Japan National Tourism Organization (JNTO) has launched a new campaign 'Enjoy my Japan' after new figures reveal tourism to the country has increased by 3.5 times in the past five years.
Whilst Japan's tourism hot spots are well documented, the new campaign reflects the country's rich culture, providing never before shared information on the country's lesser-known hidden gems. As part of the global and multilingual campaign, the website Enjoy my Japan aims to entice long-haul travellers from key Western countries to visit Japan and explore the country beyond the well-known popular attractions.
To celebrate the launch of Enjoy my Japan, JNTO hosted the event in London in early February to invite UK's media at The Sofitel St James in London where guests enjoyed speeches from renowned British actress, Joanna Lumley and presentations from JNTO representatives. Ms Lumley delighted the crowd with tales of her own experience exploring Japan and her true love for Japan's diverse culture and its people.
The interactive website crafts bespoke itineraries and video content based on travellers' individual interests, bringing to life the notion that Japan truly has something for everyone. Whether visits are based around cuisine, tradition, nature, art or the outdoors, the site encourages travellers to explore beyond the popular attractions and immerse themselves fully in the rich depths of Japanese culture that exists off the beaten path.
JNTO president Ryoichi Matsuyama said: 'Japan is the country where ancient tradition exist side-by-side with emerging pop culture trends, allowing travellers to immerse themselves in its unique history, whilst always being able to discover something new. The country's offerings include summer and winter adventure sports, spring and autumn mountain treks, and steam train rides and seaside cycling excursions, making the country a place of endless discovery.
'Japan offers both fine dining and mouth-watering street food, as well as vibrant nightlife in safe and spectacular cities with virtually unlimited shopping and entertainment options. In short, Japan has enriching experiences to appeal to all travellers.'
Travellers visiting the new website can select their preferred 'passion points' '”cuisine, tradition, nature, city, relaxation, art, outdoor'” which lead to video clips bringing their ideal trip to life, with hidden gems including:
Onna Villabe, Okinawa
A village in Japan's southern island of Okinawa, it's known for its crystal blue beaches and broad clifftop meadows overlooking the ocean. Explore trails that run through forests and experience the waters of Maeda Cape, home to vast coral reefs. Round off your stay with a visit to the traditional Okinawan village, where you can enjoy dancing and eisa taiko drumming performances.
Naoshima Art Island in Kagawa Prefecture
An island town in Japan's Seto Inland Sea, it is best known for its art museums, including Chichu Art Museum, which hold paintings from Monet's 'Water Lillies' series. Part of the Kagawa Prefecture, the island with its Mediterranean atmosphere and sandy beaches allows travellers to relax after taking in the artistic culture of the town.
Rich variety of cuisine beyond sushi
Japan is one of the world's most exciting dining destinations. Tokyo, especially, features a wide range of traditional, regional, international and local street food, attracting more Michelin stars than both Paris and New York combined. From casual dining to luxurious high-class restaurants, Japan has variety of food choices to satisfy any visitors with every budget.
Explore the hidden treasures of Japan for yourself by visiting: https://www.enjoymyjapan.jp/en/
Watch Enjoy My Japan concept movie:
About JNTO: Japan National Tourism Organization (JNTO), an independent agency of the Japanese government, promotes Japan as a leisure and business destination to further exchanges between Japan and the world. JNTO disseminates information, conducts publicity and exhibitions, develops tours, carries out research and much more, utilizing its international network of 20 offices.