Heisei Enterprise Is Transforming Travel in Japan with Authentic Regional Experiences

One constant in the global tourism landscape is Japan’s enduring appeal. With its rich history, stunning natural landscapes, and distinct culture, the country continues to captivate travelers from around the world. Japan currently holds the top spot on the World Economic Forum’s Travel & Tourism Development Index and is among the fastest-growing destinations, alongside Sri Lanka and Thailand. In 2024 alone, the country welcomed a record-breaking 36.8 million visitors. In your view, what makes Japan such a standout destination for international tourists?

Japan truly has so much to offer—it’s a country full of surprises, charm, and uniqueness in the best possible ways. Compared to destinations like France, one striking feature is the range of pricing options, especially when it comes to food. From affordable sushi to high-end omakase experiences, the quality is consistently excellent. Whether you’re dining at a Michelin-starred restaurant, a neighborhood eatery, or simply grabbing a meal from a 7-Eleven, you’re almost always guaranteed a satisfying experience. That blend of affordability and quality is one of Japan’s most distinctive strengths.

But Japan’s appeal extends far beyond its cuisine. The country offers a rich tapestry of experiences that can’t be found anywhere else. One of the most compelling is its deep cultural heritage. We’ve done an exceptional job preserving traditions from periods like the Edo era and blending them seamlessly with modern life. Many tourists come specifically for this cultural immersion—walking through Shinto shrines and Buddhist temples, for instance. It’s one of those cases where “seeing is believing,” and it often leaves a lasting impression on visitors.

Japan is a remarkable blend of old and new. Our global influence in manga and anime is a great example of this, as these art forms often draw inspiration from our history, including the legacy of the samurai. This fusion of heritage and creativity resonates around the world. France, for example, has a particularly strong appreciation for Japanese manga and animation. By continuing to share these cultural exports, we hope to inspire even more people to visit and experience Japan firsthand.

From breathtaking natural scenery and seasonal beauty to the heartfelt hospitality that defines our culture, Japan offers something for everyone. Thanks to our transportation infrastructure, especially the Shinkansen, visitors can access even remote parts of the country with ease.

Another core part of Japan’s appeal is the warmth of its people. Our approach to hospitality is deeply ingrained and something visitors quickly notice. Coupled with Japan’s well-earned reputation for cleanliness and safety, this creates a sense of peace and security that enhances the travel experience. And everywhere you go, from city centers to rural towns, elements of anime, manga, and kawaii culture are subtly woven into daily life.

Ultimately, Japan’s global appeal lies in a unique mix of safety, cleanliness, hospitality, cultural depth, accessibility, and innovation—all underpinned by a deep respect for tradition. It’s this combination that continues to attract travelers from all over the world.

The Japanese government has set ambitious tourism goals for 2030: attracting 60 million inbound visitors and generating 15 trillion yen in tourism-related spending. A central part of this strategy is revitalizing rural regions—or inaka—by encouraging tourism outside the major urban centers. What role does your company play in promoting regional tourism, and how are you working to expand the traditional “golden route” to include these lesser-known destinations?

We have a clear strategy to attract tourists beyond the conventional Golden Route. It’s not just Japanese travelers—many international visitors are increasingly interested in exploring areas outside of Tokyo, Kyoto, and Osaka. We’re seeing strong growth in regional tourism, and we firmly believe this is essential for Japan’s sustainable development and cultural preservation. Once you bring travelers into these local communities, you help generate meaningful economic activity. That’s a key message we want to highlight.

One reason this approach works well in Japan is that people are used to a certain level of convenience. Most places are accessible via public transportation, mobile networks are reliable, and infrastructure is strong. But even with those advantages, if a tour experience is difficult to access, many locals—understandably—won’t make the effort unless the journey is seamless.

Foreign visitors, however, often bring a different mindset. Many plan their trips through platforms like Instagram and other online media. When they see captivating images—remote shrines, scenic mountain views, or local cuisine—it sparks curiosity. That curiosity can be a powerful motivator, prompting them to go further afield in search of authentic, immersive experiences.

Japan has an incredible amount to offer beyond its urban centers. When travelers venture into rural areas, they discover deep cultural heritage, traditional craftsmanship, and regional specialties—like handmade noodles or artisanal utensils—that can’t be replicated elsewhere. It may not always be the most convenient journey, but that’s part of what makes it special. For many visitors, the real reward lies in the authenticity and meaning of these encounters.

As both a tour operator and a transportation provider, our role is to bridge that gap—making these experiences more accessible and more fulfilling. Without real, hands-on engagement, tourism risks feeling superficial. But when travelers make the journey—whether for local cuisine, nature, or culture—they return with unforgettable memories. That’s the kind of story we want to help create: connecting people to something uniquely Japanese, supporting local businesses, and promoting sustainable tourism that celebrates the country’s regional richness.

According to recent surveys from 2023, about 20% of foreign tourists in Japan reported facing difficulties during their stay—communication barriers with staff being one of the most common issues. We understand your company has developed innovative services like JAPAN555 and Tabinoko to help international travelers better personalize their journeys, whether they’re interested in nature, anime, or wellness. Could you tell us more about these offerings and share if there are any new services on the horizon?

That’s a great question, and it actually touches on a few deeper themes. When we first developed platforms like JAPAN555 and Tabinoko, our initial goal wasn’t necessarily to make travel in Japan easier for international visitors—at least not directly. At the time, inbound tourism was still relatively modest compared to what we see today.

Our core motivation was to support Japan’s emergence as a global tourism destination. We wanted to help introduce the country in a clear, accessible, and engaging way—laying the groundwork for curiosity and encouraging travelers to take that first step toward discovering Japan. These platforms were designed to demystify the basics and spark interest among potential visitors.

Today, our focus has evolved. We’re no longer just thinking about how to bring people to Japan—we’re also working to enrich their experience once they’re here. Rather than simply providing general information, we’re shifting toward what we call “plus alpha” experiences: the kind of unique, local moments that travelers can only encounter in Japan. We aim to deliver these early in their stay, when they’re forming their first impressions of the country.

Food is a central part of this approach. Many travelers arrive in Japan eager to explore the culinary scene, and the country offers an incredible range of regional specialties—certain vegetables and fruits, for example, are only available during specific seasons and in specific locations. Our services are designed to highlight these local flavors, guiding visitors to lesser-known dishes and food cultures. It’s a more customized, in-country tour experience, tailored to travelers who are already here and ready to go deeper.

As for what’s next, we’re not actively planning any large-scale service launches at the moment—developing new offerings takes time, and we already have a lot of moving parts. That said, one initiative we’re particularly excited about is the idea of opening our own restaurant outside of the major metropolitan areas.

This project is rooted in a desire to support regional producers. For many local farmers, it’s difficult to get their ingredients featured in urban restaurants, where procurement systems are rigid and menus don’t always adapt to seasonal produce. Our aim is to build a dining space where these local ingredients are not just used—but celebrated. It will serve as both a destination and a cultural bridge, offering travelers a direct and delicious connection to Japan’s regional heritage.

In essence, we’re moving from being a gateway to Japan to being an experience provider—offering immersive, meaningful encounters that showcase the country’s richness, especially through food, which plays such a central role in Japanese culture.

Many tourism companies we’ve interviewed have highlighted the importance of partnerships—especially with online travel agencies (OTAs)—as a way to broaden reach, simplify the booking process, and improve the overall customer experience. We understand your company already works with platforms like Bookaway and 12Go to offer convenient, multilingual bus reservations for international travelers. How important are global OTAs in helping you attract more foreign customers? What kinds of international partnerships are you hoping to develop in the future?

We were one of the earliest companies in Japan to offer one-day bus tours—something that’s quite common now but was a novel concept when we started. Back then, it wasn’t easy. Bus tours weren’t widely understood or marketed to international travelers, and it took time to build awareness and credibility in the space. But over the years, we’ve helped lift the industry to where it is today.

Initially, bus tours were geared more toward corporate groups than individual travelers. Even then, we were proactive in embracing online travel agencies (OTAs), partnering with platforms like Expedia and 12Go to make our services accessible to independent travelers from regions like Europe, North America, and Southeast Asia. This approach gave us early global exposure and allowed us to connect directly with a more diverse customer base.

Our OTA strategy proved especially valuable during the COVID-19 pandemic. While travel came to a halt, we remained visible through those platforms, ensuring we weren’t forgotten. Post-pandemic, the OTA landscape underwent a dramatic transformation. Individual travelers began to dominate, and with Japan reopening, we saw a surge in independent tourism. Bus tours, thanks to their convenience and flexibility, became an appealing choice for these travelers.

However, with the increase in demand came an increase in competition. During the leaner years, OTA commissions could reach 20–30% per booking. Now, with so many operators and package options available, margins have tightened significantly—sometimes we see returns of just 12%, 10%, 5%, or even as low as 3% depending on the tour. OTAs themselves are earning less, and that trickles down to operators like us.

That’s why we believe we’re entering a new phase—one where the focus needs to shift toward high-value, differentiated experiences. When we offer something truly unique, such as a premium Kobe beef tour or an immersive cultural activity, we find that certain travelers are not only willing but eager to pay more for that kind of depth and authenticity. These are more sophisticated travelers seeking meaning, not just convenience.

As a result, we’re placing more emphasis on encouraging direct bookings. This strategy doesn’t just improve our margins—it allows us to engage more personally with our customers, build loyalty, and deliver a more curated experience from the very beginning. While OTAs have played a vital role in our growth, the future, we believe, lies in striking a better balance—using OTAs strategically while building stronger, more direct relationships with our guests.

Currently, our reports reach 75 million readers across 55 countries—and according to Newsweek data, one in three of those readers is either planning to visit Japan or has already done so. With that in mind, how important is international tourism to your business? Given the growing number of competitors in the market, are you actively looking to attract more foreign tourists to your services? And how would you like your company to be perceived by a global audience?

I believe the most memorable experiences—whether it’s tasting world-class beef or discovering a hidden local tradition—are those that leave an immediate impression. And when I say “beef,” I’m speaking symbolically. It’s about the entire journey: from rice cultivation and vegetable harvesting to strawberry picking or even visiting an artificial shrimp farm. At Heisei Enterprise, our philosophy is simple seeing is believing. We have already established our own strawberry farm and have successfully procured branded beef, such as Kobe beef. We offer hands-on, immersive experiences that allow travelers to genuinely connect with Japan’s regional culture.

What makes us unique is our all-in-one approach. As both a transportation provider and tour operator, we connect major cities like Tokyo and Osaka, with key stops like Nagoya in between. From there, travelers can easily branch out to explore local experiences—whether that’s savoring premium beef, visiting agricultural farms, or discovering regional food traditions.

Our strength lies in creating seamless, curated travel experiences. Today’s travelers don’t want the stress of booking transport, accommodations, and activities separately. They’re looking for convenience without compromising on quality. That’s why we’re focused on offering easy-to-book, all-in-one packages. Our aim is to let travelers focus on the experience—just choose what you want to do, and we’ll handle the rest.

In a crowded market, this ability to simplify and personalize is what sets us apart. Many OTAs offer choice, but fewer can still surprise and delight in the way a local operator can. That’s why we’re now shifting our focus from third-party OTAs to direct bookings. We’re currently developing new systems that will allow customers to book directly through our website. This will not only help us deliver better value but also build stronger, more meaningful relationships with our travelers.

Ultimately, we want Heisei Enterprise to be known globally as the company that makes Japan’s local treasures truly accessible—offering unique, genuine experiences that stay with people long after their journey ends.

For more information, please visit our website: https://busde.com

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