcrowded landmarks ensures that Japan’s hidden gems continue to thrive.

With the ongoing surge in popularity, JNTO expects this positive growth to continue throughout 2025, with Australians embracing travel outside peak seasons and beyond mainstream attractions. The future of Australian travel to Japan is clear—it is no longer just a trend, but a cultural movement.