A recent travel-trend report reveals a striking shift in how Indian travelers are exploring Asia. Between May 15 and August 15, 2025, Indian interest in trips to Japan surged by 68% year-on-year, signaling a broadening appetite for cultural, leisure, and scenic escapes beyond the country’s city hotspots. The data show Tokyo, Osaka, and Kyoto dominating search activity, with Osaka recording the sharpest growth at 158%. Other destinations—Hakone, Fujikawaguchiko, Okinawa, Sapporo, Fukuoka, Yokohama, Nagoya, and more—also moved up the ladder as travellers sought diverse experiences across Japan. The trend underscores Japan’s evolving appeal as a multi-faceted destination: modern city life, deep cultural heritage, scenic landscapes, and wellness experiences all packaged for a new generation of explorers.
Gaurav Malik, the country director for the Indian subcontinent and Indian Ocean Islands at Agoda, summarized the shift with measured optimism. He noted that Japan’s blend of contemporary urban energy, timeless tradition, and natural beauty is resonating with Indian families, couples, and groups in ways that go beyond the classic Tokyo-centric itinerary. According to Malik, travellers are broadening their maps: Osaka is gaining speed as a family-friendly hub with theme parks and nearby cultural sites; Kyoto continues to attract those chasing heritage and romance; and destinations like Hakone and Okinawa offer relaxing getaways that blend wellness, scenery, and culture. He emphasized that the booking platform is designed to simplify end-to-end planning—from flights and stays to curated experiences—so travellers can explore a wider range of Japanese locales without the usual friction. The message is clear: Japan’s travel portfolio is expanding, and Indian audiences are increasingly open to the longer, richer itineraries that velvet the journey with multiple experiences rather than a single landmark.
The surge in Indian interest reflects several converging factors. First, the allure of Japan’s dual identity—sleek, futuristic cities alongside tranquil temples, ramen stalls, and hot springs—has proven irresistible to Indian travellers seeking both novelty and reassurance. The destinations that are climbing in searches—Fujikawaguchiko for Mount Fuji views, Hakone for onsen and art, Sapporo for winter wonder and food culture—highlight a desire for varied experiences within a single trip. Second, the appeal of immersive, experiential travel—wellness stays, nature getaways, theme parks, and culturally rich neighborhoods—has grown substantially among Indian tourists who previously focused on more traditional urban stops. Third, the growing ease of planning and bundling travel through digital platforms has lowered the friction of international trips, enabling families and friends to coordinate multi-city adventures with greater confidence.
For Thai readers and the Thai travel ecosystem, the Japan trend carries meaningful implications. Thailand’s outbound tourism sector has long benefited from Asia’s diverse offerings, and Japan’s expanding map can create new opportunities for Thai operators and partners. Thai travel agencies could leverage this momentum by developing joint itineraries that incorporate Indian and Thai travel interests into broader Japan experiences. For example, a multi-market package that blends Indian travelers’ cultural curiosities with Thai groups’ appetite for culinary and wellness experiences in Japan could appeal to family groups and school holiday travelers alike. In Bangkok and other Thai hubs, tour operators might also explore deeper partnerships with Japanese destinations beyond Tokyo—such as Osaka, Kyoto, Hakone, Okinawa, and Sapporo—to create longer, more immersive journeys that fit Indian spring and Thai summer travel windows. With India’s rising interest shaping a new cross-border travel dynamic, Thailand could position itself as a convenient gateway for visitors from South and Southeast Asia who want to sample multiple destinations across the region in one trip.
From a cultural standpoint, the Japan travel wave dovetails with Thai values that emphasize family bonding, careful planning, and harmonious travel experiences. Thai families often prioritize safety, reliable logistics, and meaningful experiences when undertaking trips abroad. The growing Indian curiosity aboutJapan complements the Thai penchant for culture-rich holidays that balance education and leisure. In Buddhist and family-centered Thai culture, travel is frequently framed as a learning opportunity—exposure to different temples, art forms, and seasonal festivals—while preserving the pace and comfort that families expect. The rise of multi-destination itineraries in Asia aligns with Thai travelers’ preference for curated experiences: a temple visit in Kyoto can be paired with modern entertainment in Osaka or the serenity of Hakone’s hot springs, creating a balanced journey that respects both tradition and modern life.
Looking ahead, industry observers expect Japan’s travel map to diversify further. The shift from a Tokyo-centric focus to a wide array of destinations mirrors broader regional trends in Asia where travellers seek variety within a single trip. If Indian demand continues to grow for Osaka, Hakone, Okinawa, and Nagoya, Japanese destinations may respond with more accessible mid-range lodging, authentic local experiences, and family-friendly activities that appeal to travellers with children or aging parents in tow. Hotels and travel platforms are likely to expand their inventory and curate experiences that highlight seasonal beauty—cherry blossoms in spring, autumn foliage, winter festivals, and coastal retreats—so that Indian and other international visitors can plan longer stays with confidence. For Thai visitors, this translates into more opportunities to join Japan-focused packages or to serve as a transit or extension point for broader Asian itineraries, bridging Japanese experiences with Thailand’s own cultural and culinary attractions.
The broader historical and cultural context matters here as well. Japan’s growing appeal among Indian travellers is part of a wider Southeast Asian and South Asian signal toward deeper regional exchange. Travel, education, and people-to-people ties across Asia have become more dynamic, reshaping expectations about where, how, and with whom travellers explore. Within Thailand, this trend intersects with a long-standing appreciation for cross-cultural exchange, respect for hierarchy and expertise, and a family-centered approach to planning. Thai travellers often rely on trusted travel professionals and well-reviewed experiences to ensure safety and value, especially when venturing to destinations that require careful logistics or language considerations. The current moment—marked by a diverse set of Japanese destinations rising in popularity—offers a practical reminder for Thai families and communities: broadening horizons can be enriching, but it also benefits from thoughtful planning, clear expectations, and culturally resonant experiences that respect both Thai and Japanese sensibilities.
The implications for public discourse and travel policy, while not directly addressed in the trend data, are worth noting in the Thai context. A more diversified interest in Japan could encourage stronger collaboration between Thai and Japanese tourism sectors, encouraging joint marketing campaigns, cultural exchange programs, and mutually beneficial travel itineraries. For Thai students and younger travellers, the expanding Japanese landscape may translate into more internship or study-abroad opportunities, particularly in regions outside Tokyo where educational and cultural institutions are opening up to foreign visitors. For families planning overseas trips, the new patterns suggest it’s prudent to check visa rules, understand local health guidelines, and secure comprehensive travel insurance that covers multi-destination itineraries.
In practical terms for Thai travellers and their families, the current moment offers a clear set of steps. First, explore Japan beyond Tokyo. Osaka, Kyoto, Hakone, Okinawa, and Nagoya are rising stars that offer rich experiences without leaving the country’s core cultural heartbeat. Second, consider longer, multi-city itineraries that balance city sights with nature, hot springs, and coastal communities. Third, align travel plans with school holidays and family schedules to maximize comfort and reduce crowding. Fourth, work with reputable travel operators who understand cross-cultural planning and can curate experiences that suit all ages—parents seeking comfort, kids seeking adventure, and grandparents who value accessibility. Finally, invest in peace of mind through robust travel insurance and health coverage that accounts for overseas care, emergency services, and trip disruptions. These practical measures can help Thai families and Thai-led travel businesses translate the rising Japanese appeal in India into concrete, enriching experiences for Thai travelers who are looking to diversify their own journeys.
In sum, the 68% surge in Indian interest in Japan between May and August 2025 marks a pivotal moment for Asia’s tourism map. It highlights Japan’s successful diversification beyond traditional hotspots, confirming a longer-term trend toward varied, immersive, and wellness-infused experiences. For Thailand, the moment offers a welcome invitation to broaden partnerships, expand multi-destination itineraries, and tailor offerings that meet evolving traveler expectations while staying true to Thai cultural values of family, respect, and thoughtful planning. As more travellers from India and other parts of Asia begin to view Japan as a tapestry of destinations rather than a single destination, Thai travel professionals have a timely opportunity to position themselves as trusted guides in this expanding regional journey. The takeaway for Thai readers is straightforward: stay curious, plan strategically, and lean into experiences that bridge Japan’s vibrant modernity with the warmth and hospitality that Thai culture is known for.