Shizuoka and Nagano prefectures have emerged as top trending domestic travel destinations for the current summer holiday season [1].
This shift indicates a growing preference for domestic tourism among younger demographics, driven by a combination of refreshed local infrastructure and the rising costs of international travel. As fuel surcharges increase the price of overseas trips, travelers are looking closer to home for vacation options [3].
In Shizuoka, the Hotel New Akao in the Atami and Izu areas is seeing a particular spike in interest. The hotel, which has been open for more than 50 years [4], has undergone a large-scale renovation designed to attract a younger crowd [1]. The modernization of the property has turned it into a point of interest for those seeking a blend of traditional hot spring experiences, and contemporary aesthetics.
Data from the travel comparison site Travelko suggests that the demand for domestic trips is climbing across the board [1]. The trend is particularly visible as Japan enters its peak vacation window. According to JTB, the official summer holiday period runs from July 15 to Aug. 31 [2].
Nagano is also experiencing a rise in popularity, benefiting from its cooler climate and outdoor attractions during the humid summer months. Together with Shizuoka, these regions are capturing a significant portion of the domestic market as travelers pivot away from expensive long-haul flights [3].
Industry analysts said that the success of the Hotel New Akao serves as a blueprint for other aging hospitality properties. By updating facilities to meet the tastes of Gen Z and millennial travelers, older hotels can revitalize their brand and tap into the current domestic surge [1].
“Shizuoka and Nagano prefectures have emerged as top trending domestic travel destinations”
The rise in popularity of Shizuoka and Nagano reflects a broader economic trend where inflation and rising aviation costs are redirecting tourism spend toward domestic 'staycations.' The specific success of the Hotel New Akao highlights a strategic shift in the Japanese hospitality industry, moving away from catering solely to elderly patrons and instead investing in modernizations to capture a younger, social-media-driven market.
