The trade is being urged to promote Japan at less popular times of year and to look beyond the traditional tourist centres.
The plea comes as Japan reports a 23% rise in UK visitor arrivals between January and September this year on last year, with 391,900 UK visitors so far this year.
The Japan National Tourism Organisation (JNTO) said it has already worked with airlines to promote discounted fares for this winter to encourage arrivals from December to February, outside of the most popular Cherry Blossom season in March and April.
“The Cherry Blossom season is already very busy and we feel it’s our responsibility to promote outside the main peak season,” said Miho Oguri, JNTO marketing and communications manager, who added: “Tokyo and Mount Fuji are very dry in winter and it’s not as hot so it’s a good time to visit.”
The tourist board is also promoting areas that are off the beaten track but can be combined with more traditional tourist areas.
She added: “We want to extend the traditional routes or create other, alternative routes. We are happy to do product training for agents and provide information and itineraries to the trade.”
Less visited areas include the Aichi region in central Japan, which includes Nagoya and Inuyama, known for its16th-century castle.
“Aichi can be combined with the popular ‘golden route’ and added on to itineraries to broaden them out to other areas,” she noted.
The Japan Golden Route typically covers the tourist route between Tokyo and Kyoto and often includes stops for views of Mount Fuji or sometimes extends to Osaka and Hiroshima.
Other areas being promoted by JNTO include Iga in the Mie prefecture and the Kyushu region.
Meanwhile, new luxury hotels set to open in Japan next year include the 48 room Narn Prison Hotel near Kyoto, converted from a former prison; and the 55-room Kyoto Imperial Hotel, a former theatre.
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AloJapan.com