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Jalan Research Center shares the latest domestic travel trends in Japan, showing increases in ‘solo traveling’ and ‘local experiences and interactions’

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Jalan Research Center recently shared the results of ‘domestic travel trends 2025 survey’ in ‘Tourism Promotion Seminar 2025’ for local governments and DMOs. 

The survey finds that the ratio of Japanese people who traveled in Japan in FY2024 ending March 31 2025 was 49.3%, slightly lower than 49.5% in FY2023. By generation, 40s or younger travelers reduced, while 70s travelers increased by 5 points. For people earning 4 million yen or more, domestic travelers increased, with the exception of those earning 8 million yen to 10 million yen. For those earning less than 4 million yen, domestic travelers decreased.

The average travel frequencies were 2.76 times a year, almost the same frequencies as a year ago. The total number of domestic travelers was 128 million, and the total number of nights was estimated at 223 million.

By prefecture, Tokyo had the most overnight travelers at 11.5 million. The highest growth of overnight travelers was found in Nagano (+410,000), followed by Hokkaido (+290,000) and Niigata (+240,000). In terms of growth rate, the highest was found in Ibaraki (+14.2%), followed by Okayama (+10.0%) and Niigata (+9.4%).

Travel cost rose, and young male travelers spent more in destinations

The average travel cost increased from 60,600 yen a traveler to 64,100 yen a traveler. Accommodation and transportation cost and local spending increased to 37,000 yen and 27,100 yen respectively. In terms of local spending, 18 to 29 years old travelers spent more money in destinations than other age segments did, and spending by 18 to 29 years old male travelers was 31,900 yen, much higher than other age segments. 

The total amount of travel expenditure was estimated to increase by 3.4% to 8.2 trillion yen, out of which 7.2 trillion yen were expended by individual travelers. Local spending accounted for 42.4% of the total travel expenditure. 

When asked why they did not take a domestic overnight trip in the past year, there was a slight increase from the previous year in the reasons given: “I couldn’t spend money on travel due to financial constraints” (22.0%) and “I was worried about the future and wanted to cut down on expenses” (8.9%).

Young travelers have higher interests in local experiences and interactions

The survey results also shows that 18% of the respondents chose ‘solo traveling’ as travel companion, and the ratio was particularly high among 18 to 29 years old male travelers and 50s male travelers. Jalan Research Center researcher pointed out that the trend results from an increase in unmarried people, saying that solo travelers will increasing in the future as a typical travel style of Japanese people. 

The survey results discovers that both male and female travelers of 18 to 29 years old had high interests in local experiences and interactions, and also among 30s and 40s male travelers, the ratios were high. 

The satisfaction rate was down 1.7 points overall, and the reduction rate was especially high at 4.9 points among 18 to 29 years old travelers. 





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Balkan bounty: the little-known corner of Greece now ripe for walkers and nature tourism | Greece holidays

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I’m on a steadily rising road in northern Greece as swallows sweep over the burnished grasses to either side of me and pelicans spiral through the summer sky. Gaining height, the land thickens with oak forests and a Hermann’s tortoise makes a slow, ceremonial turn on to a sheep track at the edge of the asphalt. And then, just as the road briefly levels out before corkscrewing down the other side, a glittering lake appears beneath me – a brilliant blue eye set in a socket of steep mountains. I can’t even begin to count how many times I’ve crossed the pass into the Prespa basin on my way home from trips into town, but the sight of shimmering Lesser Prespa Lake – often striking blue in the afternoons and silvery at sunset – takes me back to the summer of 2000 when I saw it for the first time.

Prespa lakes

A little over 25 years ago, my wife and I read a glowing review of a book about the Prespa lakes region. In the north-west corner of Greece and an hour’s drive from the towns of Florina and Kastoria, the two Prespa lakes straddle the borders of Greece, Albania and North Macedonia in a basin of about 618 sq miles. We’d never heard of Prespa until then, but the review of Giorgos Catsadorakis’s Prespa: A Story for Man and Nature got us thinking about a holiday there, imagining a week or two of walking in the mountains, birding around the summer shores and enjoying food in village tavernas at night.

Footbridge to Agios Achilleios island on Lesser Prespa Lake. Photograph: Julian Hoffman

When the book finally arrived at our London flat, at a time when we were talking seriously about living somewhere else, it took just a single evening (and, to be fair, a couple of bottles of wine) to decide to leave the city behind. Not for a holiday, but to try to make a home for ourselves in the Prespa national park. Twenty-five years later, we’re still in the village we moved to – Agios Germanos.

I park the car near the pass and walk further into the hills on a path worn smooth by shepherds and their animals. It’s high summer and there’s a languor to the landscape. Clouds of butterflies drift on the hot air and a hoopoe raises its magnificent crest in an oak. From up here I can now see Great Prespa Lake as well, separated from its smaller neighbour by a wide and sandy isthmus. These two ancient lakes, thought to be in the region of 3-5 million years old, are almost entirely encircled by a bowl of mountains, making it feel a world apart when you cross into the basin. Although the water levels in the lakes have dropped significantly because of climate change in recent decades, Prespa remains a place of extraordinary vitality.

Looking north over the rolling oak forests, I can see the rough point in the lake where Greece, Albania and North Macedonia meet. Prespa is a crossroads not only of countries but of geologies too, resulting in an extraordinary profusion and abundance of wild species – almost three times as many butterfly species (172) can be found on the Greek side of Prespa than in the whole of the UK (59).

The scarce swallowtail is one of many butterfly species in the Prespa region. Photograph: Julian Hoffman

I look up as a mixed group of Dalmatian and great white pelicans lowers towards Lesser Prespa Lake. Seeing these birds in flight, carried across the mountains on wings that can have a total span of more than three metres, it feels as if you have been given a glimpse into the age of the dinosaurs. Until we read the book that brought us here, I had no idea that pelicans could even be found in Greece, let alone nest on these lakes in large numbers, but then Prespa is full of surprises. In some winters, Lesser Prespa Lake can freeze solid enough to walk across – and there are far more brown bears in the region than bouzoukis. While Prespa is a popular winter destination for Greek visitors, in part because of a ski-centre halfway between Florina and the basin, it’s the quieter spring and summer seasons when the place comes into its own for walking and nature tourism.

There’s a mosaic of cultural riches to explore here too: the remarkable ruins of the 1,000-year-old Byzantine basilica on the island of Agios Achilleios; the lakeside cliffs on Great Prespa Lake, studded with centuries-old hermitages and monastic cells, reached by hiring a boatman from the fishing village of Psarades; the churches screened by sacred groves of immense juniper trees, found on some of the many marked walking trails.

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Besides the abundant nature and mountain walking that prompted us to move here, what also makes this place so special is the food and hospitality. There are welcoming, family-run guesthouses in many of the villages and excellent tavernas serving regional specialities, including slow-baked beans in a rich tomato sauce with oregano, fresh carp and sardine-sized tsironia from the lake, grilled florinela cheese brushed with red pepper marmalade, and wild greens called horta doused in lemon juice and olive oil.

I stop to watch the cross-hatchings of light on the lakes as the hum of insects deepens with the heat. A short-toed eagle turns into the wind ahead of me, briefly motionless as it hunts for snakes in the forest clearings. Then it steers northwards and away across the mountains. Beyond those peaks encircling Prespa are the beautiful, traditional market towns of Korҫë in Albania and Bitola in North Macedonia, which, together with Florina and lakeside Kastoria just outside the basin in Greece, help make the entire region one of endless fascination for me.

The Byzantine basilica of Agios Achilleios. Photograph: Julian Hoffman

There are plans to re-open the long-closed crossing between Greece and North Macedonia within the Prespa basin in the next few years, an opportunity to build further bridges between communities and make movement for tourists easier. Another project will establish a cross-border walking route between our village and the neighbouring mountain village of Brajčino in North Macedonia; it will celebrate the cultural and natural heritage of the common watershed while highlighting the importance of low-impact tourism to local economies, particularly at a time when climate change is making itself felt around the lakes and threatening agricultural livelihoods.

It’s almost time to return along the path and head home, but first I sit in the shade of an oak, its leaves rustling in the warm breeze. A steel-blue dragonfly unzips the air and I can hear sheep bells somewhere in the hills. The sound shifts and swirls, just as on the saint’s day festivals of summer, called panigyria, when the wild, soaring music of clarinets and raucous Balkan brass rises into the mountain nights as people gather with food and drink to circle-dance in village squares.

I’ve never thought of Prespa as anything but a shared place, where human cultures and wild species come together and co-exist, a place best experienced slowly and with care. And although Prespa has been my home for a quarter of a century now, when I see that blue water glimmering beneath me as I cross the pass, it still so often feels like the first time.

For more information visit Society for the Protection of Prespa and Visit Prespes

Julian Hoffman is the author of Lifelines: Searching for Home in the Mountains of Greece published by Elliott & Thompson (£18.99). To support the Guardian order a copy from guardianbookshop.com. Delivery charges may apply



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Malaysia Leads the Way in Solo Travel by Empowering Travelers to Break Free from the Norm and Embark on Transformative, Self-Directed Journeys

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Wednesday, August 6, 2025

Malaysia is emerging as a leader in the solo travel movement, offering a unique and empowering experience for those seeking to break free from traditional group tours and explore the world on their own terms. With a growing number of Malaysians choosing to travel solo, the country has become a hub for those seeking more than just a typical vacation. This shift towards self-directed journeys is driven by the desire for personal freedom, deeper self-discovery, and the opportunity to engage in experiences that are tailored to individual passions. Solo travel in Malaysia allows adventurers to immerse themselves in authentic cultural encounters, recharge mentally and emotionally, and create meaningful connections with themselves and the world around them. Through this empowering trend, Malaysia is not only shaping the future of travel but also giving travelers the chance to redefine what it means to explore the world.

A recent study has shed light on the growing trend of solo travel among Malaysians. According to the research, 60% of respondents reported having gone on multiple solo trips in the past year, with nearly one-third having taken three or more such trips. Millennials are leading the pack, comprising 38% of both current solo travelers and those intending to travel alone in the future.

This shift in travel behavior signals a growing desire for more individualized and meaningful experiences. Solo travel has become much more than a mere trend; it represents a shift in how people view vacations and self-exploration. For many, traveling alone allows them to immerse themselves in a more authentic journey, free from the expectations and group dynamics typically associated with traditional travel.

One of the most striking findings from the study is that a large majority of Malaysians who have traveled solo would encourage others to do the same. A remarkable 86% of respondents expressed that they would recommend solo travel to others, indicating that this form of travel is seen not only as enjoyable but also rewarding enough to be shared with others. This endorsement highlights how solo travelers often form a deep, positive connection with their experiences and see them as more than just a trip but as an empowering adventure.

The motivations for choosing to travel solo are multifaceted but tend to center around personal freedom and self-care. Flexibility in planning and the opportunity to recharge are some of the main reasons people are turning to solo travel. More than half of the respondents (56%) cited the ability to create their own itinerary as a key motivator. Unlike group travel, where compromises are necessary and plans are often set in advance, solo travelers enjoy complete control over their schedules and destinations. This freedom allows them to travel at their own pace and engage in the experiences they find most meaningful.

In addition to flexibility, 53% of solo travelers highlighted the chance to take a break and focus on their own well-being as another significant reason for choosing to travel alone. Solo journeys provide the mental space needed to relax, unwind, and focus on personal growth. Whether through quiet reflection in a serene destination or indulgence in self-care activities, solo travel gives individuals the chance to reconnect with themselves outside of the demands and distractions of everyday life.

Another key aspect driving the rise of solo travel is the desire to pursue personal passions. Almost half (47%) of the solo travelers surveyed indicated that traveling alone gave them the space to engage in hobbies or activities they love. This figure surpasses the regional average of 43%, emphasizing a shift toward more fulfilling, self-directed travel experiences. For many, the ability to enjoy a trip at their own pace allows them to fully embrace personal interests—whether that’s exploring historical sites, enjoying outdoor adventures, or discovering local cultures.

The freedom to explore without the constraints of a group itinerary is one of the most appealing aspects of solo travel. This autonomy allows travelers to savor the journey and take the time to enjoy the small details—whether it’s lingering in a museum, tasting local delicacies, or wandering through charming streets without a specific destination in mind. Solo travel empowers individuals to engage in their surroundings on their own terms, making each experience feel more intimate and personal.

This growing trend toward solo travel reflects a broader cultural shift in how people approach vacations and leisure time. More than ever, individuals are seeking meaningful experiences that go beyond just escaping from work or the daily grind. They view travel as an opportunity for personal enrichment—an experience that can contribute to their growth, well-being, and self-discovery. Solo travel, in particular, offers a unique chance to make these experiences happen in a more intentional and fulfilling way.

As solo travel continues to gain popularity in Malaysia, the motivations behind it are becoming clearer. Beyond the desire for adventure or novelty, many solo travelers are drawn to the opportunity for personal growth, reflection, and self-care. For them, traveling alone isn’t just about being physically away from home—it’s about embarking on a transformative journey that nurtures their mind and spirit.

Malaysia is leading the solo travel movement by offering travelers the freedom to break free from traditional tours and embark on transformative, self-directed journeys that prioritize personal discovery and authentic experiences.

This surge in solo travel is not only reshaping the way people vacation but also how they perceive their relationship with the world around them. It’s a chance to learn more about oneself, pursue personal passions, and engage with new cultures in a meaningful way. As more Malaysians embrace the freedom and enrichment that solo travel offers, it seems likely that this trend will continue to grow, becoming a central part of the modern travel landscape.



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The Best Places to Visit in December, From Banff to Belize

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For the best places to visit in December, one must think creatively. Certainly, you’d be free and well-advised to visit a snow-filled escape for some time on the slopes and sitting by the fire with a cup of hot chocolate. But also there are places in the world where the chill of winter is an unknown charm—think tropical islands and stretches of sand along the Equator that have never, ever seen a flake of snow. For that matter, in December, the Southern Hemisphere welcomes summer and Christmas in shorts and flip-flops are the standard. No matter where you go in the last month of the year (you’re certainly the proactive traveler if you’re already planning six months ahead!), you’ll find warmth or coziness, especially with our recommendations. Here are the 13 best places to travel in December, from seaside adventures with sharks to après-ski-and-spa vibes after a day of crushing powder.

(For more ideas, find our full list of the best places to go in 2025 here.)

This article has been updated with new information since its original publish date.



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