Fujinomiya, Naha, and Sapa Replace Osaka and Danang
Travel Focus Shifts to Personal Preferences and Experiences
Bookings Surge up to 38 Times
The travel map for Koreans is changing rapidly. There is a clear trend of seeking out hidden local small cities, moving away from famous tourist destinations such as Osaka and Danang. This is interpreted as a result of a sharp increase in travelers who value their own experiences and preferences over simply going to places that everyone else visits.
People Searching for 'Unique Travel Experiences'
According to data on overseas travel bookings released by the travel platform Klook on October 20 for this year (January to September), the most popular countries among Korean travelers remain Japan, Hong Kong, Taiwan, and Vietnam, in that order.
However, city-specific data show remarkable growth in new regions compared to traditionally popular cities. In particular, bookings for small cities within these popular countries, such as Fujinomiya (Shizuoka) and Naha (Okinawa) in Japan, and Sapa in Vietnam, have increased significantly. Bookings for Fujinomiya surged more than 38 times compared to the previous year, while Naha and Sapa also saw growth of over 60%.
A Klook representative stated, "Small cities like Fujinomiya, Naha, and Sapa are emerging as new alternatives for Korean travelers who are seeking not just simple sightseeing, but also a deeper cultural experience and immersive, hands-on travel."
Fujinomiya in Shizuoka Prefecture, Japan, is a city where visitors can enjoy hot springs, gourmet cuisine, and shopping against the majestic backdrop of Mount Fuji. Popular travel products include tours of Mount Fuji landmarks, outlet shopping, and hot spring experiences. It is gaining attention as a city where visitors can enjoy both tranquil relaxation and cultural experiences at the same time.
Naha in Japan is known as the "Hawaii of Japan" and is a travel destination that encompasses marine activities, relaxation, gourmet food, and shopping. From January to September this year, car rental bookings surged by 250% compared to the previous year, highlighting a trend toward independent travel. There has been a noticeable increase in travelers who enjoy "autonomous and distinctive journeys," seeking out hidden local attractions, markets, and restaurants on their own.
Sapa in Vietnam is a highland city that combines the highest peak on the Indochina Peninsula, Mount Fansipan, with grand mountain scenery and the culture of ethnic minorities. Recently, improved transportation infrastructure between Hanoi and Sapa has made access easier, leading to a rapid increase in travel demand.
"Now Is the Era of 'Personalized Travel'"
Lee Junho, head of Klook Korea, said, "Now, there is a noticeable increase in demand not just for visiting famous tourist attractions, but for deeply experiencing the culture of each region and creating one's own unique journey. Klook will continue to discover hidden destinations around the world so that customers can gain new inspiration and enjoyment through travel."
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