Expedia 将于 February 在日本推出其 AI 驱动的「Flight Deals」工具，目标是在目前入境需求占主导的市场中刺激出境旅游：最新一年有 42.7 million 外国旅客赴日，而出国的日本旅客为 14.7 million。美国约占 3.3 million 入境旅客，Expedia 表示其处理了其中约 50% 的流量，凸显了在 Expedia 进入日本 20 years 之际，日本的战略重要性。
出境旅游的需求限制在护照数据中很明显：只有 21.6 million 日本人持有有效护照，约为每 6 名公民中 1 人，较 2005 年的 35 million 下降近 40%。Expedia 管理层表示，日本年轻人是例外，展现出更强的国际出行意向，兴趣从与 K-pop 相关的邻近 South Korea 旅行，到与 Shohei Ohtani 相关的美国体育旅游。Expedia 也报告称，在日圆疲弱条件下，受低成本航空增长与价格敏感度支持，前往 Taiwan、Bangkok 和 South Korea 等亚洲区域目的地的预订正在上升。
在战略上，Expedia 正在平衡出境增长与日本的入境政策目标，包括政府到 2030 年实现 60 million 访客和 15 trillion yen（约 $96.6 billion）旅游支出的目标。公司也正透过与都道府县及观光局合作，推动旅客从 Tokyo 和 Kyoto 分散到区域城市。不过，下行风险仍在：在 Beijing 于 November 发出旅游提醒后，中国旅客到访量已下降，且一些分析师警告，尽管近期创下新高，2026 年整体入境量仍可能走弱。
Expedia is launching its AI-powered "Flight Deals" tool in Japan in February, aiming to stimulate outbound travel from a market where inbound demand currently dominates: 42.7 million foreign visitors came to Japan in the latest year versus 14.7 million Japanese traveling abroad. The U.S. accounted for about 3.3 million inbound visitors, and Expedia says it handles roughly 50% of that flow, underscoring Japan’s strategic importance as Expedia marks 20 years in the country.
The demand constraint on outbound travel is clear in passport data: only 21.6 million Japanese hold valid passports, about 1 in 6 citizens, down nearly 40% from 35 million in 2005. Expedia’s leadership says younger Japanese are an exception, showing stronger international intent, with interest ranging from nearby South Korea trips tied to K-pop to U.S. sports travel linked to Shohei Ohtani. Expedia also reports rising bookings into regional Asian destinations such as Taiwan, Bangkok, and South Korea, supported by low-cost carrier growth and price sensitivity under weak-yen conditions.
Strategically, Expedia is balancing outbound growth with Japan’s inbound policy ambitions, including government targets of 60 million visitors and 15 trillion yen (about $96.6 billion) in travel spending by 2030. The company is also pushing dispersion beyond Tokyo and Kyoto into regional cities through prefectural and tourism-board partnerships. However, downside risk remains: Chinese arrivals have fallen after Beijing’s November travel caution, and some analysts warn total inbound volumes could soften in 2026 despite recent record highs.