The Future of High-yield Tourism is Showcased at the Expo 2025 Osaka

In a captivating discussion on the High-Yield Tourism Podcast, Gary Bowerman speaks with Dr. Jens Traenhart about Expo 2025 in Osaka, Japan. Jens shares his experiences at the event, noting the extreme heat and the expo’s emphasis on sustainability.

Reflecting on the evolution of expos as significant tourism showcases, Jens emphasizes the importance of countries promoting their culture and technological advancements to inspire and attract global interest, extending beyond mere tourism.

The speakers discuss the intersection of sustainability, innovation, and tourism at global exhibitions like Expo 2025. Jens stresses the importance of destination storytelling and passion tourism, explaining how countries can effectively engage visitors by showcasing their unique cultures and experiences. He points out that the primary attendees at the expo are mostly Japanese, which influences how information is presented. This underscores the need for countries to connect with domestic travelers to enhance their tourism appeal.

They also touch on Japan’s rising status as a premier travel destination post-COVID, emphasizing its vibrant consumer market. Jens discusses the unique setting of the Expo and the insights it provides to global tourism professionals. The conversation explores how countries creatively position themselves to attract visitors, sharing interactive experiences such as Canada’s engaging AR installation.

Additionally, they introduce the “popularity paradox,” examining the long lines at popular pavilions and their implications for visitor engagement. The speakers advise first-time visitors to explore pavilions in the evening when crowds tend to thin out. Tam shares insights on how countries can leverage their unique advantages; for instance, Pakistan and Barbados showcased creative, smaller pavilions in shared spaces, emphasizing their messages of inclusivity and climate awareness. This dynamic illustrates how soft power and effective marketing can enhance a country’s appeal.

In a personal account, Jens shares his experiences at the Expo with his seven-year-old daughter, highlighting the importance of engaging family travelers in destination marketing. He notes how unique pavilions, like Pakistan’s made of Himalayan pink salt and Peru’s focus on culture and conservation, captivated visitors. Jens also emphasizes the shift in how children, like his daughter, use AI tools like ChatGPT to explore and learn about destinations, showcasing a new era of independent and tech-savvy travel discovery.

The podcast also covers how countries like Australia are leveraging technology to enhance their tourism appeal, particularly through immersive experiences that connect visitors with nature and culture. Jens highlights Australia’s Chasing the Sun Pavilion, which successfully pairs outdoor lifestyles with creative technology. He mentions similar successes from China and Austria, emphasizing the evolution of engagement and interactivity in tourism marketing.

Furthermore, he points out the growing trend of digital nomads, who not only travel but also consider long-term living options in appealing destinations, reshaping the future of tourism. The podcast concludes with Jens and Gary exploring the evolving landscape of remote work and travel, discussing how digital nomadism is transforming experiences as individuals navigate life in different countries. They reflect on the impact of COVID-19 on travel dynamics, underlining the importance of innovation, culture, and soft power in tourism promotion. Jens shares insights from his visit to Expo 2025 in Osaka, where he marveled at a remarkable timber structure symbolizing advancements in living and working environments. The conversation emphasizes the interconnectedness of travel, technology, and global relations.