JNTO’s progressive approach to revive Japan’s Tourism

Japan National Tourism Organization has formulated a marketing plan spanning three years, covering the strategic period from FY2023 to FY2025. The objective of this plan is to boost inbound travel and fulfil the government’s ambitious targets, including achieving 5 trillion JPY in revenue, attaining a consumption unit price of 200,000 JPY per person, attracting foreign visitors to rural regions, and fast recovery of international arrivals. These targets have been established as part of the comprehensive ‘Tourism Promotion Basic Plan’.

As the world gradually emerges from the global pandemic, the tourism industry is witnessing a resurgence, with travellers eagerly seeking new destinations to explore. Japan, renowned for its captivating culture and breathtaking landscapes, is welcoming visitors once again. In a recent announcement, the Japan National Tourism Organization (JNTO) revealed a three year marketing strategy based on the three pillars of ‘Strategy by Market,’ ‘Cross-Market Strategy on high-value-added travel, adventure travel (AT) and Osaka Kansai EXPO’ and ‘MICE Strategy’ aimed at revitalizing inbound travel and showcasing the country’s unique allure.

In the market-specific strategy, aim is to select targets with a high per unit price of travel consumption and intention to visit local areas from each market, and organize promotional passions (themes) and tourism content according to the interests of each target. In addition, effective promotion methods based on the contact media and travel reservation methods of each target are listed in order of priority.

As a cross-market strategy, it will promote the networking of domestic stakeholders, the collection of service details, and the strengthening of sales in order to attract high-value-added travel. In addition, AT cooperates with AT’s international organization, Adventure Travel Trade Association (ATTA), aiming to support initiatives in various parts of Japan and promote the attraction of tourists. In preparation for the Osaka-Kansai Expo, JNTO will promote the promotion of attracting tourists to regional areas while promoting the momentum of holding the Expo.

In the MICE strategy, in addition to the “Tourism Nation Promotion Basic Plan”, based on the “New Era Inbound Expansion Action Plan” formulated in May this year, JNTO will work to attract international conferences and incentive trips.

New strategy has been carefully crafted with a strong emphasis on sustainable tourism, aiming to ensure the long-term viability and preservation of Japan’s natural and cultural resources. Based on this strategy, the government will conduct meticulous promotions to the world.


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