More than 1.23 million Thai visitors travelled to Japan in 2025, up 7.3% year on year. With independent travel accounting for about 80% of the market, travellers increasingly discover, compare and plan through digital channels.
JNTO research highlights nature, traditional culture, food, onsen and theme parks as leading interests. The strategic lesson is to turn these broad motivations into a specific story, delivered in natural Thai and connected to a booking, visit or purchase path.
A JNTO short-form video featuring wisteria in Osaka reached about 140,000 unique users and generated about 2,000 engagements in three weeks. It is not a commercial sales case, but it demonstrates the attention potential of timely, visual local stories.