#Immersivetravel

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.

Experiential travel is reshaping inbound tourism. Visitors are spending less on luxury shopping and more on immersive, meaningful activities. Inbound arrivals to Japan reached a record 21.5 million in the first half of 2025, signaling a six-month milestone well ahead of expectations. Analysts note a clear shift: high-end purchases are down while demand grows for authentic, hands-on experiences such as cultural workshops, local food tastings, and nature-based adventures.

For Thai readers and the wider Southeast Asian travel scene, Japan’s approach offers timely lessons. Thailand, known for hospitality and vibrant culture, is already seeing a similar shift. Industry bodies and tour operators report that modern travelers—especially Gen Z and Millennials—seek deeper engagement with local traditions, cuisine, ecology, and community life. Insights from the Thailand Tourism Forum 2025 point to rising interest in wellness retreats, culinary trips, village homestays, and creative workshops.