Better to Go to Okinawa Than Kenting? Travel Industry Analyzes the 'Domestic-Travelization' of Japan
The travel industry observes that weak yen and frequent flights have turned Japan into a 'domestic-travelized' destination for Taiwanese, exposing the lack of experiential value and high costs of Taiwan's domestic tourism.
📋 Article Processing Timeline
- 📰 Published: April 18, 2026 at 09:34
- 🔍 Collected: April 18, 2026 at 10:01 (27 min after Published)
- 🤖 AI Analyzed: April 18, 2026 at 21:26 (11h 24m after Collected)
Central News Agency Message
(Central News Agency reporter Jiang Mingyan, Taipei, 18th) "Better to go to Okinawa than Kenting?" Travel operators observe that with increased flights and a weak yen, Japan is transforming from a traditional overseas destination into a "domestic-travelized" market for Taiwanese tourists who visit repeatedly. Conversely, if Taiwan's domestic travel remains stuck in a situation of high room rates, homogenized attractions, and fragmented experiences, it may struggle to compete with the appeal of outbound tourism.
In 2025, the number of outbound tourist trips from Taiwan hit a record high of 18.9444 million, an annual increase of 12.43%. As airlines continue to expand their networks and launch direct flights from central and southern Taiwan to key cities in Japan and South Korea, overseas travel has become increasingly convenient. Coupled with higher fuel surcharges on long-haul routes, a significant amount of travel demand has returned to the Japanese market. The market is optimistic that outbound travel enthusiasm will continue to rise in 2026, and travel to Japan will remain robust.
According to statistics from the Tourism Administration, in the first two months of this year, Japan firmly held the top spot among outbound destinations for Taiwanese, accounting for 38.2%. The "Taiwan Travel Trend Report" published by the travel platform Trip.com also pointed out that the average number of outbound trips per Taiwanese traveler is 2.45 times a year.
Behind these numbers lies a phenomenon of "Japan's domestic-travelization" in the Taiwanese travel market. Japan has transitioned from a one-time sightseeing spot to a market Taiwanese visit repeatedly. Many people visit Japan more than once a year, and beyond Tokyo and Osaka, Taiwanese tourists have begun to deeply explore tier-2 and tier-3 Japanese cities.
Domestic-Travelization of Japan? Time and Price Reshuffled
Travel operators frankly told the Central News Agency reporter that the consumer mentality of "Better to go to Okinawa than Kenting" has indeed emerged in the market. The reason is realistic: Taiwan is an island market. Traveling from the north to Hualien, Taitung, or Kenting easily takes half a day; flying to Okinawa, Fukuoka, or Tokyo might not take much longer.
Coupled with the long-term weakness of the yen, many people find that after deducting airfare, local accommodation, shopping, and dining in Japan are even more cost-effective than in popular scenic spots in Taiwan. There are even many travelers who regularly fly to Japan and South Korea to restock on cosmetics, drugs, and health supplements.
Lai Yiqing, General Manager of Lion Travel, observed that many Taiwanese have already visited traditional itineraries in Tokyo, Osaka, and Kyoto once or multiple times. Therefore, travel agencies have stopped pushing classic major attractions in recent years, pivoting to deeper, more experiential products to attract second and third-time visitors.
Lai Yiqing cited that Lion Travel's highly mobile, short-duration Japanese itineraries that reserve plenty of "Me Time," as well as semi-independent Korean products, have gained favor among younger generations. This indicates that the Japanese market has moved from the "initial checking-in" phase to the "repeat consumption" phase, where travelers feel familiar, secure, and willing to return continuously.
The Pain Points of Taiwan's Domestic Travel Are Not Just Price
On the other hand, Taiwan's domestic travel has long been criticized as "too expensive." However, senior travel agency executives bluntly state that the real issue is not price, but the lack of experiential value. Take Japan for example: every city, even tier-2 cities, has its "limited edition" charm. Hokkaido has snow seasons and hot springs, Kanazawa has crafts and old streets, the Seto Inland Sea has art festivals, and Fukuoka has its yatai (food stall) culture.
Looking back at Taiwan, many local attractions are highly homogenized. Although night markets, local snacks, old streets, and commercial districts are popular, the differences between them are limited, lacking a "must-go" reason. Travelers often feel, "This place is about the same as anywhere else."
Another deeper problem is the fragmentation of the travel experience. A senior travel executive cited an example: it is common in Taiwan to find a high-priced hotel situated next to a messy streetscape, chaotic signboards, and a poorly designed commercial district—a stark contrast to urban governance in Japanese cities. Even if the hotel itself is of high standard, the overall atmosphere breaks down immediately upon stepping outside. The quality travelers experience exists only as "a small piece," rather than a complete experience of the entire tourism ecosystem.
Taiwan's Tourism Brand Remains Stuck in Surface Impressions
Observing Taiwan's appeal to foreign tourists, travel agency executives said that in the past, Taiwan's external tourism marketing mostly focused on symbols like night markets, bubble tea, and the Third Prince. While distinctive, these lean toward surface-level consumption impressions and are insufficient to support a high-value tourism brand. If Taiwan remains stuck in point-to-point promotions of "eating snacks and visiting night markets," it will be difficult to attract tourists willing to stay for in-depth experiences and spend highly.
It's not that Taiwanese people are unwilling to spend money on travel; rather, they shrewdly choose "where the same budget is more worthwhile." Travel agency executives state that when Japan can offer stable quality, complete experiences, convenient transportation, and incentives for multiple return visits—while Taiwan's domestic travel is constrained by high accommodation prices, repetitive attractions, crowded holidays, and overall environmental gaps—it is no wonder the phenomenon of Taiwanese traveling abroad frequently and loving Japan has emerged.
However, Lai Zhenrong, President of Leofoo Tourism Group, believes that when Taiwanese people compare room rates between Taiwan and Japan, they often compare five-star hotels in Taiwan with business hotels in Japan, or compare weekday rates in Japan with holiday and long-weekend rates in Taiwan. The baselines for the two are not the same. (Editor: Zhang Liangzhi) 1150418
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(Central News Agency reporter Jiang Mingyan, Taipei, 18th) "Better to go to Okinawa than Kenting?" Travel operators observe that with increased flights and a weak yen, Japan is transforming from a traditional overseas destination into a "domestic-travelized" market for Taiwanese tourists who visit repeatedly. Conversely, if Taiwan's domestic travel remains stuck in a situation of high room rates, homogenized attractions, and fragmented experiences, it may struggle to compete with the appeal of outbound tourism.
In 2025, the number of outbound tourist trips from Taiwan hit a record high of 18.9444 million, an annual increase of 12.43%. As airlines continue to expand their networks and launch direct flights from central and southern Taiwan to key cities in Japan and South Korea, overseas travel has become increasingly convenient. Coupled with higher fuel surcharges on long-haul routes, a significant amount of travel demand has returned to the Japanese market. The market is optimistic that outbound travel enthusiasm will continue to rise in 2026, and travel to Japan will remain robust.
According to statistics from the Tourism Administration, in the first two months of this year, Japan firmly held the top spot among outbound destinations for Taiwanese, accounting for 38.2%. The "Taiwan Travel Trend Report" published by the travel platform Trip.com also pointed out that the average number of outbound trips per Taiwanese traveler is 2.45 times a year.
Behind these numbers lies a phenomenon of "Japan's domestic-travelization" in the Taiwanese travel market. Japan has transitioned from a one-time sightseeing spot to a market Taiwanese visit repeatedly. Many people visit Japan more than once a year, and beyond Tokyo and Osaka, Taiwanese tourists have begun to deeply explore tier-2 and tier-3 Japanese cities.
Domestic-Travelization of Japan? Time and Price Reshuffled
Travel operators frankly told the Central News Agency reporter that the consumer mentality of "Better to go to Okinawa than Kenting" has indeed emerged in the market. The reason is realistic: Taiwan is an island market. Traveling from the north to Hualien, Taitung, or Kenting easily takes half a day; flying to Okinawa, Fukuoka, or Tokyo might not take much longer.
Coupled with the long-term weakness of the yen, many people find that after deducting airfare, local accommodation, shopping, and dining in Japan are even more cost-effective than in popular scenic spots in Taiwan. There are even many travelers who regularly fly to Japan and South Korea to restock on cosmetics, drugs, and health supplements.
Lai Yiqing, General Manager of Lion Travel, observed that many Taiwanese have already visited traditional itineraries in Tokyo, Osaka, and Kyoto once or multiple times. Therefore, travel agencies have stopped pushing classic major attractions in recent years, pivoting to deeper, more experiential products to attract second and third-time visitors.
Lai Yiqing cited that Lion Travel's highly mobile, short-duration Japanese itineraries that reserve plenty of "Me Time," as well as semi-independent Korean products, have gained favor among younger generations. This indicates that the Japanese market has moved from the "initial checking-in" phase to the "repeat consumption" phase, where travelers feel familiar, secure, and willing to return continuously.
The Pain Points of Taiwan's Domestic Travel Are Not Just Price
On the other hand, Taiwan's domestic travel has long been criticized as "too expensive." However, senior travel agency executives bluntly state that the real issue is not price, but the lack of experiential value. Take Japan for example: every city, even tier-2 cities, has its "limited edition" charm. Hokkaido has snow seasons and hot springs, Kanazawa has crafts and old streets, the Seto Inland Sea has art festivals, and Fukuoka has its yatai (food stall) culture.
Looking back at Taiwan, many local attractions are highly homogenized. Although night markets, local snacks, old streets, and commercial districts are popular, the differences between them are limited, lacking a "must-go" reason. Travelers often feel, "This place is about the same as anywhere else."
Another deeper problem is the fragmentation of the travel experience. A senior travel executive cited an example: it is common in Taiwan to find a high-priced hotel situated next to a messy streetscape, chaotic signboards, and a poorly designed commercial district—a stark contrast to urban governance in Japanese cities. Even if the hotel itself is of high standard, the overall atmosphere breaks down immediately upon stepping outside. The quality travelers experience exists only as "a small piece," rather than a complete experience of the entire tourism ecosystem.
Taiwan's Tourism Brand Remains Stuck in Surface Impressions
Observing Taiwan's appeal to foreign tourists, travel agency executives said that in the past, Taiwan's external tourism marketing mostly focused on symbols like night markets, bubble tea, and the Third Prince. While distinctive, these lean toward surface-level consumption impressions and are insufficient to support a high-value tourism brand. If Taiwan remains stuck in point-to-point promotions of "eating snacks and visiting night markets," it will be difficult to attract tourists willing to stay for in-depth experiences and spend highly.
It's not that Taiwanese people are unwilling to spend money on travel; rather, they shrewdly choose "where the same budget is more worthwhile." Travel agency executives state that when Japan can offer stable quality, complete experiences, convenient transportation, and incentives for multiple return visits—while Taiwan's domestic travel is constrained by high accommodation prices, repetitive attractions, crowded holidays, and overall environmental gaps—it is no wonder the phenomenon of Taiwanese traveling abroad frequently and loving Japan has emerged.
However, Lai Zhenrong, President of Leofoo Tourism Group, believes that when Taiwanese people compare room rates between Taiwan and Japan, they often compare five-star hotels in Taiwan with business hotels in Japan, or compare weekday rates in Japan with holiday and long-weekend rates in Taiwan. The baselines for the two are not the same. (Editor: Zhang Liangzhi) 1150418
Choose to stand with the facts. Every sponsorship you provide is the power to protect freedom of the press.
Download the Central News Agency "First-hand News" APP to grasp the latest news in real time.
The text, images, and audio/video on this website may not be reproduced, publicly broadcast, publicly transmitted, or utilized without authorization.