A New Era of Tourism in Japan’s Kitchen
Osaka is buzzing with an energy unlike ever before. The latest figures released by the Osaka Convention & Tourism Bureau paint a remarkable picture: spending by international visitors in the last quarter has not only recovered but has decisively surpassed pre-pandemic highs. This surge is not just about numbers; it signals a fundamental shift in what travelers seek, with Osaka’s world-famous culinary scene and vibrant entertainment sector leading the charge.
The report highlights that spending on experiences, particularly food, beverages, and live events, has seen explosive growth. This trend confirms Osaka’s successful branding as Japan’s premier “gastronomic hub,” a city where the pursuit of delicious food—a culture known locally as kuidaore (eat till you drop)—is an attraction in itself.
The Story Behind the Numbers
While the enthusiasm is palpable on the streets of Dotonbori and Shinsaibashi, the data provides concrete evidence of this economic upswing. According to data from the Japan Tourism Agency, Osaka Prefecture recorded an astonishing 262.7 billion yen (approximately $1.75 billion USD) in tourist spending during the final quarter of 2023. This represents a staggering 55.4% increase compared to the same period in 2019, a clear indicator of robust growth.
This boom is powered by several key factors:
- The Weak Yen: The favorable exchange rate for many international currencies has significantly increased the purchasing power of visitors, making Japan—and especially a value-rich city like Osaka—an incredibly attractive destination. Travelers find they can afford more luxurious meals, exclusive tours, and unique entertainment experiences.
- A Shift to “Experience Spending”: Modern travelers are increasingly prioritizing memorable experiences over material goods. Instead of focusing solely on shopping, visitors are allocating more of their budget to tasting authentic takoyaki, enjoying multi-course kaiseki dinners, attending concerts, and exploring the city’s unique nightlife.
- Osaka’s Unmistakable Identity: The city has masterfully cultivated an image of being friendly, energetic, and unapologetically fun. Its reputation for incredible street food, lively bars, and world-class attractions like Universal Studios Japan continues to draw in both first-time and repeat visitors.
Fueling the Future: The Nighttime Economy and Beyond
This influx of spending is acting as a powerful catalyst for new investment, particularly in Osaka’s “nighttime economy.” Recognizing the demand for activities after dark, local authorities and private businesses are collaborating to develop and promote a wider array of late-night options. This includes extending operating hours for restaurants and attractions, organizing night markets, and supporting live music venues, ensuring the city remains vibrant around the clock.
This trend is not only enriching the visitor experience but also creating a significant number of new employment opportunities for residents, further strengthening the regional economy.
Looking ahead, the momentum is set to continue. With the highly anticipated Expo 2025 Osaka, Kansai, Japan on the horizon, the city is preparing for another major influx of international visitors. The global event is expected to accelerate infrastructure development and spur the creation of new, innovative attractions, cementing Osaka’s position as a leading global tourist destination.
What This Means for Travelers
For anyone planning a trip to Kansai, the message is clear: there has never been a better time to visit Osaka. The city is in the midst of a golden age of tourism, offering an unparalleled variety of culinary delights and entertainment. You’ll arrive in a city that is not just welcoming visitors, but actively innovating to provide unforgettable experiences. From its Michelin-starred restaurants to its hidden back-alley bars, Osaka is ready to show you why it’s a city that truly never sleeps and never stops eating.
