Japan’s 2016 breakout travel destination isn’t Tokyo, Kyoto, or Hokkaido

By / MOOK Scenic Spots Family Editorial Department compiled report

The second-place Okayama City in Okayama Prefecture, located in an excellent geographical position in Kansai, saw a significant boost in visitor numbers thanks to new flight routes added this year by low-cost Taiwanese airlines. The third-place Fukuoka City in Fukuoka Prefecture (Tenjin, Hakata, and the coastal areas) also saw a substantial increase due to the addition of direct flights from China, with its growth rate among the highest.

In the 2016 rankings, it was found that areas surrounding major popular tourist spots such as Tokyo, Mount Fuji, Hakone, Kyoto, and Osaka—but not part of the “golden route”—made up half of the list, showing that tourists are increasingly seeking new trends in personalized travel.

Takamatsu, Sanuki, and eastern Kagawa Prefecture saw an annual growth rate of as high as 241.6% (approximately 3.5 times), driven by the immense popularity of the “Setouchi Triennale,” an international art festival held across Kagawa Prefecture and islands such as Naoshima since 2016, making Takamatsu—a major transportation hub—a key tourist destination. In addition, 2016 being a leap year, the “reverse pilgrimage” (gyakusanpai), a form of the Ohenro pilgrimage believed to make wishes come true when done in reverse, also took place locally, attracting many travelers on thematic Ohenro-themed trips.