Japan

Outbound travel is bouncing back in Japan, up 8.5% year-over-year, even as domestic consumer spending stays cautious. 

On the trends side, travelers are becoming more value-conscious, with a growing appetite for experiences built around personal interests rather than standard sightseeing.

This preference spans all age groups. “Escaping the everyday” (32.5%) and “experiences unique to a specific time and place” (24.3%) now top the list of factors driving destination choice.

Active seniors are drawn to history, culture, and nature as opportunities for real learning and personal growth. 

Younger ‘Zalpha’ travelers*, on the other hand, are going all-in on personal passions, fan pilgrimages, hobby-driven trips, digital detoxes, or sleep tourism focused on rest and recovery.

*‘Zalpha’, Gen Z and Gen Alpha

China​

Starting May 29 through June 30, passengers aged 60 and above can stack discounts on select high-speed rail services on weekdays — excluding the Dragon Boat Festival period (June 18–22). Discounted tickets went on sale on a rolling basis from May 15.

Russia​​

Vladivostok is rolling out YuMoney and Mir payment cards for foreign tourists, through an agreement between Sberbank, the Primorsky Territory Ministry of Tourism, and the Vladivostok city administration. 

The city welcomed over 600,000 foreign visitors in 2025, and the new service lets tourists pay across stores, restaurants, QR payments, contactless smartphone payments (UPay), and ATMs. Cards are available at the airport, seaport, souvenir shops, and tourist information centers, with online pre-registration also available in English.

*Source: primpress.ru​

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​Russian bookings for Vietnam surged over the May holidays. PEGAS Touristik reported demand more than tripling year-over-year, while Intourist, Anex, and Russian Express saw it double. PAC Group estimates 40% growth, with Corona Travel at 28–35%, Spectrum Group at 30%, and Space Travel at 20–25%. With instability in the Middle East steering travelers toward Southeast Asia, Vietnam is a clear beneficiary, aided by growing charter flight options. Prices are up, but travelers are focused on value over the lowest fare.

*Source: Russian Union of Travel Industry

※Sources
Japan — KTO DataLab, ‘2026 Golden Week Outbound Travel Trends’; 
Indonesia — KTO DataLab, ‘Indonesia Tourism Market Trends (May 2026); 
China — KTO DataLab, ‘China Tourism Industry Trends (May 2026, Issues 1 & 2)’; 
Russia — KTO DataLab, ‘Far East Russia Tourism Market Trends (April 2026)’