JAPOW, Power & the Next 20 Years: WiT Japan Returns to Tokyo Amid Record Inbound Growth | News
As Japan rides an unprecedented wave of inbound tourism, driven by the global obsession with its legendary powder snow – or ‘JAPOW’ – travel industry leaders will gather in Tokyo to explore what this moment means for the next two decades 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, up 15.8% year-on-year, and the number of first arrivals surpassed 40 million, according to the Japan National Tourism Organization. Visitor spending also reached a historic ¥9.5 trillion, underscoring the growing economic weight of tourism.
While arrivals from China fell late in the year due to geopolitical tensions, growth from South Korea, Taiwan, the United States and Southeast Asia continued to surge. A weaker yen – hovering around ¥150 against the US dollar through 2025 – has further strengthened Japan’s value proposition.
The rise of snow and adventure tourism
One of the strongest growth drivers is the rapid rise of snow and adventure tourism.
Japan’s unique climate – cold Siberian winds blowing across the Sea of Japan – produces some of the lightest and driest powder in the world. Resorts like Niseko and Hakuba have become global winter playgrounds, their slopes amplified by social media and winter sports communities around the world.
This “JAPOW effect” has revitalized regional mountain economies, channeling international visitor spending to local communities and accelerating investment in infrastructure, hospitality and mobility.
But the 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 the labor shortage in aging and shrinking societies?
What is the role of robotics: can Japan lead the world in modeling for the future?
Will AI and automation reshape the way destinations operate?
How can tourism be redistributed beyond hotspots to rural communities?
What is the role of travel agents in the age of AI?
A North Asian lens on the future
These themes are reflected in the two-day program of WiT Japan.
Sessions include “North Asia 2045: Demand, Demography, Destination,” where experts will explore aging populations, shifting outbound flows and geopolitical complexities in Japan, Korea, China, Taiwan and Hong Kong.
In “Rewriting Japan’s Travel Playbook,” leaders will confront labor shortages, productivity gaps and digital transformation. As ski towns fill up with foreign visitors, the question is no longer growth, but resilience.
The program will also delve 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 highlight long-term resilience over overnight success, reinforcing the theme of “silent power.”
Intelligence awakens: AI meets Omotenashi
A key focus will be the accelerating role of technology, with global, regional and local OTA leaders coming together to discuss their future amid dynamic changes in traveler behavior in North Asian markets.
‘Why Travel Still Matters in the Age of AI’ explores whether machines can imitate omotenashi – Japan’s deeply human 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 is a signal of how global demand, social influence and currency dynamics can come together to shape a country’s tourism trajectory,” said Yeoh Siew Hoon, founder of WiT.
“As Japan celebrates record arrivals, we must also ask deeper questions. How does Japan use this moment not only for growth, but also for reinvention? How do we combine AI with omotenashi, global scale with regional craftsmanship, and speed with quiet power? WiT Japan is where these conversations come together.”
