Markets with 10pt more repeat visitors show 4.4pt more regional arrivals
ENJOY JAPAN analysed public data from JNTO, the Japan Tourism Agency and MLIT across 20 markets over 24 months and found that markets with a repeat-visitor rate 10 points higher had about 4.4 points more arrivals via regional ports. The share of visitors entering outside the four main airports rose in January each year from 27.8% to 28.5% and then 31.7% in 2026. In 2025 the regional share was high for South Korea (49.6%), Taiwan (46.0%) and Hong Kong (34.9%), but just 5.2% for France. The company notes the data is observational and does not prove cause and effect.
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The Japan National Tourism Organization has released spring, summer, combined and food videos for the global campaign it started in late April, following the autumn and winter editions, and began full promotion across media on October 28. The campaign mainly targets people interested in Japan who have never visited, aiming to spread travel across seasons and regions. The food film goes beyond washoku to Western dishes, everyday eateries and hands-on experiences such as soba making, and the campaign site runs in eight languages.
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A Credit Saison survey of 1,656 Saison card members found that 27.1% have engaged in oshi-katsu (supporting a favourite artist or character), and about 40% of respondents in their 20s are currently doing so. Around half of those with experience have travelled overnight for it, and the median highest spend on a single outing was ¥50,000. Credit cards were the most used payment method. The survey covers card members only and does not represent all consumers.
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From November 1, 2026, Japan's consumption-tax exemption for visitors changes from an instant in-store exemption to a refund model. Shoppers pay the tax-inclusive price at the till, have their passport and goods checked at the airport or other departure point, and then receive the tax back to a credit card or other designated method. The Japan Shopping Tourism Organization has relaunched its multilingual TaxFree.jp site with an AI chat, how-to videos and a map of more than 60,000 tax-free shops.
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JNTO estimates 3,103,700 international visitors in September 2026, 5.0% fewer than a year earlier, as higher airfares linked to the Middle East situation, fewer flights and typhoon cancellations weighed on travel. Korea, Taiwan, Singapore, India, Mexico, Russia and the Middle East still set September records, and the January–September total has passed 30 million.
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Google analysed Maps reviews, ratings and directions requests to publish food trends and its 2026 Fan-Favorite Dining List for ten cities. In Tokyo, reviews mentioning mochi rose 168% year on year, which Google links partly to record inbound tourism. Matcha grew by double digits in almost every city, and hojicha mentions in London jumped 114%.
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