#Japan #Luxury Tourism #Fukui #Xperisus

Xperisus and the Promotion of Luxury Tourism in Fukui

Xperisus, a Tokyo-based company founded with a mission to ensure culture is passed down for a hundred years, is leading a significant initiative aimed at attracting wealthy foreign tourists to Fukui Prefecture. In May 2025, Xperisus will execute the "Overseas Wealthy Tourists Invitation Promotion Project" in Fukui, which entails developing exclusive tourism content and creating robust promotional campaigns, including a high-profile event in Paris, France.

Purpose of the Initiative

Fukui Prefecture is home to unique cultural resources such as ZEN and traditional crafts, yet has struggled with low recognition and a lack of compelling content that limits its appeal as a travel destination. This new initiative intends to target affluent tourists from Europe and the United States, focusing on enhancing high-value experiences and promoting these offerings internationally. The goal is to increase inbound spending and support the sustainable growth of the regional economy.

Key Aspects of Content Development

Xperisus has developed five unique experiences that combine Japan's authentic tourism elements, rarity, and high quality—designed to resonate with wealthy travelers eager to visit Fukui. These experiences focus on traditional crafts and local cuisine, emphasizing interactive engagements with local artisans and communities to offer authentic, exclusive interactions. For instance, the 'SABAE BESPOKE' program allows participants to create personalized sunglasses in the renowned eyewear town of Sabae, blending a high level of craftsmanship with luxury.

Comprehensive Promotional Strategy

Beyond content development, Xperisus will ensure effective distribution of these luxurious offerings. The company plans to invite travel agencies that cater to affluent clientele for familiarization trips and will establish guide training programs to enhance the tourist experience. Notably, in November 2025, a promotional event titled "ZEN Alive FUKUI" will take place in Paris, involving over 20 participants from travel agencies, media, and influencers to showcase the allure of Fukui.

The Role of Xperisus

Japan's government has established an ambitious target of attracting 60 million international visitors, aiming to achieve 15 trillion yen in visitor spending by 2030. Currently, wealthy travelers account for about 2% of all visitors but represent around 19% of total expenditure, indicating a significant opportunity for growth in regional tourism. Xperisus aims to capitalize on the growing trend of 'Quiet Luxury,' where affluent tourists prioritize genuine cultural connections and experiences over material luxury. Fukui's traditional crafts and cultural landscapes are ideally suited to appeal to this demographic, and Xperisus's integrated business model is poised to accelerate the influx of wealthy travelers to the area.

Comments from Fukui Prefecture Representatives

A representative from Fukui Prefecture commented on the collaboration with Xperisus, emphasizing their analytical approach to understanding target demographics and creating engaging content. They appreciate the insights gained about storytelling and the importance of quality guides in attracting affluent travelers. The successful realization of eyewear-related content, which was previously unexplored, was attributed to the partnership with Xperisus, indicating an innovative pathway for future projects.

Growth and Vision of Xperisus

Since its establishment in January 2017, Xperisus has aimed to create a sustainable tourism infrastructure that fosters regional revitalization. The company has been the leader in the inbound luxury travel market, strategically shifting focus during the COVID-19 pandemic to strengthen its domestic and corporate sectors. With a network of over 60,000 luxury travel agents worldwide, Xperisus has implemented a unique business model that captures high-value visitor experiences, achieving a remarkable 400% growth in the fiscal year ending May 2022 and securing profitability for two consecutive years.

Future Directions

Xperisus's focus on the overseas wealthy sector is a deliberate strategy to maximize local economic returns while ensuring sustainable tourism practices. Wealthy travelers demonstrate a tendency to spend substantial amounts over longer stays, which helps mitigate the risks of overtourism while generating significant economic benefits for local communities. This approach will be instrumental in creating a truly sustainable tourist ecosystem.

Xperisus is also on the lookout for new talents to support their expanding initiatives in tourism. They are actively hiring individuals who share their vision of promoting Japan's hidden charms to the world, dedicated to delivering unforgettable experiences to affluent travelers.

Company Information

• - Name: Xperisus Co., Ltd.
• - Founded: January 2017
• - CEO: Tomoyoshi Maruyama
• - Location: Shibuya, Tokyo
• - Main Business: Development and sale of high-value experiences, BtoB platform for luxury tourism in Japan
• - Website: Xperisus