Experience-based tourism has taken center stage in Japan’s ongoing efforts to boost inbound travel spending, as foreign visitors are increasingly shifting their expenditure from luxury shopping to meaningful, immersive activities. According to the latest analysis reported by The Japan Times, Japan’s inbound tourism numbers soared to a record 21,518,100 in the first half of 2025, reaching the 20-million milestone in just six months—a feat unprecedented in the country’s history (Japan Times). Yet, despite this remarkable surge, the spending habits of international tourists are evolving, with a marked decline in purchases of high-end goods and a corresponding rise in demand for authentic, hands-on travel experiences.
For Thai readers and the broader Southeast Asian tourism sector, Japan’s new tourism playbook is both instructive and urgent, highlighting a global trend with direct local implications. Thailand, long esteemed for its vibrant hospitality sector and rich cultural offerings, is already seeing signs of similar transformation. The Tourism Authority and local tour operators are taking interest, as research reveals that modern travelers—especially among Gen Z and Millennials—seek deeper engagement with local traditions, gastronomy, ecology, and the lived rhythms of a destination. Data from travel industry insights and reports from the Thailand Tourism Forum 2025 underscore the mounting popularity of wellness retreats, culinary tours, community-based homestays, and creative workshops (Travel and Tour World; TAT News).
What drives this shift away from luxury retail consumption toward experiential travel? The Japan Tourism Agency and academic specialists in Japan attribute the trend to a combination of factors: international tourists are increasingly well-traveled and digitally savvy, prioritizing unique, memorable encounters over material acquisitions. Experiences such as food tastings, traditional craft workshops, rural farm stays, and guided nature treks tap into travelers’ desires to connect with the “real” Japan, beyond the glossy veneer of souvenir shops and department stores. As Japan’s inbound travel sector enters what experts call a “post-shopping era,” operators report that packages including cultural immersion are reporting better margins and higher satisfaction scores.
According to a recent industry panel hosted by the Japan Tourism Agency, a senior tourism official noted, “Visitors today want to return home not with bags of new products, but with stories and skills—something personal and transformative, whether it’s mastering sushi-making, meditating in a Zen temple, or joining local festivals.” This view is mirrored in market analysis from Southeast Asia. In Thailand, for example, the surge in experiential offerings such as eco-conscious village tours, Muay Thai training camps, and organic cooking classes aligns closely with Japan’s trajectory (GoWithGuide; Intellify Global).
The scale of this change is substantial. In Japan, inbound tourist spending on shopping fell as a share of total consumption, while expenditure on experiences such as cultural events, performances, and unique accommodation surged. The Japan Times reports that this transformation has brought new revenue streams to rural communities previously bypassed by mass tourism, as travelers seek out sake brewing lessons, samurai experiences, and forest therapy walks in lesser-known prefectures. In Southeast Asia, an analysis by Statista and other market research firms forecasts that the regional travel and tourism market will continue to grow rapidly, with experiential tourism fueling diversification and resilience (Statista; Phocuswright).
Crucially, the concept of “experiential travel”—sometimes referred to as immersion or transformative travel—emphasizes personal engagement with a destination’s history, people, and environment, moving beyond simple sightseeing. As defined in open educational sources, experiential tourism often provides transformative moments for visitors, who participate in everything from rice planting with local farmers to therapeutic hot springs rituals and spiritual retreats (Wikipedia - Experiential tourism).
These developments hold notable lessons for tourism stakeholders in Thailand and the region. Thai tourism officials are already responding by launching promotional campaigns and strategic partnerships aimed at linking international tourists with local artisans, village guides, and experts in indigenous wellness practices. A leading representative from the Thailand Tourism Authority explained, “Thailand’s strength is its living culture—things you can only experience here, not just buy in a store. The new generation of tourists values this deeply, and we must respond by supporting SMEs, craftspeople, and communities in every province.”
Another dimension is sustainability. Both Japan and Thailand are placing rising emphasis on tourism offerings that are ecologically and socially responsible. For example, initiatives promoting community-based ecotourism or responsible animal sanctuaries resonate with environmentally and ethically conscious travelers, who are willing to spend more on experiences they perceive as genuine and sustainable. This dovetails with data showing that global travelers rank responsible travel among their top priorities, and are attracted by Thailand’s longstanding traditions of hospitality, wellness, and conservation. The so-called “Thailand Model”, as articulated at the Thailand Tourism Forum 2025, takes cues from successful experiential tourism campaigns in Japan, encouraging deeper, mutually beneficial interaction between guests and hosts (TAT News).
Historical context illuminates the present shift. In the decades before the COVID-19 pandemic, Japan—and to some extent, Thailand—relied heavily on group tours and shopping-focused itineraries, especially targeting Chinese, Korean, and Southeast Asian visitors. After years of pandemic restrictions and a period of reflection, tourists now prioritize enrichment, self-development, and human connection. Survey data from regional travel reports indicates that individualized tours, creative workshops, and “microadventures” are among top booking categories. In Thailand, this trend is visible in the surging popularity of Chiang Mai’s craft markets, Ubon Ratchathani’s candle festival workshops, and Khon Kaen’s silk weaving villages (TravelAge West).
Industry experts predict experiential tourism’s dominance will only grow in the coming years, as digital platforms enable travelers to discover unique local experiences, and as destinations compete on authenticity rather than price. Tour operators in both Japan and Thailand are advised to invest further in training, storytelling, and collaboration with local stakeholders—not just to attract more visitors, but to distribute tourism’s benefits more fairly. Looking ahead, the key differentiator between leading and lagging destinations in Asia may well be their ability to curate meaningful, interactive experiences rather than relying on traditional sightseeing or retail models.
For Thai tourism businesses and policymakers, the message is clear: diversify product offerings, invest in community capacity, and develop platforms that make it easy for international visitors to book experience-based itineraries. Hotels, resorts, and homestays can collaborate with local experts to offer workshops in traditional massage, cooking, farming, or the arts. It is also important to develop creative digital marketing strategies in major source markets to communicate the unique value of Thai experiential tourism.
Practical recommendations for Thai stakeholders include: supporting skill development and micro-entrepreneurship in rural tourism communities; improving digital infrastructure to connect experience providers directly with travelers; diversifying the media and languages used to market Thai experiences abroad; and building partnerships between large tour operators and small, local guides. For travelers planning their next trip—in Thailand or beyond—the advice is equally compelling: seek out opportunities to engage actively with local communities, learn a new craft, participate in a local celebration, or simply spend time understanding the place you visit beyond its famous landmarks.
As the global tourism landscape evolves, the embrace of experiential tourism offers a robust path toward sustained growth, cultural preservation, and more equitable prosperity for host communities. Thailand, blessed with a tapestry of traditions and natural wonders, is as well-positioned as Japan to harness this wave—provided stakeholders across the sector recognize that today’s travelers value experiences, memories, and connection far more than material souvenirs.