Visitor trends, connections, support programmes and seasonal information from Japan
A joint project: オンラインリゾート × Enjourney
Information checked: 20 October 2026 (Japan time)
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Japan recorded 1,233,103 arrivals from Thailand in 2025. First-time visitors represented 28.8% of the general-visitor survey, leaving a substantial repeat-visitor share. This issue brings together the leisure-trip distribution and an October announcement concerning a information website for Thai travel companies.JNTO — 2025 final visitor arrivals Japan Tourism Agency — 2025 International Visitor SurveyJNTO — Thailand market information
September statistics update | Released 21 October
JNTO released its September 2026 visitor-arrival estimates on 2026-10-21. This addition was checked on 2026-10-22. Existing annual and August material is retained as the record for those periods. JNTO — September 2026 visitor-arrival estimates
| September 2026 estimate (persons) | September 2025 final (persons) | Year-on-year change (published) |
|---|---|---|
| 44,800 JNTO — September 2026 visitor-arrival estimates | 51,283 JNTO — September 2026 visitor-arrival estimates | -12.6% JNTO — September 2026 visitor-arrival estimates |
Visitor arrivals are nationality-based statistics, not limited to leisure: they also include international students and expatriates. The year-on-year percentage is transcribed from the published table, not calculated here. JNTO — September 2026 visitor-arrival estimates
Seasonal food: harvests and winter flavours
Apples in Hirosaki. The city's apple-park information gives an indicative picking season from early August to mid-November. Varieties change during the season, and picking may pause when suitable fruit is no longer available. This is standing seasonal guidance, not a guarantee that the activity operates on every date in 2026.弘前市 — りんご収穫体験

Echizen and seiko crab in Fukui. The prefectural tourism association's background feature describes the male Echizen crab fishing season as 6 November–20 March and the female seiko season as 6 November–31 December. Inner and outer roe are among the characteristics associated with seiko crab. Fishing seasons and restaurants' serving periods, including preserved products, are not identical. This is background information published in 2024, not an October announcement.福井県観光連盟 — 越前がに
Oysters in Hiroshima. A prefectural announcement dated 7 October 2026 describes a campaign starting the following day at about 50 participating venues, featuring dishes with more oysters than usual. The number of participating venues does not imply a standard group menu, common booking terms or guaranteed supply at every restaurant.広島県 — 牡蠣企画の発表、2026-10-07
Cultural experiences and learning across Japan
Tea, sweets, dyeing, bamboo craft, model-making and music represent different ways of engaging with local culture. The following are published examples, not a ranking of their popularity in this market or a claim that international visitors share the same tastes.
| Field / location | Published experience |
|---|---|
| Tea / Uji, Kyoto | Chazuna: Uji-tea exhibits and brewing/tasting experiences; Taiho-an offers tea with seasonal sweets 宇治市観光協会 — tea and other experiences |
| Wagashi sweets / Kanazawa, Ishikawa | Ishikawa Local Products Center: three fresh wagashi made with an artisan, plus one gift sweet 石川県観光物産館 — 和菓子体験 |
| Indigo dyeing / Aizumi, Tokushima | Ai-no-Yakata: former indigo merchant’s residence, Awa-indigo history and dyeing 藍住町 — 藍の館 |
| Bamboo craft / Beppu, Oita | Bamboo Crafts Center: reserved workshops including bamboo bells and Shikai-nami baskets 別府市竹細工伝統産業会館 — 体験 |
| Food replicas / Kappabashi, Tokyo | Ganso Shokuhin Sample-ya: tempura and lettuce models, not a cooking class 元祖食品サンプル屋 — Kappabashi workshop |
| Ainu culture and music / Shiraoi, Hokkaido | Upopoy: experiences including the mukkuri mouth harp; language aids are not live interpreting Upopoy — はじめてのムックリ |
Operating dates, minimum ages, group sizes and spoken-language provision differ between programmes. An explanatory leaflet in a language does not guarantee staff assistance in that language or group space on a chosen date. School exchanges are a separate activity from general visitor workshops; JNTO's educational-travel guide links to the relevant regional coordinating organisations.JNTO — educational travel guide

Regional autumn events and major winter-to-spring dates
| Date | Event / place | Status / scope |
|---|---|---|
| 2026-10-02 – 10-25 | Halloween food-replica workshop / Tokyo | Limited workshop at Tokyo Solamachi; replicas, not edible food 元祖食品サンプル屋 — Tokyo Solamachi |
| 2026-10-24 | Bamboo and Moonlight / Beppu | Bamboo Crafts Center, 18:00–20:00; lanterns, demonstrations and music 別府市 — 竹と月夜の調べ |
| 2026-10-30 – 11-08 | Hirosaki Castle Chrysanthemum and Autumn Leaves Festival / Aomori | Chrysanthemums and foliage in Hirosaki Park; colours depend on weather 弘前公園 — 2026 弘前城菊と紅葉まつり |
| 2026-10-31 – 11-03 | Mashiko Autumn Pottery Fair / Tochigi | Ceramic ware and artists’ work in a pottery-producing town 益子陶器市実行委員会 — 2026 autumn pottery fair |
| 2026-11-07 – 11-08 | Usuki Takeyoi / Oita | Bamboo lanterns in historic streets 臼杵市観光協会 — イベント情報 |
| 2026-11-08 – 12-06 | Shirataki Autumn Leaves Festival / Ozu | Foliage and illumination at Shirataki Park, 17:00–20:00 大洲市 — 白滝もみじフェスティバル |
| 2026-11-19 – 11-23 | Autumn Arita Ceramics Festival / Saga | A format different from the spring pottery fair 有田観光協会 — 2026 autumn event announcement |
| 2027-02-04 – 02-11 | Sapporo Snow Festival / Hokkaido | Odori, Tsudome and Susukino; affiliated activity has separate dates さっぽろ雪まつり実行委員会 — 2027 dates |
| 2027-03-19 – 09-26 | GREEN×EXPO 2027 / Yokohama | International horticultural expo on flowers, greenery and coexistence with nature GREEN×EXPO 2027 — official overview |
These are announced event periods, not forecasts of peak foliage or snow, nor evidence of transport or hotel availability. Arita's organiser distinguishes its autumn event from the spring fair: no outside stalls or pedestrianised street arrangement is planned. At Shirataki in Ozu, the illumination period is separate from the waterfall festival on 15 November and Rurihime festival on 23 November.大洲市 — 白滝もみじフェスティバル 有田観光協会 — 2026 autumn event announcement
The Sapporo Snow Festival uses the Odori, Tsudome and Susukino venues. Sapporo Snow Sports Park, on 12–14 February 2027, is a separate affiliated event at a different venue, not an extension of the main festival. GREEN×EXPO 2027 takes place at the former Kamiseya Communications Station site in Yokohama and concerns flowers, greenery, horticulture and living with nature.さっぽろ雪まつり実行委員会 — 2027 dates GREEN×EXPO 2027 — official overview

Calendar: forthcoming dates as announced
| Date | Event / place | Status / scope |
|---|---|---|
| 2026-10-02 – 10-25 | Halloween food-replica workshop / Tokyo | Limited workshop at Tokyo Solamachi; replicas, not edible food 元祖食品サンプル屋 — Tokyo Solamachi |
| 2026-10-23 | Fukushima inbound support, second period | Scheduled application opening; applicant-location conditions apply 福島県観光物産交流協会 — 福島インバウンド割 |
| 2026-10-24 | Bamboo and Moonlight / Beppu | Bamboo Crafts Center, 18:00–20:00; lanterns, demonstrations and music 別府市 — 竹と月夜の調べ |
| 2026-10-30 | JNTO Thai-market information-site recruitment deadline; individual terms separate | JNTO — Thailand market information |
| 2026-10-30 – 11-08 | Hirosaki Castle Chrysanthemum and Autumn Leaves Festival / Aomori | Chrysanthemums and foliage in Hirosaki Park; colours depend on weather 弘前公園 — 2026 弘前城菊と紅葉まつり |
| 2026-10-31 – 11-03 | Mashiko Autumn Pottery Fair / Tochigi | Ceramic ware and artists’ work in a pottery-producing town 益子陶器市実行委員会 — 2026 autumn pottery fair |
| 2026-11-01 | Tax-free shopping refund method | Applies to eligible transactions from 1 November, not a domestic-traveller discount 国税庁 — tax-free shopping / refund method |
| 2026-11-07 – 11-08 | Usuki Takeyoi / Oita | Bamboo lanterns in historic streets 臼杵市観光協会 — イベント情報 |
| 2026-11-08 – 12-06 | Shirataki Autumn Leaves Festival / Ozu | Foliage and illumination at Shirataki Park, 17:00–20:00 大洲市 — 白滝もみじフェスティバル |
| 2026-11-19 – 11-23 | Autumn Arita Ceramics Festival / Saga | A format different from the spring pottery fair 有田観光協会 — 2026 autumn event announcement |
| 2026-11-30 | Oki inbound-tour inspection support | Final eligible inspection date; advance application rules apply 隠岐 — インバウンド向け下見支援 |
| 2027-02-04 – 02-11 | Sapporo Snow Festival / Hokkaido | Odori, Tsudome and Susukino; affiliated activity has separate dates さっぽろ雪まつり実行委員会 — 2027 dates |
| 2027-03-19 – 09-26 | GREEN×EXPO 2027 / Yokohama | International horticultural expo on flowers, greenery and coexistence with nature GREEN×EXPO 2027 — official overview |
Visitor trends: annual results and published monthly figures
| Measure | Published figure |
|---|---|
| 2025 visitor arrivals in Japan, final | 1,233,103 arrivals JNTO — 2025 final visitor arrivals |
| Change from 2024 | +7.3% JNTO — 2025 final visitor arrivals |
| 2025 in-Japan travel spending per visitor, JPY | 205,246 JPY Japan Tourism Agency — 2025 International Visitor Survey |
| Year-on-year spending change | +4.0% Japan Tourism Agency — 2025 International Visitor Survey |
| Average nights, all purposes | 8.6 nights Japan Tourism Agency — 2025 International Visitor Survey |
| Main purpose: tourism/leisure | 84.6% Japan Tourism Agency — 2025 International Visitor Survey |
| First visit to Japan | 28.8% Japan Tourism Agency — 2025 International Visitor Survey |
Annual arrival counts are final JNTO figures. Spending, nights, purpose and first-visit shares come from the Japan Tourism Agency’s 2025 general-visitor survey, excluding cruise visitors; spending excludes international passenger fares. Annual and monthly figures, and all-purpose and leisure-only samples, are not interchangeable. JNTO — 2025 final visitor arrivals Japan Tourism Agency — 2025 International Visitor Survey
Travel arrangements: tourism/leisure visitors only
| Measure | Published figure |
|---|---|
| Group tour | 21.2% Japan Tourism Agency — 2025 International Visitor Survey |
| Individual package | 4.9% Japan Tourism Agency — 2025 International Visitor Survey |
| Independently arranged | 73.8% Japan Tourism Agency — 2025 International Visitor Survey |
Repeat visits coexist with different travel arrangements
The first-visit share implies 71.2% repeat visitors. Within leisure travel, 73.8% used independent arrangements, 21.2% group tours and 4.9% individual packages. Leisure stays were concentrated in 4–6 days at 57.1%, alongside 40.7% in the 7–90-day band. The all-purpose average of 8.6 nights is not a standard itinerary length.Japan Tourism Agency — 2025 International Visitor Survey
In-Japan spending was JPY 205,246 per general visitor, up 4.0% year on year. It excludes international passenger fares and is not the increase in airfares or retail package prices. Repeat-visitor prevalence does not prove a universal preference for particular regions, snow or food.Japan Tourism Agency — 2025 International Visitor Survey
Information connections with Thailand
On 2 October 2026, JNTO announced registration and updating opportunities for a website serving Thai travel companies, with a 30 October, 18:00 deadline as shown in the announcement. This is an information-listing connection rather than physical attendance at an exhibition.JNTO — Thailand market information The time zone of the announced deadline has not been verified. Confirm it with the organiser before applying.
The verified scope in this issue is the announcement and deadline. Detailed applicant qualifications, listing charges and individual admission have not been established, so the service is not described as free or open to everyone. JNTO's Thailand market page also serves as an entry point to market material and local activities.JNTO — Thailand market information
Support programmes in Japan: applicants, conditions and dates
These published schemes concern inbound tour products or the work involved in developing them. They are not automatic discounts for individual visitors. An advertised application period does not establish that money remains available, that an application will be accepted, or that a grant has been awarded.
Fukushima: the applicant company's location determines the category
The scheme covers qualifying pre-arranged or tailor-made tours planned and sold by a foreign-incorporated travel business. The categories below refer to the applicant business's location, not simply to a traveller's nationality or the language of this article. Japanese-incorporated travel companies and businesses providing only land arrangements are excluded.福島県観光物産交流協会 — 福島インバウンド割 福島インバウンド割 — 実施要領
| Applicant business location | Minimum travellers | Nights in Fukushima | Tourism facilities in the prefecture | Fixed contribution |
|---|---|---|---|---|
| Taiwan, Europe, United States, Australia | 4 | At least 2 | At least 5 | JPY 5,000 per eligible traveller |
| South Korea, Hong Kong, China | 4 | At least 1 | At least 3 | JPY 5,000 per eligible traveller |
| Other countries | 4 | At least 1 | At least 3 | JPY 2,500 per eligible traveller |
This is a contribution towards tour-development expenses, capped at JPY 1 million per tour and, in principle, JPY 10 million per company cumulatively. Guides, tour staff and Japanese-national participants do not count towards the subsidised headcount. The rules include dining venues, activity providers, roadside stations and souvenir shops within the definition of tourism facilities. Counting a hotel as both accommodation and a tourism visit requires a clearly separate qualifying service.福島インバウンド割 — 実施要領
Phase two covers departures from 1 November 2026 and trips returning by 28 February 2027. Applications are scheduled for 23 October 2026–19 February 2027. A confirmed tour is normally submitted 35–7 days before departure, excluding departure day; starting before grant approval is among the exclusions. The programme may close when its budget is exhausted. Payment follows the completion check and confirmation of the award, rather than an advance.福島県観光物産交流協会 — 福島インバウンド割 福島インバウンド割 — 実施要領
The published completion-report deadlines disagree: the grant guidelines specify the earlier of 14 days after completion and 10 March, while the implementation rules specify the earlier of 14 days and 28 February. This discrepancy remains unresolved; neither date is presented here as the definitive deadline.福島インバウンド割 — 実施要領 福島インバウンド割 — 交付要綱
Iwaki: a contribution calculated per person-night
The Iwaki scheme concerns travel businesses planning, selling and operating inbound products recruited overseas that include accommodation in the city. Its basic conditions are four or more travellers, at least one city overnight and one tourism facility; an additional overnight requires an additional visit. The fixed contribution is JPY 2,000 per eligible person-night, capped at JPY 100,000 per tour and JPY 200,000 per company in the financial year. Providing Japanese ground arrangements alone does not establish eligibility.いわき — 訪日旅行商品造成支援金 いわき — 支援金交付要綱
Eligible trips depart from 11 May 2026 and return by 28 February 2027. The application window is 1 May 2026–18 February 2027. Applications follow confirmation of operation and are due by the tenth day counted backwards from the day before departure, using the scheme's counting rule. The programme is budget-limited. Reports submitted from October normally lead to payment in March 2027. The city allows combination with the Fukushima programme, but the applicant, trip and procedural requirements of each scheme remain separate.いわき — 訪日旅行商品造成支援金 いわき — 支援金交付要綱
Okayama: group overnight stays, including applications by overseas agencies and Japanese land operators
A qualifying inbound group has at least ten travellers, excluding tour leaders, guides and drivers, all staying at least one night in Okayama. School and other educational trips are excluded. The contribution is JPY 2,000 per traveller for one night, or JPY 4,000 per traveller for two or more nights. The latter is a total, not an amount added each night. Caps are JPY 40,000 or 80,000 per tour, and JPY 1.2 million cumulatively per business.岡山県 — 訪日団体ツアー造成助成金 岡山県 — 令和8年度交付要綱
Eligible stays run from 1 April 2026 to 28 February 2027. The normal application deadline is 30 days after the tour ends; February stays have a 10 March 2027 deadline. Funding ends when the budget is reached. The rules do not preclude combination with municipal support within the prefecture, without waiving the other programme's requirements.岡山県 — 訪日団体ツアー造成助成金 岡山県 — 令和8年度交付要綱
Oki Islands: assistance for inbound product-development inspections
Registered Japanese or overseas travel businesses outside Oki may qualify, subject to conditions including experience developing and operating Japan products. The inspection must lead to a publicly marketed package including an Oki overnight, developed and sold within one year, with advance plan-sharing and a meeting with the local team.隠岐 — インバウンド向け下見支援 隠岐 — 下見支援助成金交付要綱
Support covers up to two-thirds of eligible expenditure, capped at JPY 100,000 per application. Eligible categories include travel from the final departure point within Japan to Oki, transport on the islands, accommodation, admissions, guides and activities. It does not cover the entire international journey to Japan. The eligible accommodation-cost ceiling is JPY 20,000 per person per night; drinks and certain other expenses are excluded. Inspections are covered from 1 April to 30 November 2026, normally with an application at least ten days beforehand. Conditions also concern use of the scheme in the current and preceding financial years. Remaining funds have not been confirmed.隠岐 — インバウンド向け下見支援 隠岐 — 下見支援助成金交付要綱
Regulatory update: Japan's tax-free shopping refund system
For tax-free sales from 1 November 2026, shoppers pay a tax-inclusive price and receive a refund following customs confirmation on departure. The published conditions include confirmation within 90 days of purchase and presentation of the goods when requested. If the goods will travel in checked baggage, customs confirmation comes before the baggage is handed to the airline.国税庁 — tax-free shopping / refund method 国税庁 — traveller leaflet (Japanese)
Customs confirmation and payment of the refund are separate stages. Legislation does not prescribe one universal refund method, so the scheme does not promise immediate cash payment at the airport. The applicable system depends on the sale transaction date, rather than simply on the date a visitor arrived in Japan. The National Tax Agency provides explanatory material in Japanese, English, Traditional Chinese and other languages.国税庁 — tax-free shopping / refund method
Official information and reference material
Links accompanying each section lead to the statistics, programme rules, organisers and operators behind the information. JNTO also maintains a directory of photo and video libraries. Commercial use, editing and redistribution depend on the conditions imposed by each rights holder.
Closing note: a record for the next season
Market statistics, international connections, financial support and seasonal events change on different schedules. This issue records the information and reference periods established for it. Current calendar entries can be replaced when events end or details change, while the dated monthly article and its correction history remain available as a record.
View bus availability for journeys starting or ending in Osaka
Availability displayed does not confirm a booking, secure a vehicle, or establish feasibility for a particular itinerary.
Sources and official information
Information checked: 20 October 2026 (Japan time)
A01 · JNTO — 2025 final visitor arrivals
A02 · Japan Tourism Agency — 2025 International Visitor Survey
C01 · 宇治市観光協会 — tea and other experiences
C02 · 石川県観光物産館 — 和菓子体験
C03 · 藍住町 — 藍の館
C04 · 別府市竹細工伝統産業会館 — 体験
C05 · 元祖食品サンプル屋 — Kappabashi workshop
C06 · Upopoy — はじめてのムックリ
C07 · JNTO — educational travel guide
E01 · 別府市 — 竹と月夜の調べ
E02 · 弘前公園 — 2026 弘前城菊と紅葉まつり
E03 · 益子陶器市実行委員会 — 2026 autumn pottery fair
E04 · 臼杵市観光協会 — イベント情報
E05 · 大洲市 — 白滝もみじフェスティバル
E06 · 有田観光協会 — 2026 autumn event announcement
E07 · さっぽろ雪まつり実行委員会 — 2027 dates
E08 · GREEN×EXPO 2027 — official overview
E09 · 元祖食品サンプル屋 — Tokyo Solamachi
F01 · 福島県観光物産交流協会 — 福島インバウンド割
F02 · 福島インバウンド割 — 実施要領
F03 · 福島インバウンド割 — 交付要綱
H01 · JNTO — Thailand market information
I01 · いわき — 訪日旅行商品造成支援金
I02 · いわき — 支援金交付要綱
J01 · 弘前市 — りんご収穫体験
J02 · 福井県観光連盟 — 越前がに
J03 · 広島県 — 牡蠣企画の発表、2026-10-07
K01 · 隠岐 — インバウンド向け下見支援
K02 · 隠岐 — 下見支援助成金交付要綱
O01 · 岡山県 — 訪日団体ツアー造成助成金
O02 · 岡山県 — 令和8年度交付要綱
T01 · 国税庁 — tax-free shopping / refund method
T02 · 国税庁 — traveller leaflet (Japanese)
S26 · JNTO — 2026-09 / Estimate · 2026-10-21
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