Japan offers countless hidden gems, including many in rural areas that are less known in the Middle East, and Japan National Tourism Organization (JNTO) has been promoting tourism inflows to the country from the UAE since its Dubai office opening in 2021, says its senior official.
Daisuke Kobayashi, Executive Director, JNTO Dubai Office, said extensive media coverage of the Expo 2025 Osaka, Kansai, in the Middle East generated strong interest in Japan, particularly in Osaka and the wider Kansai region, and JNTO will maintain the momentum generated by the six-month long exhibition.
“We aim to give people a more tangible image of Japan as an accessible, exciting travel destination. Since our establishment in 2021, JNTO Dubai Office has been actively promoting Japan through digital channels, media collaborations, and travel events while strengthening ties between Japanese and GCC travel industries,” Kobayashi said during an interview.
As an Executive Director of JNTO Dubai Office, Kobayashi leads efforts to increase tourism from the Middle East market. Under his leadership, the Dubai office has seen significant growth in visitors from the Middle East, with numbers surpassing pre-pandemic levels.
Excerpts from the interview:
What specific strategies are Japan National Tourism Organization (JNTO) implementing to promote tourism from the UAE to Japan, and how do these strategies cater to the preferences of UAE travellers?
In November 2021, JNTO opened its Dubai office — the first JNTO branch in the Middle East. Since then, we have focused on both consumer and industry engagement. On the consumer side, we promote Japan through our Arabic-language website, the social media accounts and online campaigns, providing travellers with ideas for exclusive and luxury travel experiences. For the trade sector, we support Japanese travel companies, destination management companies and hotels entering the Middle East market and help them connect with local partners to better meet the specific needs of GCC travellers.
How does the organization plan to enhance cultural exchange between Japan and the UAE through tourism initiatives, and what role do you see cultural understanding playing in increasing travel between the two nations?
For many people in the UAE, Japan may have once felt like a faraway or unfamiliar destination. Through our promotional activities, we aim to give people a more tangible image of Japan as an accessible, exciting travel destination. We believe that Japan and the UAE share strong cultural and spiritual affinities. By sharing information about Japan’s attractions and encouraging more people to visit and experience Japanese culture firsthand, we hope to foster deeper grassroots exchange and mutual understanding between our two nations.
After successful Expo 2025 in Osaka, what are your expectations regarding its impact on Japan’s tourism sector, particularly in attracting UAE tourists?
At Expo 2025 Osaka, Kansai, all GCC countries, including the UAE, participated with their own pavilions, many of which drew significant attention from visitors. The extensive media coverage of the Expo in the Middle East generated strong interest in Japan, particularly in Osaka and the wider Kansai region. We also received numerous inquiries from travel agencies arranging Japan tours that included Expo visits, demonstrating a clear impact on travel demand.
What measures are being put in place to sustain the tourism momentum following Expo 2025, especially in maintaining interest from tourists in the UAE?
Maintaining the momentum generated by the Expo is very important. At present, most visitors from the Middle East are first-time travellers to Japan. We will continue encouraging these travellers to visit Japan for the first time, while also inspiring repeat visits by introducing lesser-known destinations beyond Tokyo, Kyoto, and Osaka — showcasing new regional attractions across Japan.
Looking ahead to 2026, what key trends and developments do you anticipate will shape Japan’s tourism landscape, and how is Japan National Tourism Organization preparing for these changes?
Since the pandemic, Japan has welcomed a record number of visitors, with 2024 marking an all-time high and 2025 continuing to grow at an even faster pace. However, it is essential to ensure that this is not a short-term boom. To encourage repeat visitation, we are highlighting Japan’s diverse attractions across all 47 prefectures and its four distinct seasons. Our tagline, “Japan. Endless Discovery.” perfectly represents this goal — and we are committed to bringing it to life through our promotional efforts.
Considering Japan’s commitment to sustainable tourism, how does JNTO plan to balance increased tourist influx with environmental conservation, particularly in popular destinations?
Japan offers countless hidden gems, including many in rural areas that are less known in the Middle East. By promoting these local regions, we aim to distribute visitor traffic more evenly across the country, allowing travellers to enjoy authentic experiences while supporting sustainable tourism development nationwide.
How do you rate JNTO Dubai Office performance in 2025? What’s milestone JNTO achieved this year? Please share details.
While final visitor figures for 2025 are not yet confirmed, we expect the number of visitors from the GCC to nearly double compared to pre-pandemic levels. Many first-time visitors from the region have discovered Japan’s charm through our initiatives. In 2025, we also deepened partnerships with airlines, travel companies, and media, while expanding collaborations with influencers and local communities—strengthening our presence and engagement in the region. Moving forward, we will continue to work closely with our partners to further promote the beauty and hospitality of Japan.
Muzaffar Rizvi
Muzaffar Rizvi is an accomplished financial journalist with more than 25 years of experience in the UAE and Pakistan. He has good writing skills, strong grip on production and an excellent news sense.
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