[2026 Summer Overseas Travel Trends Survey] Per-experience spending 1.4 times higher year-on-year! "Balanced Spending" that doesn't compromise despite weak yen and crowds, and "Advance Reservations" prioritizing time efficiency become the new normal.

VELTRA Inc. (Headquarters: Chuo-ku, Tokyo; President and CEO: Wataru Futaki), which operates the online booking site for local experience-based activities, "VELTRA," has announced the "2026 Summer Overseas Travel Trends Survey" based on its overseas tour reservation data and a member survey (N=294).

Amidst a historically weak yen, rising prices, and ongoing global tourist congestion, this summer sees a widespread adoption of "balanced spending" across all generations: wisely saving on costs where possible, but not compromising on "once-in-a-lifetime local experiences." Furthermore, data highlights a travel style that prioritizes smartness and time efficiency (typa), such as "shifting travel dates" and "advance confirmed bookings" to avoid crowds.

Key Survey Findings

[Budget and Spending] The average customer spending on local tours increased by 146% year-on-year (approximately \u00a527,000). The survey also revealed that respondents intended to spend money on "dining (48%)" and "activities (approx. 55%)."

[Avoiding Crowds] As measures against overtourism, approximately 66% of respondents plan to "shift their dates," and about 43% will "make advance online reservations" to ensure peace of mind upon arrival.

[Diversification of Purposes] While popular destinations like "Hawaii" and "Australia" remain strong, travel purposes are diversifying from "sightseeing" to "relaxation and nature."

1. [Budget and Spending] Using points earned to fund "food" and "experiences"! Balanced spending without compromise.

Regarding "efforts to reduce costs," the survey showed that "utilizing points and discounts (approx. 44%)" ranked first, indicating a trend to control base travel expenses through point-gathering activities that can be done daily. On the other hand, the "points where people are willing to spend money without compromise" were dominated by "sightseeing and activities (approx. 55%)" and "delicious meals (48%)." Actual reservation data also shows that activities costing tens of thousands of yen per person, such as guaranteed entry tours for Spain's Sagrada Familia and day trips to the Grand Canyon, are popular, contributing to the rise in average spending (over 1.4 times higher year-on-year). Even with a weak yen, consumers are clearly investing in "experiences that can only be done now."

2. [Avoiding Crowds] "Shifted Travel" and "Advance Confirmed Bookings" become the new standard.

In the survey, about half of travelers responded that they are conscious of tourist congestion (e.g., increase in inbound tourism). The most common measure taken was "shifting dates to avoid peak times like Obon or to weekdays (approx. 66%)," an effort that leverages temporal flexibility. Furthermore, many expressed the intention to "complete ticket and reservation purchases online in advance (approx. 43%)." In the actual reservation rankings, "airport transfers in Hawaii" and "guaranteed entry tours for World Heritage sites" ranked high. Arrangements that prioritize "time efficiency" by eliminating travel anxiety, risk of sold-out tickets, and waiting times are becoming the standard for overseas travel.

3. [Diversification of Purposes] Top 4 are established classic destinations. "Thailand," offering excellent cost performance, newly ranks 5th.

The reservation ranking by destination (area) for overseas travel this summer is as follows. From "Hawaii" in 1st place to "South Korea" in 4th place, the same destinations as last year solidified their top positions, with minor shifts in order. This indicates a strong desire for "classic resorts and World Heritage sites" that remain unshaken even amidst a weak yen.

Meanwhile, the change in 5th place is noteworthy. This year, "Thailand (Bangkok, etc.)" has newly entered the top 5, replacing "Guam," which was 5th last year. There is a visible shift towards Southeast Asia, which is relatively less affected by high prices and the weak yen, and offers luxurious experiences and gourmet dining at affordable prices. The trend of polarization between "classic destinations I absolutely want to visit" and "nearby Asian countries where I can enjoy myself while keeping travel costs down" is demonstrated by the changes in the rankings.

Additionally, free-response comments from the survey convey travelers' passion for "experiences that can only be done now," undeterred by environmental changes, in their own words.

[Traveler Voices (Excerpts from Survey)]

"I'm going to Machu Picchu, a view I've always wanted to see in my life. Today is the youngest I'll ever be, so I just booked my flight." (50s)

"I plan to go to Sagrada Familia with my mother." (40s)

"Eating my way through a gourmet city and trekking in Switzerland." (60s+)

"Enjoying Hawaii for the first time in 7 years." (40s)

About VELTRA

VELTRA goes beyond the framework of travel agencies to provide solutions for encountering "experiences that move the heart," from domestic to international travel, from before travel to after travel, and from online to offline.

Number of local tours: Approx. 23,000 tours / Number of local tour operators (worldwide): Approx. 9,000 companies

Number of countries handled: 150 / Members: Approx. 2.85 million / Experience testimonials: Approx. 610,000

URL: https://www.veltra.com/jp/