Japan will host the upcoming World Expo in Osaka next year. With the six-month countdown soon approaching, it’s struggling to generate sufficient interest and awareness, particularly among international travelers. Why is Osaka failing to sell this critical event despite record tourism to Japan?
The Osaka Expo and its current situation
Despite aiming for 28.2 million visitors during the event, many inbound tourists remain unaware of the Expo’s dates or content, and enthusiasm appears low. Additionally, the complex reservation system required for attending the Expo poses another barrier, making it harder to attract guests.
The Japan Association for the 2025 World Exposition is now under pressure to improve communication and ensure that potential visitors are well-informed.
The theme of the Expo is “Designing a Future Society Where Life Shines.” It aims to serve as a “testing ground for future societies,” gathering cutting-edge technologies and wisdom from around the world. Specifically, it aims to address issues such as declining birth rates, aging populations, poverty, and energy challenges, which are some of the biggest problems facing Japan.
At the venue, robots will guide visitors, and autonomous buses will provide transportation, offering a futuristic and seamless experience for its guests.
However, detailed planning and funding for the project are still in progress. The estimated costs for venue preparation are 125 billion yen. The project team expects the extension of the subway to the venue to cost 73 billion yen, which is still under construction. Officials have not yet officially determined how to distribute costs among the national government, local municipalities, and the business sector.
The venue will be located on Yumeshima, an artificial island in Osaka Bay. The Expo may also establish satellite venues in various locations across the Kansai region. Unlike the 1970 Osaka Expo, which featured the “Tower of the Sun” as a symbol, this expo will take a “dispersed” approach, naturally arranging pavilions and other structures. It will consist of three main areas, with five open-air plazas called “Sky” installed throughout the venue.
A challenge of public awareness
Some people are aware of the event and have seen its fun (or some may say frightening) character, “Myaku Myaku.” However, many express uncertainty about the details.
In a street interview conducted by the Sankei Shimbun, a foreign tourist said they don’t know much about the Expo. They emphasized that the dates and other details should be communicated more clearly. While some visitors to Japan know that the Expo will take place, there is little enthusiasm among them to attend.
This lack of enthusiasm extends to Japanese citizens as well. The committee expects the majority of attendees to come from this group.
Since the Expo requires in-advance reservations for attendance and pavilion visits, this poses a hurdle for international visitors. Additionally, attendees can make only a limited number of changes to their date of attendance. This is inconvenient for tourists who already have a packed schedule.
Only 12% of attendees will come from abroad
Out of the expected 28.2 million visitors, approximately 3.5 million are anticipated to be international visitors, accounting for 12%. This translates to an average of about 600,000 overseas visitors per month. To put this into perspective, the Aichi Expo (2005) attracted around 1.05 million overseas visitors, highlighting how significant the projected number of 3.5 million is.
According to an article in the Nikkei on July 23, an estimated 6.435 million foreign visitors visited Osaka from January to June 2024, averaging about 1 million visitors per month. Adding the projected average of 600,000 Expo-related international visitors brings the total to approximately 1.6 million foreign visitors in Osaka each month.
Areas such as Umeda and Shinsaibashi-Dotonbori are already bustling with foreign tourists. If the situation becomes even more crowded, it may deter some people from enjoying long stays and sightseeing, as the congestion could make their experiences less enjoyable.
Not giving up hope
In response to these challenges, the organizing committee is working to enhance public awareness and increase attendance.
Local governments in the Kansai region are offering free invitations to children for the 2025 Osaka-Kansai Expo. Details of these invitations vary by prefecture. For instance, Osaka Prefecture plans to allocate 19.3 million yen (approximately $93,130) for this initiative. This funding will allow young children to attend for free. Other participating prefectures in the Kansai region include Kyoto, Nara, Saga, and Wakayama.
Following this, the Osaka Prefectural Board of Education revealed that approximately 80% of schools in the prefecture want to participate in the free invitation program for children to attend the 2025 Osaka-Kansai Expo. However, more than 30% of schools from various municipalities reported that they are “undecided” or “not participating.”
Child-priority trains
The prefecture plans to invite a total of 880,000 elementary, middle, and high school students, primarily on a school basis. Concerns have emerged from the educational sector about the lack of clarity regarding pre-opening visits and pavilion tours. That’s raising worries about the safety of guiding students during the event.
As another initiative for the Osaka Expo, Osaka Metro plans to operate “children-only” and “children-priority” trains on the Chuo Line. These trains will accommodate educational trips for local students attending the Expo.
From mid-April to July, during the first half of the Expo, the organizers will designate up to 18 weekday trains for student use. They aim to transport up to 12,000 students daily. Approximately 210,000 elementary, middle, and high school students are expected to attend the Expo via subway.
Schools will confirm their participation, which will allow organizers to determine the final train schedules. The organizers may make adjustments for the return journey based on future needs.
International efforts
To further enhance its international promotional efforts, the Japan Association for the 2025 World Exposition launched an official tourism portal site, “Expo 2025 Official Experiential Travel Guides,” in April 2024. This initiative aims to attract domestic visitors and foreign travelers attending the Expo.
In addition, the Government of Japan utilizes social media to share photos of “Myaku Myaku” in posts, such as a recent one for the country’s Instagram presence in Austria.
In an interview with Sankei Shimbun, Professor Kazuo Takahashi of Kinki University, an expert in the tourism industry, stated, “For large-scale events like the Expo, awareness often increases after the opening, which helps boost attendance. Therefore, the current low recognition among inbound tourists may not be a significant issue.”
He emphasized, however, that “what is crucial is whether there are sufficient promotional plans for inbound tourists, including invitations to foreign media and travel agencies, even after the event begins. To ensure the Expo is chosen over other travel destinations, it is essential to prepare adequate support for attendees.”
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