Japan’s National Tourism Organization Relaunches Global “Enjoy my Japan” Campaign

JNTO has re-energized its global “Enjoy my Japan” campaign, originally launched in 2018, signaling that Japan is ready to meet its ambitious goal of welcoming 60 million foreign visitors by 2030.

Tokyo, Japan – While Japan has yet to reopen its borders to foreign visitors, the National Tourism Organization of Japan (JNTO) and the country’s many local attractions are gearing up for the resumption of international travel.

JNTO has revitalized its “Enjoy my Japan” campaign, originally launched in 2018, signaling that Japan is ready to meet its ambitious goal of welcoming 60 million foreign visitors by 2030.

Promoting Japan as a destination that can be enjoyed by all travelers, the campaign highlights seven unique travel passions – Nature, Outdoors, Traditions, Cuisine, Art, Relaxation and Cities. The key message is that Japan offers more than iconic sites in Tokyo or Kyoto; there is a whole range of diverse destinations offering something for every traveler. Whether their dreams include exploring mystical waterfalls or immersing their body and mind in a high-tech museum, Japan will make them come true.

The theme of the “Enjoy my Japan” campaign emphasizes the interaction between foreign visitors and locals. The goal is not only to motivate travelers to form a deeper and more personal connection with Japan; the campaign also aims to encourage local Japanese to welcome visitors warmly and with open arms.

The updated campaign website is available in six languages: English, Spanish, French, German, Italian and Russian. The attention of home page visitors will immediately be drawn to the menu bar at the top, which offers routes to pages focused on specific travel passions. Under each theme, they can find an insightful story, helpful travel tips, and vivid illustrations of the many destinations and activities.

While visitors can find plenty of ideas on the above website, here are some off the beaten path suggestions handpicked by JNTO.

The fall and winter seasons are perfect for experiencing nature in Japan. Nestled in the hills of Gifu Prefecture, the Hida Osaka area is home to over 200 waterfalls. Whether it’s a novice hiker looking for a leisurely walk in the waterfalls against the backdrop of fall colors, or an adventurer curious to explore the ice waterfalls in winter, they are sure to find a guided tour. that matches their interest and level of experience.

Japan’s big cities have a lot to offer, from sightseeing to shopping and art. But many visitors may not have heard of a gigantic underground “sanctuary” built to protect the Tokyo metropolitan area from flooding. Although Japan experiences frequent natural disasters, the country is also well equipped to protect its people. The Outer Metropolitan Area Underground Discharge Channel, located in Saitama Prefecture, is just one example of Japan’s leading innovation in disaster prevention and should appeal to fans of urban architecture.

Art lovers, especially millennials and Gen Zers, may be familiar with TeamLab’s exhibits around Tokyo, which provide immersive experiences in the 3D world of wonders. The content and concepts of these exhibitions are seasonal and constantly changing. Recently, TeamLab Planets in Toyosu started offering vegan ramen to take away at their outdoor plaza. Its signature dish is “Flower Vegan Ramen”, which evokes the delicate and colorful aesthetic of the “Floating Flower Garden” exhibition.

Featuring short, compelling films covering each of the travel themes, the renewed “Enjoy My Japan” campaign seeks to capture the hearts and stir the passions of all overseas travelers.

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