Don't go there; go here: Japan's new tourism campaign

It is well known that Japan's major tourist destinations are overflowing with visitors.

In cities like Kyoto, locals have expressed frustration at the flood of foreigners.

Now Japan Airlines (JAL) and Hoshino Resorts have launched the "All-time Favourite v Hidden Gems" campaign to try to mitigate against overtourism and contribute to regional revitalisation.

In some cases it may be too late. On a recent visit to Kanazawa I saw several signs at restaurants saying that non-Japanese speakers were not welcome.

The two companies aim to attract visitors to regions outside of Japan's major metropolitan areas by promoting the charm of lesser-known destinations where many untapped tourism resources lie.

The annual Accommodation Travel Statistical Survey by the Japan Tourism Agency showed the total number of foreign guest room nights in 2023 reached approximately 117.75 million nationwide, surpassing the pre-pandemic level of 2019.

Five prefectures: Tokyo, Osaka, Kyoto, Hokkaido, and Fukuoka accounted for 73% of the total share, with only a small number of inbound tourists travelling to more rural areas.

JAL and Hoshino Resorts have introduced extensive content on a dedicated campaign website, covering themes such as cherry blossoms, festivals, autumn leaves, snow and nature/activities.

It highlights the “All-time Favourite” destinations, that are loved by visitors and “hidden gems” that are yet to be further explored.

Nagato City in Yamaguchi Prefecture is a “Hidden Gem” where visitors can enjoy strolling along the cherry blossom-lined paths beside the Otozure River. This historical hot spring town is where feudal lords of the Edo period would visit for therapeutic baths.

The companies have also launched both domestic and international Instagram posting campaigns to encourage the sharing of lesser-known yet captivating aspects of Japan's rural regions - places that people want to share with the world or have visited and enjoyed.

Additionally, a package deal combining JAL flights and accommodations at select Hoshino Resorts properties is available for inbound tourists travelling from December 11, 2024, with the end date to be determined.

Here's a link to my recent story on less touristy Hida Takayama.

https://www.gourmetontheroad.com/2024/08/hida-takayama-often-known-as-simply.html

Top image: Nagato. ©︎Hoshino Resorts