Lessons from Gen Z in affordable Japan travels

As an expat living in Japan, it's always interesting to see how different generations approach travel here. A recent report from Boku to Watashi to Co., Ltd. (a Gen Z-focused marketing company) looked into the travel habits of Gen Z, and it highlighted some practical shifts that are worth paying attention to—especially if you're like most of us who are trying to balance exploration with the reality of living on a budget.

One key takeaway: lots of Gen Z's are opting for local travels, foregoing huge tourist hotspots. 

According to the report, the number one factor for Gen Z when choosing travel destinations is cost. Rather than focusing on luxury or status-driven trips, they're choosing places that are affordable and accessible. This includes options like hostels, guesthouses, and budget car rentals shared with friends. It's a more down-to-earth way of seeing Japan, something that is encouraging to see. It's always nice to have a luxury getaway to a fancy ryokan, but that kind of travel doesn’t always make sense financially or personally. Gen Z's approach feels more grounded.

Group travel is another trend in the report. A lot of young people are planning their trips with friends and splitting costs, whether it's transportation, accommodations, or meals. 

Rather than trying to visit only the most popular or high-profile places, this generation is also seeking out destinations with personal or nostalgic value. That includes smaller towns, local cafes, or even highway service areas with character. I feel like this is an awesome thing from a regional revitalization standpoint! A lot of their travel planning happens through social media, especially short-form video platforms. They're not relying on guidebooks or travel agencies, but on peer recommendations and online inspiration.

I think it's a good reminder to any expat living here (whether Gen Z or not), that travel in Japan doesn't have to be extravagant to be meaningful. It doesn't have to check off every cultural box or live up to what tourists on a short visit are doing, and it's okay to keep things simple and affordable. Gen Z is showing that meaningful experiences can come from ordinary places, and that there is plenty of value in spontaneous, shared, and financially reasonable travel.