The Evolving Definition of Travel: Insights from Japan and China

Recent tourism trends in Japan and China have pivoted towards the younger demographics, revealing a fascinating shift in how travel is perceived among the modern generation.

Hoshino Yoshiro, representing the Hoshino Resorts in Japan, recently voiced concerns over the assertion that “young Japanese are reluctant to travel”. He contends that the youth’s interpretation of ‘travel’ has deviated from the previous generation’s. To them, a trip spanning just three train stops, whether by train, foot, or bicycle, can constitute a fulfilling journey. A night at a distant friend’s house might be equated to travel. This contrasts with the older generation’s benchmark for travel, which typically involves a dedicated visit to a local hot spring and at least an overnight stay.

Modern Japanese youth aren’t as fixated on the destination or famous landmarks. Instead, they prioritize “whom they are with” and the “experience and ambience” of the space they occupy. A three-station journey or a friend’s house could easily be termed as ‘travel’ from their perspective.

Simultaneously, in China, post-90s and post-00s generations are seeking ‘counter-tourism’. They employ a contrarian mindset, preferring less popular destinations and emphasizing uniqueness and relaxation. Traditionally, Chinese travel…