A landmark report is reshaping our understanding of travel in Japan, confirming what many frequent visitors have already sensed: the Kansai region is no longer just a secondary stop on the itinerary but a premier destination in its own right, rivaling the long-standing dominance of Tokyo.
The Data Driving the Transformation
According to a comprehensive new report from Hoshino Resorts, which analyzed data from over 1.33 million guest nights in 2025, Japan’s tourism landscape is undergoing a significant shift. The findings reveal that the Kansai region, home to cultural powerhouses like Osaka and Kyoto, has experienced a dramatic surge in international visitors. Astonishingly, the number of international guests in the region has reached levels comparable to the Greater Tokyo area.
This surge has been significantly fueled by the global attention and infrastructure development surrounding the World EXPO in Osaka. The event has acted as a powerful catalyst, drawing a new wave of travelers to the region and solidifying its position on the world stage.
Beyond the Golden Route: A Quest for Authenticity
For decades, the “Golden Route”—a classic itinerary connecting Tokyo, Kyoto, and Osaka—has defined tourism in Japan. However, the Hoshino Resorts report indicates a clear trend of diversification. While the explosive post-pandemic growth rate of inbound tourism is beginning to decelerate, a more discerning type of traveler is emerging. These visitors are looking beyond the typical highlights and seeking more authentic, immersive regional experiences.
This is where Kansai truly shines. The report highlights a soaring demand for unique cultural encounters, such as staying in a traditional onsen ryokan (hot spring inn) or exploring local culinary scenes. Kansai, with its rich tapestry of history, food, and tradition, is perfectly positioned to meet this demand.
Kansai’s Unbeatable Appeal
- A Hub of Culture: From the ancient temples of Kyoto and Nara to the vibrant, modern energy of Osaka, Kansai offers an unparalleled concentration of Japanese culture. Travelers can experience the serene beauty of a Zen garden in the morning and dive into the neon-lit excitement of Dotonbori by night.
- The Kitchen of Japan: Osaka’s reputation as “Japan’s Kitchen” (Tenka no Daidokoro) is a major draw. The city’s legendary street food, from takoyaki to okonomiyaki, provides the kind of authentic, accessible culinary experience that modern travelers crave.
- Gateway to Deeper Exploration: Kansai serves as a perfect base for exploring western Japan. Its excellent transport links make it easy to venture out to places like Kobe, Himeji Castle, or the spiritual mountains of Koyasan, offering a richer and more varied travel experience.
The Future: Kansai as a Primary Destination
This trend signals a maturing of the inbound tourism market. As more travelers become repeat visitors to Japan, they are increasingly confident in bypassing Tokyo to make regions like Kansai their primary destination. They are not just adding Kansai to a Tokyo-centric trip; they are planning their entire Japanese itinerary around it.
This shift will likely have a lasting impact on the region’s economy, boosting local businesses and encouraging further investment in tourism infrastructure. For travelers, it means that the authentic charm and unique identity of Kansai will only continue to grow in prominence. The message is clear: the era of Kansai as a global travel powerhouse has officially begun.
