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Japan records the lowest travel intent among surveyed markets, yet leads the world in luxury travel spending
TOKYO, Nov. 10, 2026 /PRNewswire/ — Japanese consumers may be travelling less, but those who do are increasingly choosing quality over quantity, according to the latest findings from the Allianz Global Travel Confidence Index 2026. The survey found that just 32% of Japanese consumers plan to travel in the coming holiday season, the lowest level among all markets surveyed. However, among those who are travelling, nearly one in two (48%) intend to spend more on luxury travel experiences, making Japan the strongest luxury travel market in the study.
The findings paint a picture of a traveller who is becoming increasingly selective, prioritising memorable and meaningful experiences while carefully managing travel budgets amid ongoing economic uncertainty.
"The findings show that Japanese travellers are becoming increasingly selective rather than simply travelling less. While overall travel intent remains subdued, those who do take holidays are looking for richer, more meaningful and often more premium experiences. At the same time, travellers are very aware of the potential impact of extreme weather, travel disruptions and other unexpected events. As travellers invest more in high-value experiences, protecting those trips becomes increasingly important. Travel insurance can help provide peace of mind and support when the unexpected happens, allowing travellers to focus on enjoying their journey with confidence." said Tomokazu Kaneko, Managing Director, Allianz Partners Japan.
Fewer Japanese are travelling, but holidays remain highly valued
Despite subdued travel intentions, the emotional value of travel remains strong. More than 84% of Japanese travellers say taking an annual holiday is important to them, demonstrating that travel remains a priority even as consumers face growing financial pressures.
However, affordability continues to shape travel behaviour. Among respondents who are not planning a trip, 50% say they simply do not want to spend the money, while a further 21% feel travel has become too expensive. Among those who do intend to travel:
- 76% are concerned about rising travel costs
- 65% are reducing non-essential spending to afford a holiday
- 46% plan to scale back their travel plans
- 58% are concerned about their personal financial situation
Rather than giving up travel altogether, many Japanese travellers appear to be making more deliberate choices about how and where they spend their travel budgets.
Premium experiences are winning over Japanese travellers
While travel volumes remain muted, travellers are showing a clear willingness to spend on experiences that offer greater personal value. Nearly 48% say they plan to spend more on luxury travel experiences, the highest proportion across all markets surveyed. Popular travel experiences include:
- Concerts, festivals and entertainment events (36%)
- Event-led travel and special occasions (35%)
- Spa and wellness breaks (30%)
- Sporting events (25%)
The findings suggest Japanese travellers are increasingly viewing travel as an investment in experiences and wellbeing, rather than simply a getaway. Technology is also shaping travel decisions, with 47% of respondents saying they have used or plan to use artificial intelligence tools to help plan their trips.
Travellers want premium experiences, but remain highly risk-conscious
The research also reveals a notable contradiction in traveller behaviour. While Japanese travellers are prepared to spend more on holidays, they remain highly concerned about the growing range of risks that can disrupt travel. The leading travel concerns include:
- Extreme weather events (59%)
- Public health risks (53%)
- Travel delays and cancellations (53%)
- Cyber risks while travelling (53%)
- Safety and security concerns (51%)
In addition, 61% say environmental and climate-related risks influence their destination choices. Despite these concerns, travel insurance adoption remains relatively low in Japan. Only 42% of travellers say they already have travel insurance or are likely to purchase cover for their next trip, while 40% say they do not intend to buy travel insurance.
Opportunity to better protect higher-value travel experiences
As Japanese travellers invest more in premium and experience-led travel, protecting those trips from unexpected disruption becomes increasingly important. Among travellers who purchase travel insurance, the key motivations include:
- Peace of mind and security (81%)
- Protection against unforeseen disruptions (80%)
- Cover for baggage issues (74%)
- Overseas medical expenses (73%)
- Trip cancellation costs (71%)
Key Media Headlines
- Japan has the lowest travel intent among all markets surveyed, with just 41% planning a trip.
- Yet Japan leads the world in luxury travel spending, with 48% planning to spend more on premium experiences.
- 84% say taking an annual holiday remains important.
- 76% are concerned about rising travel costs.
- 61% factor climate and environmental risks into destination decisions.
- 47% are using AI to help plan travel.
- Only 42% intend to purchase or hold travel insurance despite widespread concern about travel disruptions.
- 67% say more affordable pricing would encourage travel insurance purchase.
About the Study
These are the findings of an Ipsos survey conducted on behalf of Allianz Partners that was fielded between September 25 – October 9, 2026. A total of n=6,005 adults over 18 participated in the survey conducted by Ipsos on its Global Advisor online platform. The sample included Australia (n=1,001), Brazil (n=1,001), Canada (n=1,001), Japan (n=2,001) and New Zealand (n=1,001). Quotas and weighting were used to ensure the sample’s composition reflects that of the population according to census parameters. Overall, the survey has a credibility interval of +/- 1.5 per cent 19 times out of 20 with an interval of +/- 2.7% for Japan (n=2001).
About Allianz Partners
Allianz Partners is a world leader in B2B2C insurance and assistance, offering global solutions that span international health and life, travel insurance, mobility and assistance. Customer-driven, our innovative experts are redefining insurance services by delivering future-ready, high-tech, high-touch products and solutions that go beyond traditional insurance. Our products are embedded seamlessly into our partners’ businesses, sold through intermediary channels or directly to customers through the Allianz brand. Present in over 73 markets, our 22,200 employees speak 70 languages, handle over 89 million cases each year and are motivated to go the extra mile to offer peace of mind to our customers around the world.
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