Japan’s tourism industry should adopt greater flexibility in service while preserving the values at the heart of its hospitality as international visitor expectations evolve, panellists said during the Traditions in Translation: Japanese Hospitality’s Global Dialogue on June 29, 2026 at ILTM Asia Pacific 2026.
“Respectfulness will never change. That is the foundation of Japanese hospitality,” said Manabu Kusui, general manager of Hotel The Mitsui Kyoto. “What I’m trying to add is flexibility.”
He said empowering front-line staff to make thoughtful decisions, such as allowing guests to check in early when rooms are ready rather than rigidly following set rules, helps bridge Japanese tradition with Western expectations.
Aki Komiya of destination management company Wundertrunk & Co. said the foundation of Japanese hospitality lies not only in omotenashi (wholehearted hospitality), but also omoiyari – empathy and consideration for others.
“As we become more international, we can adapt to make travellers feel comfortable. But I hope the Japanese people themselves don’t change. Our culture, our values and the way we care for others are what make Japan unique,” she said.
The discussion also explored how social media has reshaped travellers’ perceptions of Japan. Komiya said the challenge is to balance meeting visitors’ expectations while introducing them to places they may not have otherwise discovered.
“At the end of the day, what matters is that they go home loving Japan,” she concluded.
