Young people were very disappointed that they could not go to Japan during the Covid-19 pandemic. They make up for it, big time, in 2023.
Japan, one of the last countries to reopen its borders, became the fastest-growing destination for millennial and Gen Z travelers in 2023, according to data from American Express. The company said bookings were up more than 1,300 percent compared to the “normal” pre-pandemic year of 2019.
The data comes alongside American Express’s annual Popular Destinations list released Tuesday, which suggests places to go for 2024 based on card member bookings and recommendations from Amex Travel advisors. For example, if travelers love the culture and natural beauty of Sedona, Arizona, in the American Southwest, they should try visiting Santa Fe, New Mexico, instead, the company suggests. An American Express Global Report released earlier this year noted that 89 percent of young travelers say they want to visit a place they’ve never been before, off the beaten path.
Some of those off-the-beaten-path places made it into the top five fastest-growing destinations for 2023: the northern Indian province of Rajasthan, home to the cities of Jaipur and Udaipur, where bookings increased more than 600 percent; and San Miguel de Allende, Mexico, where bookings increased by more than 400 percent.
Like Japan, Australia – where bookings are up nearly 800 per cent since 2019 – has suffered a widespread pandemic lockdown that has made travel there extremely difficult; In the case of Rajasthan, the prolonged suffering associated with India’s brutal second wave of the pandemic has caused a significant slowdown in the travel recovery.
Demand has been pent-up for these destinations, with the pressure valve only launching this year, says Audrey Hindley, president of American Express Travel.
“Japan has been on a bucket list of trips people want to take, and trips are now being booked well in advance,” she says. She says people are now also looking at the country as a potential ski destination, not just the typical stopover in Tokyo and Osaka.
The top five fastest-growing destinations for 2023 have been a perennial hotspot that has managed to maintain growing momentum after strong performances in both 2021 and 2022. Italy came in fourth place with an increase of more than 500 percent, while San Miguel de Allende and Mexico saw a 400 percent increase in bookings.
Other companies say their data directly matches American Express’s.
“Interest in Japan is growing exponentially,” says Caroline Addison, head of product at luxury travel company Black Tomato. “On the sales side, we saw a 93 percent increase in bookings in Japan compared to 2019, and a 175 percent increase in bookings from 2022.” In absolute numbers, it says it is the second most popular country to travel to globally this year, second only to Italy – evidence of Japan’s growing appeal year-round.
“Although the popularity of the cherry blossoms and holiday seasons will never diminish, some [clients] “They have embraced summer travel despite the high temperatures,” she says, adding that winter travel to Japan has also risen whether for skiing or culturally motivated trips.
Looking ahead to 2024, American Express recommends the lesser-known Sardinia town of Porto Cervo rather than the more well-traveled Amalfi. “It’s a great alternative, and it’s still charming without being busy,” Hindley says. “Our customers don’t want to go to the place they see everywhere on Instagram.”
Looking for inspiration for 2024? Here is Amex’s list of top 10 destination suggestions.
If you like the Blue Mountains in Australia, try: Adelaide Hills, Australia
If you like Istanbul, Türkiye, try: Bodrum, Türkiye
If you like Amalfi, Italy, try: Porto Cervo, Italy
If you like the US Virgin Islands, try: St. Kitts and Nevis
If you like Sapporo, Japan, try: Niseko, Japan
If you like Riviera Maya, Mexico, try: San Miguel de Allende, Mexico
If you like Sedona, Arizona, try: Santa Fe, New Mexico
If you like the Maldives try: Seychelles
If you like Agra, India, try: Udaipur, India
If you like the Dolomites, try visiting Zermatt, Switzerland
