With their breathtaking displays of flora and snow, Japan’s northernmost regions are poised to take travelers to a once-in-a-lifetime journey across seasons in 2026.
JNTO manager Belden Yñiguez, assistant manager Diara Pahilanga, deputy manager Kate Gaspay, executive director Hakuryo Rin and director Hisashi Kawamura
As more Filipinos turn — and return — to Japan for meaningful, experience-driven travel in 2026, the JNTO Manila office recently presented a treasure trove of ideas on how travelers can enjoy Tohoku and Hokkaido through its landscapes, traditions and stories.
Hokkaido in summer
At a media briefing held at Hotel Okura in Newport City, JNTO executive director Hakuryo Rin shared his hope that more Filipinos would discover the distinct charms of these northern regions. From the hushed serenity of snow-covered vistas and age-old winter festivals, to the vibrant energy of flower fields and scenic summer drives, these destinations offer a quieter, more contemplative side of Japan. “Nature, tradition and culture all converge in these regions,” Rin told members of the press.
Across time and terrain
Titled Journey Across Seasons, the presentation traced Japan’s breathtaking northern landscapes. Veering away from Hokkaido’s popularity as a winter destination, the JNTO Manila team regaled members of the press with images of the flower and lavender fields of Furano in Hokkaido. Yamagata’s ethereal snow-kissed trails and snow monsters in Tohoku, on the other hand, were also presented as yet another winter wonderland for future tourists.
Snow monsters in Tohoku
JNTO placed the spotlight not just on destinations, as they invited guests to leisurely summer road trips through fields in bloom in Hokkaido, wintry illuminations that transform small towns into glowing tableaux in Tohoku, and local festivals that reveal Japan’s enduring customs. Whereas Tokyo and other big cities are known for their unique and energetic vibe, these destinations seem to favor slow, soulful and intentional travel.
Yamagata in Tohoku
Such themes were thoughtfully echoed over a sumptuous kaiseki lunch, meticulously prepared by Jerrymie Tamayo, head chef of Yawaragi, Hotel Okura’s acclaimed Japanese restaurant.
Travel in style
Rin also underscored the role of Japan Airlines (JAL) and All Nippon Airways (ANA) in making Japan’s northern regions more accessible to Filipino travelers. From free extra baggage offerings to free domestic travel arrangements, representatives from the partner airlines certainly knew how to encourage Filipinos into exploring these new destinations.
JNTO and partners: JCB AVP Kae Perez, Japan Airlines (JAL) regional sales manager Anna Liza Reyes, Belden Yñiguez, JAL assistant manager Sheila Nonnata Parungao, Diara Pahilanga, Katrina Gaspay, Hakuryo Rin, JNTO consultant Yosuke Togezaki, Hisashi Kawamura, All Nippon Airways sales manager Jane Santos and All Nippon Airways manager Takeru “Matthew” Okamoto
JNTO director Hisashi Kawamura closed the gathering by inviting future travelers to Japan to immerse themselves in the subtle nuances of its changing seasons. “We hope today’s experience becomes a memorable window into how Japan’s seasons are deeply reflected in its cuisine, traditions and way of life,” he shared. — Jose Paolo S. dela Cruz/ Photos from JNTO Manila
AloJapan.com