Last year marked a record-breaking rebound for Japan’s tourism industry, with 36.8 million inbound visitors eager to explore what the country has to offer following the COVID-19 pandemic. This momentum is continuing into 2025, with projections pointing toward 40 million visitors—and more than 10 million already arriving in the first quarter alone. Tohoku has also seen significant gains, welcoming 1.7 million tourists since January. From your perspective, what are the key factors that make Tohoku an appealing destination for international travelers?
Interest in Tohoku is certainly growing, but to be honest, we’re still at the starting line when it comes to attracting foreign tourists to the region. That said, we’re determined to accelerate this momentum moving forward. Cities like Tokyo and Osaka are major urban centers, while Kyoto is known for its elegance and refined cultural offerings. Each of these destinations along the so-called “Golden Route” has its own unique appeal.
What we’re aiming for is a different type of traveler—those who have already visited Tokyo, Kyoto, and Osaka and are now looking for something new. That’s where Tohoku truly shines. It offers an authentic charm of Japan that is rich in natural beauty and authentic cultural experiences.
Tohoku is home to a wealth of traditions and scenic landscapes, such as the stunning coastal views of Matsushima. Historically, the region offers something distinct from Kyoto—for instance, Hiraizumi is a culturally rich destination that showcases Tohoku’s deep historical roots. It’s a place where travelers can make personal discoveries and explore off the beaten path.
Over the past ten years, we’ve been actively promoting Tohoku both domestically and internationally. One of our key focus markets has been Taiwan. After the Great East Japan Earthquake in 2011, we received an outpouring of support from Taiwan. Even before that, Taiwan had already been a strong source of visitors. In gratitude, we’ve worked to position Tohoku as an especially welcoming destination for Taiwanese tourists.
When we first held a promotional event in Taiwan in 2014, we attracted 20,000 attendees over three days. By 2024, that number had grown to 100,000 over just two days—a remarkable increase and a clear sign that our efforts are bearing fruit. We believe we’re on track to continue expanding our presence in the Taiwanese market.
Originally, each prefecture handled its own promotions independently. However, each governor believes it is important to promote the appeal of the entire Tohoku region, and is confident that greater results can be achieved by working together. Now, alongside six other prefectures, we co-host large-scale promotional events. In addition to Taiwan, we’ve also held events in Hong Kong, China, and Thailand. The first joint effort among the seven governors took place in 2016. The following year, they traveled together to Hong Kong, and in 2018, to Dalian, China.
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Picturesque images of Tohoku
Japan’s well-known Golden Route—from Tokyo to Kyoto and Osaka—has long been a favorite for international travelers. If you were to create a “Golden Route” through Tohoku, what would it look like? Which destinations or experiences would you highlight?
It really depends on the individual traveler—what they’re interested in and what kind of experience they’re seeking. For example, there are routes tailored to those who enjoy trekking or are looking for mental wellness retreats. By collaborating with travel agencies, we’re developing themed travel products that cater to specific interests.
Tohoku also benefits from excellent transportation infrastructure, including the Tohoku Shinkansen, which makes travel across the region fast and efficient. With this accessibility, we believe Tohoku offers some of the best sightseeing opportunities in Japan.
For those who prefer driving, there are also scenic routes available by car. So, to answer your question, rather than creating a single, fixed “Golden Route” through Tohoku, we’re focusing on offering a diverse range of travel options that can cater to a much broader audience. This flexibility allows travelers to create personalized journeys based on what resonates most with them.
Earlier, you mentioned your success in the Taiwanese market and the strong support received after the Great East Japan Earthquake in 2011. Beyond targeting Asian tourists, are you also aiming to attract more Western visitors from regions like the U.S. and Europe?
Focusing on Western markets in earnest is something we’ve only recently begun to pursue. Visitors from the U.S. and Europe tend to stay longer and spend more during their trips, so we see great potential in maximizing our opportunities with these travelers. In Europe, we’re particularly focused on France and the UK. When travelers from these regions have positive experiences in Tohoku, they tend to share them with friends and family, creating a valuable word-of-mouth cycle.
For the past decade, our promotional efforts have largely concentrated on Asia, especially Taiwan, as I mentioned earlier. But this year, we’ve expanded our outreach into Western markets through digital transformation (DX) initiatives. We’ve also started forming partnerships with travel agencies in key cities such as Paris and London.
France, in particular, shares a cultural affinity with Japan when it comes to gastronomy and a deeper appreciation for food and tradition, which makes Tohoku a great fit for French travelers.
As for adventure tourism, which has traditionally been concentrated in regions like Okinawa and Hokkaido, we’re proud to announce that starting in 2025, it will also be offered in Tohoku. This is an exciting development, especially as we see the U.S. market as a strong target for this kind of experiential travel.
Repeat visitors from Western markets often seek out deeply cultural and unique experiences—something beyond the typical Golden Route. For travelers who have already been to Japan several times, what specific experiences in Tohoku would you recommend that offer something truly different and memorable?
Tohoku is home to many onsens, including numerous hidden gems tucked away in the mountains—something I think repeat visitors would really appreciate. Tohoku’s four distinct seasons also allow travelers to enjoy a wide range of seasonal landscapes, from cherry blossoms in the spring to snow-covered scenery in winter. For those who’ve already been to Japan several times, I personally recommend planning a trip centered around onsen experiences. It offers a deeper, more tranquil side of Japan.
If visitors find themselves in Sendai, I highly recommend exploring the local izakayas—they offer a fantastic taste of regional food and atmosphere that’s both authentic and approachable.
One unique feature of Tohoku is how our seasonal changes affect the landscape. For instance, the colder the weather, the more vibrant the autumn foliage becomes. Depending on when travelers visit, we recommend different destinations within the region to highlight the best of what each season offers.
How are you leveraging digital transformation (DX) to further attract foreign tourists to Tohoku? Are there any specific tools, platforms, or strategies you’re focusing on?
Before embracing digital transformation (DX), we relied heavily on instinct and experience to design our tours and tourism strategies. That approach worked to a degree, but a few years ago we began integrating digital tools—particularly mobile movement data—to better understand how visitors travel within the Tohoku area. By analyzing these movement patterns, we can now make more informed decisions and refine our strategies accordingly.
During the COVID-19 pandemic, tourism promotion came to a halt, but since Japan reopened its borders, we’ve made DX a central focus. When it comes to domestic travelers, we can generally predict their behavior and preferences. However, understanding how foreign tourists move and what they’re looking for is much more complex. That’s why consolidating and sharing data across all the prefectures in Tohoku is so critical. This collaborative approach allows us to build a more cohesive and effective tourism strategy for the region as a whole.
Additionally, the Japanese national government recently launched a new tourism organization called Destination Management/ Marketing Organizations (DMOs). There are now 54 DMO offices across the Tohoku region, giving us access to more granular data and insights than ever before. This network will play a key role in enhancing how we attract and serve international visitors.
Many of the interviewees we’ve spoken with have emphasized the importance of collaboration in unlocking new markets and innovative approaches. Earlier, you mentioned the cooperation among the seven prefectures in Tohoku. Could you elaborate on how that collaboration works, and how you envision expanding these partnerships in the future?
There’s now a shared awareness among the prefectures that some goals simply can’t be achieved alone. For regions like ours, collaboration has become essential—whether that means launching cross-regional initiatives or developing human resources collectively.
One example is our focus on human resource development. We’ve established a tourism-focused school aimed at nurturing talent within the industry. The program is open to individuals up to 45 years old and consists of eight sessions per year, typically welcoming around 50 participants. For each session, we invite various professionals from the tourism industry as guest lecturers. After each lecture, participants engage in group discussions and presentations. This format not only enriches learning, but also fosters strong professional connections.
So far, we’ve had 349 graduates, and the school itself has evolved into a powerful network and hub of information-sharing. Alumni benefit from gaining exposure to different perspectives and learning about new developments across the region. It’s also an opportunity to connect with industry professionals and build long-term partnerships that support regional growth.
We are currently in the final year of a five-year mid-term plan (2021-2025), and we’re now in the process of formulating our next plan and prioritizing our measures. At the heart of our strategy is a straightforward but ambitious goal: to increase the number of inbound tourists to the Tohoku region. We see enormous potential for growth.
While our focus in the past has been on Southeast Asian markets, we’re now expanding that focus to include Western countries as well. Diversifying our outreach is a key part of how we plan to broaden Tohoku’s global appeal.
However, achieving this vision also requires preparing local communities to welcome international visitors. That means fostering greater cultural openness and hospitality awareness at the local level. It’s a crucial area we need to continue working on.
As a single organization, we cannot accomplish these goals alone. But we view ourselves as a coordinator and leader, bringing together various stakeholders to work toward a shared vision. Through collective effort, we believe we can make our aspirations for the Tohoku region a reality.
For more information, please visit their website at: https://www.tohokukanko.jp/en/index.html
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