Outdoor Sports Participation Rate Declines to 19% Over the Past Three Years, with 'Cycling,' 'Fishing,' and 'Mountain Climbing/Trail Running' Ranking Top 3

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Mikio Igarashi) conducted the "Outdoor Activities Survey (2026)" targeting 5,000 men and women aged 20 to 69 residing in all 47 prefectures. This survey collected and analyzed data on participation rates, reasons for participation, future intentions, and triggers for engaging in various types of outdoor sports.

Survey Results 【Outdoor Sports Participation Rate】 48% of respondents have experience in outdoor sports, with 19% having participated within the last three years and 16% within the last year. A declining trend in participation rates has been observed since 2022. The top 5 outdoor sports participated in within the last three years are 'Cycling,' 'Fishing,' 'Mountain Climbing/Trail Running,' 'Skiing,' and 'Trekking/Hiking.' Participation rates for these activities are generally higher among men. By age group, those with high participation rates in the last three years include those in their 20s for winter sports like 'Skiing' and 'Snowboarding,' those in their 40s for 'Cycling,' 'Fishing,' and 'Mountain Climbing/Trail Running,' and those in their 60s for 'Trekking/Hiking.'

Compared to 2022 and 2024, participation rates in outdoor sports within the last three years show a slight decrease or remain the same for most activities.

'Skiing' showed a slight increase in participation within the last year, with slightly higher rates among men in their 20s and 50s.

【Reasons for Participation】 Reasons for participating in outdoor sports within the last three years were surveyed for each type of activity. Generally, 'spending time in nature,' 'refreshing one's mind,' and 'health' were highly rated. Specifically, 'health' was a strong reason for cycling, 'spending time with family' for swimming (in oceans, rivers, etc.), 'deepening relationships with friends/acquaintances' for snowboarding and skiing, and 'spending time in nature' for trekking/hiking and mountain climbing/trail running.

【Intention to Participate and Triggers for Participation】 Regarding future desired activities, men favored 'Fishing,' 'Mountain Climbing/Trail Running,' and 'Cycling' (8-9%), while women preferred 'Mountain Climbing/Trail Running,' 'Trekking/Hiking,' and 'Fishing' (6-7%).

The most common trigger for engaging in outdoor sports was 'if I had more free time,' cited by 39% of respondents. 'If my income increased,' 'if I found someone to do it with,' and 'if I had better physical fitness' were cited by about 20% each. For women, 'if I found someone to do it with' was the second most common trigger, mentioned by 36%.

Report Item List □ Demographic Questions (Gender/Age/Marital Status/Household Composition/Occupation/Residential Area/Household Ownership of Private Vehicle/Type of Owned or Car-Shared Vehicle/Individual Ownership of Motorcycle/Bicycle/Type of Individually Owned Motorcycle/Bicycle/Household Income/Potential Needs Cluster)

▼ Detailed Survey Results □ Experience in Outdoor Sports (Past/Last 3 Years/Last 1 Year) □ Experience in Each Outdoor Sport (Past/Last 3 Years/Last 1 Year) □ Frequency of Outdoor Sports Participation □ People Participated With in Outdoor Sports □ When Started Outdoor Sports □ Reasons for Doing Outdoor Sports □ Positive Outcomes of Doing Outdoor Sports □ Annual Expenditure on Outdoor Sports □ Future Frequency of Outdoor Sports Participation □ Transportation Methods for Outdoor Sports □ Reasons for Not Having Done Outdoor Sports □ Outdoor Sports Interested in Trying in the Future □ Triggers for Future Outdoor Sports Participation □ Regions Currently Visited for Outdoor Sports □ Regions Interested in Visiting for Future Outdoor Sports □ Reference Information on Outdoor Sports and Camping

▼ About Potential Needs Cluster (PNCL)

◆ Click here to download the report https://www.cross-m.co.jp/report/20260331outdoor

Survey Overview Survey Method: Internet Research Survey Area: All 47 Prefectures Target Audience: Men and Women Aged 20-69 Survey Period: March 12 (Thu) - March 13 (Fri), 2026 March 5 (Tue) - March 7 (Thu), 2024 March 8 (Tue) - March 14 (Mon), 2022 Valid Responses: 5,000 samples for the main survey ※ The sum of percentages may not be 100% due to rounding.

※ Types of outdoor sports surveyed include: ・Marine Sports ・Water Sports (Canoeing, Kayaking, Fishing, Swimming, Rafting, etc.) ・Snow Sports (Skiing, Snowboarding, Nordic Skiing, Snowmobiling, etc.) ・General Outdoor Activities (Cycling, Running, Hiking, Motocross, etc.) ・Mountain Activities (Mountain Climbing, Trekking, Rock Climbing, Free Climbing, etc.) ・Air Sports (Skydiving, Paragliding, Gliding, etc.)

Company Profile Company Name: Cross Marketing Inc. https://www.cross-m.co.jp/ Location: Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo Established: April 1, 2003 Representative: Mikio Igarashi, President and CEO Business Activities: Marketing Research Business, Consultation related to Marketing Research

【Contact for Media Inquiries】 Cross Marketing Inc. Public Relations: Marketing Department TEL: 03-6859-1192 FAX: 03-6859-2275 E-mail: pr-cm@cross-m.co.jp

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