JAPOW, Power & The Next 20 Years: WiT Japan Returns To Tokyo Amid Record Inbound Boom

 

TOKYO, Japan, March 5, 2026 – As Japan rides an unprecedented inbound tourism wave powered by the global obsession with its legendary powder snow – or “JAPOW” – travel industry leaders will gather in Tokyo to examine what this moment means for the next 20 years of travel.

 

WiT (Web in Travel) will convene its 12th edition of WiT Japan at The Westin Tokyo under the theme: “The Next 20 – Precision, Reinvention & Quiet Power”.

 

In 2025, Japan welcomed a record 42.7 million international visitors, a 15.8% increase year-on-year and the first time arrivals surpassed 40 million, according to the Japan National Tourism Organization. Visitor spending also hit a historic ¥9.5 trillion, underscoring tourism’s growing economic weight.

 

While arrivals from China dipped late in the year amid geopolitical tensions, growth from South Korea, Taiwan, the United States and South-east Asia continued to surge. A weaker yen – hovering around ¥150 to the US dollar through 2025 – has further strengthened Japan’s value proposition.

 

The Rise of Snow & Adventure Tourism

Among the strongest drivers of growth is the meteoric rise of snow and adventure tourism.

Japan’s unique climate – cold Siberian winds sweeping across the Sea of Japan – produces some of the lightest, driest powder snow in the world. Resorts such as Niseko and Hakuba have become global winter playgrounds, their slopes amplified by social media and winter sports communities worldwide.

 

This “JAPOW effect” has revived regional mountain economies, channeling international visitor spending into local communities and accelerating investment in infrastructure, hospitality and mobility.

 

But rapid growth also raises critical questions:

• How can Japan balance global demand with regional sustainability?
• How will inter-regional forces shape the future of tourism in North Asia?
• Can technology solve labour shortages in ageing and shrinking societies?
• What’s the role of robotics – can Japan lead the world in modelling for the future?
• Will AI and automation reshape how destinations operate?
• How can tourism be redistributed beyond hot spots to rural communities?
• What’s the role of travel intermediaries in the age of AI?

 

A North Asia lens on the future

These themes will run throughout WiT Japan’s two-day programme.

Sessions will include  “North Asia 2045: Demand, Demographics, Destiny,” where experts will examine ageing populations, shifting outbound flows and geopolitical complexity across Japan, Korea, China, Taiwan and Hong Kong.

 

In “Rewriting Japan’s Travel Playbook,” leaders will confront labour shortages, productivity gaps and digital transformation. As ski towns swell with foreign visitors, the question is no longer growth – but resilience.

The programme will also move into deeper reflections on Japanese philosophy and design:

• “Product as Poetry” explores how craftsmanship, seasonality and ritual can differentiate experiences in a world of algorithmic scale.
• Founder sessions spotlight long-term resilience over overnight success, reinforcing the theme of “quiet power.”

 

Intelligence Awakens: AI Meets Omotenashi

A key focus will be technology’s accelerating role with global, regional and local OTA leaders gathering to discuss their future amid dynamic changes in traveller behaviour in the North Asian markets.

 

“Why Travel Still Matters in the Age of AI” will explore whether machines can replicate omotenashi – Japan’s deeply human spirit of hospitality – or whether the future lies in a new synthesis of empathy and intelligence.

 

“Japan’s snow tourism boom is more than a seasonal story – it’s a signal of how global demand, social influence and currency dynamics can converge to shape a nation’s tourism trajectory,” said Yeoh Siew Hoon, Founder of WiT.

 

“As Japan celebrates record arrivals, we must also ask deeper questions. How does Japan harness this moment not just for growth, but for reinvention? How do we blend AI with omotenashi, global scale with regional craft, and speed with quiet power? WiT Japan is where these conversations come together.”

 

About WiT

WIT is a community for anyone passionate about travel technology, distribution and marketing. This basically means if you love travel in terms of wanting to understand how technology is changing travel and travellers, you are one of us. We provide news through our website and social platforms, and run events that are strong in content and different in style and delivery. We launched our first event in 2005 and have been spreading learning through events in Singapore and Asia, including Malaysia, Seoul, Tokyo, New Zealand, the Middle East and Africa. As part of the Northstar Travel Group, we also have taken our events to Europe and the US.

Our purpose is to take your mind to new places so that together, we can accelerate travel innovation to delight travellers and support local communities.

WiT is a wholly-owned subsidiary of Northstar Travel Group, the leading B2B information and marketing solutions company serving all segments of the travel industry including leisure/retail, corporate/business travel, business and sports, meetings, incentives and travel technology.

 

About WiT Japan

WiT Japan (previously WiT Japan & North Asia) is the Japan-based edition of the WiT Conference first launched in Singapore in 2005.

Established in 2012 with co-founders Kei Shibata and Aya Aso, it was created to serve as a bridge between Japan, North Asia and the rest of the world to unearth and share the latest innovations and trends happening in travel technology, distribution and marketing in one of the world’s most dynamic and biggest travel markets.

Its objective is to showcase the dynamism and diversity of the Japanese & North Asia travel startup ecosystem, as well as the trends, issues and opportunities within the online travel market. For global travel brands, it will be an opportunity to learn about an exciting growth region as well as form relationships and build partnerships for the future.

For travel players based in Japan, it will be an opportunity to take lessons from the rest of the world and build relationships for global outreach.

In 2026, WiT Japan will comprise two days of sessions aimed at empowering startups, serving as a platform for thought leaders to share insights and lessons and unearth opportunities for the future.