Klook and Hoshino Resorts tackle overtourism and reshape how tourists explore Japan

Klook, a leading platform for experiences and tourism services in Asia Pacific, has teamed up with Japan's renowned hospitality brand Hoshino Resorts to reshape how the world explores Japan with the partnership tackling overtourism while unlocking seamless access to Japan's lesser-known destinations.

The collaboration aims to connect travellers with authentic local experiences beyond the usual tourist hotspots - think beyond Tokyo, Kyoto, and Osaka - helping to ease overcrowding while driving fresh demand to Japan's up-and-coming destinations.

Wilfred Fan, Chief Commercial Officer of Klook notes "overtourism is a global issue, and Japan feels it strongly. Alongside Hoshino Resorts, we're committed to promoting sustainable tourism through regional travel, and take this step toward securing the long-term future of Japan's tourism ecosystem."

Rising Demand for Off-the-Beaten-Path Destinations
According to Klook's latest Travel Pulse survey, 63% of Asia Pacific tourists want to avoid crowded destinations and seek out less-travelled places. And in Japan, Klook data reveals surging interest in emerging cities such as Kunigami, Nagakute, and Usu that are witnessing a rapid rise in demand.

What's fueling this shift?

• Opening of JUNGLIA, a new theme park that is putting Northern Okinawa's Kunigami on the map

• Nagakute continues to shine, from the continued demand around Ghibli Park.

• Usu, tucked away in Hokkaido, is drawing nature lovers with its volcano treks, scenic trails, and open-air onsen escapes.

Stay+ Bundles: Seamless Travel Made Simple
Interest in exploring Japan's emerging cities is on the rise, yet many international visitors still face practical barriers: limited transport coverage, language gaps, and a lack of reliable booking information. At the heart of the partnership are co-designed Stay+ bundles that pair stays at Hoshino Resorts' signature KAI ryokans with transportation passes like the JR Pass. Think tranquil onsens, authentic kaiseki cuisine, and hyper-local touches, paired with effortless rail travel, all easily bookable on Klook with instant confirmation and multilingual support.

Mapped to 21 KAI properties located in places like Poroto in Hokkaido, Tsugaru in Tohoku, or Okuhida in the Japanese Alps, these bundles give travellers an easy step into Japan's lesser-known culture, flavours, and traditions.

Wataru Masuda, General Manager of Klook Japan advised "we're honoured to partner with Hoshino Resorts. Their unique accommodation and brand appeal, combined with Klook's strength in transportation, platform access, and regional marketing capabilities, will help raise awareness of Japan's lesser-known destinations.

"This will encourage more travellers to explore regional areas and experience Japan's diverse natural and cultural offerings. Looking ahead, we plan to expand with more hotel brands from Hoshino Resorts and leverage AI tools to help travellers plan and book local travel experiences directly on the platform."

Expanding and Encouraging Deeper Travel
The rollout kicks off in Taiwan, Southeast Asia, and Korea, with more markets to come. It's the first step in a bigger vision: reimagining how the world discovers Japan, one local gem at a time.

Yoshiharu Hoshino, Chief Executive  of Hoshino Resorts added, "With growing pressure on urban tourism, guiding travellers deeper into regional areas and achieving tourism dispersion has become a long-standing priority. By partnering with Klook to integrate accommodation and transportation, we believe we can effectively address the challenge of limited local transportation and attract more travellers to explore various regions of Japan, improving both the visibility and accessibility of local tourism."

More information on Klook 

Image top. JUNGLIA, a new theme park that is putting Northern Okinawa's Kunigami on the map; image centre from left: Wilfred Fan (Chief Commercial Officer, Klook), Yoshiharu Hoshino (CEO of Hoshino Resorts), Wataru Masuda (General Manager, Klook Japan) Credit: Klook; Image below Hoshino Resorts KAI Okuhida Hot springs Credit Hoshino Resorts