Entrepreneur op-ed: CEO likens contrarian travel habits to business strategy

An Entrepreneur contributor describes visiting Yamagata, Japan for a niche sake-brewing workshop instead of typical tourist spots, citing a 2026 American Express survey that found 79% of millennial and Gen Z travelers now prioritize hands-on local experiences over famous landmarks. The writer, a CEO with experience traveling to 33 countries, draws parallels between avoiding crowded tourist destinations and pursuing underexplored business opportunities rather than obvious, saturated markets.