Agoda reports growing demand ahead of Japan's summer fireworks festivals - Get updated on what's happening in tourism!

Japan's famous summer fireworks festivals are attracting growing attention from both domestic and international travellers. According to new accommodation search data from digital travel platform Agoda, interest in destinations hosting major fireworks events has risen sharply as festival dates approach, reflecting the growing popularity of so-called "fireworks travel."

The strongest increase was recorded in Nagaoka, Niigata Prefecture, where accommodation searches rose 50-fold ahead of the Nagaoka Festival Grand Fireworks, making it the fastest-growing festival destination this summer.

Nagaoka records the biggest surge in demand

Agoda's analysis compares accommodation searches made between 90 and 60 days before each festival with searches for stays on the day before and the day of the event.

Among all destinations, the Nagaoka Festival Grand Fireworks generated the highest increase in travel interest. One of Japan's three most celebrated fireworks festivals, the event is renowned for spectacular displays such as the enormous Shosanjakudama firework, which reaches a diameter of around 650 metres, and the two-kilometre-long Phoenix Fireworks for Recovery along the Shinano River.

Beyond the displays themselves, visitors are drawn by the region's natural scenery, local sake and traditional cuisine, making Nagaoka an increasingly popular destination for overnight stays.

Regional destinations gain momentum

Several other fireworks destinations also recorded significant growth in accommodation searches.

The Lake Biwa Great Fireworks Festival in Otsu saw searches increase sevenfold. Held over Japan's largest lake, the event is known for its reflections across the water and benefits from convenient access from nearby Kyoto.

Searches for both the Numazu Summer Festival and Kano River Fireworks Festival in Shizuoka Prefecture rose by almost 3.5 times. The festival offers close-up views of fireworks launched along the Kano River and is complemented by Numazu's reputation for fresh seafood and its location near the Izu Peninsula.

A similar increase was recorded for the Kanmon Straits Fireworks Festival, jointly hosted by Kitakyushu and Shimonoseki. Around 15,000 fireworks are launched from both sides of the strait, creating a unique spectacle spanning the islands of Kyushu and Honshu.

The Matsue Suigosai Fireworks Festival in Shimane Prefecture also attracted growing interest, with accommodation searches more than tripling. The event is famous for its fireworks reflected across Lake Shinji and is often combined with visits to attractions such as Matsue Castle and Tamatsukuri Onsen.

Fireworks become part of broader travel experiences

According to Agoda, the data indicates that travellers are increasingly combining fireworks festivals with local sightseeing, regional cuisine and overnight stays, turning traditional summer events into multi-day travel experiences.

"Japan's fireworks festivals are one of the country's signature summer experiences for both domestic and international travellers," said Tadashi Ikai, Senior Country Director, Agoda International Japan.

"Agoda's latest search data shows that interest is growing in destinations that offer a 'fireworks travel' experience combining the events with local scenery, cuisine and sightseeing."

He added that the increasing demand for regional destinations such as Nagaoka, Matsue and Numazu highlights travellers' growing interest in discovering lesser-known parts of Japan. Agoda will continue supporting visitors with accommodation, flights and activities to help them make the most of their summer journeys.

Image Credit: © AI generated illustration