As it grapples with overtourism, Japan is strategically steering
Asian tourists towards lesser-explored destinations beyond Tokyo and
other popular cities.
With inbound tourism surging from East and Southeast Asia, the nation
aims to alleviate the strain of overtourism while enticing frequent
visitors to explore other prefectures.
Recent surveys by the Japan National Tourism Organization (JNTO)
reveal a burgeoning interest in exploring lesser-known regions. In
markets like Thailand, Taiwan, and Hong Kong, over 60% of respondents
expressed a keen desire to visit Japan, indicating a ripe opportunity to
redirect travel preferences.
While the influx of tourists has begun to rebound, particularly from
South Korea, Taiwan, and Hong Kong, there's a noticeable inclination
towards cities, affecting the revival of rural tourism. Recognising this
trend, JNTO has launched an ambitious campaign tailored to East and
Southeast Asian markets.
The initiative assigns specific target areas for travellers, aligning
with both destination needs and visitor preferences. Thailand is
encouraged to explore the Tohoku region, Singapore to uncover the charms
of Okinawa Prefecture, and Hong Kong to venture into the Setouchi and
Shikoku area.
Collaborating with online travel agencies and leveraging the
influence of media entities and influencers, JNTO aims to showcase the
cultural richness and natural beauty of these regions. By incentivising
travellers to share their experiences through reviews and social media,
the campaign seeks to inspire a new wave of exploration beyond Tokyo's
boundaries.