Visa Survey: Japan is the Most Desired Travel Destination in Asia-Pacific! Japanese Travelers: Cautious Planning, AI Utilization, and Emphasis on Payment Environments Abroad

According to Visa's "Global Travel Intentions 2026," Japan continues to attract high interest as the most popular travel destination in the Asia-Pacific region. Furthermore, Japanese travelers tend to conduct thorough research when planning overseas trips, actively utilize AI, and prioritize cashless payment environments at their destinations.

Visa Worldwide Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Arturo Planell; hereinafter "Visa") announces the main results of its latest "Global Travel Intentions 2026" ("the Survey"), a global travel trend survey conducted for over 20 years.

The Survey was conducted among over 47,000 respondents worldwide, with over 17,000 from the Asia-Pacific region and 1,024 from Japan. The results revealed a trend of travelers being more strategic in their journeys, even amidst rising prices and global uncertainties. Travelers in the Asia-Pacific region, including Japan, are increasingly prioritizing planning, choosing reliable destinations, and planning flexible trips that can adapt to changing circumstances while focusing on budget and convenience.

Approximately 70% of Japanese Travelers Choose Nearby Destinations

Amidst rising prices and an uncertain outlook, Japanese respondents showed a strong preference for nearby destinations due to their familiarity, accessibility, and the ease of planning travel with confidence.

According to the Survey, Japanese respondents' travel trends are as follows:

In the past 12 months, 67% of respondents traveled within the Asia-Pacific region, significantly higher than Europe (16%) and North America (13%).

Among popular destinations, South Korea ranked first with 21%. This was followed by Taiwan (17%), the United States (12%), Australia (9%), and Hong Kong (4%).

For planned travel in the next 12 months, South Korea remains the most popular at 26%, followed by Taiwan (18%), the United States (12%), Australia (11%), and Hong Kong (8%).

Japan continues to be highly popular among travelers as the most desired destination in the Asia-Pacific region. In the past 12 months, approximately 1 in 5 (21%) cited Japan as their top travel destination. For travel in the next 12 months, 28% expressed a desire to visit Japan, maintaining its top popularity in the Asia-Pacific region.

AI Utilization Supports Travel Planning and Preparations

Japanese respondents tend to prepare more meticulously for their trips amidst changing travel environments. They are confirmed to be checking various information before departure, from basic items like accommodation to the latest local conditions.

AI is being utilized as a means to streamline pre-trip preparations, serving as an important information gathering channel alongside travel sites and social media. Approximately 40% (39%) of respondents use AI to research destinations and travel ideas, while 30% use it to search for local tours and experiences.

Card Acceptance and Payment Security are Key Factors in Travel Planning

Payment methods are one of the important considerations before traveling. For Japanese respondents, "card acceptance" (49%) was the most important factor they consider before departure, followed by "payment security" (33%).

These percentages are high compared to the Asia-Pacific region as a whole ("card acceptance" 27%, "payment security" 33%), indicating that a card-accepting environment at the destination is a crucial element supporting smooth travel planning.

Securing Key Elements in Advance While Valuing Flexibility at the Destination

While travel planning is becoming more strategic and planned, travelers are not pre-determining everything. They secure essential elements early on but leave room to adjust plans based on on-site conditions.

Approximately 90% (88%) of Japanese respondents book accommodation in advance, and about 60% (60%) book experiences and activities in advance. On the other hand, many decisions are made after arriving at the destination. 73% of dining choices and 64% of transportation choices are made locally, suggesting that travelers enjoy their trips with flexibility.

Visa supports the creation of an environment where travelers can plan with peace of mind and enjoy their trips comfortably by providing secure and convenient payment experiences.

[Survey Overview]

Survey Method: Online survey conducted among over 47,000 respondents worldwide. Over 17,000 respondents from the Asia-Pacific region, and 1,024 from Japan.

Survey Period: January-February 2026

[About Visa]

Visa is a global leader in digital payments, connecting consumers, businesses, financial institutions, and government agencies in over 200 countries and regions. Visa's mission is to connect the world through the most innovative, convenient, reliable, and secure payment network, contributing to the prosperity of individuals, businesses, and economies. We believe that an inclusive economy for everyone, everywhere, improves lives and that access to payment is the future of commerce. For more information, visit Visa.com (English site) or www.visa.co.jp (Japanese site).