A new report from Hoshino Resorts suggests that the landscape of international tourism in Japan is undergoing a significant transformation. As travelers venture beyond the well-trodden ‘Golden Route’ of Tokyo, Kyoto, and Osaka, the Kansai region faces both a monumental opportunity and a critical challenge to redefine its appeal ahead of Expo 2025.
The Shift Away from the Golden Route
The 2025 inbound travel report, compiled from data across Hoshino Resorts’ nearly 70 properties, highlights two key trends: a growing preference for regional destinations and an increase in longer stays. While the explosive post-pandemic growth in overall visitor numbers is beginning to moderate, demand for areas like Shikoku and Okinawa is surging, bolstered by improved air connectivity and a desire for more authentic, off-the-beaten-path experiences.
This dispersal of tourism traffic presents a new dynamic. For years, Kansai, with Osaka and Kyoto as its crown jewels, has been an indispensable part of the international visitor’s itinerary. However, as travelers become more sophisticated and seek unique cultural and natural encounters, the region must adapt or risk losing ground to emerging destinations.
Impact on Kansai: A Double-Edged Sword
For Kansai, this trend is a double-edged sword. On one hand, the upcoming Expo 2025 in Osaka is set to draw a massive global audience, temporarily cementing the region’s status as a top destination. Official data reflects this optimism; according to the Osaka Convention & Tourism Bureau, the estimated number of foreign visitors to Osaka Prefecture in 2023 reached approximately 7.88 million, a dramatic recovery toward the pre-pandemic peak of 12.31 million in 2019.
On the other hand, the Hoshino report serves as a warning against complacency. If the “Golden Route fatigue” phenomenon accelerates, the very concentration that once was Kansai’s strength could become a liability. The challenge is no longer just about managing overtourism in central Osaka and Kyoto, but about actively channeling visitor interest to the wider Kansai region.
The Future of Kansai Tourism: Beyond Osaka and Kyoto
The path forward for Kansai lies in embracing this shift towards regional and experiential travel. The region’s tourism strategy must evolve to showcase the diverse attractions that lie just beyond the major city centers. This is an opportunity to promote:
- Nature and Adventure in Hyogo and Wakayama: From the historic Arima Onsen and the majestic Himeji Castle to the sacred pilgrimage routes of the Kumano Kodo and the stunning coastline, the potential for nature-based tourism is immense.
- Deep Culture in Nara and Shiga: Encouraging longer stays allows visitors to explore the ancient capital of Nara, with its famous deer and Todai-ji Temple, or to discover the serene beauty of Lake Biwa, Japan’s largest freshwater lake.
- Authentic Experiences: The trend favors immersive activities over simple sightseeing. This could include sake brewery tours in Nada (Hyogo), temple stays at Mount Koya (Wakayama), or craft workshops throughout the region.
A Strategy for Sustainable Growth
To capitalize on this trend, the Kansai tourism industry and local governments must collaborate on several fronts:
- Improved Connectivity: Enhancing transportation links from Kansai International Airport (KIX) and major train hubs to these lesser-known areas is crucial. This includes promoting regional rail passes and improving local bus services.
- Dispersed Accommodation: Encouraging the development of unique, high-quality accommodations outside of the urban cores can help distribute tourists and their economic impact more evenly.
- Targeted Marketing: Promotion efforts should shift from a singular focus on Osaka and Kyoto to a broader “Greater Kansai” narrative, highlighting the region’s multifaceted appeal for second- or third-time visitors looking for deeper engagement.
Expo 2025 provides a powerful catalyst. It will bring the world to Osaka’s doorstep, offering a once-in-a-generation chance to introduce them to the rich tapestry of the entire Kansai region. By leveraging this moment to encourage dispersal and promote longer, more meaningful stays, Kansai can secure its position not just as a stop on the Golden Route, but as a world-class destination in its own right for decades to come.
