In a transformative step toward diversifying Japan’s tourism map, Klook, a leading Asia-Pacific travel platform, has joined forces with renowned Japanese hospitality brand Hoshino Resorts to launch a major initiative aimed at promoting regional travel. The “Stay+” bundle campaign, unveiled in July 2025, is a direct response to the rising demand for immersive, off-the-beaten-path travel and the growing concern over overtourism in Japan’s urban centers.
Through this innovative collaboration, the partners are offering travelers seamless packages that combine stays at luxurious ryokans with rail transportation, including the popular Japan Rail (JR) Pass. With destinations like Kunigami in Okinawa, Nagakute in Aichi Prefecture, and Usu in Hokkaido included, the initiative promises meaningful engagement with Japan’s rich cultural landscape while alleviating pressure on overcrowded cities like Tokyo and Kyoto.
Shifting Demand: Travelers Seek Quiet, Cultural Experiences
Tourism trends have notably shifted since the pandemic, with a 63% increase in interest among Asia-Pacific travelers for less-congested destinations and authentic cultural experiences. According to Japan’s Ministry of Land, Infrastructure, Transport and Tourism (MLIT), regional travel is key to sustainable growth, preserving heritage, and spreading economic benefits beyond urban areas.
Kunigami, located in Okinawa’s lush northern forests, offers travelers access to UNESCO-listed biodiversity, traditional Okinawan culture, and quiet coastal villages. Nagakute, near Nagoya, combines small-town charm with proximity to historic sites like the Aichi Expo Memorial Park. Meanwhile, Usu, in Hokkaido’s volcanic landscape, showcases scenic lakes, active geology, and rare Ainu cultural experiences.
These destinations represent a growing movement to reposition Japan not just as a nation of temples and towers—but as a living cultural mosaic with deeply rooted traditions and landscapes worth exploring.
What Are Stay+ Bundles?
Stay+ is a curated package that combines accommodations at Hoshino Resorts’ premium KAI ryokans with transportation solutions such as the JR Pass, all bookable via the Klook platform with instant confirmation and multilingual support.
Key inclusions:
- Traditional ryokan accommodations with tatami rooms, onsen access, and seasonal kaiseki cuisine
- Seamless rail connections via Japan Rail
- Personalized itineraries with regional sightseeing suggestions
- AI-enhanced tools for booking and real-time travel updates (in development)
Each Stay+ destination is selected for its potential to offer authenticity and tranquility, enabling visitors to immerse in Japan’s countryside and regional identity without logistical hassle.
Destinations Covered in the First Phase
The initial rollout features 21 ryokans across diverse regions:
- Poroto (Shiraoi, Hokkaido): Ainu culture, winter sports, serene lakes
- Tsugaru (Aomori Prefecture): Traditional shamisen music, apple farms, artisan crafts
- Okuhida (Gifu Prefecture): Mountain onsens, alpine festivals, hiking trails
By combining traditional hospitality with modern convenience, these bundles eliminate one of the biggest barriers for international travelers: navigating rural Japan independently.
A Strategic Move to Combat Overtourism and Boost Local Economies
Japan’s tourism industry has long battled the dual pressures of rising tourist numbers and uneven regional development. Urban hubs like Tokyo, Kyoto, and Osaka absorb the majority of visitor traffic, leading to crowding, environmental stress, and diminishing visitor experiences.
By offering a comprehensive and accessible alternative, the Klook-Hoshino partnership distributes visitor flow more evenly. Local businesses, craftspeople, and cultural stewards in rural areas benefit from increased foot traffic, while travelers gain deeper, more rewarding experiences.
This approach aligns with Japan’s Tourism Nation Promotion Basic Plan, which prioritizes rural revitalization and sustainability through balanced tourism growth.
Technology and Customization: The Next Evolution
Klook’s roadmap includes the integration of AI-driven personalization tools into its platform, enabling travelers to:
- Receive tailored destination suggestions based on interests
- Build optimized itineraries around transit and seasonal events
- Access live transit info and multilingual support
Future versions of Stay+ will likely include other hotel brands under the Hoshino Resorts umbrella, allowing travelers greater variety in accommodations—from luxury lodges to eco-conscious stays.
Impact on the Global Travel Landscape
The Stay+ initiative is expected to reshape both the traveler experience and destination management models by:
- Encouraging longer, more meaningful trips
- Supporting year-round tourism in seasonal regions
- Promoting environmental awareness through train-based travel
- Rebalancing visitor traffic to underrepresented areas
As countries around the world grapple with the environmental and social pressures of tourism, Japan’s model offers a responsible, replicable blueprint.
Final Thoughts: Welcoming the World to Japan’s Heartland
With global interest in Japan soaring, this new campaign redefines what it means to travel across the archipelago. Whether it’s soaking in a forest onsen in Okuhida, exploring the heritage of Kunigami, or dining on hand-prepared kaiseki in Tsugaru, regional Japan is now more accessible, sustainable, and enriching than ever.
As the partnership between Klook and Hoshino Resorts expands, so too will opportunities for travelers to forge deeper cultural connections with Japan’s people, landscapes, and traditions—unlocking experiences that go far beyond the guidebooks.
In short, this isn’t just a travel promotion—it’s a cultural invitation to explore Japan’s soul.
For more travel news like this, keep reading Global Travel Wire
