Japan National Tourism Organization (JNTO) continues focusing on sending inbound travelers to local regions in FY2024 under the government’s Tourism Nation Promotion Basic Plan. As a marketing strategy, JNTO is developing a joint advertising campaign for all source markets in partnership with travel companies and airlines.
Large-scale campaigns will be developed in 10 Asian source markets in partnership with OTAs, particularly targeting light repeaters who have visited Japan two to five times before. Also, JNTO will invite influencers from South Korea, China, Taiwan and Hong Kong to let them deliver hot topics in Japan on their SNS accounts.
For Europe and U.S., JNTO continues introducing sustainable tourism stories through media and also encouraging travelers to use domestic flights to local regions.
To increase travelers to local regions, JNTO is enhancing partnerships with 10 wide-region DMOs for joint advertising campaigns and digital marketing and also with other-related ministries for delivering information on tourism contents in each of covering spaces.
For international MICE, JNTO recognizes partnerships with local governments and local university as keys.
Inbound travelers exceeded 3 million in March 2024 for the first time on a single month basis. However, guests nights or the recovery rates are still a gap between three major urban areas and local regions.
