Japan Inbound Spending Mix Q2 2026: Lodging Slips to 37.0%, Shopping Recovers to 26.8%A · FULL TRANSLATION
- Lodging led at JPY 927.8 billion (37.0% share), followed by shopping JPY 673.1 billion (26.8%), food and drink JPY 545.4 billion (21.7%), transport JPY 252.7 billion (10.1%) and entertainment services JPY 108.8 billion (4.3%).
- Lodging was the only category to fall in yen terms, from JPY 963.6 billion, with its share down from 38.5% to 37.0%.
- Shopping rose from JPY 654.7 billion to JPY 673.1 billion, lifting its share from 26.1% to 26.8%, still JPY 254.7 billion behind lodging.
- Per-visitor amounts: lodging JPY 90,482, shopping JPY 65,425, food JPY 53,143, transport JPY 24,625, entertainment services JPY 10,598.
- Purchase incidence: shopping 98.95%, food 92.93%, transport 89.90%, lodging 84.50%, entertainment services just 56.57%.
Splitting the JPY 2,509.6 billion total into categories, lodging is largest at JPY 927.8 billion or 37.0%, then shopping at JPY 673.1 billion (26.8%), food and drink at JPY 545.4 billion (21.7%), transport at JPY 252.7 billion (10.1%) and entertainment services at JPY 108.8 billion (4.3%).
The movement against a year earlier is concentrated in lodging. It fell from JPY 963.6 billion to JPY 927.8 billion and its share dropped from 38.5% to 37.0%, the only category down in yen terms. The same release shows average stay falling from 9.4 to 8.7 nights, which points the same way: fewer nights sold, less lodging revenue.
Shopping moved up, from JPY 654.7 billion to JPY 673.1 billion, share from 26.1% to 26.8%. Calling this a return of the shopping-led structure would be premature, since lodging still exceeds shopping by JPY 254.7 billion.
Purchase incidence shows where reach is thin. Shopping touches 98.95% of surveyed visitors, food 92.93%, transport 89.90%, lodging 84.50%, but entertainment services only 56.57%. Average spend among buyers is JPY 93,315 for lodging, JPY 66,116 for shopping, JPY 50,250 for food, JPY 23,677 for transport and JPY 16,538 for entertainment services. Entertainment is lowest on both incidence and ticket size, the one category with unfilled room in the structure.
Category breakdown from the Japan Tourism Agency release for April-June 2026 (first preliminary estimate), plus supporting figures from the accompanying tabulation workbook.
By share of inbound travel spending, lodging was largest at 37.0%, followed by shopping at 26.8% and food and drink at 21.7%. Compared with the same quarter of 2025, the shares of food and drink, entertainment services and shopping all rose.
April-June 2026 amounts: lodging JPY 927.8 billion (37.0%), food and drink JPY 545.4 billion (21.7%), transport JPY 252.7 billion (10.1%), entertainment services JPY 108.8 billion (4.3%), shopping JPY 673.1 billion (26.8%), other JPY 1.9 billion (0.1%).
April-June 2025 reference: lodging JPY 963.6 billion (38.5%), food and drink JPY 525.7 billion (21.0%), transport JPY 254.3 billion (10.2%), entertainment services JPY 103.2 billion (4.1%), shopping JPY 654.7 billion (26.1%), other JPY 2.7 billion (0.1%).
Per-visitor spending across all purposes and nationalities totalled JPY 244,457: lodging JPY 90,482, food and drink JPY 53,143, transport JPY 24,625, entertainment services JPY 10,598, shopping JPY 65,425, other JPY 184. Average stay was 8.7 nights, down 0.7 nights.
From tabulation table 2-1, purchase incidence was 84.50% for lodging, 92.93% for food and drink, 89.90% for transport, 56.57% for entertainment services and 98.95% for shopping. Within transport, rail and subway reached 75.81%, taxis 26.20%, buses 23.63% and rental cars 9.17%. Within entertainment, museums, zoos and aquariums reached 33.49% and theme parks 17.00%. Within shopping, confectionery reached 72.64%, other food and drink 52.88%, clothing 51.99% and cosmetics 35.42%.
Average spend among buyers was JPY 93,315 for lodging, JPY 50,250 for food and drink, JPY 23,677 for transport, JPY 16,538 for entertainment services and JPY 66,116 for shopping.