Leading digital travel platform Agoda recently released their annual New Horizons report, revealing the fastest-growing travel destinations in Japan. Their analysis compared hotel booking data from January to November 2023 with data from the same period in 2024 to get an overall picture of where people are exploring.
According to the 2024 data, Matsuyama City in Ehime Prefecture has emerged as the fastest growing destination for foreign visitors, while Saitama Prefecture leads as the fastest growing destination for Japanese travelers. This is an exciting shift in tourism patterns, with more travelers exploring regions outside of the country's major urban centers.
Matsuyama City
Matsuyama City, located in Shikoku's Ehime Prefecture, has topped the list as the fastest-growing destination for international travelers visiting Japan. Known for its deep historical significance and cultural heritage, Matsuyama is home to several renowned landmarks such as Matsuyama Castle, one of only 12 original castles across the country, and Dogo Onsen, one of the oldest and most famous hot springs in Japan.
Saitama Prefecture
For domestic travelers, Saitama Prefecture has emerged as the top-growing destination. Located just north of Tokyo, Saitama offers a convenient getaway from the capital with a diverse range of attractions, blending urban excitement with natural beauty. Destinations like outdoorsy Chichibu and historic Kawagoe make the prefecture an ideal destination for just about any traveler.
Additionally, Saitama's Gyoda City was recently named on Travel + Leisure's 25 Best Places to Visit in Asia list, giving more international visibility to this part of Japan.
