Booking.com Hosts Event on the Future of Regional Tourism: Exploring New Possibilities through AI and 3.7 Billion Global Reviews

【June 16, 2026】

Booking.com Japan Co., Ltd. (headquartered in Shibuya, Tokyo; hereinafter “Booking.com”), the Japanese subsidiary of Booking.com—the world’s largest digital travel platform that operates under the mission of “making it easier for everyone to experience the world”—hosted an event titled “Exploring New Possibilities in Regional Tourism: AI and 3.7 Billion Global Reviews” on Tuesday, June 2, in Tokyo.

The event welcomed Kichiro Yamada (entrepreneur, CEO of JTIC.SWISS, and visiting professor at Wakayama University), a renowned tourism visionary supporting regional development across Japan, and Yuue Makino, Representative Director of the General Incorporated Association for Meta-Tourism Promotion, which advances the fusion of digital and physical experiences through “meta-tourism.” Together, they discussed how data and technology can attract travelers to lesser-known, valuable regions across Japan.

—Takayama, Amami, Nozawa Onsen, and Yufu among the “Top 10 Most Comfortable Cities in Japan 2026”

Travelers are increasingly seeking authentic local experiences and deeper connections with regional communities.

The event opened with Louis Rodriguez, Japan Country Manager at Booking.com, introducing the “Traveller Review Awards,” an annual recognition program that honors accommodation partners worldwide who consistently deliver outstanding hospitality, based on over 3.7 billion traveler reviews collected globally. He also presented the “Top 10 Most Comfortable Cities in Japan 2026,” announced in February, stating: “Cities like Takayama, Amami, Nozawa Onsen, and Yufu are not part of the traditional Golden Route connecting Tokyo, Kyoto, and Osaka, yet they are receiving exceptionally high praise from international travelers.” He highlighted a clear shift in traveler preferences—from visiting well-known tourist spots to seeking unique local experiences and deeper engagement with communities.

—Asia-Pacific, including Japan, is a rapidly growing market;

Leveraging technology to support travelers beyond Tokyo and Osaka

Next, Nuno Gereiro, Regional Director for North and South Asia and Asia-Pacific Lead at Booking.com, took the stage. He emphasized Japan’s global appeal: “Asia is Booking.com’s fastest-growing market worldwide, with double-digit year-on-year growth across all sectors, including flights, car rentals, and experiential travel. Japan, in particular, stands out globally. When international travelers search for their next destination, no other country in the world has two cities—Tokyo and Osaka—simultaneously ranking among the top global search destinations.”

He added: “With the goal of welcoming 60 million inbound visitors by 2030, a key challenge is how to disperse travelers beyond Tokyo and Osaka. Booking.com aims to support this regional dispersal through technology.”

He also noted changing traveler expectations: “Travelers are no longer satisfied with sightseeing alone—they seek authentic experiences, such as traditional workshops in rural areas. Technology should not be feared; it has the power to connect small local businesses in Japan’s regions with travelers worldwide.”

—From '1 million visitors to one location' to '10,000 visitors to 100 locations': The new potential unlocked by meta-tourism

Following this, a panel discussion titled “Discovering Regional Charm through Data and AI” was held between guest speaker Yuue Makino and Nuno Gereiro.

Makino first explained the concept of meta-tourism: “Traditional tourism has focused on well-known facilities listed on Google Maps or phone directories. But with the rise of smartphones and social media, people’s interests have diversified. There are many niche attractions—such as anime pilgrimage sites, drama filming locations, or historic architecture—that conventional tourism overlooks. Enjoying these as information-based experiences is what we call ‘meta-tourism.’” He added, “Even without one massive destination attracting 1 million people, we can draw large numbers by creating 100 appealing locations that each attract 10,000 visitors. Aggregating niche appeal is key.”

—High-quality reviews fuel optimal AI recommendations: The everyday charm of Japan discovered by foreign travelers

Nuno Gereiro then asked Makino about AI-driven travel discovery: “We want guests to find relevant experiences and destinations using AI. How can we specifically leverage review data for this?”

Makino responded: “AI will be essential in travel planning, but high-quality data—especially reviews—is critical for AI to generate accurate recommendations. Reviews written by foreign travelers who discover local charm will directly feed into better AI suggestions.” He emphasized that behind positive reviews are human interactions and analog experiences—such as “the restaurant was out of a dish, but the staff kindly recommended another great place.” These analog moments are the foundation of digital insights.

He gave a concrete example: “For instance, the sight of a child walking alone with a backpack in Tokyo’s Minato Ward reflects Japan’s exceptional safety. This is ordinary for Japanese people, but for foreigners, it’s a uniquely surprising and appealing trait. External perspectives—captured in reviews—help Japanese people rediscover their own country’s hidden value.”

—The essence of tourism is the value of 'unusual' and 'different' experiences: Tourism as a tool for regional management

Next, a panel discussion titled “Local Daily Life and the Tourism Ecosystem” was held between guest speaker Kichiro Yamada and Louis Rodriguez.

Yamada spoke about the essence of tourism: “What international visitors truly value isn’t just tourist spots, but Japan’s seasons, satoyama and satoumi landscapes, agriculture, festivals, and punctual public transportation—essentially, the ‘local lifestyle and atmosphere.’ Instead of building new facilities, we must re-examine the existing value within communities, curate it so customers find it appealing, and deliver it as a product.”

When asked by Rodriguez, “Are there overseas success stories that Japan’s regional tourism can learn from?” Yamada replied: “In Zermatt, Switzerland, where I live, private vehicles are banned to preserve scenic beauty and tranquility—even at the cost of convenience. This isn’t just a tourism policy; it’s ‘regional management’ aimed at preserving local identity for future generations.” He added, “It would be counterproductive if tourism competition eroded residents’ quality of life or local pride. Tourism should be a means to improve communities. Most importantly, we must build an ecosystem where value is shared across the region—linking government, transportation, accommodations, primary industries, education, and fintech.”

Finally, Louis Rodriguez