熱門時事分享：不只便宜好逛！為什麼台灣人永遠玩不膩日本？｜20251216

歡迎收聽《HOT 用英文聊時事》，我是 Clarence。好不容易放特休，你最想飛去哪裡？相信很多人腦中第一個閃過的答案就是——日本。日本早已成為台灣人的默認旅遊首選，根據日台交流協會最新調查，高達 76% 的台灣人將日本列為「最喜歡的國家」，創下歷年新高。

這股熱潮也帶來龐大經濟效益，台灣旅客為日本貢獻超過 1 兆日圓消費額，全球排名第二，人均消費更比疫情前成長近五成。今天，就讓我們一起來探究這股熱潮背後的原因。

Welcome to “Hot English Topics.” This is Clarence. After finally getting some vacation time, where would you most like to travel? For many Taiwanese, the first destination that comes to mind is Japan. Japan has long been the top travel choice for people in Taiwan. According to the latest survey by the Japan-Taiwan Exchange Association, 76% of Taiwanese chose Japan as their favorite country, reaching a record high.

This travel boom also generated substantial economic benefits. Taiwanese tourists spent over 1 trillion yen in Japan, ranking second globally, with average spending per person rising by nearly 50% compared to pre-pandemic levels. Today, let’s explore the deeper reasons behind this growing trend.

大家對日本的「零思考首選」從何而來？首先，日本以極高的 CP 值著稱，全球物價上漲時，日圓卻持續貶值，讓日本成為「物超所值」的代表；無論吃、住或購物，品質穩定又少踩雷。第二、日本離台灣近、航程短，廉價航空多，交通便利且標示清楚，自助旅行幾乎零門檻。日本歷史與文化保存完善、自然景觀多樣，各地風貌各具特色，難以一次探索完；再加上台灣人從小接觸日本動漫與流行文化，自然對日本充滿親切與熟悉感。

Where does Japan’s reputation as a “no-brainer choice” come from? First, Japan is widely recognized for its excellent value for money. While global prices continue to rise, the weak yen has made Japan a symbol of affordability and quality. Whether it’s dining, accommodation, or shopping, visitors can expect consistent standards and minimal risk of disappointment. Second, Japan is close to Taiwan, with short flight times and many budget airlines. Its transportation system is convenient and easy to understand, with clear signs that make independent travel very simple and accessible. Japan’s well-preserved history and culture, along with its diverse natural landscapes and distinct regional characteristics, make it a destination that cannot be fully explored in a single visit. Moreover, many Taiwanese grew up immersed in Japanese anime and pop culture, fostering a natural sense of familiarity and affection toward Japan.

我們以更深入的角度來看「為什麼大腦總是選日本」，這個選擇，其實反映了三個心理面向：低認知負荷、損失厭惡與口碑循環。

治安良好、街道整潔、秩序井然，讓旅客在陌生環境中仍感到安心，讓日本旅遊變得幾乎零壓力。交通系統準時又好懂，標示多為漢字，自助旅行輕鬆不迷路，再加上食宿品質穩定、服務細膩，幾乎不會踩雷。這些高確定與便利性，大幅降低了旅客在決策與風險上的心理負擔。

損失厭惡也在驅動選擇。人們更怕「浪費」與「踩雷」，而日本穩定的品質與服務正好能避免這種損失。同時，日圓長期走弱形成價格優勢，讓「在日本買更便宜」成為強大誘因。

最後則是口碑循環與模仿效應，日本的重遊率極高，超過半數旅客一年內造訪多次。親友間的分享與社群曝光，形成強烈的跟風與模仿心理。再加上台灣人從小熟悉日本文化，並受「台日友好」氛圍影響，讓這份親切與信任不斷被強化。因此，「選日本」早已不只是理性判斷，而是集體經驗下最自然的本能反應。

Let’s take a closer look at why the brain so often chooses Japan. This tendency reflects three key psychological factors: low cognitive load, loss aversion, and the influence of word of mouth.

With its strong public safety, clean streets, and orderly environment, Japan allows travelers to feel secure even in unfamiliar surroundings, making trips there almost stress-free. The transportation system is punctual and easy to navigate, with many signs in Chinese characters, enabling independent travelers to move around confidently without getting lost. Combined with consistently high-quality accommodations and attentive service, unpleasant surprises are rare. This high level of reliability and convenience greatly reduces travelers’ psychological burden when making decisions and managing potential risks.

Loss aversion also influences people’s choices. Many travelers worry more about wasting money or having a bad experience, and Japan’s reliable quality and service help prevent such losses. At the same time, the yen’s weakness gives Japan a price advantage, making shopping there more affordable. 

Finally, word-of-mouth and imitation effects also play a major role. Japan has a very high repeat-visit rate, with more than half of travelers visiting multiple times in a single year. Sharing among friends and family, along with social media exposure, creates a strong tendency to follow trends and imitate others. In addition, many Taiwanese people have been familiar with Japanese culture since childhood and have been influenced by the Taiwan–Japan friendship, which continues to deepen their sense of closeness and trust toward Japan. Therefore, choosing Japan is no longer just a rational decision. It has become a natural and instinctive choice shaped by shared experiences.

不過，日本旅遊熱潮的背後，也並非全然沒有代價，隨著觀光人潮不斷湧入，一些問題也逐漸浮上檯面。2023 年外國旅客暴增至 3,686 萬人次，造成嚴重的「觀光公害」，嚴重影響當地居民的生活品質。以京都為例，居民抱怨公車擁擠、房價飆升，不少人被迫遷出。

部分遊客行為失序，追拍舞妓、亂丟垃圾、違規拍照等亂象層出不窮，讓地方疲於應對，過度觀光也讓日本人對國內旅遊興致下滑，本地訪客銳減、住宿市場連續十一個月都是萎縮的狀態。

However, Japan’s tourism boom has not come without costs. As waves of visitors continue to arrive, several issues have gradually surfaced. In 2023, the number of foreign tourists soared to 36.86 million, leading to serious “overtourism” that greatly affected residents’ quality of life. In Kyoto, residents complained about overcrowded buses and rising housing prices, with many forced to move away.

Some tourists have engaged in disorderly behavior, such as chasing maiko for photos, littering, and taking pictures where photography is prohibited. Such incidents have left local authorities struggling to cope with them. Over-tourism has also reduced Japanese people’s interest in domestic travel, leading to fewer local visitors and an eleven-month decline in the accommodation market.

熱門路線走到厭煩、熱門景點人潮爆滿後，台灣旅客也開始尋找更聰明的玩法。越來越多人選擇淡季出遊，避開高峰，在五月或十月前往名古屋、札幌等地，可節省近兩成費用，更能享受更悠閒的氛圍。旅遊路線從東京、大阪等大城市延伸至周邊小鎮，例如以合掌村為主軸的名古屋串聯行程興起，搭配交通票券整合，既能深入地方，也能遠離觀光熱區人潮。

旅客重視體驗與文化深度，旅行社轉型為「生活策展人」，推出結合親子樂園、購物與溫泉的主題式行程，或打造電影取景、郵輪、自駕、星級餐旅等高端體驗。

After becoming tired of popular routes and crowded attractions, many Taiwanese travelers are now looking for smarter ways to explore Japan. More people are choosing to travel during the off-season to avoid peak crowds, visiting cities like Nagoya and Sapporo in May or October. This can save nearly 20% on travel costs and provide a more relaxing experience. Travel routes have also expanded from major cities like Tokyo and Osaka to nearby towns. For example, tours from Nagoya that include Shirakawa-go have become increasingly popular. With the help of integrated transportation passes, travelers can explore local areas more deeply while avoiding busy tourist spots.

Travelers today place greater importance on experience and cultural depth, leading travel agencies to reinvent themselves as “lifestyle curators.” They now offer themed itineraries that combine family attractions, shopping, and hot springs, as well as premium options such as film location tours, cruises, self-driving trips, and fine dining experiences.

對台灣人來說，日本早已不只是旅遊目的地，而是一種安心感、一種習慣、滿滿的回憶，從價格、距離到文化連結，它幾乎滿足所有國外旅遊的需求，當「熟悉」成為舒適圈，我們也許能用自己的節奏重新探索日本，重新定義旅行的意義，玩出獨一無二的日本行。

For many Taiwanese people, Japan is more than just a travel destination. It represents a sense of safety, familiarity, and fond memories. From its reasonable prices and short distance to its strong cultural ties, Japan meets almost every need for overseas travel. When familiarity becomes a comfort zone, it may be time to rediscover Japan at our own pace, rethink what travel means, and create a journey that is truly your own.

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