Osaka, Japan – Klook and the Osaka Convention & Tourism Bureau (OCTB) have signed a memorandum of understanding (MoU) to promote inbound tourism and drive socio-economic development across Osaka Prefecture.
Under the MoU, the two parties will collaborate on content development and online promotions, share and analyse travel data to better understand visitor behaviour, implement sustainable tourism initiatives to manage visitor flows, and deploy digital solutions to improve traveller convenience and support local tourism stakeholders.
The agreement reflects a shift toward digital-first destination management. Initiatives under the partnership will explore technologies such as digital content solutions and audio guides, enhancing the visitor journey while helping local businesses adapt to evolving travel patterns.
The collaboration leverages Klook’s data and digital infrastructure alongside OCTB’s on-the-ground expertise to encourage exploration beyond Osaka’s city centre.
Insights from Klook’s Travel Pulse 2026 indicate strong international interest in Osaka. Among travellers planning a Japan visit in 2026, 48.6% intend to include Osaka, with Millennials showing higher intent (53.4%) compared with Gen Z (43.5%), signalling potential for increased tourism spending.
Osaka is increasingly positioned not just as a destination but as a gateway connecting travellers to surrounding regions. Klook’s platform data over the past year highlights strong mobility-related bookings — including JR Kansai passes, Shinkansen tickets, and car rentals — suggesting visitors are exploring beyond the city.
“At Klook, we see platforms as infrastructure for discovery. Insights from Travel Pulse show that travellers are moving beyond single-city itineraries, and partnerships like this allow us to translate those signals into real-world experiences,” said Wataru Masuda, general manager at Klook Japan.
These trends point to a broader shift in travel behaviour, with major cities serving as launchpads for multi-destination journeys. Partnerships like this MoU use data and discovery to support regional connectivity, distribute visitor demand more sustainably, and foster inclusive tourism growth across Osaka Prefecture.
Hiroshi Mizohata, chairman of the Osaka Convention & Tourism Bureau, said, “Osaka tourism is currently at a structural turning point. Beyond simply increasing visitor numbers, it is essential to create experiential value across the entire prefecture and to pursue continuous improvement based on data.”
He added, “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.
Masuda also commented, “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.”
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