Matsuyama is Japan’s top emerging destination – Agoda
Tokyo, 2 January 2025 – Matsuyama has emerged as the fastest growing destination for attracting international travelers visiting Japan, according to digital travel platform Agoda. The travel platform’s New Horizons list further reveals Saitama to be the top trending destination for Japanese domestic travelers. Goa, India is the international destination that saw the biggest popularity leap for Japanese travelers.
Agoda’s New Horizons list, which is released annually, compares the accommodation booking rankings of the two previous years to identify the highest climbing destinations in both domestic and international travel.
Matsuyama, Ehime prefecture, being the top emerging destination among international visitors will be good news to the region, which was hit by heavy rain in November. Located on Japan’s Shikoku Island, Matsuyama is known for its historical and cultural attractions, including the iconic Matsuyama Castle and Dogo Onsen, one of Japan’s oldest hot springs. The city’s increasing popularity among inbound tourists can be attributed to its rich cultural heritage, scenic landscapes, and Japan’s ongoing efforts to promote tourism in the country’s secondary regions.
Topping the list for domestic travelers, Saitama prefecture, situated just north of Tokyo, offers a diverse range of attractions that appeal to domestic tourists seeking a quick escape from the bustling capital. The area boasts a mix of urban and natural experiences, from the modern railway museum in Omiya to the serene landscapes of Chichibu’s mountains and parks. Saitama’s increasing popularity among domestic travelers can be linked to the region’s efforts to promote local festivals, culinary specialties, and cultural sites.
And for Japanese travelers heading overseas, Goa, India is becoming a popular destination, boosted by increased flight connectivity between Japan and India. From its beaches and nightlife to its rich cultural heritage and Portuguese-influenced architecture, Goa appeals to those seeking both leisure and cultural exploration at great value for money.
Hiroto Ooka, Associate Vice President North Asia at Agoda said, “The increased popularity of Matsuyama delights me. It’s proof that the efforts of Agoda and many others in Japan’s tourism industry to promote secondary destinations are paying off. At the same time, it’s great to see Japanese travelers’ increasing interest in India, truly a new horizon that’s becoming more accessible than ever thanks to better flight connectivity. Wherever Japanese travelers want to explore, Agoda is here to help with great rates on accommodation, flights, and activities.”
Looking at the top emerging international destinations for Asian travelers combined, it is Shanghai that tops the New Horizons list. The Chinese metropolis is followed by Jeju (South Korea), Paris (France), Nha Trang (Vietnam), and Fukuoka (Japan).
Travelers preparing for their travel plans for 2025 are encouraged to check out Agoda’s great value deals on over 4.5 million holiday properties, more than 130,000 flight routes, and over 300,000 activities and experiences that are available on the platform. The latest deals are available in the Agoda app or on agoda.com/deals.