Tourism EXPO Japan 2026 highlights AI integration and shifting travel trends

At Tourism EXPO Japan 2026, industry leaders discussed the evolving landscape of travel driven by AI and changing consumer behaviors. Trip.com President Tomoyuki Takada and analyst Kotaro Toriumi highlighted a shift toward “oshi-tabi” (fan-based travel), where travelers invest heavily in specific interests while cutting costs elsewhere due to inflation and the weak yen.

Trip.com data revealed a surge in price-sensitive behavior, with increased use of price alert features. The company also noted a significant rise in premium travel, with business and first-class bookings doubling compared to last year. Additionally, the integration of Shinkansen and highway bus booking services has boosted regional tourism, particularly in the Hokuriku area.

Aurora Mobile showcased AI solutions designed to address labor shortages in the tourism sector. Their technologies, including GPTBots.ai and Modellix.ai, aim to provide 24/7 multilingual customer support and automated video generation for marketing, allowing human staff to focus on high-touch hospitality services.