The neon lights of Dotonbori are legendary, but the latest data tells a new story. We analyzed the 2025 Kansai Airport Exit Survey, covering over 2,000 international visitors, to uncover how travel to Osaka is evolving.
From the explosive rise of eSIMs to the surprising “hidden gems” travelers are finally discovering, here is your data-backed guide to navigating Osaka right now.
The Pursuit of “Zen” in a Neon City
For years, Osaka was marketed as Japan’s chaotic kitchen. But in 2025, the #1 emotion travelers are seeking isn’t “Excitement”—it’s “Relaxation and Refreshment” (53.5%).While Dotonbori (65.5%) and Osaka Castle (56.8%) remain the heavyweights, repeat visitors are venturing further afield to find that peace. The data highlights a growing interest in the wider Osaka Prefecture, with 26.3% of repeaters exploring areas outside the city center.
Where to Find Your Zen (The Emerging Spots):
The Takeaway: To beat the crowds, follow the data: Use your second or third day to leave the city center. The “Relaxation” scores suggest that a day trip to Minoh or Katsuoji is the key to balancing Osaka’s high energy.
Shopping Trends: Specifics by Nationality
Overall, Sweets and Snacks are the undisputed kings of souvenirs, purchased by 79.6% of all visitors. But when we break it down by nationality, fascinating trends emerge that reveal what each culture values most in Japan.
Who is Buying What?
- South Korea: The biggest fans of Japanese alcohol. 37.2% of Korean travelers bought Sake or Whisky, compared to the average of 21.4%.
- Philippines: The fashion hunters. A massive 71.9% purchased clothing, and 72.5% bought shoes/bags—the highest among all groups.
- Taiwan: The health-conscious shoppers. 57.5% purchased medicine/drugstore items, trusting Japanese quality for daily healthcare.
- China: The beauty experts. 64.4% focused heavily on Cosmetics and Perfume.
The Tech Revolution: eSIMs are Taking Over
The days of hunting for a physical SIM card at the airport are ending. The use of eSIMs and Cloud SIMs has skyrocketed to 35.9%, more than doubling from 15.2% in 2023.
Meanwhile, getting around has gone digital too. 68.2% of travelers now use IC Cards (like ICOCA, Suica, or Pasmo) for trains. However, surprisingly, 20.5% are still queuing up to buy paper tickets at vending machines.Journalist’s Tip: Don’t be part of the 20%. The data shows a clear trend toward seamless travel. Pre-install an eSIM (like Ubigi or Airalo) and add a digital IC card to your mobile wallet. It saves significant time at stations.
Final Verdict: Satisfaction is High
Despite concerns about crowds, Osaka’s satisfaction rate remains world-class at 96.7%.
The key to joining the “Very Satisfied” club (currently 60.5% of visitors) seems to be preparation: adopting digital payments, knowing exactly what you want to buy (snacks vs. sake), and carving out time for those quiet, spiritual spots like Katsuoji amidst the neon chaos.
Data Source: Osaka Convention & Tourism Bureau, Kansai Airport Exit Survey 2025 Interim Report.