Millions of international visitors journey to Japan annually to experience the nation's breathtaking landscapes and cultural treasures. From the vibrant metropolis of Tokyo to the majestic silhouette of Mount Fuji, the country offers an array of captivating attractions that consistently draw global crowds. The iconic cherry blossom, or sakura, represents one of Japan's most celebrated natural spectacles, with the flowering season traditionally attracting a surge of tourists between March and April each year.
Forecast and Seasonal Price Trends
The Japan Meteorological Corporation has released its annual cherry blossom forecast, indicating that Tokyo is expected to see initial blooms from March 22, with full bloom predicted around March 29. Historically, this peak period triggers significant price increases for flights, tours, and accommodation, making a trip to witness the beautiful sakura a notably expensive endeavour for many travellers.
Geopolitical Impact on Tourism
However, this year presents a contrasting scenario where costs could be substantially lower than usual. This shift follows remarks by Japanese Prime Minister Sanae Takaichi, who suggested Japan might consider military action if China attempted to invade Taiwan. The ensuing diplomatic tension has led to a sharp decline in Chinese tourists visiting Japan.
According to Japan's transport ministry, holidaymakers from China have decreased by a striking 45 per cent this month alone compared to the same period last year. Furthermore, the Chinese government has ordered significant reductions in flight numbers between China and Japan, compounding the tourism downturn.
Price Reductions and British Interest
Subsequently, the travel industry has witnessed notable price drops of 10 to 20 per cent for flights, tours, and accommodation compared to last year's rates. Industry observers suggest these reduced prices could persist throughout the entire cherry blossom season, creating unprecedented value for international visitors.
British travellers appear to be capitalising on these favourable conditions, with booking numbers showing a marked increase. Kenny Onishi, Intrepid's General Manager for Japan, told Euronews: 'We've seen a 23 per cent increase in bookings from UK and European customers in the past year.'
Onishi further explained: 'The depreciation of the yen means other currencies, like the Euro and the Great British Pound, are going further in Japan. Our Intrepid trip prices in the UK have seen a slight decrease overall in 2026 compared to last year because of this.'
Japan's Enduring Appeal
This development coincides with Japan being crowned the most popular bucket list destination for British travellers this year. Recent research analysing UK Reddit conversations and Google search trends for 2026 revealed Japan tops the list with 36 mentions on the forum and 192 upvotes, scoring a perfect 10 out of 10 overall.
The Asian destination continues to offer diverse experiences ranging from bustling urban streets and vibrant markets to historic temples and serene shrines. Locations including Kawaguchiko, Kanazawa, and Takayama are particularly drawing tourists with their compelling mixtures of culture, nature, and history.
While the cherry blossom season typically represents Japan's tourism peak with corresponding price premiums, this year's unique geopolitical circumstances have created unusual market conditions. The reduction in Chinese visitors has inadvertently generated travel opportunities for other nationalities, with British tourists prominently positioned to benefit from both favourable exchange rates and reduced seasonal pricing during one of Japan's most beautiful natural events.
