Since 2019, travel bookings to Japan have spiked an impressive 1300% amongst Gen Z and Millennials as the island country has quickly become the must-visit holiday destination across the two generations.
This trend positions Japan as the most coveted destination for young adventurers, and it’s easy to see why. From its ultramodern cities to its ancient temples, Japan offers a unique blend of the past and the future. Gary Clark, Academy Director at SIA, said: “Within the ski course sector, we’ve noted a flurry of applications in Japan. The country offers world-beating skiing with its famous, year-round powder snow, a major draw for winter sports enthusiasts.
“All of this is set against a totally unique cultural backdrop with food, technology, architecture and a way-of-life completely different from what you can expect on a European ski trip.”
Here’s what makes Japan a favourite amongst Gen Z travellers:
City life
The sprawling cityscapes of Tokyo and Kyoto retain a magnetic pull for travellers, where futuristic skyscrapers stand impressively alongside ancient temples. Neon-lit streets pulse with energy, while gardens offer moments to pause for thought. The work-from-anywhere Gen Z tribes have taken note as Tokyo was recently crowned the fastest-growing destination for digital nomads in the world.
High-speed accessibility and co-working spaces abound, so it’s little surprise Japan’s capital witnessed a 369% year-on-year increase in remote workers. After hours, the city’s neighbourhoods, such as Shibuya with its famous crossing, or Harajuku, known for its eclectic fashion scene, offer endless exploration opportunities.
So, whether you’re sipping matcha in a traditional tea house or sinking beers in Shinjuku, Tokyo promises an exhilarating experience.
Great Food
It only takes a quick scroll through Gen Z’s preferred social media platform – Tik Tok – to find a huge appetite for Japanese cuisine. With various trends and different products, the land of the rising sun offers a vibrant eating and drinking scene, totally removed from that found in the Western world.
Japanese cuisine is celebrated worldwide for its quality, variety, and unique flavours. From the street food stalls of Osaka to the refined sushi restaurants of Tokyo, there’s something to satisfy every palate. Sushi, ramen, tempura, and okonomiyaki are just a few of the many dishes that travellers can enjoy. Food markets like Tsukiji Fish Market in Tokyo or Nishiki Market in Kyoto offer a range of fresh and delicious options, allowing visitors to sample local delicacies.
Cherry blossom
The allure of the cherry blossom – Japan’s national flower – proves a strong one for tourists, with approximately 63 million people visiting Japan especially. The season takes place at different times each year, with variations across countries. However, the end of March to early April is usually a good bet.
Cherry blossom – known as Sakura in Japanese – are said to hold deep cultural significance, symbolising renewal but also the ephemeral nature of life. In 2023 alone, cherry blossom season brought a $6 billion boost to the Japanese economy. As flowers bloom, the country is painted in shades of pink and white as families gather beneath the trees for sake and picnics.
For tech-savvy Gen Z, there’s no prettier sight for the Instagram grid!
Skiing in Japan
For those who enjoy winter sports, Japan has some of the best skiing resorts in the world. The country is renowned for its powder snow, which attracts skiing enthusiasts from across the globe.
Resorts like Niseko, Hakuba, and Furano offer world-class skiing and snowboarding facilities, with slopes catering to all skill levels. According to the Ski Industries Association (SIA), Japan’s skiing resorts are particularly appealing due to their combination of excellent snow conditions, modern amenities, and unique cultural experiences.
“Japan offers an unparalleled skiing experience, combining top-notch facilities with the famous charm of traditional Japanese hospitality”, said Gary Clark, Academy Director at SIA.
“The après-ski experience in Japan is also unique, with onsen (hot springs) providing the perfect way to relax after a day on the slopes.”
It’s clear to see that Japan’s meteoric rise to the top of the travel to-do list is no accident! The country’s perfect blend of modernity and tradition, delicious food, rich culture, and exceptional skiing resorts make it a versatile and exciting travel destination for all.
