Rakuten Travel Announces Ranking of Popular Up-and-Coming Prefectures for Summer 2026

Rakuten Travel, a travel reservation service operated by Rakuten Group, Inc., has announced its ranking of popular up-and-coming prefectures for Summer 2026 (Period: July 1, 2026 (Wed) - August 31, 2026 (Mon)). The ranking is based on the year-on-year increase in booked nights, with Nara Prefecture taking the top spot.

In Nara Prefecture, the number of booked nights increased by more than 1.3 times compared to the same period last year. Bookings surpassed the previous year across a wide range of traveler demographics, including solo travelers and families, with particular strength in bookings by pairs of men and women and groups of men and women. Geographically, growth is concentrated in the Nara and Yamato Highlands area, which has high travel demand. This area is gaining attention with the opening of the "Nara Prison Museum by Hoshino Resorts," which preserves and utilizes the "Former Nara Prison," a designated Important Cultural Property. Nara Prefecture is also the setting for this year's historical drama series, drawing many travelers to its numerous historical sites and the historical drama museum temporarily open in Yamato-Koriyama City.

Image courtesy of: "Nara Prison Museum by Hoshino Resorts"

In Fukui Prefecture, ranked second, booked nights increased by approximately 1.3 times year-on-year, driven by special exhibitions at the Fukui Prefectural Dinosaur Museum, which features Asia's largest sauropod fossils, and numerous concerts by famous artists. New hotel openings and rebrandings are also boosting reservations. In response to expectations of higher-than-average summer temperatures, the large theme park "Seibun World," offering Japan's largest pool, is also likely attracting attention.

Fukui Prefecture's "Fukui Prefectural Dinosaur Museum"

Iwate, Wakayama, and Shiga Prefectures, ranking third to fifth, all saw booked nights increase by more than 1.2 times compared to the same period last year. In Iwate Prefecture, bookings have increased in all areas, with a particular focus on the Morioka area, which has high travel demand. A unique travel support coupon for stays between July 1 (Wed) and September 30 (Wed) is also performing well. In the Nanki-Shirahama and Kii-Tanabe area, which is driving reservations for Wakayama Prefecture, new initiatives are actively being undertaken, such as the opening of beach cafes along the coast as part of a demonstration project. This summer, a giant marine athletic facility is scheduled to open at Shirahama Beach, and the first outdoor festival combining music and fireworks is also planned. In Shiga Prefecture, the operational area for the sightseeing train "Hana-akari" for Summer 2026 has been decided to be around Lake Biwa, attracting attention mainly from train enthusiasts. In addition to a variety of activities to enjoy by the water, such as Japan's first paragliding experience using a 400m long rope, the hosting of the opening ceremony and numerous competitions for this year's National High School Comprehensive Athletic Meet (Inter-High) in the prefecture is also seen as a factor contributing to the increase in accommodation demand.

Rakuten Travel will continue to provide information useful to travelers and stimulate travel demand.

"Rakuten Travel Popular Up-and-Coming Prefectures Ranking for Summer 2026" Overview

Data Compilation Date: June 17, 2026 (Wed)

Compilation Method: Booked nights for domestic accommodation facilities within the "Accommodation Period" below were compiled by prefecture.

Accommodation Period: July 1, 2026 (Wed) - August 31, 2026 (Mon), and July 1, 2025 (Tue) - August 31, 2025 (Sun)

Target of Compilation: Domestic accommodation reservations (including inbound, dynamic packages, and day use)

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