◆ Japan's Small Towns Rise as Art and Culinary Destinations
The most notable change is occurring in Japan, a key market for short-haul overseas travel. Repeat visitors, fatigued by the repetitive visits to major cities like Tokyo, Osaka, and Fukuoka, are now turning their attention to small towns with distinct local characteristics.
According to internal data from Modu Tour, bookings for small town products in Japan increased by 35% in May compared to the same period last year. In response to this demand, the industry is promoting themed travel packages centered around Takamatsu, the representative city of Kagawa Prefecture in Shikoku.
These packages allow travelers to leisurely explore contemporary art sites like the Chichu Art Museum and the Lee Ufan Museum on Naoshima Island, while also deeply experiencing local cuisine, such as Sanuki udon. The itineraries are designed to enhance travel quality by minimizing the burden of moving between accommodations.
◆ Running the Great Wall and Park Golf Trains Heat Up Domestic Tourism
Recently, a surge in running culture among the MZ generation has led to the introduction of special purpose tourism (SIT) products that allow participants to run on iconic heritage sites. Nolyuniverse has partnered with the city of Chengde in Hebei Province, China, to offer a trail running package along the UNESCO World Heritage section of the Great Wall at Jinshanling. Participants can choose from 10K, half-marathon, or full marathon courses, running along the wall while enjoying the sunrise and connecting with local cultural resources like Beijing's 798 Art District to attract outdoor enthusiasts.
In the domestic tourism market, a surge in middle-aged and older adults participating in recreational sports has led to the rise of rail products linked to sports. Korail Tourism Development plans to operate themed trains in collaboration with local governments in Chungcheongnam-do, such as Cheongyang and Buyeo, for the 3.5 million park golf enthusiasts across the country. Travelers can enjoy rounds at local park golf courses like Wangjin Naru and Baengma River without the hassle of highway traffic, while also sampling local dishes like lotus leaf rice and goji berry grilled ribs.
◆ Cruises to the Other Side of the World: Experience is the Key to Spending
This trend is also extending into the long-distance premium market. In South America, a continent often listed on bucket lists, premium long-stay packages that combine large cruises with business class flights are gaining popularity. Hanjin Travel is launching a 30-day South America travel package featuring the 140,000-ton Majestic Princess cruise ship. The itinerary combines maritime travel with land tours to iconic locations such as Brazil's Iguazu Falls, Peru's Machu Picchu, and Bolivia's Salar de Uyuni, maximizing comfort.
Industry experts analyze that the activation of themed travel is a result of the demand from economically active seniors and younger generations who invest in their personal hobbies. As simple sightseeing can be replaced by online information, providing exclusive content that can only be experienced locally is essential to attract consumers.
A travel industry representative stated, "As consumers accumulate travel experiences, their preference for products that guarantee personal tastes and leisurely stays increases. In the future, competition to develop customized themed products that combine local cultural assets, sports, and cruises will become even more intense."
* This article has been translated by AI.
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