Klook Dominates as the Preferred Touring Platform for Travelers in Japan

A recent report from the Osaka Convention & Tourism Bureau (OCTB) highlighted that Klook has solidified its position as the leading platform for international travelers booking paid tours and activities in Japan. According to the Kansai Airport Exit Survey 2025: Interim Report, 42.1% of the surveyed travelers chose Klook, significantly outpacing the competition, which only captured a fraction of that market share.

The data, compiled from 2,228 respondents during two survey phases between May and September 2025, offers crucial insights into tourists' behaviors in Japan. The results, published in October 2025, form part of OCTB’s broader initiative to analyze how and why international visitors engage with attractions in Osaka. Hiroki Makita, General Manager of the Marketing Strategy Department at OCTB, noted, “Understanding where visitors book their activities helps us connect that information with traveler profiles and motivations.” This understanding is vital in enhancing marketing strategies for Osaka’s tourist attractions, ensuring they resonate with various visitor demographics.

Klook's significant presence as a leading platform is reflected in its role in managing activity ticket sales, with Makita emphasizing collaboration with Klook and other online travel agents to broaden the reach of experiences offered across Osaka’s municipalities. This collaborative effort aims to inspire more visitors to delve deeper into the rich offerings that Osaka presents.

The timing of the survey coincides with the city’s highly anticipated event, Expo 2025, set to run from April to October 2025. Klook reported an impressive 40% year-on-year increase in average daily gross bookings, indicating that travelers attracted to the Expo have also opted to explore additional experiences through the platform. Additionally, these travelers frequently purchased JR Passes, Shinkansen trips, and regional attraction tickets such as the Osaka e-pass and Kansai experience passes to optimize their stays.

In a statement, Wataru Masuda, General Manager at Klook Japan, expressed gratitude for the recognition as the top platform, asserting that it underscores their dedication to simplifying travel experiences and enhancing overall destination enjoyment. “Partnering with organizations like the Osaka Convention & Tourism Bureau enables us to create experiences that offer value to both travelers and local communities,” he stated.

Klook's commitment to enhancing Japan's tourism landscape is further evidenced by their partnership with the Hiroshima Tourism Association in August 2025. They facilitated the experience of 112 content creators from 20 different markets in Hiroshima, which culminated in a digital reach of over 59.5 million people and 28.5 million social impressions. This initiative played a crucial role in boosting Hiroshima's appeal to international travelers.

Klook actively collaborates with the Japan National Tourism Organization (JNTO) as one of only three online travel agencies involved in promoting lesser-known destinations across Japan to travelers from Asia. This strategic move not only diversifies tourism throughout the country but also helps shift travelers’ focus from the usual hotspot attractions to hidden gems that reveal the authentic charm of Japan.

In summary, Klook's recognition as the leading booking platform among international visitors in Japan reflects a well-executed strategy that harmonizes the interests of travelers with local tourism objectives. As Klook continues to enhance its offerings and partnerships, it promises to create enriching and memorable experiences for visitors exploring the multifaceted landscape of Japan.