2026 Golden Week Activity Survey: Travelers at 20% Level, Steady Demand Despite Inflation
According to a 2026 Golden Week survey of 1,000 respondents conducted by Neo Marketing Inc., 42.3% of people spent their holidays "staying home as usual," while the percentage of those who traveled remained in the 20% range. Travelers focused on experiential consumption in nearby locations, such as dining and shopping. Meanwhile, 44.5% of travelers experienced expenses exceeding their initial budgets (an average increase of about 11,000 yen), driven primarily by rising food prices and souvenir costs.
📋 Article Processing Timeline
- 📰 Published: May 23, 2026 at 02:00
- 🔍 Collected: May 22, 2026 at 17:31
- 🤖 AI Analyzed: May 23, 2026 at 06:14 (12h 42m after Collected)
◆ Key Survey Findings (Summary)
◆ The most common activity during this year's Golden Week was "staying at home as usual" at 42.3%.
Following was "going out nearby" at 25.3%, indicating that spending time at or near home was mainstream rather than traveling far.
◆ Top activities for Golden Week travel and outings were "gourmet food/dining out" (48.4%) and "shopping" (43.2%).
There is a trend to enjoy experiential consumption locally while saving on transportation and accommodation costs.
◆ Most Golden Week travel planning and booking (29.2%) was done "less than 1 month before."
Including "on the day/day before" and "no plan/booking," approximately 40% traveled at the last minute or without a plan.
◆ 44.5% of travelers experienced spending exceeding their initial budget during Golden Week.
The average expected budget was roughly 62,855 yen, but actual spending averaged roughly 74,166 yen, resulting in an overshoot of about 11,000 yen.
◆ The top reasons for exceeding the budget were "souvenir and shopping expenses" (55.9%) and "increased food costs" (49.5%).
Shopping and dining expenses at destinations were the main factors for increased outlays.
◆ As for efforts to keep travel costs down, "did nothing in particular" was the most common response at 28.2%.
On the other hand, over 70% implemented some cost-saving measures, such as using coupons/points, early bird discounts, or choosing nearby destinations.
[Survey Overview]
Target: Men and women aged 20 to 69 nationwide
Valid responses: 1,000 (equal distribution by gender and age group)
Methodology: Web questionnaire using the survey system operated by Neo Marketing Inc.
Survey period: Monday, May 11, 2026, to Tuesday, May 12, 2026
Survey conducted by: Neo Marketing Inc. (Listed on Tokyo Stock Exchange Standard Market)
Activities during this year's Golden Week: Centered around home and nearby areas, travel remains in the 20% range
Activities during this year's Golden Week (in order of response rate)
*Respondents = All (n=1000)
- Stayed home as usual: 42.3%
- Went out nearby: 25.3%
- Work/Part-time job: 17.5%
- Visited hometown: 12.8%
- Domestic overnight travel: 12.1%
- Day trip: 11.0%
- Other: 4.1%
- Overseas travel: 3.5%
- Hosted visitors from out of town: 3.3%
For activities during this year's Golden Week (around April 29 to May 10), "stayed at home as usual" was the highest at 42.3%. Including "work/part-time job" (17.5%), a certain proportion of people spent their time without traveling far or engaging in leisure.
On the other hand, for outings, "going out nearby" was the highest at 25.3%, followed by "domestic overnight travel" (12.1%), "day trips" (11.0%), and "overseas travel" (3.5%). Although travel overall remained in the 20% range, steady travel demand was confirmed even amid ongoing inflation and rising transportation and accommodation costs.
Activities during Golden Week travel/outings: Local experiential consumption like gourmet dining and shopping ranked high
Activities during Golden Week travel/outings (in order of response rate)
*Respondents: Those who engaged in "domestic overnight travel," "overseas travel," "day trips," or "going out nearby" during this year's Golden Week (n=384)
- Gourmet food/dining out: 48.4%
- Shopping: 43.2%
- Nature/Scenery/Outdoors: 33.1%
- Hot springs/Relaxation: 28.1%
- History/Culture/Art appreciation: 19.0%
- Theme parks/Leisure facilities: 18.0%
- Events/Concerts/Sports viewing: 10.4%
- Other: 8.9%
When those who selected "domestic overnight travel," "overseas travel," "day trips," or "going out nearby" in the previous question were asked about their activities, "gourmet food/dining out" was the highest at 48.4%, followed by "shopping" (43.2%) and "nature/scenery/outdoors" (33.1%).
Considering that "going out nearby," "domestic overnight travel," and "day trips" accounted for a solid number in the previous question, it is clear that this year's Golden Week was centered on spending money on local experiences while saving on transportation and accommodations, rather than large-scale travel to distant locations.
Who did you travel with during this year's Golden Week: Over half traveled with family, highlighting family leisure demand
Companions for Golden Week travel (in order of response rate)
*Respondents: Those who engaged in "domestic overnight travel," "overseas travel," or "day trips" during this year's Golden Week (n=209)
- Family travel: 56.5%
- Travel with friends/partner: 25.4%
- Solo travel: 16.7%
- Other: 1.4%
When those who selected "domestic overnight travel," "overseas travel," or "day trips" in the previous question were asked who they traveled with (if multiple trips were taken, respondents answered for the main one), "family travel" was the highest at 56.5%, accounting for more than half. This was followed by "travel with friends/partner."
◆ The most common activity during this year's Golden Week was "staying at home as usual" at 42.3%.
Following was "going out nearby" at 25.3%, indicating that spending time at or near home was mainstream rather than traveling far.
◆ Top activities for Golden Week travel and outings were "gourmet food/dining out" (48.4%) and "shopping" (43.2%).
There is a trend to enjoy experiential consumption locally while saving on transportation and accommodation costs.
◆ Most Golden Week travel planning and booking (29.2%) was done "less than 1 month before."
Including "on the day/day before" and "no plan/booking," approximately 40% traveled at the last minute or without a plan.
◆ 44.5% of travelers experienced spending exceeding their initial budget during Golden Week.
The average expected budget was roughly 62,855 yen, but actual spending averaged roughly 74,166 yen, resulting in an overshoot of about 11,000 yen.
◆ The top reasons for exceeding the budget were "souvenir and shopping expenses" (55.9%) and "increased food costs" (49.5%).
Shopping and dining expenses at destinations were the main factors for increased outlays.
◆ As for efforts to keep travel costs down, "did nothing in particular" was the most common response at 28.2%.
On the other hand, over 70% implemented some cost-saving measures, such as using coupons/points, early bird discounts, or choosing nearby destinations.
[Survey Overview]
Target: Men and women aged 20 to 69 nationwide
Valid responses: 1,000 (equal distribution by gender and age group)
Methodology: Web questionnaire using the survey system operated by Neo Marketing Inc.
Survey period: Monday, May 11, 2026, to Tuesday, May 12, 2026
Survey conducted by: Neo Marketing Inc. (Listed on Tokyo Stock Exchange Standard Market)
Activities during this year's Golden Week: Centered around home and nearby areas, travel remains in the 20% range
Activities during this year's Golden Week (in order of response rate)
*Respondents = All (n=1000)
- Stayed home as usual: 42.3%
- Went out nearby: 25.3%
- Work/Part-time job: 17.5%
- Visited hometown: 12.8%
- Domestic overnight travel: 12.1%
- Day trip: 11.0%
- Other: 4.1%
- Overseas travel: 3.5%
- Hosted visitors from out of town: 3.3%
For activities during this year's Golden Week (around April 29 to May 10), "stayed at home as usual" was the highest at 42.3%. Including "work/part-time job" (17.5%), a certain proportion of people spent their time without traveling far or engaging in leisure.
On the other hand, for outings, "going out nearby" was the highest at 25.3%, followed by "domestic overnight travel" (12.1%), "day trips" (11.0%), and "overseas travel" (3.5%). Although travel overall remained in the 20% range, steady travel demand was confirmed even amid ongoing inflation and rising transportation and accommodation costs.
Activities during Golden Week travel/outings: Local experiential consumption like gourmet dining and shopping ranked high
Activities during Golden Week travel/outings (in order of response rate)
*Respondents: Those who engaged in "domestic overnight travel," "overseas travel," "day trips," or "going out nearby" during this year's Golden Week (n=384)
- Gourmet food/dining out: 48.4%
- Shopping: 43.2%
- Nature/Scenery/Outdoors: 33.1%
- Hot springs/Relaxation: 28.1%
- History/Culture/Art appreciation: 19.0%
- Theme parks/Leisure facilities: 18.0%
- Events/Concerts/Sports viewing: 10.4%
- Other: 8.9%
When those who selected "domestic overnight travel," "overseas travel," "day trips," or "going out nearby" in the previous question were asked about their activities, "gourmet food/dining out" was the highest at 48.4%, followed by "shopping" (43.2%) and "nature/scenery/outdoors" (33.1%).
Considering that "going out nearby," "domestic overnight travel," and "day trips" accounted for a solid number in the previous question, it is clear that this year's Golden Week was centered on spending money on local experiences while saving on transportation and accommodations, rather than large-scale travel to distant locations.
Who did you travel with during this year's Golden Week: Over half traveled with family, highlighting family leisure demand
Companions for Golden Week travel (in order of response rate)
*Respondents: Those who engaged in "domestic overnight travel," "overseas travel," or "day trips" during this year's Golden Week (n=209)
- Family travel: 56.5%
- Travel with friends/partner: 25.4%
- Solo travel: 16.7%
- Other: 1.4%
When those who selected "domestic overnight travel," "overseas travel," or "day trips" in the previous question were asked who they traveled with (if multiple trips were taken, respondents answered for the main one), "family travel" was the highest at 56.5%, accounting for more than half. This was followed by "travel with friends/partner."
FAQ
2026年のGWで最も多かった過ごし方は何ですか？
「自宅でいつも通り過ごした」が42.3％で最も多く、次いで「近場へのお出かけ」が25.3％でした。
今年のGWに旅行をした人の割合はどのくらいですか？
国内宿泊旅行、日帰り旅行、海外旅行を合わせると20％台にとどまりました。
GWの旅行先での主な活動内容は何でしたか？
「グルメ・食べ歩き」が48.4％、「ショッピング」が43.2％と上位を占め、現地での体験消費が中心でした。
GW旅行の出費に関する傾向はどうでしたか？
旅行者の44.5％が当初の想定予算を上回る出費を経験し、平均で約11,000円上振れしました。
旅行予算が超過した主な原因は何ですか？
「お土産・ショッピング費用」の増加（55.9％）や「飲食費の値上がり」（49.5％）が主な要因です。