The Japan National Tourism Organization (JNTO) has launched a new integrated media campaign in the GCC, aimed at encouraging repeat travel to Japan by showcasing destinations beyond the popular cities of Tokyo, Kyoto, and Osaka. This initiative promotes visits to lesser-known areas of Japan, contributing to the diversification of travel experiences for GCC travelers.
As interest in Japan continues to rise across the GCC, JNTO’s campaign comes at a time of record-breaking visitor numbers. In 2024, arrivals from the six GCC countries reached an all-time high of 44,661 — representing a 34.5% increase from the previous year. The momentum has continued in the first half of 2025, with a further 20.2% increase in visitor numbers compared to the same period in 2024, underscoring Japan’s growing popularity in the Middle East.
While first-time visitors to Japan often explore Tokyo, Kyoto, and Osaka, this campaign encourages seasoned travelers to discover new regions such as Hokkaido. Known for its cool summer climate, dynamic outdoor experiences, and premium accommodations, Hokkaido is particularly attractive to luxury travelers. The island is also renowned for its rich culinary scene, featuring locally sourced seafood, dairy, and fresh produce. Moreover, Hokkaido offers a unique opportunity to learn about the Ainu — Japan’s indigenous people and their cultural traditions.
As the first step in this campaign, JNTO invited two Emirati female influencers to visit Hokkaido in July and experience the region’s charm firsthand. A series of online and offline promotions will follow in phases, aiming to elevate Hokkaido’s appeal among GCC travelers.
Daisuke Kobayashi, executive director of the JNTO Dubai Office, stated: “With the continued growth in visitor numbers, we believe it is time to move our promotional efforts in the GCC market to the next phase. Hokkaido is the perfect summer destination for travelers from this region—its cool weather, rich natural beauty, fresh gourmet cuisine, and luxurious accommodations make it an ideal escape from the heat.”
Though both influencers had previously visited Japan, it was their first time in Hokkaido. They expressed admiration for the region’s pleasant summer temperatures, breathtaking lavender fields, tranquil forests, and fresh local cuisine enjoyed amidst nature. They were particularly struck by how harmoniously Hokkaido blends with its natural surroundings. Their positive feedback highlights Hokkaido’s strong potential as a destination for GCC travelers, including families, honeymooners, and adventure seekers.
Japan is made up of 47 prefectures, each with its own unique charm. Under the tagline “Japan. Endless Discovery,” JNTO remains committed to showcasing the diversity of Japan to GCC travelers, encouraging repeat visits and deeper exploration of the country’s many regions.
JNTO will continue to promote Japan as a top travel destination in close collaboration with local stakeholders in the GCC.
For more information on traveling to Japan and the latest updates, please visit: https://www.japan.travel/en/
AloJapan.com