Turning the Enthusiasm of 'Oshi-katsu' into City Memories: OMO by Hoshino Resorts Updates Live Tourism into the 'Ultimate Participation Experience'

In 2026, global travel trends have shifted from traditional sightseeing visiting iconic landmarks to 'live tourism,' where the main focus of the trip is experiencing 'moments' that can only be tasted in that specific location, such as concerts and sports events (*1). The tension-raising 'city-center' hotel 'OMO by Hoshino Resorts' responds to this global trend by proposing 'Live tourism to enjoy the whole city,' utilizing its locations close to various domestic event venues. For fans who passionately desire to get ready as quickly as possible, share the enthusiasm of the live event, and also experience the charm of the city, we will design a stay where they can fully enjoy both the event and the city by leveraging our neighborhood guides, the 'OMO Rangers,' and hotel facilities.

*1 Source: Travel Voice Tourism Industry News 'What is 'Live Tourism' driving travel demand in 2026? Solar eclipses, concerts, World Cups, etc. - 'Moments' become the purpose of travel'

About Live Tourism In 2024, the live event market recorded a historic high of 760.5 billion yen, with a mobilized audience of 85.61 million (*2). This momentum shows no signs of stopping, and 'live tourism,' where the primary purpose is attending a live event, is establishing itself as a new standard for travel. Consequently, hotels are evolving from merely places to stay into crucial bases for preparing for the important 'battle' (the event) and soaking in its afterglow. Without interrupting the excitement of the event, we elevate the stay itself to be part of the live experience, proposing a new form of urban tourism where you enjoy the entire city.

*2 Source: Live Entertainment White Paper (2024)

Feature 1: Drop your luggage and travel light to the live event with 'Guest-only Lockers' 'I want to drop off my large luggage before the concert and head to the venue in perfect condition. But lockers near stations and venues are always full...' OMO solves this urgent problem for traveling fans. The facility is fully equipped with locker rooms exclusively for guests. Luggage storage before and after check-in is smooth, allowing you to drop off unnecessary items, grab only the essential goods, and head to the venue completely unburdened.

Feature 2: 'OMO Base' to prepare before the live event and relax comfortably afterward