Koreans Still Flock to Japan, But Travel Trends Shift to Small Towns
Creatrip Team
2 months ago
During the Lunar New Year, Korean travelers favored Japan’s small cities focused on relaxation, nature and activities rather than major urban centers. Rakuten Travel’s booking data showed top picks outside Tokyo/Osaka/Fukuoka/Hokkaido were Oita and Kumamoto (Kyushu), followed by Ehime (Matsuyama), Kobe (Hyogo) and Okinawa. Common draws include onsen (hot springs), scenic nature, local cuisine and outdoor activities—Beppu’s colorful “hells” and Yufuin’s misty lake in Oita, golf and volcanic grasslands in Kumamoto, Dogo Onsen (Japan’s oldest onsen) in Matsuyama, Kobe’s Arima Onsen and seafood/Kobe beef, and warm beaches and coastal drives in Okinawa. The trend suggests Koreans are increasingly choosing deeper, experience-driven stays in smaller destinations rather than quick city stopovers.
