October has arrived, and the autumn peak season is officially in full force across Japan. With thousands of travellers currently exploring the country from Hokkaido down to Okinawa, Japan’s global popularity continues to soar to unprecedented heights. Once again, Japan has secured the #1 spot in Condé Nast Traveler’s US Readers’ Choice Awards for the fourth consecutive year, and #2 in the UK edition.
However, Japan’s tourism landscape is evolving alongside this continued growth. Changes to the tax-free shopping system are approaching, while discussions around dual pricing for residents and international visitors, alongside tighter rules for short-term accommodations, reflect the growing need to balance tourism development with the daily lives of local communities.
Sustainability also remains an important focus for EXO Travel Japan. Our product development team recently participated in a hands-on sustainability immersion programme in the Japanese countryside at the foothills of Mt. Fuji. The initiative focused on community-led conservation, zero-impact travel practices and fostering regional heritage. Look out for our Travel for Good (TFG) tags on our products to offer your clients curated activities that directly benefit local ecosystems and communities.
As we move through the autumn peak season, we continue to encourage our partners to look beyond the Golden Route and introduce clients to the many regional destinations that make Japan such a rewarding place to explore.
Destination news
- Okinawa and the Michinoku Coastal Trail featured in Lonely Planet’s Best in Travel
Lonely Planet’s ‘Best in Travel 2026’ selection highlights destinations and experiences worth adding to travel plans for the year ahead, including Okinawa and the Michinoku Coastal Trail. Okinawa offers a different side of Japan, with its subtropical landscapes, island culture, Ryukyu heritage and distinctive cuisine. Meanwhile, the Michinoku Coastal Trail stretches along the Pacific coast of northeastern Japan, through landscapes shaped by dramatic cliffs, fishing communities and the recovery of the Tohoku region following the 2011 earthquake and tsunami. Both selections provide excellent opportunities to encourage travellers to explore beyond Japan’s traditional Golden Route.
- Japan’s tax-free shopping system changes from 1 November
From 1 November 2026, Japan will move to a refund-based tax-free shopping system. Instead of purchasing eligible goods at tax-excluded prices directly in stores, international visitors will pay the full price, including consumption tax, and receive their refund after completing the necessary customs procedures when leaving Japan. Travellers should retain their purchases and receipts and allow sufficient time at the airport to complete the necessary process. The change is intended to strengthen controls against misuse of the tax-free system while maintaining tax-free shopping opportunities for eligible visitors.
- Japan’s Michelin Key hotel selection expands
The 2026 Michelin Key selection recognises hotels that stand out for their design, service, individuality and the quality of the overall stay. Japan’s latest selection includes seven Three-Key hotels, 23 Two-Key hotels, and 115 One-Key hotels. The seven Three-Key properties retained their previous distinction: Bulgari Hotel Tokyo, Four Seasons Hotel Tokyo at Otemachi, Palace Hotel Tokyo, Gora Kadan, Asaba, Amanemu and Hotel The Mitsui Kyoto.
New additions to the Two-Key category include Gora Kadan Fuji and Capella Kyoto, while the One-Key selection welcomes a further 17 properties, including Hotel Biaclyn Hakodate, making it the first and only hotel in Hakodate to hold a Key distinction. The recognition is particularly notable for Hakodate, a city known for its historic port atmosphere, fresh seafood and views from Mount Hakodate.
- GREEN×EXPO 2027 to open in Yokohama
Yokohama will host GREEN×EXPO 2027, the International Horticultural Expo, from 19 March to 26 September 2027. The event will explore the relationship between people, nature and sustainable living through gardens, horticulture and international participation. Organisers expect more than 10 million paid visitors, making it a significant event for the wider Tokyo area. Partners planning spring and summer 2027 itineraries may wish to consider the event when advising clients interested in gardens, landscape design and sustainability.
- 21st Century Museum of Contemporary Art, Kanazawa temporary closure
Please note that Kanazawa’s renowned 21st Century Museum is scheduled for a full facility closure from 6 May 2027 to March 2028 for extensive renovation works.
Note: Leandro Erlich’s famous exhibit ‘The Swimming Pool’ is already closed to visitors ahead of the main closure, as previously announced.
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