Airbnb Japan is trying to break away from dependence on inbound tourists, and why it is taking the lead in the 26 trillion yen domestic market

Airbnb, which is experiencing record-breaking demand from inbound tourists, is now daring to break away from its dependence on inbound tourists. This is because we have a strong sense of crisis over a growth model that relies on uncontrollable external environments such as exchange rates and international situations.

In February, Shintaro Nakagawa, a noted marketer who is said to be the driving force behind Uber Eats Japan's profitability for two consecutive years, was appointed as the representative director of Airbnb Japan. His target is the 26 trillion yen domestic travel and daily consumption market, which lies ahead of demand from inbound tourists.

Avoiding a war of attrition with the hotel industry, we aim to establish new accommodation habits in the lives of Japanese people through event collaboration and service expansion. Let's take a closer look at the chances of success in creating a "giant platform" as envisioned by a talented marketer.

Reasons for aiming for the 26 trillion yen domestic market, exceeding the limit of relying on foreign tourists

--What is the growth potential of Airbnb in the Japanese market?

Japan ranks as one of the fastest growing countries for Airbnb's global business. The latest number of reservations in Japan is 127% compared to the previous year, and the market continues to expand. The reason behind this is the existence of a very large market, with domestic travel consumption amounting to 26,784.5 billion yen in 2025.

Japan is the fastest growing region in all of Asia, and global headquarters are also watching it as a key market due to its economic maturity and disposable income. It is not just a destination for tourists visiting Japan, but is being praised for its depth as a domestic consumer market.

--What is your key strategy for acquiring new users?

Airbnb Japan has shifted its strategy away from capturing inbound demand and is focusing on acquiring new users who are using Airbnb for the first time in Japan. Specifically, we aim to expand nationwide, with an initial focus on people who are relatively young and live in large metropolitan areas. It depicts a flow in which early adopters in urban areas are the breakthrough, and the knowledge gained there is reflected in the design of regional expansion.

--What are the challenges unique to the Japanese market and how to deal with them?

In the Japanese market, the hurdles to changing user behavior are high, and it tends to take three to four times more effort than in other countries, such as gaining awareness through marketing investment, explaining how to use the app, and improving the app's UI/UX. Additionally, the needs of Japanese users are significantly different from those of inbound users, so it is necessary to develop apps and services that are tailored to domestic travel.

To address this issue, continuous investment over multiple years and persistent persuasion efforts both internally and externally will play an important role. What is required is an attitude of sitting down and building up recognition, without rushing to achieve results in a single year.

Break away from “just a reservation for accommodation” Expand points of contact through collaboration with Gamba Osaka, experiences, and airport transfers

--What is your strategy for acquiring new users through event collaboration?