Klook Reigns Supreme in Osaka’s Tourism Boom, Outshining Competitors and Redefining Japan’s Travel Landscape in 2025!

Published on December 4, 2025

The Osaka Convention & Tourism Bureau (OCTB) recently released the interim results of its Kansai Airport Exit Survey 2025, revealing a significant trend in the way international visitors book their activities during their stay in Japan. The survey, based on responses from 2,228 travelers between May and September 2025, highlighted that Klook, the online travel agency (OTA), has emerged as the most-used platform for booking paid tours and activities, far outpacing other competitors in the market.

According to the findings, a remarkable 42.1% of respondents indicated they chose Klook for their travel bookings, a figure that is more than three times the next closest competitor. This insight is critical for tourism stakeholders in Osaka as it sheds light on current traveler behavior and preferences, especially ahead of significant events such as Expo 2025, which runs through the year.

Survey Data Offers Valuable Insights into Traveler Behavior

The Kansai Airport Exit Survey, which gathers data from international visitors departing from Osaka, is part of the OCTB’s broader effort to understand how tourists interact with the city’s attractions. The information collected aims to help local governments, tourism businesses, and the broader industry to refine marketing strategies and enhance visitor satisfaction.

The report also explores key factors that influence visitor satisfaction, their likelihood of returning to Osaka, and their spending habits. By focusing on how tourists choose to book activities, OCTB can tailor its promotional efforts to attract different types of travelers.

The Role of Klook in Japan’s Tourism Landscape

Klook has seen a significant rise in bookings, particularly in the wake of major events such as Expo 2025. During the event’s active period, Klook reported a year-on-year increase of nearly 40% in daily bookings. This uptick suggests that visitors arriving for the Expo were also keen on exploring other aspects of Osaka and Japan through Klook’s services. The survey results highlight how these travelers are booking JR Passes, Shinkansen rides, and local passes like the Osaka e-pass and Have Fun in Kansai Pass, which allow them to make the most of their trip.

The sustained success of Klook in Osaka reflects a broader trend in Japan’s tourism, where the platform has effectively positioned itself as a key player in connecting travelers with unique local experiences. Klook’s ongoing partnerships with various local tourism organizations, including the Hiroshima Tourism Association, have expanded its reach and solidified its role in promoting destinations beyond major urban centers.

A Look at Osaka’s Tourism Strategy for the Future

The OCTB’s survey results provide crucial information for future tourism strategies, particularly for smaller, lesser-known regions in Japan. With the country’s focus on diversifying tourism away from heavily-visited locations like Tokyo, Osaka’s tourism leaders are looking for new ways to market regional experiences effectively.

Klook’s extensive marketing efforts, including its campaigns to promote lesser-visited destinations, play an essential part in achieving this goal. Through collaboration with other OTAs and tourism bodies, Osaka aims to draw international travelers to explore the city’s hidden gems, including its cultural heritage, local cuisine, and off-the-beaten-path attractions.

Klook’s Digital Marketing Efforts Amplify Global Reach

Klook’s role in promoting Japan to global audiences is not limited to booking services. The OTA also actively participates in digital marketing initiatives that amplify the appeal of Japanese destinations. In August 2025, Klook partnered with the Hiroshima Tourism Association to host over 100 content creators from 20 countries. The campaign, which garnered more than 59 million digital impressions, is a testament to Klook’s efforts to market lesser-known cities in Japan.

These campaigns have been a driving force behind the shift in how international tourists perceive destinations outside the primary tourist hubs. For example, Hiroshima, which had previously been overshadowed by larger cities, received significant attention thanks to Klook’s targeted promotional efforts.

The Importance of Data for Tourism Stakeholders

For tourism professionals and business owners in Osaka and beyond, the survey data collected by OCTB offers a vital resource. It not only highlights which platforms tourists are using to book activities, but also the types of experiences they are prioritizing. By analyzing these patterns, Osaka’s tourism leaders can fine-tune their promotional messages and offer experiences that better match the preferences of international travelers.

In this ever-evolving tourism landscape, understanding traveler behavior and engagement with platforms like Klook allows Osaka to stay competitive and provide better offerings for both first-time and repeat visitors.

Looking Ahead to Osaka’s Tourism Future

The findings of the Kansai Airport Exit Survey 2025 underscore the ongoing importance of digital platforms in shaping how visitors explore Osaka and Japan. With Klook’s significant role in the market, it is clear that travel agencies and local tourism operators must continue adapting to digital booking trends to capture the growing wave of international tourism.

As Expo 2025 approaches, Osaka’s tourism sector is set to benefit from these insights, paving the way for a future where international travelers can enjoy a more seamless and personalized experience. By continuing to align its offerings with customer demands and working closely with OTAs, Osaka aims to secure its place as one of Japan’s top destinations for years to come.