2026 Golden Week Survey: Families Favor Day Trips Over Overnight Travel Amid Rising Inflation

Act Indi Inc., operator of Japan's largest family outing information site "Iko-yo," has released a survey report regarding family activities during the 2026 Golden Week (GW). The data, collected from Iko-yo monitor members, highlights a shift in consumer behavior driven by economic factors and holiday timing.

### High Participation with a Shift to Local Destinations Approximately 72% of families reported going out for leisure during this year's GW. Despite the holiday being a five-day consecutive break—longer than the four-day break in 2025—participation dropped by 3 percentage points. Among those who went out, 68% chose day trips, an 8-point increase from the previous year, while overnight travel fell to 23%. This trend suggests that soaring hotel prices and general inflation are pushing families toward more budget-friendly, local options. International travel remained a rarity, with only 2% of families traveling abroad.

### Parks Rank as Top Destination When asked about their destinations, "Parks and General Parks" topped the list at 52%. This reflects a preference for outdoor activities during the pleasant spring weather. Other popular destinations included: - Shopping Malls (28%): Preferred for indoor convenience and family events. - Theme Parks and Amusement Parks (27%): A staple for Children's Day celebrations. - Outdoor Activities (18%): Including camping, BBQ, and hiking.

### Impact of the Five-Day Holiday The calendar structure influenced how families managed their time. The most common response (32%) was that families split their outings across multiple days. While the long break allowed some families (29%) to visit places they usually cannot reach, 17% specifically avoided going out because they anticipated heavy crowding.

### Reasons for Staying Home For the 28% of families who stayed home, the primary deterrent was "dislike of crowds" (39%). Economic factors also played a significant role, with 12% citing inflation, 12% mentioning high transportation costs, and 12% pointing to excessive accommodation prices as reasons for canceling leisure plans. This indicates that the "crowd and cost" barrier remains a significant challenge for the domestic tourism industry during peak seasons.