Arab News Japan
DUBAI: Japan National Tourism Organization (JNTO) has launched its destination-focused media mix campaign in the GCC spotlighting Setouchi—a region west of Osaka known for its serene island landscapes, traditional culture, and rich culinary heritage, marking it as an ideal destination for GCC travelers seeking authentic Japanese experiences.
Setouchi refers to the coastal areas along the Seto Inland Sea, where more than 700 islands form a scenic patchwork often described as “Japan’s Mediterranean.”
The region is celebrated for its warm climate, seafood abundance, premium seasonal fruits, and historic towns shaped by Japan’s maritime and samurai heritage.
The campaign follows JNTO’s Hokkaido campaign that took place in early 2025.
As part of this Setouchi campaign, JNTO invited male influencers from the UAE and Saudi Arabia to explore Setouchi’s lesser-known attractions.
Their journey included island-cruising across the Seto Inland Sea, discovering artisan traditions such as Bizen ware and sword-making, savoring local cuisine, and cycling through some of Japan’s most picturesque coastal routes.
KOBAYASHI Daisuke, Director of JNTO in Dubai, commented on the campaign, saying, “Through our first media mix campaign featuring Hokkaido, we were pleased to see increasing interest in exploring regions of Japan beyond Tokyo and Osaka. With Setouchi, we aim to highlight another destination where visitors can experience Japan’s deep-rooted culture shaped by its unique geography and warm climate.”
“Setouchi offers something for every traveler—from scenic outdoor activities and contemporary art islands to traditional crafts and towns preserved for generations. The region is also known for its fresh seafood and exceptional fruits such as peaches, grapes, and mandarins. Its culinary traditions focus on natural flavors, making it easy to accommodate halal-friendly dining preferences. By introducing more hidden regions such as Setouchi, we hope GCC travelers will be inspired to return to Japan and continue discovering new destinations,” he added.
Visitors to Setouchi can explore castle towns and merchant quarters, enjoy modern art across island communities, and experience unique crafts deeply rooted in samurai culture, such as swordsmithing and Bizen pottery.
AloJapan.com