Japan’s Tourism Boom: A New Era

If it seems like Japan is suddenly the world’s hottest travel destination, there’s a good reason. “After COVID, the Japanese government is trying to make tourism its primary export industry—with a target of tripling it by 2050,” says ikura founder Eiko Nakazawa.

The Birth of ikura: A Solution for Equitable Tourism

ikura was founded in response to this strategy and the dramatic surge in tourism to Japan that has followed. A tech-driven platform that enhances travel in Japan by making local, authentic experiences more accessible to tourists, ikura’s goal is also to ensure that tourism is distributed equitably across the economy. Eiko explains that while increased tourism will undoubtedly boost Japanese GDP, it also poses challenges to local businesses that lack the resources to reach international customers.

AI-Powered Travel Assistance: Meet Salmon

ikura’s AI platform, Salmon, is built on Vertex AI. “Because it's a good accumulation system,” says Eiko. Salmon takes a human-centric approach, using machine learning to analyze user preferences, historical data, and real-time Google Map data to provide personalized recommendations and itinerary planning. The platform’s chat functionality removes cultural, logistical, and linguistic barriers that travelers currently face, connecting them directly with a chat assist system that also provides booking and navigation support.

Preserving Culture and Distributing Tourism

Another gap ikura fills for travelers is knowledge. “We believe that cultural experiences and understanding of the culture when it comes to travel is really important for local sustainability,” explains Eiko. ikura creates content that encourages passionate travelers and locals to share authentic stories rather than catering to mass-market tourism. The platform also emphasizes distributed tourism, alleviating the over-tourism of specific hubs that negatively impact the environment and communities. By highlighting local experiences outside core tourist areas, ikura redistributes tourist traffic to support infrastructure and communities.

Overcoming Local Resistance to Tourism

Despite trying to provide a solution for mass tourism, Eiko and her team encountered pushback from a wary local market. “When I talk to small businesses, we get mixed reactions. The first one is, ‘We don't want any more tourists.’” This resistance stems from cultural clashes between locals and foreigners unfamiliar with Japanese customs. ikura addresses this by equipping visitors with knowledge to engage respectfully with local culture. The platform also provides businesses with access to visitors they lack the resources to attract. “The opposite side of the spectrum is small businesses really wanting travelers to come to them, but they are too resource-constrained to hire the right people who understand the culture and appreciate the business,” Eiko adds. By delivering visitors to businesses that welcome them, ikura relieves friction and overhead costs across the board.

Google for Startups: A Game-Changer for ikura

In February 2024, ikura was selected for the Google for Startups Women Founders Fund. Along with mentorship and developmental support, the $100,000 equity-free capital enabled ikura to launch. “For early startups like us, it's really difficult to secure funding. So we were so excited to access that funding to get our business started.”

The ikura team worked with Google mentors to utilize real-time Google Map data for accurate trip planning and leverage Vertex AI to power its personalized itinerary and spot recommendations. The platform’s backend services are powered by Firebase, with data stored using Cloud SQL, while BigQuery’s analysis tools improve its algorithms. “Basically, everything that we use is Google Cloud, so the Women Founders Fund’s technical mentorship made complete sense for us,” says Eiko.

Empowerment Through Community

Eiko and fellow Google for Startups Women Founders Fund recipients attended Demo Day, where they shared insights and built connections. “Being a part of the program was truly empowering. I gained tangible tools for leadership and fundraising and also developed greater confidence.” The mentorship was crucial for ikura’s growth, offering guidance in privacy, AI, leadership, and community-building.

Google’s support extended beyond mentorship. The program included a residency at Google’s Shibuya space, where the Japan team assisted ikura’s community-building efforts. “When GFS team members say, ‘ask us anything,’ they really mean it. We were connected to key decision-makers and mentors within Google who can help our product immensely.” Google also became one of ikura’s first customers—boosting credibility and opening new opportunities.

Building a Global Movement for Sustainable Travel

The startup journey can be lonely, filled with rejection, friction, and the challenge of disrupting the existing landscape. Being part of a community of founders helped Eiko feel less alone.

Ultimately, ikura’s goal is to make sustainable travel a global reality. “By connecting visitors with local businesses across Japan, ikura ensures that the benefits of tourism are shared inclusively. Moreover, our goal goes beyond showcasing Japan: we strive to foster connections and build a global community centered around more meaningful, authentic, and sustainable travel,” says Eiko.