Japan’s Golden Week 2025 is in full swing, but for many Japanese residents, rising inflation and record hotel prices have turned the annual holiday into a staycation. Traditionally one of the longest holiday periods for workers, Golden Week typically sparks a nationwide travel rush. This year, however, economic pressures are prompting many to stay put.
With the yen weakening by nearly a third since 2022, Japan has become a hot destination for international travelers. The result? A tourism surge that has driven hotel rates sky-high. A survey by the Nikkei business daily reports a 16% year-on-year rise in hotel prices across Japan’s five major cities.
“The biggest reason people aren’t traveling this year is inflation,” said Atsushi Tanaka, a tourism professor at Yamanashi University. “Hotels don’t need to offer discounts because foreign demand is so strong.”
According to travel agency JTB, only 20.9% of respondents said they plan to travel during Golden Week—down 5.6% from last year. Another study by Intage showed a similar dip in domestic travel intent, with just 13.6% planning to hit the road.
For many, the price tag of overseas travel is simply out of reach. “Traveling abroad is becoming an unattainable luxury,” said Intage’s Motohiro Shimogawara. Still, average budgets for outings rose slightly to $201 this year, suggesting travelers are reluctantly adjusting to higher costs.
Meanwhile, inbound tourism continues to break records. In 2024, Japan welcomed over 36.8 million tourists, surpassing the pre-pandemic high of 32 million in 2019. The government now aims to attract 60 million visitors annually by 2030.
But that success has come with growing pains. From Kyoto’s ancient streets to Mount Fuji’s scenic trails, locals are voicing concerns about overcrowding and disrespectful tourist behavior—adding a layer of frustration to an already expensive holiday season.
Golden Week 2025 may still bring moments of joy, but for many Japanese citizens, it’s also a reminder of the complex trade-offs between economic recovery and quality of life.
