Move over Tokyo: the hidden Japanese cities trending with Australian tourists

If you haven't either been to Japan or are planning to go to Japan, then you're behind the eight ball. Instagram is awash with Japan travel snaps, and you probably have at least one friend who has posted a photo of ramen, sushi, or themselves wearing a kimono.

Japan is a perennial favourite with Australians, and our love for the Asian nation doesn't seem about to wane. We made 56,440 trips there in July, according to the Australian Bureau of Statistics, and Japan is consistently in the top-10 most popular countries for Aussies to go on holiday.

But with years of post-pandemic revenge travel now behind us, and numbers far outstripping pre-pandemic 2019 levels, what else does Japan have to offer us?

According to the experts, plenty and many Aussies are going back for seconds, visiting places off the beaten track, and taking their time when they get there.

Japan National Tourism Organisation (JNTO) data shows 658,600 Australians have visited Japan so far this year, a 19.4 per cent increase over last year.

Wendy Wu Tours bookings for Japan are up 24 per cent year-on-year, and head of product, Sonia Orrego, said the country remains a favourite because it "strikes the perfect balance between adventure and ease".

"Its proximity to Australia means travellers can be immersed in a completely different culture in under 10 hours, making it ideal for both short breaks and longer escapes," Ms Orrego told Explore.

READ MORE: 'Safe and clean': Aussie fascination with Japan skyrockets

"The country delivers a seamless travel experience, efficient transport, welcoming locals, and world-class service and cuisine, making it stress-free even for first-time visitors."

Japan is no longer just a once-in-a-lifetime stop. More Australians are going back and taking the time to "really experience the country", rather than just following a checklist of sights.

"Trips now focus on connecting with local life, whether that's tasting seasonal dishes, joining a community festival, or staying in a traditional inn that has been around for centuries," Ms Orrego said.

TravelInsurance.com.au CEO, Shaun McGowan, said Japan is a value-laden destination when compared to Europe - and cost is important to Aussies.

"They don't want to take extended time off work to visit Europe or the US, only to battle jet lag for weeks and blow their budget in destinations where their dollars don't stretch as far," Mr McGowan said.

He tipped Tokyo as a solid replacement for London, with both cities offering "a mix of old and new".

"Tokyo's ancient temples like Senso-ji stand alongside futuristic skyscrapers, just like London's historic landmarks like Westminster Abbey and St. Paul's Cathedral," he said.

"Tokyo's bullet trains and metro system rival the London Underground, making both cities incredibly easy to explore."

Expedia data shows interest in Fukuoka is up 95 per cent and Sapporo is up 35 per cent, with both cities among the top-10 trending destinations for the remainder of 2025.

According to Expedia, Fukuoka is known for its tonkotsu ramen and hot springs, while Sapporo comes alive with the ski season in December.

JNTO said emerging destinations like Niigata, Narita and Ise Shima offer travellers "a chance to slow down, explore and connect with authentic Japanese culture - all easily accessible from major airport hubs."

Klook data shows interest in overnight stays in Nagoya, known as the gateway to the Japanese Alps, is up 166 per cent, while Sapporo has increased by 173 per cent during the period from April 20 to July 20.

Is Japan as good as they say - or is it all that and more? Tell us what you think at editor@exploretravel.com.au