Klook, a leading pan-regional experiences platform in Asia Pacific, today announces the signing of a Memorandum of Understanding (MoU) with the Osaka Convention & Tourism Bureau (OCTB).
This collaboration reflects a broader shift toward discovery-led destination development, bringing together Klook's data and digital infrastructure with OCTB's on-the-ground expertise to shape how travelers experience Osaka beyond its city center.
Under the MoU, Klook and OCTB will collaborate on joint content development and online promotions, mutual data sharing and analysis to better understand inbound travel behavior, sustainable tourism initiatives aimed at managing visitor flows, and deployment of digital solutions to enhance traveler convenience and support local tourism stakeholders.
"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. This partnership aims to refine the unique strengths of each municipality into market-ready products and to create an environment in which travelers 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," says Hiroshi Mizohata, Chairman of the Osaka Convention & Tourism Bureau.
Insights from Klook's Travel Pulse 2026, an annual study surveying 11,000 travelers across 20 markets, signal strong global momentum behind Osaka.
Among travelers who have selected Japan as their must-visit destination in 2026, 48.6% plan to include Osaka in their itinerary. Intent is stronger among Millennials (53.4%), outpacing Gen Z travelers (43.5%). Given Millennials' higher spending power, this signals positive momentum for tourism spending in Osaka.
Osaka is evolving not only as a destination in its own right, but increasingly as a key gateway connecting travelers to surrounding regions.
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