(Singapore, 18 May 2026) In 2026, Singapore and Japan commemorate a significant milestone: the 60th anniversary of diplomatic relations between the two countries (“SJ60”). To celebrate this meaningful occasion and further strengthen bilateral ties, the Japan National Tourism Organization (JNTO) Singapore Office is launching a special inbound tourism campaign: “GO Japan Lah!” aimed at inspiring travellers in Singapore visit Japan especially its regional areas.
Through the campaign, JNTO Singapore Office, like a friend, will be sharing insightful travel information to the Singapore community through the campaign. As part of this initiative, three prominent Singapore-based content creators have been appointed to showcase the diverse charms of regional Japan through their lens. The campaign seeks to appeal to the growing interest among Singaporean travellers in exploring destinations beyond major cities, while introducing new themes such as trips focused on wellness and slow travel.
Also, as part of the SJ60 festivities, there will be a series of events and activities lined up for the Singapore community to join in the celebration. On Singapore’s support for Japan travel thus far, Mr Kenji Yoshida, Executive Director (right) of the JNTO Singapore Office, commented: “In 2025, Japan welcomed a record-breaking 726,200 visitors from Singapore, marking a significant 5.1% increase compared to 2024. We are thankful and encouraged not only by this steady growth, but also by the growing enthusiasm among Singaporean travellers in exploring lesser-known regions beyond the major cities.”
As for the 60th anniversary of Singapore-Japan diplomatic ties and the SJ60 campaign, Mr Yoshida added: “2026 marks a significant milestone of Japan’s enduring friendship with Singapore. Through “GO Japan lah!”, we wish to encourage even more cultural exchanges between the two countries by further inspiring travellers to discover new facets of Japan, from its rich local culture and seasonal beauty to new and meaningful wellbeing-focused travel experiences; every corner in the lesser-known areas you turn into, you can encounter new experiences. Be it Okinawa, Kyushu region or Tohoku region, our SJ60 Travel Ambassador and Curators will show our Singaporean travellers the unique experiences that you can get only when you stay overnight in Japan’s regional areas.”
SJ60 feature webpage: JNTO Singapore Office will be launching a special series of webpages featuring celebratory events and activities throughout the year. Japan travel enthusiasts in Singapore are recommended to keep a lookout at SJ60 official webpage to get the relevant latest updates.
SJ60 photo contest: For anyone in Singapore who has visited Japan, they will be able to participate in the photo contest launching this July. Through the participants’ sharing of their fond memories of Japan travel, the Office hopes to encourage even more exchanges between the two countries. Winners get to walk away with attractive prizes.
SJ60-exclusive Giveaway Item: For anyone who successfully purchases Japan travel products in Singapore with JNTO Singapore’s official travel partners later this year, they will each be presented with an SJ60-exclusive item.
More details will be coming soon, so please keep a lookout at the official webpage. https://www.japan.travel/en/sg/
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