Agoda Reveals Growing Travel Interest Ahead of One of Asia's Leading Sporting Events to Be Held in Japan in Fall 2026

―― Searches for Toyota City up 715% and Ichinomiya City up 504%, as travel interest expands to host cities across Aichi Prefecture ――

SINGAPORE, Sept. 3, 2026 /PRNewswire/ -- Agoda Company Pte. Ltd. (Headquarters: Singapore; CEO: Omri Morgenshtern), which operates the digital travel platform Agoda, has analyzed accommodation search data for the period of one of Asia's leading sporting events to be held in Japan from September 19 to October 4, revealing growing travel interest in the Aichi-Nagoya area.

According to accommodation searches made on Agoda, Nagoya City emerged as the most popular host city in Aichi Prefecture, followed by Toyota City, Toyohashi City, Okazaki City, and Ichinomiya City. Among the host cities, Toyota City recorded the highest increase in travel interest during the event period compared to three weeks prior at 715%, followed by Ichinomiya City at 504%, Kariya City at 324%, and Okazaki City at 237%, indicating travel interest is expanding beyond Nagoya City to cities across Aichi Prefecture where the sporting events will be held.

• Nagoya City tops accommodation searches, while travel interest expands to surrounding host cities

Top 10 cities by search volume during the event period

1. Nagoya City
2. Toyota City
3. Toyohashi City
4. Okazaki City
5. Ichinomiya City
6. Kariya City
7. Kasugai City
8. Komaki City
9. Nishio City
10. Shinshiro City

Nagoya City recorded the highest number of accommodation searches for stays during the sporting event period, with a wide range of sports scheduled to take place, including water polo, athletics, basketball, judo, football, rugby sevens, gymnastics, and tennis. In addition to being a central area where visitors can watch a variety of sporting events, the opportunity to combine sports spectating with Nagoya's unique food, shopping, and sightseeing experiences makes it a highly appealing travel destination during the fall season.

• Fast-rising travel interest in surrounding host cities: Toyota City up 715%, Ichinomiya City up 504%

Agoda reports a rise in travel interest not only in the main host city of Nagoya, but also in cities across Aichi Prefecture where a wide variety of sporting events will take place, suggesting that the event is expanding travelers' interest across the prefecture. Among the cities where the sporting events will be hosted, Toyota City recorded the highest growth in travel interest with a 715% increase in accommodation searches compared to three weeks prior to the event period. Additionally, Ichinomiya City and Kariya City ranked as the second and third fastest-growing destinations during the sporting event based on accommodation searches, at 504% and 324%, respectively. With Ichinomiya scheduled to host badminton and Kariya scheduled to host football, fans can expect unforgettable competitions that make the trip worthwhile.

• Growing interest in the Aichi-Nagoya area from across Asia

The sporting event in fall 2026 is likely to be driving growing interest in the Aichi-Nagoya area not only among travelers in Japan, but also among travelers across Asia. Among international markets, Taiwan recorded the highest number of searches to the event host cities, followed by South Korea, Hong Kong, the Philippines, and China.

Top 5 international markets by search volume

1. Taiwan
2. South Korea
3. Hong Kong
4. Philippines
5. China

Meanwhile, the host cities saw highest increase in travel interest from China at 724% and the Philippines at 249%.

The high interest from China may be driven by strong awareness of the sporting event following the previous edition held in Hangzhou, expectations surrounding the national team, and the timing of the event, which coincides with the Mid-Autumn Festival and National Day holiday periods.

For the Philippines, meanwhile, anticipation surrounding the men's basketball team's bid to defend its title - following its first gold medal in 61 years at the previous edition of the sporting event - may also be contributing to increased travel interest.

Comment from Tadashi Ikai, Senior Country Director, Agoda International Japan

One of Asia's leading sporting events to be held in Japan in fall 2026 is giving both domestic and international travelers an opportunity not only to watch sports, but also to visit different areas across Aichi and Nagoya. It's especially exciting to see heightened interest in lesser-known cities like Toyota City, Ichinomiya City, and Kariya City in Aichi Prefecture.

Sports tourism can offer travelers an opportunity to discover destinations they may not have visited before, while experiencing the unique attractions, cuisine, and culture each area has to offer. At Agoda, we will continue to support domestic and international travelers in enjoying both sports spectating and travel to host destinations in their own way through our wide range of accommodation options and flights to make this an unforgettable event.

In addition to accommodations and flights, Agoda also allows travelers to book activities around the world. Booking activities before a trip can help travelers plan their itineraries more smoothly and make their experiences at their destination even more fulfilling.

SOURCE Agoda