Beyond Tokyo and Kyoto: Hoshino Resorts Highlights Japan’s Hidden Travel Gems

Japan as international tourism continues to grow across Japan, Hoshino Resorts is increasingly focusing on a strategy that goes beyond luxury accommodation. The hospitality company is placing greater emphasis on regional tourism, local culture, and community-based travel experiences, encouraging visitors to explore lesser-known destinations instead of concentrating solely on major tourist cities. Japan has experienced a strong recovery in tourism, with travelers increasingly seeking authentic experiences and deeper cultural connections during their trips. In response to these changing preferences, Hoshino Resorts has been expanding initiatives that encourage visitors to discover parts of the country that are often overlooked by first-time tourists. The company’s strategy aligns with broader efforts to distribute tourism more evenly across Japan and support regional economies. By encouraging travelers to spend time in less-visited areas, tourism benefits can be shared among a wider range of communities while reducing pressure on heavily visited destinations. Many regional areas offer distinctive attractions, including traditional culture, local cuisine, natural landscapes, hot spring destinations, and seasonal experiences that differ from those available in larger metropolitan centers. One of the most notable examples of this strategy is the expansion of the company’s OMO hotel brand. Rather than serving only as accommodation providers, OMO properties are designed to connect guests with surrounding neighborhoods and local businesses. The concept encourages travelers to explore nearby districts, interact with local communities, and discover attractions beyond standard tourist routes. Guests are introduced to local culture, dining experiences, and community-focused activities that help create a more immersive travel experience. By directing visitors into surrounding neighborhoods, the hotels contribute to local economies and help travelers gain a deeper understanding of the destinations they visit. This model reflects a growing trend among travelers who are increasingly looking for authentic experiences instead of traditional sightseeing alone.