Why Aussies are flocking to Japan & venturing beyond Tokyo

The first trip to Japan is often a whirlwind, says Sonia Orrego. Tokyo’s neon glow, Kyoto’s temples, the dazzling bullet trains and bowls of steaming ramen at every corner.

Sonia, head of product at Wendy Wu Tours, says: “It’s unforgettable — but for a growing number of Aussies, it’s just the beginning. For many Australians, Japan has become the destination that keeps calling us back.”

Sonia says Japan is no longer just a once-in-a-lifetime destination: “We’re now seeing a sharp rise in repeat visitors wanting to experience the country more deeply. Australian Bureau of Statistics data backs this up, with Japan being recorded as the second-most popular travel destination for Australians in May this year, with 82,920 trips recorded. “

The numbers show no sign of slowing.

“Many travellers become hooked and choose to return with a new mindset,” she says.

“This mindset focuses on slow, meaningful travel that goes beyond the surface to truly connect with Japan’s culture, people and landscapes.

“The classic Tokyo-Kyoto circuit might be the perfect introduction, but second or third visits are opening up an entirely new way of experiencing the country — slower, deeper and more immersive.”

Sonia explains where once the focus was on ticking off bucket-list landmarks, travellers are now seeking more meaningful connections, with culture, landscapes and people.

Wendy Wu Tours has seen this shift first-hand.

“Our customers are increasingly asking for itineraries that take them beyond the familiar highlights and into regions less travelled,” Sonia says.

Its tours — like Japan and the Scenic South, Spirit of Kyushu, and Japan by Rail — have surged in popularity, particularly among those who’ve been to Japan before.

Behind this trend, in part, is the fact Australians are rethinking travel more broadly.

“The pandemic years reminded us of the value of time and the importance of travelling with purpose,” Sonia says.

“Many people now want journeys that aren’t rushed, that allow them to truly be present, and create lasting memories. Japan, with its seamless transport networks, deep cultural traditions and striking contrasts between modern cities and timeless rural life, is the perfect country for this style of travel.

“Emerging destinations are playing a big role. Kyushu, Japan’s southernmost main island, is a prime example. Known for its active volcanoes, hot springs and relaxed pace, it offers travellers the chance to explore Japan’s natural beauty in a way that feels far removed from the energy of Tokyo or Osaka.

“We’re also seeing travellers venturing into historic towns along the Nakasendo Way, where centuries-old inns welcome walkers retracing the old samurai trade route. Others are heading north into Hokkaido for its pristine national parks, alpine scenery and unique food culture.

“These experiences are not only more enriching for the traveller, but also for the communities hosting them. By exploring beyond the major cities, Australians are helping to share the benefits of tourism more widely while easing the pressure on traditional hotspots affected by overtourism.”

She says the reward for travellers is simply in the encounters they experience. It might be sharing tea with a local family, soaking in a mountainside onsen, or taking a slow train journey through changing landscapes.

“These are the kinds of moments that stay with you long after you’ve returned home,” Sonia says.

“They offer a perspective on Japan that is far more personal and enduring than a fast-paced itinerary could ever provide. Small-group tours are also proving a popular way to explore Japan more deeply, balancing the ease of travel with opportunities for genuine discovery, through the insight of local guides with extensive knowledge.”

Sonia says Japan can’t be fully experienced in a single visit.

“That first trip might light the spark, but it’s often the second, third or even fourth visit that deepens the connection,” she says.

+ For more on Wendy Wu Tours, see a travel agent, wendywutours.com.au, or call 1300 727 998.