Agoda Announces Rising Travel Interest for 2026 Summer Fireworks Festivals

Agoda Company Pte. Ltd. (Headquarters: Singapore, CEO: Omri Morgenshtern), the operator of the digital travel platform Agoda, has announced rising travel demand for 'fireworks tourism' based on accommodation search data related to major nationwide fireworks festivals scheduled for summer 2026.

According to Agoda's latest search data, accommodation searches have increased as fireworks festivals approach. In particular, Nagaoka City, Niigata Prefecture—the venue of the 'Nagaoka Festival Grand Fireworks'—saw search volumes rise approximately 50 times compared to pre-event levels, recording the highest growth among all summer fireworks festival locations this year.

Additionally, accommodation searches have also increased in other regional cities hosting fireworks festivals across Japan, including the 'Biwako Fireworks Festival' in Otsu City, Shiga Prefecture; the 'Numazu Summer Festival and Kano River Fireworks Festival' in Numazu City, Shizuoka Prefecture; the 'Kanmon Strait Fireworks Festival' in Kitakyushu City, Fukuoka Prefecture, and Shimonoseki City, Yamaguchi Prefecture; and the 'Matsue Mizuki Festival Lake Fireworks' in Matsue City, Shimane Prefecture.

These results clearly indicate growing interest among domestic and international travelers in travel destinations that offer 'fireworks tourism'—combining fireworks viewing with local sightseeing, gourmet experiences, and overnight stays.

The data compares accommodation search volumes from 90 to 60 days before each fireworks festival with searches for check-ins on the day before and the day of the event.

Nagaoka Festival Grand Fireworks Leads with Nearly 50-Fold Search Increase

Nagaoka Festival Grand Fireworks (Nagaoka City, Niigata Prefecture) | Search volume increased by approximately 50 times

Recognized as one of Japan's three major fireworks festivals, the event attracts travelers worldwide with its spectacular displays, including the 'Sho Sanshaku-dama' fireball with a diameter of about 650 meters and the 'Phoenix Fireworks for Rebuilding,' stretching approximately 2 kilometers across the Shinano River riverbed. The region's rich natural landscapes, sake, and local cuisine further enhance its appeal, making it a popular destination for overnight travel centered around fireworks viewing.

Growing Interest in 'Fireworks Tourism' Destinations Across Japan

Biwako Fireworks Festival (Otsu City, Shiga Prefecture) | Search volume increased by approximately 7 times

Featuring around 10,000 fireworks launched over Japan's largest lake, Lake Biwa, the festival captivates visitors with its dreamlike reflections on the water and scenic lakeside views. Its proximity to Kyoto and compatibility with surrounding sightseeing opportunities also contribute to its popularity.

Numazu Summer Festival and Kano River Fireworks Festival (Numazu City, Shizuoka Prefecture) | Search volume increased by approximately 3.5 times

Held along the Kano River flowing through the city center, the festival offers an immersive fireworks experience due to the close proximity between viewing areas and launch sites. The availability of fresh seafood and its role as a gateway to the Izu region further boost its appeal.

Kanmon Strait Fireworks Festival (Kitakyushu City, Fukuoka Prefecture and Shimonoseki City, Yamaguchi Prefecture) | Search volume increased by approximately 3.5 times

A rare joint festival between two cities on opposite sides of the Kanmon Strait, approximately 15,000 fireworks are launched from both shores. The dynamic location bridging Kyushu and Honshu, combined with local cuisine and harbor town exploration, makes it a unique attraction.

Matsue Mizuki Festival Lake Fireworks (Matsue City, Shimane Prefecture) | Search volume increased by approximately 3 times

Known for its water-based fireworks over Lake Shinji and their enchanting reflections, this festival is one of Western Japan's most prominent fireworks events. With rich surrounding attractions such as Matsue Castle and Tamatsukuri Onsen, it has become a popular destination for overnight travel.

These findings suggest that as Japan's fireworks season approaches, interest in regional destinations is growing among travelers seeking 'fireworks tourism' experiences that combine local sightseeing, cuisine, and accommodations.

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Masaru Ikai (President and Representative Director, Agoda International Japan)

"Japan's fireworks festivals have become iconic summer experiences for both domestic and international travelers. This search data confirms rising interest in travel destinations that offer 'fireworks tourism'—combining fireworks viewing with local landscapes, cuisine, and sightseeing.

The surge in search volumes for regional cities like Nagaoka, Matsue, and Numazu reflects growing demand for travel experiences that showcase local charm. At Agoda, we will continue to support travelers in enjoying more fulfilling summer trips through discounted accommodations, flights, and activities."

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Travelers can seamlessly book over 6 million accommodations, 130,000 flight routes, and 300,000 activities using Agoda's search functionality. Great deals on accommodation packages can be easily found via the Agoda mobile app or official website (Agoda.com).

About the Data

This data compares accommodation search volumes from 90 to 60 days before each fireworks festival with searches for check-ins on the day before and the day of the event, analyzing the growth rate in search volume.

Image Credit: Photo by MIO ITO on Unsplash

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About Agoda®

Agoda offers a wide range of travel products—including over 6 million hotels and vacation rentals worldwide, flights, and activities—at competitive prices. The Agoda website (Agoda.com) and mobile app are available in 39 languages, and customer support operates 24/7, year-round.

Owned by Booking Holdings (Nasdaq: BKNG), Agoda is operated by over 7,000 staff across 26 global locations, with its Asia headquarters leading the development and delivery of industry-leading travel booking technology.

Website: https://www.agoda.com/