Expedia’s Strategy in Japan: GM Tracey Weber on Future Travel Trends & Secondary Cities
Japan’s tourism sector is seeing unprecedented growth, with both international and local travelers displaying increased interest in exploring destinations beyond the main tourist hubs. Tracey Weber, General Manager of Expedia Group in Japan, shares insights on how the travel giant is evolving to meet these new trends and the importance of secondary cities in shaping the future of travel in Japan.
Key Shifts in Japan’s Travel Market
The Japanese tourism market has always been attractive for global travelers, but the focus is shifting from well-known hotspots like Tokyo and Kyoto to less-crowded and often overlooked regions. These “secondary cities” offer rich cultural experiences, distinct local cuisine, and unique historical attractions not found in typical tourist cities.
Expedia's Adaptation to New Traveler Preferences
Expedia is responding to these changing preferences by enhancing its offerings: utilizing localized technology to better understand customers’ needs; personalizing recommendations based on interests and travel history; and creating seamless digital experiences in both English and Japanese. The company is also fostering collaborations with regional governments and tourism boards to promote off-the-beaten-path destinations.
Embracing Secondary Cities
The move towards secondary cities enables travelers to discover authentic Japanese culture, whether it’s sampling regional dishes, participating in local festivals, or exploring natural scenery. Tracey Weber highlights that these destinations create more even tourism flows and help support small businesses and local communities.
Building Local Partnerships and Sustainable Growth
Expedia is deepening relationships with local partners—such as hotels, transportation providers, and tourism associations—to better promote regional attractions. The company also encourages sustainable tourism practices, aiming for positive long-term impacts on the environment and local economies.
Looking Ahead: The Future of Travel in Japan
As international travel continues to rebound and domestic tourism remains strong, Expedia’s focus on personalized, authentic, and responsible travel is setting the tone for how visitors experience Japan in the years ahead. By embracing innovation and championing local communities, Expedia seeks to unlock new opportunities and ensure that every traveler can uncover something truly unique.