JNTO launches GCC campaign to increase repeat travel beyond Japan’s popular cities

JAPAN/MIDDLE EAST – The Japan National Tourism Organization (JNTO) has unveiled a new integrated media campaign in the Gulf Cooperation Council (GCC), focusing on inspiring repeat visitors to explore Japan’s lesser-known regions.

This initiative aims to move seasoned travelers beyond traditional favorites like Tokyo, Kyoto, and Osaka, highlighting hidden gems across the country for a richer, more diverse travel experience.

Interest in Japan among GCC travelers continues to accelerate, reaching record heights. In 2024, visitor numbers from the six GCC countries soared to 44,661, an impressive 34.5% increase over the previous year.

The pace has only intensified in 2025, as arrivals from the region rose a further 20.2% during the year’s first half compared to the same period in 2024.

This surge underscores Japan’s growing allure in the Middle East and signals an opportunity for JNTO to diversify destination choices.

While newcomers to Japan often gravitate towards Tokyo’s vibrant cityscape, Kyoto’s classical temples, and Osaka’s world-renowned food scene, the latest JNTO campaign calls on repeat travelers to venture farther afield.

Hokkaido, Japan’s northernmost island, features prominently in the new campaign.

This region is positioned as the perfect choice for those seeking cool summer weather, scenic outdoor adventures, and luxury accommodations amid spectacular landscapes.

Hokkaido offers a compelling range of activities that appeal to families, honeymooners, and adventure seekers alike.

Travelers can relish outdoor pursuits from hiking in wild national parks to relaxing in pristine hot springs.

The island also boasts an exceptional culinary identity, celebrated for its fresh seafood, rich dairy products, and locally sourced produce.

Guests seeking authentic culture are encouraged to connect with the heritage of the Ainu, Hokkaido’s indigenous people, through immersive experiences and dedicated attractions.

In crafting its campaign, JNTO has engaged with influencers and leveraged multi-channel promotions designed to connect with GCC audiences.

Emirati content creators have already visited Hokkaido, capturing and sharing firsthand experiences of lavender fields, tranquil forests, gourmet cuisine, and warm local hospitality.

The goal is to encourage a new generation of travelers to consider destinations throughout Japan, not just the headline cities.

Japan’s ongoing tourism boom has been marked by bold steps to distribute visitors more evenly across the country.

This approach reflects a commitment to sustainable tourism and unique regional storytelling.

As Japan keeps breaking records for inbound travel, the new campaign signals a shift in strategy, showcasing the country’s remarkable diversity and ensuring global visitors discover even more of its scenic wonders and cultural riches.

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