Agoda data shows Tokyo, Osaka and regional cities driving Japan’s winter travel demand, with February festivals boosting searches nationwide
Digital travel platform Agoda has identified the top domestic travel destinations in Japan gaining booking momentum for winter 2025, highlighting how seasonal events and regional appeal are shaping travel demand.
Based on search data from Japanese travellers for the period December 2025 to February 2026, the findings show Tokyo and Osaka maintaining their dominance, while regional destinations such as Fukuoka, Sapporo and Okinawa Main Island continue to attract strong interest. The data points to February-specific seasonal events as a key driver behind rising search activity, reinforcing the role of winter experiences in domestic travel planning.
The analysis was released by Agoda, operated by Agoda Company Pte. Ltd., headquartered in Singapore and led by CEO Omri Morgenshtern.
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Tokyo and Osaka Remain Japan’s Winter Travel Anchors
Japan’s two largest cities once again secured the top two positions in Agoda’s winter search rankings, unchanged from the previous year.
Tokyo continues to attract travellers with its year-round accessibility, shopping districts and winter illuminations, while Osaka remains a consistent favourite for its food scene, cultural attractions and convenient transport links.
Travelers can find more information about Tokyo and Osaka and explore accommodation details on Trip.com
Their sustained popularity highlights how major metropolitan areas continue to serve as reliable anchors for domestic travel, even as interest in regional destinations grows.
Regional Cities Strengthen Their Winter Appeal
Beyond Tokyo and Osaka, regional destinations once again featured prominently, reflecting travellers’ appetite for seasonal experiences and event-driven travel.
Domestic Winter Travel Destination Ranking (Dec–Feb)
Top Five Destinations Based on Agoda Search Data
- 1. Tokyo (unchanged from 2024)
- 2. Osaka (unchanged from 2024)
- 3. Fukuoka (unchanged from 2024)
- 4. Sapporo (up from Kyoto in 2024)
- 5. Okinawa Main Island (unchanged from 2024)
Travelers can find more information about Fukuoka, Sapporo and Okinawa Main Island and explore accommodation details on Trip.com
The continued presence of Fukuoka and Okinawa Main Island, alongside Sapporo’s rise in the rankings, underlines the growing importance of event-led and climate-driven travel decisions during Japan’s winter season.
February Events Drive Search Momentum
A standout insight from Agoda’s data is the outsized influence of February seasonal events, particularly in regional destinations. These limited-time experiences are proving effective at converting interest into travel intent.
Fukuoka: Miyajidake Shrine “Path of Light”
Held in February, the “Path of Light” is a rare sunset phenomenon where the sun aligns perfectly with the shrine’s approach. Visible only twice a year, the event has gained widespread attention on social media, contributing to a noticeable spike in travel searches for Fukuoka during the winter period.
Sapporo: Sapporo Snow Festival
Taking place in early February, the Sapporo Snow Festival remains Japan’s largest winter event. Its large-scale ice and snow sculptures, illuminated displays and food stalls continue to attract both domestic and international visitors, reinforcing Sapporo’s status as a premier winter destination.
Okinawa Main Island: Early Cherry Blossom Season
Okinawa stands out as the first region in Japan where cherry blossoms bloom each year, typically in early February. Combined with its mild winter climate, the island continues to draw travellers seeking a warmer seasonal escape, helping sustain steady winter demand.
Seasonal Experiences Shape Winter Travel Behaviour
Agoda’s search data suggests that winter travel demand is increasingly experience-driven, with travellers planning trips around specific events rather than destinations alone.
This shift benefits regional cities that can offer:
- Limited-time cultural or natural phenomena
- Climate-specific advantages during winter
- Strong visual and social media appeal
As a result, February has emerged as a critical month for domestic travel momentum, particularly outside Japan’s largest urban centres.
Agoda on Evolving Winter Travel Trends
Commenting on the findings, Tadashi Ikai, Senior Country Director, Agoda International Japan, noted that regional destinations continue to gain traction alongside major cities.
He highlighted that winter-specific experiences — including Fukuoka’s “Path of Light,” Sapporo’s Snow Festival and Okinawa’s early cherry blossoms — are playing a significant role in shaping traveller interest and search behaviour.
Ikai added that Agoda remains focused on helping travellers access a wide range of domestic options, while providing a seamless booking experience that supports diverse travel preferences throughout the winter season.
What This Means for Japan’s Domestic Travel Landscape
The data reinforces several broader trends:
- Major cities remain essential, but no longer dominate alone
- Regional destinations with strong seasonal identities are closing the gap
- Event-driven travel is becoming a key decision factor, especially in winter
For destinations and travel operators, the findings underscore the importance of aligning promotions and capacity planning with seasonal peaks tied to specific events, particularly in February.
At a Glance
- Source: Agoda search data from Japanese travellers
- Travel period analysed: December 2025 – February 2026
- Top destinations: Tokyo, Osaka, Fukuoka, Sapporo, Okinawa Main Island
- Key driver: February seasonal events
- Major winter events:
- Miyajidake Shrine “Path of Light” (Fukuoka)
- Sapporo Snow Festival
- Okinawa Cherry Blossom Festival
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