“I’m excited to share some positive news about Canadian tourism in Japan,” said Yuka Suzuki, executive director of the Japanese National Tourism Office of Toronto (JNTO).
The news? In 2024, 580,000 Canadians visited Japan. A new record. This represents a 36 per cent increase for this year, and a 50 per cent jump compared to 2019 levels.
“This momentum has continued into 2025, with visitor numbers from Canada consistently setting new records,” Suzuki said.
The fiery statement kicked off a hot June evening on June 11 in Toronto as the NJTO invited media to the prestigious Royal Ontario Museum.
Surrounded by precious relics from the past, Japan is looking forward to future historic numbers as the interest by Canadians in visiting Japan has never been higher. But officials were quick to point out that there is more to see than the country’s three largest cities, calling them “Japan’s Hidden Gems,” the night’s theme.
“Iconic cities like Tokyo, Kyoto and Osaka have certainly captured the world’s attention, and with Osaka hosting the World Expo this year, Japan’s attention is stronger than ever,” said Suzuki. “But Japan has so much more to offer beyond well-known attractions of its major cities. We actively encourage visitors to explore diverse areas across the country.”
There, visitors will discover rich local cultures and breathtaking natural landscapes and delicious local cuisine, Suzuki said.
“We believe these unique experiences truly enhance any visit to Japan,” she said.
Japan. Endless Discovery
The country’s tagline “Japan. Endless Discovery” is encouraging – and perhaps even daunting – when it comes to packaging and selling the destination.
The diversity of Japan can be intimidating for travel advisors not familiar with the vastness of the country.
“It’s a complex destination, so if you can educate yourself more about it, find out more about the different areas, what’s available, it will make it easier to sell,” advised Priscilla Portsmouth, senior assistant manager for the NJTO.
Shin Kawai, director, Canadian representative at the Office of Tokyo tourism, appealed to the travel media gathered, calling on the storytellers to do their work.
“Tokyo is a place full of surprises,” he said. “Great stories come from great experiences.”
The Tokyo Metropolis is more than just an urban city. It consists of 23 wards, the Tama region, and the Islands. There are 26 cities (plus three towns and one village) within the Tama region, and the Islands are made up of two towns and seven villages.
Adam Waxman, the publisher of DINE Magazine, provided an overview of highlighted “Hidden Gems” he recommended, including Takanawa Gateway City, Zo-zo ji, Shibuya Sakura Stage, Shimokitazawa, Yoyogi Park, Akihabara, the Meguro River, Hotaluna on the Sumida River, and the natural reserves such as Okutama, where the real wasabi comes from.
Guests were treated to a musical performance by composer, producer and performer Ron Korb, the first Japanese Canadian to receive a Grammy nomination.
His Japanese heritage traces back 43 generations. “Everything you think you know about Japan, you don’t. There’s always something new to discover,” he said, reinforcing the message to explore beyond where the major airports are situated.
The Air Canada connection
Event sponsor Air Canada provided two sets of economy class tickets to Japan as the evening’s prize draw.
The airline has scheduled year-round daily flights from Vancouver and Toronto to Norita and Haneda, daily from Montreal to Norita, four weekly flights from Vancouver to Osaka, and three weekly flights from Toronto to Osaka.
The team is embracing the enthusiasm for Japan – beyond the flight schedule.
“The appetite for growth extends beyond the destinations,” said Madeline Long-Duke, director of commercial communications for Air Canada. “It’s also food. We’re influenced by the bold flavours and culinary advancements that represent the most beautiful destinations we serve, including Japan.”
Last March, Air Canada announced the addition of Toronto-based Michelin Star Chef Masaki Hashimoto to its culinary panel.
Chef Hashimoto is one of Canada’s only restauranteurs dedicated to the traditional art of Japanese cuisine.
Now, Air Canada’s Signature Class customers can enjoy this multi-course culinary tradition on all flights between Canada and Japan.
The two places that Chef Hashimoto calls home are represented in Air Canada’s inflight experience for Signature Class.
“A collaboration like this allows us to build rich cultural landscapes of Japan and Canada and to celebrate our country’s shared values of care, respect, and connection,” said Long-Duke. “Our expansion of routes in Japan is a testament to how much there is to explore in that beautiful country. We are proud to bring our customers this gem of a nation.”
Ki Restaurant brought their authentic Japanese cuisine to the event, serving up sushi and exquisite Japanese inspired desserts.
Michael Tremblay, the “Sake Samurai” (aka Beverage Director at Ki) provided an array of sakes for tasting.
More information can be found here.
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