The Osaka Convention & Tourism Bureau (OCTB) has announced a strategic partnership with leading travel and experiences platform Klook, signing a Memorandum of Understanding (MOU) aimed at transforming the visitor experience in the Kansai region. This collaboration seeks to address the growing concentration of tourists in central Osaka by promoting travel to lesser-known areas, fostering a more sustainable and diverse tourism landscape.
The Challenge: Overtourism and Untapped Potential
For years, Osaka has been a magnet for international visitors. In the pre-pandemic peak of 2019, Japan welcomed a record 31.88 million tourists, with an estimated 12.3 million visiting Osaka Prefecture, highlighting its immense popularity. Following the post-pandemic reopening, this trend has rapidly returned. In 2023, Japan saw 25.06 million visitors, and by April 2024, passenger numbers at Kansai International Airport had recovered to 98% of the same month in 2019.
However, this success has led to significant challenges, particularly overtourism in popular districts like Namba, Dotonbori, and Shinsaibashi. The concentration of visitors in these areas creates congestion and puts a strain on local infrastructure, while vast parts of the wider Kansai region—including southern Osaka, Nara, Wakayama, and Hyogo—remain largely undiscovered by the majority of international travelers.
This partnership arrives at a critical juncture as traveler preferences shift. Post-pandemic, there is a growing demand for authentic, off-the-beaten-path experiences and a desire to escape the crowds. The collaboration between OCTB and Klook is a direct response to this evolving market dynamic.
A Data-Driven Strategy to Disperse and Enrich
The MOU leverages the core strengths of both organizations. Klook, with its vast user base, particularly across Asia, and its powerful data analytics capabilities, will provide crucial insights into traveler behavior and preferences. The OCTB will contribute its deep local knowledge, industry network, and access to unique cultural assets across the region.
Key initiatives of the partnership include:
- Developing New Content and Itineraries: The collaboration will focus on creating compelling new travel products and content that showcase the charm of Kansai’s diverse prefectures. This could include day trips from Osaka to the sacred mountains of Wakayama, historical explorations in Nara, or culinary tours in Hyogo.
- Targeted Digital Promotions: Using Klook’s digital platform, the partnership will launch targeted marketing campaigns to promote these new regional destinations. By analyzing user data, promotions can be tailored to specific nationalities and interest groups, increasing their effectiveness.
- Enhancing Digital Accessibility: The partnership aims to make regional attractions more accessible by bringing them onto Klook’s easy-to-use digital booking platform. This helps smaller, local operators who may lack the resources for global marketing to reach an international audience.
The Future Impact: A More Sustainable and Balanced Kansai
This strategic alliance is poised to have a significant and lasting impact on tourism in Western Japan.
For Travelers
Visitors can look forward to a richer and more authentic travel experience. By making it easier to discover and book activities outside the city center, the partnership will empower travelers to explore Kansai’s hidden gems. This will not only lead to a more enjoyable and less crowded trip but also foster a deeper appreciation for the region’s cultural and natural diversity.
For the Local Economy
The most significant impact will be the distribution of tourism revenue more evenly across the Kansai region. Local businesses in suburban and rural areas—from family-run restaurants to traditional craft workshops—will gain new opportunities to attract international visitors. This economic ripple effect is crucial for the sustainable development of the entire region, not just its urban core.
For the Tourism Industry
The OCTB-Klook partnership signals a forward-thinking approach to tourism management. By proactively addressing overtourism through data and technology, Osaka is positioning itself as a leader in sustainable tourism. If successful, this model could serve as a blueprint for other major tourist destinations in Japan and around the world facing similar challenges. The ultimate goal is to transition from a model focused purely on volume to one that prioritizes visitor satisfaction, regional balance, and long-term sustainability.
