Austria Showcases Cultural Essence at Expo 2025 in Osaka

Austria is making a significant impact at Expo 2025 in Osaka, drawing approximately 5,000 visitors daily to its pavilion. This initiative aims to enhance the international appeal of Austria as a travel destination, particularly targeting Japanese tourists.

Japanese rock musician HYDE has been appointed as the Austrian Travel Ambassador, successfully engaging new demographics to explore Austria. The connection between Japan and Austria is evident, as reflected in the remarkable increase in tourist activity, with around 240,000 overnight stays recorded in 2024, representing a 30% rise from the previous year, along with over 100,000 arrivals from Japan.

During the recent National Day, Austria presented itself as a nation rich in innovation, cultural diversity, and hospitality at the global event. The Austrian pavilion, themed "Composing the Future," emphasizes musical influences while highlighting the strong cultural ties between Austria and Japan.

As a Platinum Partner, the Austrian Tourism Board is leveraging the Expo as a world stage to attract Japanese travelers and promote Austria's tourism sector. The involvement of HYDE, known for his groundbreaking achievements such as being part of the first Japanese band to perform at Madison Square Garden, is aimed at appealing to younger audiences and showcasing Austria as a diverse travel destination beyond its classical music reputation.

A delegation that included Austria's President, his spouse, and the Minister of Economy, Energy, and Tourism met with HYDE during their visit to Osaka, reinforcing the strong tourism partnership between Austria and Japan. The Austrian Minister highlighted the significance of collaborations with prominent figures like HYDE, noting that such partnerships are not only economically beneficial but also foster cultural understanding. Japan, with over 105,000 arrivals in 2024, stands as one of Austria's main overseas markets, where Austrian culture is held in high esteem.

HYDE represents a fusion of Austrian cultural tradition with contemporary international trends, sending a robust message at the Expo to attract younger demographics in Japan. While Austria is often associated with classical music and heritage, there is a growing interest among tourists in nature-based experiences, gourmet offerings, and relaxation opportunities. Austria aims to capitalize on this trend by providing high-quality travel experiences that diverge from mass tourism.

The program at the Austrian pavilion features various events, study trips, and inspirational travel videos, viewed by thousands of visitors daily. Additionally, visitors can personalize digital postcards through QR codes. The pavilion will also host an "Austria Tourism Week" from June 2 to June 8, under the theme "Austria: A Symphony of Life and Joy," alongside notable partnerships with Austrian brands like Swarovski Crystal Worlds, Falstaff, and Hotel Sacher.