More Flood than Trickle: The Dramatic Tourism Rebound in Japan

Owner and GM of Arigato Travel discusses the impact on operators and the changing traveler trends of the tourism rebound in Japan, and tips on content marketing to different age demographics, at Arival Activate | Bangkok

Reading Time: 1 minute 40 seconds

by | 11 July 2023

Across the Asia Pacific region, there has been eager anticipation of the return of travelers in the tourism industry. However, going from zero to a hundred — as Japan did when the country opened for inbound travelers — comes with its share of challenges for operators. 

“A surprise to all the operators in Japan was, it was just a floodgate,” shared Lauren Shannon, Owner and General Manager at Arigato Travel. “People were literally waiting with their credit card in one hand and their hands over the keyboard to book tours and experiences as soon as the doors opened up.”

We connected with Shannon at Arival Activate | Bangkok, where she spoke in breakout sessions about culinary experiences for food tour operators, and the evolving trends of the Japanese outbound traveler. 

Shannon shared about the challenges of responding to the dramatic influx of tourists, the shift in post-pandemic travelers’ booking patterns, and her outlook for the future. Shannon also has a background in content marketing, and was happy to share some of her insights on reaching both younger and mature traveler demographics.

Watch the full conversation here:

Lauren Shannon from Arigato Travel discusses the dramatic tourism rebound in Japan and its impact on operators, changing traveler trends in the region, and content marketing tips for different age demographics.
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Tags: japan, traveler trends, content marketing, Featured, APAC, Arigato Travel, Travel Trends, Asia Pacific, travel rebound, Arival Activate | Bangkok, Conversations from Arival, tourism rebound, Japanese travelers, Japan inbound travel, Lauren Shannon

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Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
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  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
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  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

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