'Safe and clean': Aussie fascination with Japan skyrockets

Japan is clean, safe, quirky, and the food is to die for, and by all accounts, Australia's fascination with the country will not dwindle in 2025.

Tourism numbers are skyrocketing in the land of the rising sun, with more Aussies heading there now than pre-pandemic.

But with over-tourism leading to measures including a fee to climb Mount Fuji, Japan National Tourism Organization (JNTO) is urging holidaymakers to explore the country's lesser-known cities instead of the usual tourist traps.

JNTO data shows 112,500 Australians visited Japan in December 2024, up 25.7 per cent on the previous year.

Japan was the third-leading destination for Aussies in November 2024, after Indonesia and New Zealand, ABS data shows.

Flight Centre data showed over 20 per cent more customers have booked trips to Japan in the first three months of the year compared to the previous year.

During 2024, travel to Japan on Flight Centre's books rose 17 per cent, helped along by the high value Australian dollar against the Yen dollar for much of the year.

The top five most-booked destinations in Japan in 2024 were Tokyo, Osaka, Kyoto, Sapporo and Hirosaki, Flight Centre said.

Flight Centre managing director Andrew Stark said travellers love Japan because it is "safe and clean with a rich culture, natural beauty and a great food scene."

"From bullet trains to cherry blossoms, and sake to hot springs, there's so much to experience and the contrast of the ultra-modern with tradition really is something else," Mr Stark said.

"While big cities like Tokyo, Osaka and Kyoto remain the most booked destinations, for conscious travellers or those wanting to avoid the crowds, it's worth considering other places such as Hokkaido and Nikko."

One of the most popular times to visit Japan is the cherry blossom season, and Japan is also a popular skiing destination for Australians.

With the rise of pop culture, Japanese animation is a key draw card for Australians.

Sake tourism is also growing, and the industry was recently recognised by UNESCO.

JNTO data shows the number of room nights booked by Aussies in the well-known cities of Tokyo, Osaka and Kyoto for the first half of 2024 increased by up to 89 per cent.

However, many are getting off the beaten track and visiting the country's lesser-known areas. The regional area of Shizuoka in central Honshu had a 257 per cent increase in room nights booked by Aussies in 2024.

JNTO Sydney Office executive director, Naoki Kitazawa, encouraged "all Australians visiting Japan to explore beyond the most well-trodden pathways to experience the full breadth of activities and sights the country has to offer".

"From regional food to outdoor adventure in some of the most remote and scenic landscapes, there are many reasons to consider spending longer outside Japan's cities when visiting the country," he said.