Japan is now present in Sweden

The Japan National Tourism Organization (JNTO) has opened an office in Stockholm, Sweden on March 4 to build up destination promotions in Nordic countries, one of its priority markets since 2023.

The office will join manage JNTO’s tourism promotion activity in Sweden, Denmark, Norway and Finland, which were growing markets pre-pandemic. The number of inbound travellers to Japan from Nordic countries has long been increasing, rising from 92,917 in 2014 to peak at 141,004 in 2019.

JNTO hopes its new office in Sweden will help promote Japan to travellers from Sweden, Denmark, Norway and Finland; Kyoto, Japan, pictured

Although the market has not fully rebounded, resulting in only 96,295 arrivals in 2023, confidence is high due to the uptick in Scandinavian visitors at snow resorts this winter and the launch of more flights connecting Japan and the region, including All Nippon Airway’s route between Haneda and Stockholm debuting in 2024.

“Overseas travel is very active in the Nordic region, which has a lot of potential for market development. With new direct flights scheduled to begin in 2024, we will seize this opportunity and work with Japanese tourism-related businesses to attract tourists,” said JNTO in a statement.

The new office will promote sales of Japan tours by local travel agents, develop relations with local media, carry out market analysis, disseminate tourist information to consumers and provide support to host international conferences.

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