Japan’s Hokkaido pitches its nature, culture to European tourists

Travel & Leisure

Travelers from the continent make up less than 2% of foreign visitors to lesser-known island

German travel agents were served Hokkaido cuisine at a recent event held at the official residence of the Japanese consul general in Frankfurt. (Photo by Eiki Hayashi)

EIKI HAYASHI

September 25, 2025 05:29 JST

FRANKFURT, Germany — Japan’s northernmost prefecture of Hokkaido is bolstering efforts to attract more visitors from Europe, holding promotional events in Germany, France and the U.K.