Packed Crowds with “It’s So Cheap!”... Japan Travel by UK Millennials & Gen Z Surges 25% in a Year

Japan Travel Captivates Young Britons... Weak Yen Adds to the Appeal
Viral on SNS... UK Visitors Up 24.8% in One Year

Travel enthusiasm for Japan is soaring among the British Millennials & Gen Z. This trend is being driven both by the spread of Japan-related travel content through social networking services (SNS), and by the reduced cost burden in Japan brought about by the weak yen.

There is a growing enthusiasm for traveling to Japan among the British in their 30s as of 2030. In 2025, 483,157 British visitors traveled to Japan, marking an increase of 24.8% compared to the previous year. Compared to 2019, this number has increased by 40.8%. Pixels.

"After watching SNS, finally booked a trip to Japan"... Number of UK visitors up 40% in six years

On August 30 (local time), the BBC reported that a Japan travel craze is sweeping through the younger generation in the UK.

According to data from the Japan National Tourism Organization (JNTO), 483,157 British visitors traveled to Japan in 2025, marking an increase of 24.8% compared to the previous year. Compared to 2019, this represents a 40.8% rise. Provisional statistics for 2026 also show that the number of British tourists continues to climb.

The photo is not directly related to the specific content of the article. Photo by AFP-Yonhap News

Travelers in their 20s and 30s cite cityscapes, food, animation, and games as reasons for traveling to Japan. Across these factors, a common theme is social networking services (SNS).

Alex Baker, who has visited Japan three times, said, "When you scroll through TikTok or Instagram, you see endless videos -- from popular sandwiches and snacks at Seven-Eleven convenience stores, to various skincare product reviews, and even restaurant recommendations that are trending on SNS."

Searching for '#japantravel' on TikTok or Instagram, you can easily find all kinds of videos featuring Mount Fuji, steaming bowls of ramen, travel itineraries, traditional shrines, and views of the Shibuya Crossing in Tokyo.

Various Japan travel videos posted under the '#japantravel' hashtag. Screenshot from Instagram

From 'Life-Changing Ramen' to Matcha and Cosmetics... Weak Yen Fuels Japan Travel Boom

Traveling from the UK to Japan is not an easy feat. Even in the off-season, using a low-cost carrier (LCC) via a stopover in China, round-trip airfare starts at about 450 pounds (approximately 850,000 won). A direct flight still takes around 14 hours.

Despite the long flight time and considerable airfare, the ongoing depreciation of the yen in recent years has made traveling to Japan even more attractive. This is because visitors can enjoy meals and shopping at relatively affordable prices.

Faye Jawad, who visited Japan last year, said, "In Japan, you can get a bowl of 'life-changing ramen' for 3-4 pounds (about 5,500 to 7,400 won), but in the UK you have to pay as much as 20 pounds (about 37,000 won) for a mediocre bowl."

Sam Corbett, who traveled to Japan this May, said, "I bought so many snacks, matcha, clothes, and skincare products that I had to purchase an extra suitcase just to fill it up. Everything was really affordable."

Young British travelers mostly focus on the so-called 'Golden Route' that connects Tokyo, Kyoto, and Osaka. This is because transport between the cities is convenient, and it covers major tourist attractions in Japan. In addition, places like Nara, Hiroshima, and Mount Fuji are commonly chosen for day trips.

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Japanese Tourism Hotspots Overflow... Overtourism Issues Arise

However, locally, the influx of tourists is fueling a debate about overtourism.

Izumi Chiyuki, a travel guide with the Japan Guide Association, said, "In the past few years, tourist disorder has gotten worse. I've seen people cutting in line for buses, taking up space with large suitcases, carving names into the bamboo at the Kyoto Bamboo Forest, and even entering restricted areas to take photos."

Some local governments are now cracking down. The village of Fujikawaguchiko near Mount Fuji canceled this year's cherry blossom festival after unruly tourist behavior persisted. The BBC reported that the Shibuya ward in Tokyo also began issuing immediate fines from June this year for those caught littering.

This content was produced with the assistance of AI translation services.