Cherry Blossom Tourism Shifts Beyond Japan’s Golden Route

Event summary

  • Trip.com Group reports 1 in 3 cherry blossom seekers now visiting destinations beyond Japan’s Golden Route of Tokyo, Kyoto, and Osaka.
  • Kamakura and Enoshima saw a 66% and 55% increase in train and hotel bookings respectively, driven by Netflix’s K-drama 'Can This Love Be Translated?'
  • Secondary Japanese cities like Sendai (+89.7% YoY), Sapporo (+56.2% YoY), and Fukuoka (+54.9% YoY) are outpacing Tokyo’s 31.5% YoY growth.
  • South Korea and China rank among the top five global destinations for cherry blossom-related searches, with Gyeongju and Jeju Island seeing flight booking growth of 207% and 143% YoY respectively.
  • 62.9% of sakura trips are booked by female travelers aged 25–49, with notable growth in bookings for travelers over 60 (+29.5% YoY) and trips with young children (+150% YoY).

The big picture

Trip.com Group’s data highlights a strategic shift in cherry blossom tourism, driven by media influence and a desire for less crowded, culturally immersive experiences. This trend reflects broader industry dynamics where travelers are increasingly seeking authentic, off-the-beaten-path destinations. The rise of secondary cities and regional hubs in South Korea and China indicates a diversification of travel patterns, potentially reshaping seasonal tourism strategies across Asia.

What we're watching

Media Influence
How Netflix and other streaming platforms will continue shaping travel trends through screen tourism.
Regional Growth
Whether secondary cities in Japan, South Korea, and China can sustain their rapid growth in cherry blossom tourism.
Demographic Shifts
The pace at which older travelers and families will drive demand for alternative cherry blossom destinations.