Sakura Trends 2026: Secondary Cities Rise with Popular Series

Thansettakij•Economy•18h ago

Reader Briefing

The 2026 sakura viewing season sees a shift towards 'secondary cities' driven by screen tourism and a desire for unique experiences.

•Global travel platform Trip.com Group reports a trend away from iconic destinations towards 'secondary cities' for sakura viewing in 2026.
•Screen tourism, influenced by series like 'Can This Love Be Translated?', significantly impacts destination choices, boosting bookings for featured locations.
•South Korea and China are emerging as popular sakura destinations, with secondary cities like Gyeongju showing significant booking growth.
•Women and families are identified as the primary demographics for sakura tours, with a notable increase in family trips with young children.

•The Asian tourism industry is undergoing significant change as the 2026 sakura viewing season approaches.
•Consumer behavior has shifted from iconic destinations to 'secondary cities' seeking novelty and privacy, avoiding peak season crowds.
•While the Golden Route in Japan remains popular, bookings are increasingly diversifying to new areas across Japan, with nearly one-third of bookings shifting outward.
•Screen tourism, where over 70% of tourists choose destinations based on screen content, is a major driver for sakura season travel.
•The Netflix series 'Can This Love Be Translated?' has boosted Kamakura and Enoshima, with train bookings to Kamakura increasing by 66% monthly.
•South Korea and China are rising as global sakura destinations, with both ranking in the top 5 for 'sakura' searches.
•Gyeongju, South Korea, a secondary city, saw airline bookings surge by 207% year-on-year due to its ancient capital image and sakura-lined lake.
•The 2026 sakura season reflects a blend of natural beauty, entertainment influence, and social media power, driving experiential travel.

Full article content is available on the original source.

Trip.com Groupℹ️

A global travel service provider whose data highlights trends in the sakura viewing season.

Netflixℹ️

The streaming platform featuring the popular series 'Can This Love Be Translated?' which is driving tourism.

TAT(ททท.)ℹ️

The Tourism Authority of Thailand, which is promoting food tourism and health tourism initiatives.

Kamakuraℹ️

A city in Kanagawa Prefecture, Japan, that has seen a surge in tourism due to its portrayal in a popular Netflix series.

Enoshimaℹ️

An island in Kanagawa Prefecture, Japan, that has experienced increased bookings due to its appearance in a popular Netflix series.

Kanagawa Prefectureℹ️

The prefecture in Japan where Kamakura and Enoshima are located, benefiting from screen tourism.

Nami Islandℹ️

A tourist destination in South Korea made famous by the K-drama 'Winter Sonata'.

Yeouido Parkℹ️

A park in Seoul, South Korea, that has become a popular tourist spot due to K-dramas like 'Squid Game' and 'The King: Eternal Monarch'.

Gyeongjuℹ️

A secondary city in South Korea known as an ancient capital, experiencing a surge in flight bookings due to its scenic sakura-lined lake.

Jeju Islandℹ️

An island in South Korea experiencing booking growth due to its distinctive natural landscapes, popular for tourism.

Guizhouℹ️

A province in China that has emerged as a new hotspot for tourism, particularly for its 'Pingba Cherry Blossom Park'.

Pingba Cherry Blossom Park

A renowned attraction in Guizhou, China, ranked as one of the most booked tours on Trip.com.

A city in China noted for its strong sakura viewing spots, including university campuses and East Lake Cherry Blossom Garden.

East Lake Cherry Blossom Garden

A prominent location in Wuhan, China, offering significant sakura viewing opportunities.

Shanghaiℹ️

A city in China that offers a unique sakura experience by blending modern art with cherry blossoms at the Jing'an Sculpture Park.

Jing'an Sculpture Park

A park in Shanghai, China, where modern art is integrated with sakura displays, offering a unique tourist attraction.