Japan Airlines and Hoshino Resorts have partnered on a joint campaign to promote Japan’s lesser-known areas as tourism destinations.
The initiative, launched in October, “encourages visitors to discover lesser-known destinations, helping to alleviate overtourism while supporting regional revitalisation”, the pair said in a statement.
The move is intended to support government efforts to disperse tourism impacts more evenly nationwide, as most overseas visitors still prioritise visiting places on the Golden Route, even as inbound tourism continues to grow.
According to the Japan Tourism Agency’s annual accommodation survey, overnight stays by international visitors totalled 117.75 million in 2023, surpassing the pre-pandemic level. However, 73 per cent of those stays were in Tokyo, Osaka, Kyoto, Fukuoka and Hokkaido.
The campaign comprises a new website to introduce the country’s hidden gems alongside its all-time favourites. Users can search based on five themes: winter wonderland, cherry blossom, outdoor adventure, festive fun and autumn leaves.
Hidden gems include Nagato, Yamaguchi Prefecture, where visitors can bathe in hot springs and view illuminated cherry blossoms in spring; Aomori Prefecture’s Towada, whose Oirase waterfalls freeze in winter; the Yaeyama islands of Okinawa Prefecture, where visitors can explore mangrove forests and coral reefs; and Nagasaki’s Kunchi Festival, which has been held for more than 400 years.
The campaign highlights that “every region is bursting with hidden gems, ready to be discovered by international travellers”.
Packages that combine Japan Airlines flights and stays at selected Hoshino Resorts are also available for purchase on the website.
