MATCHA Launches 'Locally' to Enhance Travel Experience for Visitors to Japan

MATCHA's New Platform 'Locally' Set to Transform Travel Information Access for Visitors to Japan

In June 2026, MATCHA, a leading company in the field of travel and cultural experiences in Japan, will unveil a groundbreaking media platform named 'Locally.' Designed for inbound visitors, this innovative tool facilitates direct access to local tourism insights in multiple languages. As the influence of AI grows in travel planning, the significance of the source of information is at an all-time high. Locally aims to bridge the gap between visitors and local attractions, fostering new connections through direct information dissemination from local tourism stakeholders.

The Importance of Local Experiences

In the context of evolving travel preferences, the Japan National Tourism Organization (JNTO) and the Japan Tourism Agency have introduced a new inbound marketing strategy for the years 2026 to 2030. Central to this strategy is the recognition of tourists who seek authentic, region-specific experiences. Statistics reveal a 7.8% increase in the number of international visitors staying in rural Japan, surpassing growth in major metropolitan areas.

However, despite the inherent charm of many rural locales, MATCHA has identified a significant challenge: many attractive destinations and experiences remain obscured to potential visitors due to inadequate information distribution. This is exacerbated by discrepancies in keyword relevance and information dissemination frameworks, resulting in missed opportunities for travelers who would have otherwise sought out these hidden gems.

AI's Role in Destination Selection

As travelers increasingly rely on AI for researching and planning their trips, the ways in which information is encountered are transforming. MATCHA has recorded over 10 million instances of AI reference to their media between December 2024 and March 2026, prompting a reassessment of how information is presented. They believe that the credibility of information sources will become more crucial than ever in the context of travel decisions.

Expanding Tourism Infrastructure with Locally

Locally builds on MATCHA's existing service, the MATCHA Contents Manager (MCM), which allows local governments, tourism associations, and various service providers to input data in Japanese, which is then translated into six languages automatically. This platform has already been adopted by more than 1,000 tourism providers across all 47 prefectures in Japan. Locally represents an evolution of this service to adapt to the AI-driven information landscape, empowering local stakeholders to share insights in multiple languages directly.

Previously, barriers posed by keyword strength and information dissemination capabilities often left exceptional local experiences unnoticed. Locally now equips local tourism operators to communicate directly across six languages, allowing them to engage with travelers not just by destination but by desired experiences. This innovative approach aims to create new connections between visitors and local communities.

Enabling Direct Engagement

A standout feature of Locally is its multi-language inquiry function, which facilitates communication between visitors and local businesses. This capability allows potential travelers to send inquiries in various languages, with replies provided through automated translations, easing the communication burden on both parties. Beyond mere information sharing, this feature empowers local operators to better understand what international travelers seek in their experiences.

A Fresh Way to Discover Japan

Recognizing a diverse array of experiences, Locally organizes content not solely based on location names but on themes and experiences, such as fireworks, hot springs, local beef, and cultural traditions. This shift aims to ensure that Japan’s unique charms are not dictated solely by popular search terms, enabling a richer discovery process for travelers.

Additional initiatives include themed feature pages and advertising efforts to highlight lesser-known areas and attractions to incoming visitors. The platform's user interface is conveniently designed around a map of Japan, allowing users to intuitively explore regions and attractions.

Who Can Benefit from Locally?

MATCHA has focused on ensuring the platform maintains high credibility for travel information, primarily showcasing businesses linked to regional tourism, including:

- Local governments and tourism associations
- Transportation service providers (airlines, railways, buses)
- Accommodation facilities
- Recreational and commercial establishments

Upcoming Online Information Sessions

To commemorate the launch of Locally, MATCHA will host an online information session on June 23, 2026, tailored for local governments, tourism associations, transport providers, and accommodation operators. The session will delve into the platform’s concept, functionalities, and the new inquiry features connecting travelers with local communities.