With the world’s attention turning to the 2025 World Expo, Osaka and the greater Kansai region are already looking past the six-month event. Economic leaders are laying the groundwork for a new era of tourism, one focused on sustainability, long-term growth, and deeper cultural engagement, ensuring the Expo’s legacy extends far beyond the final fireworks. The goal is clear: leverage the global spotlight to build a resilient tourism industry that avoids the common “post-event slump” and creates lasting benefits for local communities.
The Challenge: Moving Beyond a One-Time Boom
Large-scale international events like the World Expo bring a massive, but temporary, influx of visitors. The 2025 Expo is projected to attract an estimated 28.2 million visitors. While this provides a significant short-term economic boost, the real challenge lies in what comes after. History shows that host cities can experience an economic downturn once the crowds depart.
Furthermore, before the pandemic, Osaka was already grappling with the pressures of mass tourism. In 2019, a record 12.3 million international tourists visited Osaka Prefecture, often concentrating in popular districts like Namba and Shinsaibashi. This new strategy aims to learn from the past by transforming the Expo’s momentum into a more sustainable and distributed model of tourism.
A Blueprint for a Resilient Tourism Industry
A recent economic forum in Osaka outlined a multi-faceted approach to redefine travel in the Kansai region. The strategy moves away from sheer volume and focuses on quality, value, and regional distribution.
Unveiling Kansai’s Hidden Gems
A core pillar of the new plan is to disperse visitors beyond the well-trodden paths of central Osaka and Kyoto. The strategy encourages tourists to explore lesser-known but equally captivating areas throughout the Kansai region. This includes promoting the historical port city of Sakai, the spiritual trails of the Kii Peninsula in Wakayama, and the scenic coastlines of Hyogo. By showcasing these “hidden gems,” officials hope to alleviate over-tourism in major hubs and spread economic benefits to a wider range of local communities.
Promoting Deeper, Longer Stays
The focus is shifting from quick sightseeing trips to immersive, high-value experiences that encourage longer stays. Instead of just seeing a castle, visitors will be invited to participate in workshops with local artisans, join authentic cooking classes in neighborhood kitchens, or engage in wellness retreats in the region’s serene natural landscapes.
This model aims to increase the average spending per visitor, which stood at approximately ¥159,000 (about $1,000 USD) per trip for international tourists in 2019. By offering unique, high-quality experiences, the region seeks to attract travelers who are willing to invest more time and money to connect with the local culture.
Investing in Future-Ready Infrastructure and Digital Outreach
Significant investments in infrastructure are underway to support this vision. This includes enhancing transport links to the Expo site on Yumeshima Island and improving connectivity to surrounding regions.
Simultaneously, sophisticated digital marketing campaigns are being developed. These campaigns will use data-driven insights to target specific traveler profiles, including repeat visitors and business travelers interested in Kansai’s unique blend of ancient tradition and cutting-edge innovation. The goal is to build a lasting relationship with global travelers, positioning Kansai as a destination to return to again and again.
What This Means for Future Travelers
For those planning a trip to Kansai in the post-Expo era, this strategic shift promises a more authentic and rewarding travel experience. You can expect:
- Less Crowding: A more comfortable journey with fewer crowds at major attractions.
- Deeper Cultural Connections: More opportunities to interact with local communities and experience Japanese culture firsthand.
- New Destinations: A wider array of destinations and activities to discover, from coastal towns to mountain villages.
- Sustainable Choices: The peace of mind that your visit is contributing positively to the preservation of cultural assets and the well-being of local economies.
The 2025 World Expo is not the finish line for Osaka; it is the starting point. By focusing on sustainable, high-value tourism, the Kansai region is building a future where global visitors and local communities can both thrive for decades to come.
