Summer on a budget and outing trends for 2025

If you've been in Japan this summer, you've probably noticed two things pretty quickly. A) it is scorching hot, and B) everyday costs feel higher than ever. A survey from the Kufu Consumer Research Institute looked at how people in Japan are approaching travel and leisure in this kind of climate, and the results are pretty relatable for us as expats, too.

According to the survey, half of respondents said they had no plans to travel or go out this summer. The main reasons were those "big two" of money and the heat. Nearly 50 percent said they want to save their yen, and about 40 percent said that it's simply too hot to go anywhere. If you've been wilting in the weather recently, that last point probably makes a lot of sense.

Pre-kids, I went to Fuji-Q Highland in summer. The idea of doing that these days sounds like a living hell because of the heat.

For those who still made summer plans, the top choices were domestic trips, heading back to their hometowns, and enjoying local festivals. Very few were going abroad, which isn't surprising given how much airfare and accommodation costs have climbed. Instead, people are finding ways to enjoy themselves closer to home while still feeling like they're getting a break.

One interesting detail was that food remains a priority, with around 60 percent of people saying they're not willing to cut back on meals while traveling. For me, this was a great reminder that some of the best summer outings don't have to be big, expensive trips. Even just hopping on a local train to try a regional dish somewhere nearby, exploring a food market, or grabbing something to-go from a bakery in another neighborhood can feel like a mini adventure.

At the same time, many people are saving money on accommodation by turning overnight trips into day trips, booking during off-peak dates, or even going for options like camping. I personally love the day trip idea, since you get to sleep in your own home at night which is a huge saving (and just more comfy, IMO).

For us, I think a takeaway from the study is that summer in Japan doesn't always have to mean splurging on travel. Locals are adapting by staying close to home, choosing dates carefully, and spending on what matters most to them, like food. That mindset can be a good guide if you want to enjoy the season without draining your budget.

Info source: https://prtimes.jp/main/html/rd/p/000000476.000046400.html