#Taiwan #Taoyuan #Cool Japan #Vpon

Report on the Taoyuan Future Tourism Summit 2025

The Cool Japan DX Summit Executive Committee, headed by CEO Yoshitaka Shinohara of Vpon, successfully concluded the highly anticipated Taoyuan Future Tourism Summit on August 21, 2025. This event, organized by the Taoyuan City Tourism Bureau, brought together about 200 attendees, including significant figures from various sectors of the tourism industry to discuss the future of tourism informed by cultural and digital innovation.

The summit was marked by insightful presentations from leaders such as Takamitsu Umezawa, Chairman of Kearney Japan, and Makita Hiroki, Head of Marketing Strategy at the Osaka Convention and Tourism Bureau. These presentations focused on the integration of cultural, design, and tourism sectors through digital transformation. The concept of smart tourism, which leverages big data, artificial intelligence (AI), and the Internet of Things (IoT), was a critical theme, aiming to enhance visitor satisfaction and stimulate economic vitality.

As the conversation unfolded, the presenters highlighted that seamless collaboration among five essential factors: tourism, transportation, accommodation, retail, and dining is crucial to advancing Japan's tourism digital transformation (Tourism DX). According to Makita, a significant challenge lies within the mobility services (MaaS) sector, where unifying digital certification platforms is urgently needed. The Osaka Convention and Tourism Bureau has been pioneering these efforts by utilizing data management platforms (DMP) for over seven years, overcoming traditional bureaucratic structures to achieve success at the municipal level.

The desire for high-value tourism experiences, shifting from mere consumption of goods to experiences and moments, was thoroughly addressed. In nature tourism, the promotion of activity tourism was seen as a way to extend guest stays, while culture tourism benefits from specialized guides who foster a deeper understanding of cultural values. Balancing visitor engagement beyond the traditional golden routes emerged as an imperative for future tourism campaigns. Umezawa suggested utilizing overseas talents particularly interested in Japan, such as international students, as high-value tourism guides. Furthermore, the development of guides who convey excitement rather than just translation skills needs to be prioritized, emphasizing the necessity for private sector involvement post-administrative support.

While Japan is anticipated to rank within the top five globally for tourism spending, a pressing issue persists: a shortage of entrepreneurs equipped with management capabilities and funding abilities. To address this, international collaborations are essential, with partnerships with Taiwanese entrepreneurs familiar with the Japanese landscape presenting notable solutions. The summit illustrated that the success of smart tourism relies not only on integrating technology but also on developing high-quality content, nurturing specialized talent, and fostering sustained international collaborations.

Exploring New Dimensions in Tourism

Japan's allure lies in its rich IP content including animations, games, and traditional cuisine. Two key panels emphasized these themes. Actor and director Saito Takumi shared insights into the potential of tourism driven by film and television, while Yamada Sakiko, President of the Japan Gastronomy Society, discussed how Japan's culinary culture links tourism and international exchange.

From the industry's perspective, the evolution of Japanese cuisine has seen a notable escalation in global visibility, with Japanese restaurants growing from 50,000 to 250,000 worldwide since the early 2000s. The unique approach of Japanese food, which reflects seasonal changes and cultural aesthetics, has garnered appreciation and is recognized by UNESCO as an intangible cultural heritage.

A significant part of the discussions also focused on the importance of storytelling in IP marketing, where memorable experiences are crafted through narratives enriched by cultural backgrounds. The example of locations in Japan gaining popularity due to their association with successful anime, like the movie