How did pedestrian flow in the Shinjuku East Exit area change during GW 2026?

The total number of visitors across all generations decreased by 10.5% year-on-year, with only the 40s age group remaining flat while other generations declined.

What caused the increase in young visitors around the Umeda area in Osaka?

The progress of redevelopment projects in the Umeda area is believed to have attracted more visitors in their 20s and 30s.

What was the trend for major retail facilities like Isetan Shinjuku and Shibuya Parco?

Both facilities saw a decrease in visitors across all time slots. At Shibuya Parco, increases in the 20s and 30s demographics were offset by a sharp decline in the 40s.

Golden Week Visitor Attraction Trends 2026

Published Jun 15, 2026 6:46 PM ・ Updated Jun 15, 2026 10:09 AM ・ 8 min read ・ Source: PR TIMES

Zen Land Co., Ltd. has released a free report estimating Golden Week 2026 visitor populations in six major Japanese cities using flow data. While overall foot traffic declined, including a 10.5% drop in the Shinjuku East Exit area, the Umeda area in Osaka saw an increase in young visitors driven by redevelopment. Major facilities like Isetan Shinjuku and Shibuya Parco also experienced declines in visitor numbers.

Golden Week Visitor Attraction Trends 2026 Summary (Zen Land Co., Ltd.)

Zen Land Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and Representative Director: Yoshihide Fujii; hereinafter "the Company"), specializing in commercial real estate brokerage, has estimated the staying populations in city centers and adjacent downtown areas of six major nationwide cities—Tokyo, Osaka, Nagoya, Sapporo, Sendai, and Fukuoka—during Golden Week using foot traffic data, and has created and released a mini-report comparing the results with those of last year and the year before last.

The survey revealed the following main findings:

[Visitor Attraction Trends in City Centers ① Tokyo (Shinjuku)]

Looking only at holidays during the Golden Week period, visitors skew younger. Compared with 2024 and 2025, the Shinjuku East Exit area saw visitor numbers remain flat only for those in their 40s, while other generations decreased, resulting in a 10.5% year-on-year decline overall. The Kabukicho area saw an increase in visitors in their 30s, leading to a minor overall decline of 3.7%.

[Figure 1] Retail Sales Trends in 20 Tokyo City Center Areas (2019-2025Q4) / Company's Own Estimation, Unit: Million Yen

[Visitor Attraction Trends in City Centers ② Osaka (Northern and Southern Areas)] In terms of holiday attraction, the proportion of visitors in their 20s and 30s is not very high compared to Shinjuku, while the senior group aged 60 and older is large.

Around Umeda, visits by people in their 20s and 30s increased, with the overall figure showing a 6.3% year-on-year decline. The Namba area recorded a decline for the second consecutive year (down 9.8% year-on-year). It is believed that the progress of redevelopment around Umeda attracted younger demographics.

[Figure 2] Retail Sales Efficiency (Sales per Month-Tsubo) Trends in 20 Tokyo City Center Areas (2019-2025Q4) / Company's Own Estimation, Unit: Yen/Month-Tsubo

[Visitor Attraction Trends of Representative Facilities: Tokyo] Both Isetan Shinjuku, Japan's top department store, and Shibuya Parco saw a decline in visitor numbers across all time slots, similar to last year.

At Shibuya Parco, although the core demographic of those in their 20s and 30s increased, a significant drop in those in their 40s led to an overall decrease from the previous year.

[Figure 3] Trends in Domestic Visitors to Department Stores (Index with the 2019 Total for All Districts set to 100)

These are the results of the survey.

Details can be found in the report "Golden Week Visitor Attraction Trends 2026: Comparison of Six Major Cities Nationwide," which is available free of charge starting today on our website.

Free Report URL: https://zenland.jp/market_report/

We are a commercial real estate brokerage company that supports customers in opening stores based on marketing analysis utilizing foot traffic data and commercial accumulation data. In addition to the report above, we will assist you with opening stores by using marketing analysis tailored to your specific store opening situation.

[About Zen Land Co., Ltd.]

Zen Land Co., Ltd. is a company that provides comprehensive real estate services, specializing in the field of "commercial real estate brokerage." Since expanding into the Tokyo metropolitan area, the company has grown its business significantly. As of the fiscal year ended September 2024, the cumulative contracted floor space exceeded approximately 92,000 square meters (equivalent to about 354 tennis courts). The company was listed on the Tokyo Stock Exchange TOKYO PRO Market (Securities Code: 358A) on May 23, 2025. Under transparent and fair transactions, we aim to create new value through "places" to foster a vibrant society and a new urban culture.

Company Name: Zen Land Co., Ltd. / Headquarters: 9F Minami Bldg., 1-17-11 Dogenzaka, Shibuya-ku, Tokyo 150-0043 / Representative: Yoshihide Fujii / Established: October 1, 2012 / URL: https://zenland.jp/

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Source: PR TIMES
Category: Survey

Golden Week Visitor Attraction Trends 2026

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