Launching a “Large-scale Campaign in Asia” in 10 markets to show a new type of Japan travel!

Launching a “Large-scale Campaign in Asia” in 10 markets to show a new type of Japan travel!
～”Unveiling a New Japan, Captivating Experience”: Introducing Activities to Experience Lesser-known Regions of Japan～

Japan National Tourism Organization (JNTO) will be launching a large-scale campaign aimed at showing Japan’s fans how they can discover Japan’s hidden gems, gain insights of local experience-based content, while feeling even more motivated to visit Japan in the future.
The campaign will provide information on local and deep experience activities that can only be enjoyed in local areas to lightly repeating travelers in Asia, in order to impress them with Japan’s unique and memorable experiences and as a place to discover a new Japan, and to remind them of Japan as a travel destination. The purpose of this project is to connect the target audiences with future travel needs to Japan.
10 target markets (South Korea, China, Taiwan, Hong Kong, Singapore, Thailand, Vietnam, Indonesia, Malaysia and the Philippines)

●The Growing Need for Japan Travel: Foreigners’ Perspectives on Tokyo 2020
From the results of JNTO’s survey to understand the impression of residents in various countries about Japan for future travel visits, it was found that the inherent strengths (appealing points) of Japan, such as its history, traditional cultures, sceneries, and landscapes, improved their impressions and increased their motivation towards Japan travel.
A questionnaire survey conducted on 8,034 overseas residents (*) from 13 countries/regions was done in order to understand their interest in and changes in attitude towards Japan as a result of the project.
Survey on the overseas residents shows increased motivation to visit Japan after the pandemic, equivalent to 390 million people in 13 target countries/regions

44.2% of the respondents became more interested in Japan after watching this project, and 73.2% of the respondents want to visit Japan after the pandemic is over.

(*) Interviewees consisted of 8034 overseas residents from 13 countries/regions: 1) Residents of 13 countries/regions: the U.S., China, the U.K., France, Germany, Italy, Spain, South Korea, Taiwan, Hong Kong, Canada, Australia, and Russia; 2) Males and females in their 20s or older; 3) Aware that the Olympic and Paralympic Games were held in Japan; and 4) To whom either of the following scenarios can be applied to – a. or b.: a. Have traveled or would like to travel mainly for the purpose of an international mega-event. b. Have become interested in the host country as a result of an international mega-event or event promotion held by it, and have subsequently traveled or would like to travel to the host country.

●Disseminating information to dispel the anxiety of Coronavirus (Covid-19)
In addition, JNTO is taking the following measures to dispel the worries of visitors to Japan regarding the pandemic.

1) Creation of pictograms to communicate Japan’s safety measures against Covid-19 in an easy-to-understand manner (available in 15 languages)
The pictograms in 15 languages provide easy-to-understand information on safety measures against the spread of the new coronavirus and on emergency responses and details so that travelers from overseas can visit Japan with peace of mind.
The 15 languages are: English, Korean, Chinese (simplified), Chinese (traditional and Cantonese), Thai, Indonesian, Vietnamese, German, Italian, French, Spanish (Spanish and Mexican), Russian, and Arabic.

2) Dissemination of information related to the new coronavirus through the website
Provides information on immigration regulations, contents about visiting Japan, what to be enjoyed during the stay-home periods, etc. The website also shares information that eliminates anxiety about traveling to Japan.

●Promotion of “Unveiling a New Japan, Captivating Experience” to lightly repeating travelers
Currently, new attractions are being created in various regions of Japan in preparation for the resumption of travel in the future.
For example, at “Aso Track Adventure, travelers can dynamically drive on the slopes and uneven roads of Aso in Kumamoto Prefecture, and through “Heian Costumes Walk Experience,” which comprises authentic experiences that can only be done in rural areas, one can stroll along the Kumano Kodo while donned in traditional aristocratic costumes. Such activities and experiences will be featured to increase awareness of Japan’s diverse tourism resources, including its nature, history, traditional culture, food, and contents related to the daily lives of local people, and to stimulate interest in Japan as a future travel destination.

As part of this effort, JNTO has launched a “Large-scale Campaign in Asia” with the release of the “Unveiling a New Japan, Captivating Experience” website and videos for each region. For this project, the areas of Japan will be divided into eight blocks, and the sightseeing spots and hands-on activities of various areas that are not listed in famous guidebooks will be introduced according to the four seasons and passions.

By dividing the areas, it is easier to understand how to access the various areas from regional airports with direct flights and via major train stations, and by dividing the seasons, it can be used as a reference for the schedule according to the holiday seasons. In addition, it will be easier to have an image of the spectacular scenery and sightseeing unique to each season, such as snow and cherry blossoms. Information, including model courses, that will be helpful for one’s travel planning when travel to Japan is resumed will also be provided.

●Introduction of charming hands-on activities in rural areas of Japan
The “Unveiling a New Japan, Captivating Experience” website will introduce and show Japan lovers some of the most fascinating hands-on activities in the various regions.