With the objective to revive inbound tourism to Japan and take tourism receipts to JPY 5 trillion, Japan’s tourism promotion board has finalised its three-year marketing plan.

Japan National Tourism Organisation (JNTO), the tourism promotion body of Japan, says it has formulated a marketing plan spanning three years, covering the period from FY2023 to FY2025, with the objective to boost inbound travel and achieve JPY 5 trillion in revenue, attaining a consumption unit price of JPY 200,000 per person as well as diversifying the tourism footfall in the country by attracting foreign visitors to rural regions and assist in fast recovery of international arrivals.

According to a press statement, JNTO says that these targets have been established as part of its comprehensive ‘Tourism Promotion Basic Plan’.

The statement adds that as the world gradually emerges from the global pandemic, the tourism industry is witnessing a resurgence, with travelers eagerly seeking new destinations to explore. Japan, renowned for its captivating culture and breathtaking landscapes, is welcoming visitors once again.

The highlights of JNTO’s strategy are based on three pillars of ‘Strategy by Market,’ ‘Cross-Market Strategy on high-value-added travel, adventure travel (AT) and Osaka Kansai EXPO’ and ‘MICE Strategy’ aimed at revitalising inbound travel and showcasing the country’s unique allure, says the tourism board.

It adds that in the market-specific strategy, the aim is to select targets with a high per unit price of travel consumption and intention to visit local areas from each market, and organise promotional passions or themes and tourism content according to the interests of each target. In addition, it says, effective promotion methods based on the contact media and travel reservation methods of each target are listed in order of priority.

JNTO says that as a cross-market strategy, it will promote the networking of domestic stakeholders, the collection of service details, and the strengthening of sales in order to attract high-value-added travel. In addition, AT cooperates with AT’s international organisation, Adventure Travel Trade Association (ATTA), aiming to support initiatives in various parts of Japan and promote the attraction of tourists. In preparation for the Osaka-Kansai Expo, JNTO will promote the promotion of attracting tourists to regional areas while promoting the momentum of holding the Expo, it says.

In the MICE strategy, in addition to the “Tourism Nation Promotion Basic Plan”, based on the “New Era Inbound Expansion Action Plan” formulated in May this year, JNTO says it will work to attract international conferences and incentive trips.

JNTO says that the new strategy has been carefully crafted with a strong emphasis on sustainable tourism, aiming to ensure the long-term viability and preservation of Japan’s natural and cultural resources. Based on this strategy, the government will conduct meticulous promotions to the world, it adds.