Okinawa

As of May 2026, Naha, Ishigaki, Miyakojima have 2,431 active Airbnb and VRBO listings. This represents a 3% decrease from the previous year.

The average Airbnb or VRBO in Okinawa generates ¥6M per year. High-performing properties earn ¥15M/year, while low-performing properties earn ¥2M/year. The extreme performance gap suggests that revenue is heavily concentrated in a small segment, reflecting high variance in asset capability despite stagnant supply trends.

Airbnb and VRBO can be profitable in Okinawa. Average annual revenue is ¥6M with 45% occupancy. High-performing properties earn up to ¥15M/year. This disparity indicates that current market conditions favor properties capable of capturing premium positioning, as overall revenue metrics are contracting slightly.

The average occupancy rate for Airbnbs and VRBOs in Okinawa is 45%. This occupancy level, combined with an average nightly rate of ¥32K, results in a RevPAR (revenue per available room) of ¥11K per day.

4+ bedroom properties demonstrate the strongest performance in Okinawa, with annual revenue of ¥11M. These properties balance operating costs and rental demand most effectively in the Okinawa market. Property performance varies significantly by location, amenities, and management quality.

Short-term rental regulations vary by jurisdiction in the Okinawa area. Naha: Moderate. Minpaku license required under national law, fire safety compliance, 180-day cap unless residential zone exemption. Enforcement exists but many unlicensed operators continue. Ishigaki: Moderate. Same minpaku licensing requirements, but tourism-dependent economy means lighter practical enforcement. Some unlicensed activity tolerated. Miyakojima: Lenient. Minpaku registration required but enforcement minimal due to tourism focus and limited resources. Many operate informally without significant consequences. Always verify current regulations with local authorities and obtain necessary permits before operating a short-term rental.

The Okinawa Airbnb and VRBO market is currently showing balanced conditions. Supply has declined 3% year-over-year, while RevPAR has decreased 7%. This indicates balanced supply-demand dynamics. This synchronization suggests a market-wide adjustment rather than localized saturation, pointing toward a broader softening in traveler expenditure.

Launch around May, 2-3 months before peak summer season (August peaks). This pre-peak timing lets you build reviews when competition is 30% lower than peak months. Avoid launching during peak season when established listings dominate, or slow months (May-January) when gaining traction is harder.

The most common amenities in Okinawa listings include: Air Conditioning (100%), Washing Machine (96%), Tv (93%), Kitchen (85%), Heating (71%). Amenities that boost revenue the most include Pool, Hot Tub, Air Conditioning, with Pool properties earning approximately 95% more (¥13M/year vs ¥7M/year).

Monthly estimated revenue per listing in Okinawa over the last 12 months: May: ¥281K, June: ¥289K, July: ¥401K, August: ¥458K, September: ¥326K, October: ¥328K, November: ¥267K, December: ¥293K, January: ¥232K, February: ¥340K, March: ¥380K, April: ¥365K. These figures are based on RevPAR (revenue per available room) multiplied by the number of days in each month.

The overall average nightly rate in Okinawa is ¥32K, up 9% year-over-year. By property size: 1-bedroom properties average ¥21K/night, 2-bedroom properties average ¥33K/night, 3-bedroom properties average ¥41K/night, 4+ bedroom properties average ¥48K/night. Rates peak in August and are lowest in May.

Guests in Okinawa book an average of 41 days in advance, down 17% from last year. By property size: 1-bedroom: 36 days, 2-bedroom: 40 days, 3-bedroom: 44 days, 4+ bedroom: 50 days. Larger properties tend to have longer booking windows as guests plan group trips further ahead.

Over the past year, the Okinawa Airbnb and VRBO market has seen the following changes: supply declined 3%, revenue per listing decreased 7%, occupancy fell 9%, average nightly rates increased 9%, and lead time decreased 17%. Rising rates amid falling occupancy and shorter booking windows highlight a shift toward more reactive, short-notice demand patterns.

In Okinawa, Saturday sees the highest booking demand while Tuesday has the lowest. Nightly rates peak on Friday and are lowest on Sunday. Weekends show 19% higher occupancy than weekdays.