For decades, the standard assumption has been that traditional Japanese culture is a "legacy" interest, something that older generations value while younger travelers prioritize the modern and the digital.
However, our latest data from Kansai International Airport (KIX) tells a different story: Gen Z is actively engaging with Japan’s heritage at a higher rate than their parents' generation.
This isn't a passive interest. This demographic is proactively seeking out traditional crafts, historical sites, and regional customs as the core of their travel plans. For them, heritage isn't something to be observed from a distance; it is a vital part of the "authentic" Japanese experience they are traveling to find.
For destinations and brands, this is a call to move beyond the "Gen Z = Pop Culture" marketing narrative. Younger travelers aren't just looking for anime and neon; they are the new stewards of Japan’s traditional identity.
What do you think? Are we underestimating the desire for heritage among the youngest travelers?
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.
