The Shift from Mass Tourism to Experience-Based Travel: Exploring the Life of the Ainu People in Hokkaido

In 2024, the number of tourists visiting Japan skyrocketed compared to the pre–COVID‑19 era. A new travel trend has emerged in which visitors no longer content themselves with simply touring popular destinations such as Tokyo, Kyoto, and Osaka; rather, they seek authentic experiences in lesser-known locales. This shift has driven increased interest in experience‑based tourism, exemplified by visits to the Ainu people in Hokkaido. The aim of this study is to analyze the post‑pandemic tourism shift through the cultural‑preservation complex and daily life of the Ainu in Hokkaido. The Ainu were not officially recognized by the Japanese government as Indigenous until 2019. Earlier research examined the transition from mass tourism to eco‑tourism; the significance of the present study lies in exploring the move from predominantly passive site visits toward immersive, experience‑based travel. Employing a descriptive qualitative approach, this research draws on literature from websites, official government reports, and other references. Cultural‑commodification theory is applied to examine how tourism can enhance the utilitarian value of a region. The findings are expected to contribute new insights into the understanding of the shift from mass tourism to experience‑based tourism.