Are Travel Experiences a Goal or a Means?

With the motto “value experiences over objects,” the needs of travelers have shifted from purchasing goods to experiencing activities. However, it’s essential to distinguish whether an “experience” serves as a goal or a means.

For instance, activities like skydiving, paragliding, and rafting, which involve little conversation, clearly focus on enjoying the experience itself.

On the other hand, experiences in crafts, cooking, and culture (such as Geisha experiences, Zazen, etc.) provide the activity and the joy of communication with artisans, cooking instructors, Geishas, and monks. It’s not just about consuming an experience but also about deepening relationships with the people behind it. This enriches travel by creating personal connections, making memories more lasting and the travel more meaningful.

A primary complaint among foreign tourists in Japan is the scarcity of trash bins, but the second is the difficulty in communicating with staff at facilities (source: Fiscal Year 2019 “Survey on the Reception Environment for Foreign Visitors to Japan”). The communication barrier is partly due to Japanese people not being proficient in foreign languages. However, another reason for dissatisfaction is the reluctance of Japanese people to casually greet foreigners.

A primary complaint among foreign tourists in Japan

Source: Fiscal Year 2019 “Survey on the Reception Environment for Foreign Visitors to Japan”

I believe one reason Osaka is popular among foreign tourists is the Osakan nature of casually speaking to foreign visitors, even in Japanese.

Therefore, moving forward, experiences that generate communication seem likely to become more popular. I’ve often felt lonely returning from a foreign country without having spoken to locals, sometimes deciding not to revisit. Creating mechanisms that naturally foster communication between foreign tourists and Japanese people through experiences is a demand in the tourism industry.

Focusing on communication between foreign tourists and Japanese people might attract tourists without solely relying on famous sights like shrines, temples, or scenic views. Of course, accessibility is necessary, but creating tourist destinations independent of specific attractions could be an important perspective to consider.