Hoshino Resorts: Taiwanese Tourists Rank No.1 in Overseas Guests at Majority of Its Japanese Properties

The enthusiasm of Taiwanese tourists for visiting Japan remains strong. Hoshino Resorts announced today that among its 60 hotels in Japan, Taiwanese travelers rank as the top overseas guests at 46 properties, with no particular regional concentration—guests are spread across the country.

According to statistics from Taiwan's Tourism Administration, 7.12 million 1,102 people traveled abroad from January to April this year, with 37.3% visiting Japan.

Hoshino Resorts held a press conference in Taiwan today. Akinouchi Manabu, General Manager for the Hokkaido region, stated that Taiwan is one of its most important overseas markets. At TOMAMU in Hokkaido, for example, Taiwanese guests consistently account for the highest number of overnight stays across all four seasons.

Hoshino Resorts operates 60 hotels in Japan, and in 46 of them, Taiwanese travelers are the leading overseas guest nationality. A survey conducted during last year’s Taipei International Travel Fair revealed that over 90% of Taiwanese travelers recognize the Hoshino Resorts brand, indicating strong brand awareness. In response, the company will launch exclusive offers for the Taiwanese market, including room upgrades to other properties, complimentary stays for wedding ceremonies, and discounted rates for consecutive stays at designated hotels.

Meanwhile, ahead of the upcoming summer peak season, Cola Tourism released a press statement indicating that theme parks, cultural experiences, natural scenery, and island resorts remain the most popular travel preferences. Overall summer bookings have increased by approximately 10–20% compared to last year, with travelers from central and southern Taiwan benefiting from expanded flight routes and increased seat capacity, resulting in a more than 30% rise in group departures. Top destinations include Japan and South Korea, as well as long-haul routes to Europe, New Zealand, and Australia.

Klook also reported that as summer approaches, Taiwanese travelers are increasingly interested in long-haul destinations beyond short-haul trips to Japan and South Korea. Since the launch of its online travel fair in mid-May, bookings for long-haul routes such as Europe, New Zealand, and Australia have increased by 20% year-on-year and 30% compared to the previous two months. Despite fluctuations in fuel surcharges, travelers remain actively engaged in planning their summer trips.

Notably, demand for day tours with Mandarin-speaking guides has tripled compared to standard offerings, underscoring the growing emphasis on convenience and enhanced travel experiences among Taiwanese travelers planning long-distance trips. (Edited by Long Bo-an)