Aomori, Feb 27 (News On Japan) –
The Japan Tourism Agency introduced in its lodging journey statistics survey that each the variety of visitors and whole in a single day stays at lodging services throughout Japan elevated in 2025, with some prefectures posting hanging good points pushed by sudden promotional efforts.
Among them, Aomori Prefecture recorded the most important enhance in in a single day stays by Japanese vacationers.
According to preliminary 2025 information launched by the Japan Tourism Agency, the variety of in a single day stays by Japanese visitors rose 12.3 % 12 months on 12 months in Aomori, adopted by Mie at 10.2 % and Nara at 9.4 %.
Regarding the components behind the surge, aviation and journey analyst Kotaro Toriumi pointed to the affect of East Japan Railway. In 2025, JR East launched a limited-time weekday limitless trip cross priced at 10,000 yen per day and in addition stepped up the frequency of early reserving low cost campaigns.
Toriumi advised that many vacationers from the Kanto area could have chosen to journey so far as Aomori—the northernmost vacation spot inside JR East’s service space—to maximise the sense of worth provided by such low cost passes.
In the city of Owani in Aomori, one other initiative has additionally drawn consideration: the “Snack Mama Card.” Created to revitalize the native sizzling spring district, the buying and selling playing cards characteristic the proprietresses of native snack bars.
The first version proved extremely well-liked, and a second collection launched on January thirtieth. Some of the so-called “rare cards” even characteristic images of the mamas from their youthful days.
Visitors can acquire a card by going to the snack bar they’re interested by and asking, “Mama, can I have a card?”—although clients are reminded to not overlook to order meals or drinks as properly.
According to a city official, some guests from exterior the prefecture have stayed for 2 nights and already collected playing cards from all 14 collaborating institutions.
Each card consists of sections similar to “What the Shop Is Proud Of” and “Recent Worries.” For instance, the mama of Snack Kurohime lists, beneath store satisfaction, “All appetizers are handmade,” and beneath current worries, “I’ve gotten shorter.”
On the again of the cardboard is a pentagon-shaped “Mama Analysis” chart. While Kurohime’s mama scores extremely in “Talk” and “Stamina,” she seems barely much less assured in “Vision.” Her parameters for “Alcohol” and “Appetite” are maxed out, sparking curiosity amongst would-be guests.
An official from Owani’s planning and tourism division stated the challenge highlights snack bars which have existed within the city for almost 150 years as a part of efforts to advertise the “good old Tsugaru” ambiance. “If people go to snack bars, that leads to overnight stays,” the official famous.
The phenomenon is just not restricted to snack bar mamas. Across Japan, numerous areas have launched their very own “local trading cards.”
In Kyoto, for instance, there are sento bathhouse buying and selling playing cards, whereas Aomori gives fisherman playing cards. Ibaraki has “Okami” innkeeper playing cards, and Aichi options Toyohashi hand-held fireworks playing cards, every reflecting native tradition in inventive methods.
The mama of Snack Flora in Owani, often called Fumichan, stated vacationer numbers have risen since introducing the playing cards. “After the second edition began, some people saw it on social media and came by Shinkansen from the Kanto area,” she stated, including with a smile, “I tell them, ‘Please visit at least five snack bars.’”
There can be a system during which guests who gather 5 playing cards can obtain an area specialty present on a first-come, first-served foundation, encouraging vacationers to purpose for at the very least 5 stops.
Meanwhile, amongst international guests, Tottori Prefecture recorded the best progress in in a single day stays.
Preliminary 2025 figures from the Japan Tourism Agency present that international visitor in a single day stays rose 68.0 % 12 months on 12 months in Tottori, adopted by Niigata at 55.3 % and Mie at 54.3 %.
The enhance in Tottori is attributed partly to expanded worldwide flights and the recognition of the anime GeGeGe no Kitaro, which has robust ties to the prefecture.
According to the prefectural worldwide tourism division, flights between Yonago Airport and Seoul elevated from 3 times per week to 5 instances per week beginning in March 2025, and have become each day providers in December. In addition, flights between Yonago Airport and Taipei started working twice weekly from May 2025. Approximately 40 % of international guests in 2025 got here from South Korea and Taiwan.
The affect of GeGeGe no Kitaro has additionally been vital. Following the movie’s abroad launch in 2024, the variety of individuals staying in Sakaiminato—residence to the Mizuki Shigeru Road devoted to the collection—rose to roughly 2.8 instances the earlier 12 months, in line with evaluation information from Navitime Japan evaluating June to August in 2024 and 2025.
The information underscores the rising energy of content material similar to anime and movie in shaping journey traits.
As one commentator famous, slightly than large-scale amusement services, extra vacationers look like in search of journeys that enable them to get pleasure from nostalgic Showa-era streetscapes and on a regular basis surroundings rooted in native life.
Source: TBS