In discussions about inbound tourism, women travelers might often be associated with urban sightseeing, shopping districts, café culture and city-based itineraries.
Nature-focused travel or action-oriented cultural programs such as ninja or samurai experiences might be less commonly associated with female participation.
However, findings from our survey conducted at Kansai International Airport (KIX) suggest a different pattern.
- Approximately two-thirds of female travelers favored rural and nature-based activities over urban sightseeing
- Women accounted for 78% of participants in ninja and samurai experience programs
These results indicate that women travelers are not avoiding rural or experience-driven travel. On the contrary, they appear to be leading participation in these areas.
One possible interpretation is that women travelers may be particularly responsive to experiences that offer immersion rather than observation and narrative and cultural context.
Rural destinations and experiential programs such as ninja and samurai activities often provide these elements, which may help explain the higher level of female participation observed in the data.
This does not imply that urban travel is less important. Instead, it highlights that experience preference varies by segment, and that assumptions about gender and activity type may not always reflect actual behavior.
Inbound planning and promotion frequently emphasize urban highlights and well-known attractions. The data above suggests there may be value in more clearly recognizing, and supporting, rural and experiential offerings that already resonate strongly with women travelers.
For local governments and tourism operators, understanding these patterns can inform:
- experience design
- content development
- promotional balance between urban and rural destinations
Based on the Visitor Survey: Needs and Expectations for AI in Japan, conducted at Kansai International Airport in September 2025 (n = 273 international visitors), by Artyz Inc.
