Introduction
MagicalTrip has introduced the concept of 'local tours' to Japan’s tourism industry, attracting a large following.
Through our 'Guide First' philosophy, we have transformed the role of guides, and our passionate, friendly MagicalTrip guides make tours even more engaging, delivering unique local experiences that can only be found with us.
Today, we have become one of Japan’s largest tour suppliers. Moving forward, we aim to expand our business to more countries and regions, providing exceptional local tour experiences worldwide.
MagicalTrip was founded in 2018 and became one of Japan’s top tour brands in just two years.
In 2024 and 2025, it was selected as Japan’s number one tour for two consecutive years.
Why has a newcomer like us gained the support of so many travelers and been able to collaborate with so many locals?
Here, we explain the philosophy that underpins our strategy.
Yasuhiro Suzuki Founder Chairman
Encourage Locals
After the COVID-19 pandemic, inbound tourism to Japan has recovered rapidly and is now showing momentum to surpass previous records. However, Japan’s inbound market still lacks sufficient infrastructure — particularly, there is a serious shortage of guides who can lead tours in English. MagicalTrip has tackled this challenge by creating a new profession: the 'English-speaking local guide.' Through our unique recruitment and training programs, even those without prior experience can now provide high-quality tours. Our tours are centered on offering 'authentic local experiences.' Local guides and community members come together to share their culture and lifestyles with travelers from around the world.
Guide First
What we value most are the guides who work with us and bring wonderful experiences to people all over the world. If they can continue to guide with joy and vitality, Japan’s tourism landscape will transform — allowing travelers to truly appreciate the beauty of each region and its diverse cultures. That’s why, whenever we face a decision, we always prioritize what makes our guides’ work easier and devote much of our business resources to improving the systems that help guides perform smoothly. As a result, with our guide app and back-office systems, all data guides need are managed in one place, and many of the tedious tasks guides used to handle manually are now automated. MagicalTrip is an environment where guides can focus entirely on their local surroundings and the travelers in front of them — that’s what defines us.
Go Globally
MagicalTrip is leveraging the expertise we have built in Japan — our operational know-how, proprietary systems, and sales strategies — to take on the global market. In 2025, we established our first overseas subsidiary in Thailand, marking our first step toward global expansion. The tour experience market still lacks a true global player. This is because expanding across borders presents major challenges, such as securing reliable guides and managing complex operations. However, based on our successful model in Japan, we aim to overcome those barriers and reach a new stage no one has achieved before. As a 'global leader born in Japan,' we are bringing authentic local experiences to travelers around the world.
Chain of Respect
Every MagicalTrip experience is created through teamwork between our local guides, partner facilities, and our own staff. If even one part were missing, the best experience wouldn’t be possible. That’s why we sincerely address the challenges faced by everyone involved and focus on building an environment where it’s easier for all to work together. For example, we’ve developed our own reservation management system for facility partners, enabling real-time order and booking management. This 'chain of partnership built on mutual respect' is the very foundation of MagicalTrip.
MagicalTrip Inc News
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