Hello Kitty Airport to Boost Oita’s Tourism During 2025 World Expo in Osaka, Japan – A New Chapter for Regional Travel

Published on March 24, 2025

In a strategic move aimed at boosting tourism during the 2025 World Exposition in Osaka, Japan, Oita Prefecture has announced that it will temporarily rebrand its Oita Airport as “Hello Kitty Airport.” This rebranding, set to launch on April 13, 2025, coincides with the commencement of the World Expo in Osaka, one of Japan’s most anticipated global events. The decision to rebrand the airport is designed to attract international visitors who are already in Japan for the Expo, giving them an opportunity to explore the unique offerings of Oita Prefecture, located in southwestern Japan.

What’s in Store for Travelers?

During the six-month rebranding period, Oita Airport will feature a range of Hello Kitty-themed attractions designed to delight both children and adults. The airport will be adorned with photo spots and banners showcasing Hello Kitty and other beloved Sanrio characters, offering a playful and engaging welcome to visitors. These interactive spaces are intended to create memorable moments for tourists while promoting the local cultural and tourism offerings.

In addition to these themed installations, Oita’s government, in partnership with Sanrio Entertainment Co., has announced that a shuttle bus service will be available between the airport and Harmonyland, a Sanrio-themed park located in Oita Prefecture. The shuttle service will run from August to October 2025, further enhancing the tourism experience for those traveling with children or fans of the Sanrio universe.

Oita’s Efforts to Boost Tourism

Oita Prefecture has been making substantial efforts to increase its tourism footprint, leveraging its connection to the globally popular Hello Kitty brand. In 2024, the region experienced a record high of 1.5 million foreign visitors, highlighting the growing appeal of this part of Japan. Oita’s Governor, Kiichiro Sato, has expressed hope that the Hello Kitty Airport initiative will attract even more tourists during the Expo, ultimately promoting the natural beauty and cultural heritage of the area.

In addition to the airport transformation, Oita Prefecture is already well-known for its renowned hot springs, a major draw for international visitors seeking relaxation and rejuvenation. The combination of the Hello Kitty Airport initiative and Oita’s existing tourist offerings makes the region an appealing destination for travelers looking to experience a unique mix of entertainment, culture, and natural beauty.

The Role of Sanrio in Oita’s Tourism Strategy

Sanrio Entertainment Co., the company behind the Hello Kitty brand, is also playing a pivotal role in this initiative. Sanrio President Aya Komaki emphasized that the company aims to make Harmonyland not just a theme park but a broader entertainment and resort area. By aligning with Oita Prefecture’s tourism goals, Sanrio seeks to further bolster the region’s status as a key tourist destination in Japan.

The initiative is part of a larger strategy to attract both domestic and international tourists, with Oita’s government and Sanrio Entertainment working closely to ensure that Harmonyland and other attractions continue to play an important role in the region’s tourism development. Harmonyland, located just outside of Oita City, has long been a popular destination for Hello Kitty fans, and the airport’s rebranding is expected to generate increased traffic to the theme park.

The World Expo’s Impact on Oita’s Tourism

The timing of the Hello Kitty Airport launch is closely tied to the World Expo in Osaka, an event that will bring millions of visitors to Japan. The Expo, which runs from April to October 2025, is expected to attract a diverse group of international tourists, many of whom may take the opportunity to travel beyond Osaka and explore other regions of Japan, including Oita.

By offering a uniquely themed experience at the airport and providing convenient access to the Hello Kitty-themed attractions, Oita aims to capitalize on the global attention generated by the Expo. Visitors who may have initially planned to focus their travels around Osaka now have an additional reason to extend their stay in Japan by visiting Oita Prefecture. This strategic move could serve as a model for other regions looking to tap into the influx of international visitors during large-scale global events.

A Growing Global Trend: Themed Airports and Attractions

The Oita Hello Kitty Airport initiative is part of a larger global trend where airports are increasingly being used as platforms to showcase local culture and tourism offerings. Airports have become the first point of contact for international visitors, making them a critical element in shaping a traveler’s experience and perception of a destination.

Other airports around the world have also embraced themed experiences to attract visitors and create a memorable first impression. For example, airports in major tourist destinations such as Singapore’s Changi Airport and Dubai International Airport have set high standards for entertainment, with features ranging from butterfly gardens to indoor waterfalls and interactive art installations. By joining this trend, Oita aims to enhance the traveler’s journey and encourage extended stays in the region.

Potential Implications for the Global Travel Industry

Oita Prefecture’s innovative approach to airport branding could have ripple effects on the broader travel and tourism industry, both within Japan and internationally. For the travel industry, this initiative underscores the growing importance of enhancing the overall traveler experience through immersive and interactive spaces. By creating unique airport experiences, destinations can boost their tourism visibility and appeal, particularly in the highly competitive global travel market.

For airlines operating domestic and international routes to Oita, the airport’s rebranding could increase demand for flights to the region. As more travelers seek to explore Oita during their visit to Japan for the World Expo, airlines may benefit from an uptick in bookings. The shuttle bus service connecting the airport to Harmonyland further supports the ease of travel for tourists, enhancing the region’s connectivity and appeal as a multi-stop destination.

Oita’s Hot Springs and International Connections

Beyond the Hello Kitty Airport initiative, Oita’s hot springs remain one of the prefecture’s most attractive offerings. Known for its therapeutic waters and beautiful natural landscapes, Oita is already a popular destination for both domestic and international tourists seeking a traditional Japanese onsen experience. Oita Airport offers direct international flights to South Korea and Taiwan, making it accessible for travelers from neighboring countries. As tourism in Japan continues to rebound, Oita’s hot springs are expected to draw even more visitors, especially those seeking relaxation after attending the World Expo.

The synergy between the Hello Kitty brand, Harmonyland, and the region’s hot springs makes Oita an appealing destination for a wide range of travelers. Families with children, Hello Kitty enthusiasts, and wellness tourists seeking rejuvenation will all find something of interest in the prefecture.

Looking Ahead: Oita’s Long-Term Tourism Strategy

Oita’s Hello Kitty Airport initiative is not just a short-term promotional campaign but a key component of the prefecture’s long-term tourism strategy. By positioning itself as a family-friendly and culturally rich destination, Oita is setting the stage for sustained tourism growth in the coming years. The prefecture’s focus on expanding its international connections and enhancing the visitor experience will likely continue to pay dividends as Japan’s tourism sector continues to recover and thrive.

As the global tourism industry adapts to new trends and demands, initiatives like the Oita Hello Kitty Airport serve as valuable case studies in how regions can leverage unique cultural assets to attract tourists and enhance their competitiveness. Oita’s efforts to integrate entertainment, culture, and natural beauty into its tourism strategy could inspire other regions around the world to explore similar approaches.

Conclusion: A New Chapter for Oita’s Tourism Industry

Oita Prefecture’s rebranding of Oita Airport as “Hello Kitty Airport” represents a creative and strategic effort to capitalize on the global attention generated by the World Expo in Osaka. By offering travelers a unique and interactive airport experience, Oita aims to lure more international visitors and position itself as a must-see destination in Japan. With its focus on family-friendly attractions, hot springs, and global connectivity, Oita is poised to become an even more significant player in Japan’s tourism industry.

For more information, travelers can visit the official Oita Prefecture website and follow updates on their social media platforms for the latest news on this exciting new initiative.