Expedia Group's "Unpack '26 Summer" report was released recently, and it offers a useful look at what inbound travelers to Japan are likely to focus on in summer 2026. The overall picture splits travelers into two distinct groups, with some wanting high-energy trips packed with famous sights. Others are leaning toward quieter destinations where they can slow down, avoid crowds, and manage costs.

The findings come from search and booking data across Expedia Group and Hotels.com, along with traveler surveys. They show that Japan is benefiting from both trends at once, especially as global domestic and short-haul travel continues to grow.

Tokyo remains the biggest draw, with searches up by 48%. For many inbound visitors it's still the easiest starting point, with strong transport links and a wide mix of neighborhoods, food, shopping, and day trips.

Outside the capital, interest is spreading to places that are easier to navigate and less intense than the major hubs. Shiga Prefecture saw a 32% increase in searches, helped by Lake Biwa and its relaxed, open scenery. Fukuoka Prefecture and Gunma Prefecture both rose 22%, reflecting demand for destinations that combine city life, food culture, and hot springs. Nara Prefecture also continues to attract steady interest, especially from travelers looking for historical and cultural sites.

At a more local level, the same pattern continues. Kanagawa's Hakone stands out with a 51% jump in searches, largely thanks to its proximity to Tokyo and its mix of hot springs, mountain views, and museums. Kanazawa is up 36%, appealing to visitors who want historic districts, crafts, and food culture without the crowds seen in more well-known cities like Kyoto. Miyakojima is also rising, up 31%, as more travelers look for beach destinations with clear water and a slower pace.

Other notable increases include Sapporo at 24%, driven by food and cooler summer weather, and Urayasu in Chiba at 19%, reflecting ongoing interest in theme park stays near Tokyo.