Klook has signed a memorandum of understanding (MoU) with the Osaka Convention & Tourism Bureau (OCTB) to strengthen regional tourism development and enhance visitor distribution across the prefecture.
The agreement brings together Klook’s digital platform and market data with OCTB’s local expertise to support destination marketing, visitor insights and sustainable tourism management. The partnership will focus on joint content development, online promotions, data sharing and analysis of inbound travel behaviour.
Both parties will also explore digital solutions aimed at improving visitor convenience and supporting local tourism businesses, including the use of digital content tools and audio guide capabilities. Sustainable tourism initiatives will form part of the collaboration, with the aim of managing visitor flows beyond Osaka’s city centre and encouraging travel across the wider prefecture.
Data from Klook’s Travel Pulse 2026 study, which surveyed 11,000 travellers across 20 markets, indicates continued demand for Osaka. Among travellers selecting Japan as a must-visit destination in 2026, 48.6 per cent plan to include Osaka in their itinerary. Intent is higher among millennials at 53.4 per cent, compared with 43.5 per cent among Gen Z travellers.
Platform data from Klook over the past 12 months shows strong demand for mobility-related bookings in Japan, including regional rail passes, Shinkansen tickets and car rentals. This trend suggests travellers are using Osaka as a gateway to explore surrounding areas.
The MoU reflects a broader shift towards data-led destination management, with tourism authorities and digital platforms seeking to distribute demand more evenly and support regional economic growth.
OCTB chairman Hiroshi Mizohata said: “Beyond simply increasing visitor numbers, it is essential to create experiential value across the entire prefecture and to pursue continuous improvement based on data. This partnership aims to refine the unique strengths of each municipality into market-ready products and to create an environment in which travellers can more easily discover new and exciting experiences.
“By combining Klook’s market data and expertise with OCTB’s research capabilities and regional knowledge, we will work together to build effective strategies that achieve both broader economic impact and sustainable growth.”
Wataru Masuda, general manager, Klook Japan, added: “Working closely with OCTB enables us to connect data, technology, and storytelling to help travellers explore Osaka more thoroughly, while supporting small and medium-sized merchants beyond Osaka City in reaching global travellers through Klook’s platform.
“By amplifying discovery of experiences across the wider prefecture, we aim to encourage more balanced visitor flows that benefit local communities.”
