With the Osaka-Kansai Expo 2025 on the horizon, tourism bodies across the Kansai region are already looking beyond the global event, laying the groundwork for a new era of growth. The Kansai Tourism Headquarters has unveiled a bold ambition: to become Japan’s number one region for inbound tourism consumption by fiscal year 2030, a move set to reshape the future of travel in Western Japan.
The Vision: A New Leader in Japanese Tourism
The strategy, dubbed the “after-Expo” plan, is not just about maintaining momentum but about fundamentally elevating Kansai’s status as a premier global destination. The goal is to surpass the Kanto region, which includes Tokyo, in terms of spending by international visitors.
To understand the scale of this ambition, we can look at recent data. In 2023, according to the Japan Tourism Agency, the Kanto region attracted approximately ¥2.86 trillion in tourist spending, accounting for over half of the national total. In contrast, the Kinki (Kansai) region recorded about ¥1.35 trillion. The new goal aims to close this significant gap and claim the top spot within the decade.
This initiative is a strategic pivot from simply attracting large numbers of tourists to focusing on “high-value” travelers who stay longer and spend more, contributing more significantly to the local economy.
Background: Building on a Strong Foundation
Kansai, with Osaka, Kyoto, and Kobe at its core, has long been a powerhouse of Japanese tourism. In 2019, before the pandemic, the region welcomed over 12 million international visitors. The area is now experiencing a robust recovery, with visitor numbers and spending rapidly approaching pre-pandemic levels.
The upcoming Expo 2025 is poised to act as a massive catalyst. Expected to draw an estimated 28.2 million visitors, including 3.5 million from overseas, the event will cast a global spotlight on Osaka and the surrounding region, enhancing its brand recognition and upgrading its infrastructure. The tourism bureau’s strategy is to leverage this heightened profile as a launchpad for sustained, long-term growth.
The Strategy for 2030
The path to becoming Japan’s top tourism earner rests on several key pillars.
Leveraging Mega-Projects
The legacy of the Expo is central to the plan. Beyond the event itself, the development on Yumeshima island will continue with the construction of Japan’s first Integrated Resort (IR), scheduled to open around 2030. This multi-billion dollar project will feature hotels, MICE (Meetings, Incentives, Conferences, and Exhibitions) facilities, entertainment venues, and a casino. The IR is expected to be a major driver of tourism, attracting a new segment of international business and leisure travelers.
A Data-Driven Approach
The Osaka Convention & Tourism Bureau is championing a shift towards data-driven tourism. By analyzing visitor behavior, travel patterns, and spending habits, the bureau aims to create more personalized and satisfying travel experiences. This approach will also help manage tourist flow, alleviating potential over-tourism issues in popular spots and promoting lesser-known attractions throughout the wider Kansai region.
Cultivating High-Value Experiences
The focus on high-value tourism means promoting unique, exclusive experiences that go beyond typical sightseeing. This includes:
- Luxury Stays: Attracting more world-class luxury hotel brands to the region.
- Gastronomic Tourism: Highlighting Kansai’s renowned culinary scene, from Michelin-starred restaurants to authentic local food experiences.
- Cultural Immersion: Offering deeper engagement with Japan’s rich heritage through private temple visits, traditional arts workshops, and wellness retreats.
Future Outlook and Potential Impact
If successful, this ambitious strategy could have a profound impact on Kansai. Economically, a surge in tourism spending will create jobs and stimulate growth across various sectors, including hospitality, retail, and transportation.
The tourism landscape itself is likely to transform. Kansai will evolve from a must-see stop on a first-time trip to Japan into a destination for repeat, long-stay visitors seeking premium and diverse experiences. The focus on data and sustainable growth could also position the region as a model for modern tourism management in a post-pandemic world.
However, challenges remain. Ensuring that infrastructure can handle the increased demand, preserving local culture and environment amidst development, and securing the necessary workforce will be critical to achieving this bold vision.
As Kansai stands at this pivotal moment, the message is clear: the Expo is not the finish line, but the starting block for a new race to the top. The next decade will be a transformative period for the region, with its sights firmly set on becoming the unrivaled leader of inbound tourism in Japan.
