JNTO’s promotional video,”Oku-Matsushima”- Where all roads lead home,” focusing on sustainable tourism, receives the Silver Award in the Sustainability/Responsibility category at The Drum Awards for Marketing APAC 2025. This video, set in Oku-Matsushima in Miyagi Prefecture, showcases the breathtaking views of Matsushima Bay—one of Japan’s Three Scenic Views—through the story of a photographer aiming to capture its beauty and a local oyster fisherman who serves as both guide and host. Through their journey, the video highlights the importance of connecting with local communities in a meaningful way and leaving a positive impact on the destinations visited, conveying the appeal of the sustainable tourism that JNTO strives to promote. This award is a testament to the high recognition from international marketing and media industry professionals of JNTO’s efforts to promote the appeal of sustainable tourism in Japan. We believe it marks an important opportunity to further raise awareness of Japan’s hidden charms and its ongoing sustainability initiatives in tourism. Moving forward, JNTO continues to share the appeal of Japan’s sustainable tourism with the world, while also encouraging responsible travel practices to help enhance the environmental, cultural, and economic sustainability of local communities.
What are The Drum Awards?
The Drum Awards, hosted by The Drum, a premier global publisher in the marketing and media industry with over 1.4 million monthly active users, are headquartered in the UK. Established in 2014, the awards celebrate exceptional marketing and creative work that engages, inspires, and achieves significant brand impact. The awards operate across three regions — APAC (Asia Pacific), the Americas, and EMEA (Europe, Middle East, and Africa) — with competitions customized for each region. Entries are judged from an international perspective by a panel of influential decision-makers from leading brands across diverse industries. The awards are highly esteemed by companies and creators at the forefront of the industry.
