JTB Popular Destinations Ranking for Summer Vacation 2026 (July 15 – August 31)

JTB has compiled its popular domestic and international travel destinations ranking based on booking trends for the summer vacation period (July 15 – August 31, 2026).

● For overseas travel, traditional favorites such as Hawaii and Singapore remain strong, while the U.S., boosted by MLB™ game viewing, continues to attract interest. Escorted tours to Europe are also gaining attention.

● Domestically, Okinawa and Hokkaido maintain their top popularity. Escorted tours focusing on summer festivals in the Tohoku region are particularly in demand.

● Peak departure dates: Overseas travel peaks just before the Obon holiday, while domestic travel sees high demand during the Marine Day three-day weekend on July 18 (Sat). Escorted tours are popular during the summer festival season.

1. Overseas Travel

For independent overseas travel (without tour escorts), Hawaii ranked first for the second consecutive year.

Hawaii’s enduring popularity stems from its wide range of activities and shopping options suitable for all generations, solidifying its status as a classic summer vacation destination.

Singapore rose from 4th to 2nd place last year. With minimal time difference, diverse cuisine, and advanced tourist facilities, it is especially popular among families.

Guam secured 3rd place, favored as a short-haul resort destination with convenient flight times and easy accessibility for short trips.

South Korea ranked 4th, maintaining steady popularity, particularly among female groups, drawn by gourmet food, shopping, and K-POP culture. Demand spans from short-haul to medium-long haul travel, reflecting diverse travel preferences.

Notably, the U.S. entered the top 5. The West Coast is especially popular, and among travelers, couples account for approximately 20%—a higher proportion than other destinations. Travel for MLB™ game viewing, driven by the success of Japanese players, is a key factor in its rising popularity.

Popular Departure Dates (Overseas Travel – Without Escort)

The most popular departure date is August 9 (Sun), followed by August 8 (Sat) and August 11 (Tue, national holiday). Departures are concentrated on weekends just before the main Obon holiday period. Many travelers are planning extended holidays by combining the trip with the national holiday 'Mountain Day' on August 11, indicating growing diversity in travel styles across both short-haul resorts and European destinations.

Meanwhile, escorted tour packages are seeing strong demand for European destinations. For escorted overseas travel, Italy ranked first for the second consecutive year. Approximately 30% of travelers to Italy are newlyweds, reflecting strong appeal among honeymooners seeking safe and efficient sightseeing.

Spain and Portugal ranked second, maintaining their status as a classic European tour itinerary. The Sagrada Família in Spain is particularly notable, as its main tower, the 'Tower of Jesus Christ,' is set for completion in 2026—the 100th anniversary of Antoni Gaudí’s death—drawing increased attention. Switzerland rose in ranking to 3rd place. Travelers are predominantly families and couples (about 80% combined), drawn to experience the majestic Alps in summer, the ideal season for relaxed exploration.

Popular Departure Dates (Overseas Travel – With Escort)

For escorted overseas travel, the most popular departure date is August 9 (Sun), followed by August 7 (Fri). Departures are concentrated on weekends just before Obon, with many travelers opting to depart Friday evening or Sunday to maximize their holiday time efficiently.

2. Domestic Travel

For independent domestic travel (without escort), Okinawa ranked first overall for the second consecutive year. Renowned for its beautiful beaches, wide selection of hotels, and diverse local tour options, it continues to enjoy strong popularity. Hokkaido ranked second, popular for its cool summer climate, vast natural landscapes, and rich gourmet offerings, making it a favored summer retreat. The Kanto region ranked third. Overall, about 80% of travelers are families, highlighting the popularity of family-oriented trips during summer vacation.

The most popular departure date is July 18 (Sat), driven by the Marine Day three-day weekend. Departures also peak on August 9 (Sun) and August 11 (Tue, national holiday), utilizing the Obon and Mountain Day holidays.

For escorted domestic travel, Tohoku ranked first for the second consecutive year. Tours visiting summer festivals across the region—such as the Aomori Nebuta Festival and Akita Kanto Festival—are driving demand. Key attractions include guaranteed viewing seats that are difficult to secure individually and the ability to efficiently visit multiple festivals.

Departures are concentrated from August 2 (Sun) to August 4 (Tue), aligning with the timing of Tohoku’s summer festivals. This suggests travelers are seeking to avoid Obon congestion while enjoying seasonal events.

<Related URLs>

JTB Official Website – “Let’s Go! Summer Travel Campaign”

https://www.jtb.co.jp/myjtb/campaign/natsutabi/ JTB Official Website – Overseas Escorted and Local Guide Tours

https://www.jtb.co.jp/escort/ JTB Official Website – Tabi Monogatari

https://www.jtb.co.jp/med/

[Survey Methodology]

Survey Date: June 5, 2026 (Fri)

Target: Customers who booked JTB travel products (Overseas: number of travelers, Domestic: sales value)

Departure Period: July 15 (Wed) – August 31 (Mon), 2026

Target Products: Domestic and international package tours from JTBMySTYLE, Look JTB, and Tabi Monogatari

*JTBMySTYLE is a registered trademark of JTB Corporation.