About 380 million people in 13 countries gained an interest in visiting Japan as a result of the Tokyo 2020 Olympic and Paralympic Games, according to a February 2022 report released by the Japan National Tourism Organization (JNTO).
The Tokyo 2020 Games – JNTO’s tourism promotion legacy study outlined the country’s tourism-related activities that were carried out in relation to the Games and the impact they had on key markets.
JNTO’s strategy to maximise the potential of the Games was to promote travel to Japan’s regions, particularly for nature and outdoor activities, and to position Japan as an accessible destination, with improved infrastructure for people with disabilities or mobility issues. It identified China, France, the UK and the US as priority markets based on their interest in the Tokyo 2020 Games and potential for growing the number of visitors to Japan in the future.
During the Games, a Japan Showcase was held at the Tokyo Media Center to promote regional attractions in collaboration with 32 local governments and DMOs across the country. Digital advertising and online content was strengthened, with new promotion of sports and outdoor activities as well as highlights of the 47 prefectures and their accessibility.
JNTO worked with Olympic gold medallist Ashton Eaton to produce a digital advertisement showing him experiencing nature, the outdoors and cultural activities in various parts of Japan. This was shown in 12 countries from March to October 2021. More than 70 per cent of viewers surveyed said the advertisement inspired them to visit Japan.
In a related survey carried out by the National Broadcasting Company, which holds exclusive rights to broadcast the Olympics in the US, 95 per cent of commercial viewers reported having a positive impression about Japan and 40 per cent said they would consider Japan for their next overseas trip.