Booking.com's 2026 Travel Trend Forecast highlights a concept called "The Era of YOU," a shift toward travel that reflects individuality, personal meaning, and immersive, interest-driven experiences. For travelers heading to Japan, these global trends map neatly onto what the country already offers. Here's a little look at how each trend shows up in a Japan context.
Romantasy Retreats
Fantasy-inspired travel is growing worldwide, and Japan's landscapes make it an ideal setting. Castles like Himeji or Matsumoto, the mossy forests of Yakushima, and Ghibli-esque villages offer real-world backdrops that feel like storybook realms. With many travelers open to AI-suggested fantasy locations, expect increased interest in filming sites, mystical shrines, and atmospheric towns such as Nikko or Takayama.
Next-Generation Stays with Robots
Japan's tech-forward culture aligns perfectly with the demand for robot-assisted accommodations. Places with automated check-in, robotic restaurant staff, or smart-room optimization mirror the "Humanoid Homes" trend. Travelers curious about sci-fi-like stays will find Japan ahead of the curve.
Turbulence Test Trips
Japan's mix of adventure and comfort lends itself to trips that "test" relationships. Navigating rural trains, sharing a tiny izakaya table, or coping with language gaps create natural situations for travelers wanting to evaluate compatibility.
"Shelfie" Souvenirs
The trend toward design-forward, edible, or kitchen-friendly souvenirs aligns seamlessly with Japanese craft culture. Travelers seeking items worthy of display have plenty of options, such as Arita ceramics, Kyoto teas, lacquerware, artisan condiments, and beautifully packaged snacks.
Rewired Roadtrips
As road trips shift toward shared journeys and spontaneous encounters, Japan's scenic routes fit the new desire for freedom, flexibility, and social connection. With rising interest in AI-led routes, expect more travelers exploring lesser-known highways.
Destined-ations and Spiritual Travel
The growing influence of astrology and spiritual timing pairs naturally with Japan's spiritual sites. From moon-viewing traditions to visiting temples, shrines, and "power spots", travelers may increasingly time trips with lunar phases or seek astrologically aligned destinations such as Koyasan or Ise.
Glow-cations
Beauty and wellness-driven travel is booming, and Japan is well-positioned with hot spring resorts, spa treatments, and tech-enabled skincare services. Expect more demand for onsen stays, sleep-optimized hotel rooms, and skincare consultations in major cities.
Hushed Hobbies
Slow, nature-led hobbies match perfectly with Japan's national parks and emphasis on quiet discovery. Activities like birdwatching in Hokkaido, foraging in rural Nagano, or forest bathing in the country's many green spaces are natural fits for travelers wanting calm, contemplative trips.
PastPorts
Japan's deep sense of place complements the trend of revisiting memories. Travelers may opt to retrace family history, revisit past exchange-program locations, or map old photos onto destinations like Hiroshima, Kobe, or small hometowns.
Modern Milestone Missions
More people are traveling simply to celebrate themselves. Japan supports these self-defined milestones with a myriad of experiences, no traditional "reason" required!
