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Japan National Tourism Organization (JNTO), a public organization of the Japanese government, promotes Japan as a leisure and business destination with the aims of encouraging international visitors to delve deeper into Japanese culture and furthering exchange between Japan and the wider world. The JNTO London office works across eight designated markets to disseminate information on Japan, conduct publicity and exhibitions around travel to Japan, develop tours to Japan, and much more.
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06 Apr 24
Partner News
Heritage Holidays: A guide to the ultimate cultural trip to JapanJapan has an incredibly rich cultural landscape. From its natural beauty to its unique ...Read more -
10 Oct 23
Expert Hub
Japan Is More Than the Hottest Destination: A Cultural Odyssey AwaitsIn recent years, Japan has skyrocketed to the top of travelers' wishlists, becoming one of ...Read moreIn recent years, Japan has skyrocketed to the top of travelers' wishlists, becoming one of the hottest destinations for U.S. and European tourists alike. According to tour operators and travel agents, the country’s unique blend of modernity and tradition, pristine natural beauty, and meticulous hospitality make it irresistible. But beyond the headlines and growing popularity, Japan offers so much more than just being a trendy spot—it's an immersive experience that caters to every type of traveler.
The Allure of Japan
Japan’s appeal is multi-faceted. Whether it's the neon-lit streets of Tokyo, the serene temples of Kyoto, or the rugged beauty of Hokkaido, the country offers diverse experiences for visitors. What sets Japan apart is not just its tourist attractions but its distinct way of life. The culture is deeply rooted in politeness, efficiency, and attention to detail, which elevates even simple travel experiences to something memorable. Every element—from the intricate art of sushi to the quiet calm of a traditional tea ceremony—makes visitors feel like they are part of something extraordinary.
More Than the Trend
Travel experts say Japan is much more than just a hotspot for adventure. What’s driving its appeal is a desire among tourists to immerse themselves in authentic experiences. Travelers are seeking deeper, more meaningful engagements with Japanese culture. For example:
- Culinary Tourism: Japan’s food scene is legendary, from the bustling izakayas (pubs) in Tokyo to the Michelin-starred restaurants of Osaka. The country has become a pilgrimage for food lovers eager to experience everything from sushi and ramen to lesser-known regional specialties like Hida beef and kaiseki ryori (multi-course meals).
- Cultural Immersion: The country offers travelers a chance to dive into cultural practices such as Zen meditation, calligraphy, and kimono dressing. These immersive activities allow visitors to not just witness Japan’s culture but to live it.
- Seasonal Travel: The changing seasons play a pivotal role in Japan’s allure. In spring, the cherry blossoms attract millions of visitors, while fall brings the stunning koyo (autumn leaves) that paint the landscape in vivid reds and golds. Winter sports enthusiasts flock to the powdery slopes of Niseko, while summer offers opportunities to experience traditional festivals like the Gion Matsuri in Kyoto.
Having fallen in love with almost everything about Japan after several visits some years ago, including one unforgettable trip as a tourism development consultant for JNTO and Japan Airlines to develop what was named “The Backroads of Japan” program, my round-the-world honeymoon included Japan. My wife loved it! The same itinerary would work well today, Tokyo (3 nights) – Mount Fuji - Nagoya – Kyoto (2 nights) – Takayama (1 night) – Kanazawa (1 night), which provides the must-visit major cities, plus rural Japan. This includes the must-visit temples, and taking the bullet train in between.
Don’t worry about budget, as three to five-star hotels in the major cities will do just fine for Westerners. There is a wide range of budget Japanese inns called Minshuku (Bed and Breakfasts), only found in small villages or the more up-class selection of Ryokans is a must in rural areas or even in Kyoto. Many have tatami-matted floors with western beds or even better, try the traditional sleeping on a futon mattress at the Japanese inns. Learn more about Minshuku versus Ryokan.
Takayama is a beautiful city in the Japanese Alps. It is worth the 3.5 hour side trip by train. The narrow streets of its Sanmachi Suji historic district are lined with wooden merchants’ houses dating to the Edo Period, along with many small museums. But there are many. Beautiful small historical Japanese towns with traditional architecture with lots of inns, which are near Kyoto (here is a list) While the best time to visit Japan is during spring (March to May) and autumn (September to November). This is when Japan is at its most vibrant, with delicate cherry blossoms or bright red leaves adding contrast to the scenery. Remember, it can also be very crowded at this time. My honeymoon was in Winter, which was just fine because one gets to experience things like the:
- traditional Japanese Saki breweries’ peak brewing winter months of January and February and rituals around it.
- Coming of Age Day, when young adults (18 years old) are celebrated for reaching the age of maturity, with the girls dressed in their Kimono dresses throughout Japan. It is held annually on the second Monday of January. Quite the sight.
- Bean Throwing Day or Setsubun (February 3) is a tradition to scatter roasted beans on this day to chase away evils and troubles. Go to a temple and watch grown-up monks through beans at each other.
Of course, traditional festivals abound throughout the year (listing).
Food and drink experiences abound from the full array of local restaurants (they all have pictured menus) to Michelin restaurants. Snacks and beautifully boxed meals are available everywhere, including at Japan’s famed 7-Elevens. The Minshuku and Ryokans offer breakfast and dinner.
Should you take a half or full-day sightseeing tour in the major cities? Yes. They are great for getting you oriented and for visiting the major attractions in Tokyo and Kyoto, in particular, in your language. But in places like Nagoya, where you basically will want to visit the Castle, no. In rural cities, one can easily walk exploring on your own unless one wishes a private guide to explain things to you. In all cities, one should explore the side streets, where people live and the local shops, restaurants, etc. are located. Bullet or local trails, you can book online on your own in your language.
The Japanese are friendly and helpful people. Most do not speak English or would be shy to try, at the risk of embarrassing themselves. Learn the basic Japanese phrases for hello, excuse me, please, good-bye; be patient and courteous, and you’ll do just fine. Girls, do beware of overly friendly dirty old men.
Travel agents can have a custom individualized or group tour created for their clients by JTB Global Marketing & Travel Inc.
By: C Kao, Tourism Consultant
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01 Aug 23
Partner News
Experience Japan in First Class – Japan NTOThe unrivalled hospitality and attention to detail, coupled with rich culture and tradition, makes ...Read moreThe unrivalled hospitality and attention to detail, coupled with rich culture and tradition, makes Japan one of the world’s most luxurious travel destinations. From Michelin-starred traditional dining experiences to luxury hotels surrounded by World Heritage sites, there’s plenty of variety for those seeking the ultimate first class experience. Dining Celebrate the joys of life at Michelin-starred Kikunoi With three Michelin stars under its belt, the world-famous Kikunoi is a highly acclaimed Japanese restaurant serving a traditional multi-course dinner, kaiseki-ryori. Currently headed by Chef Yoshihiro Murata, Kikunoi is named after the chrysanthemum-shaped well that his ancestors guarded for their lord. Embodying the concept of kirei-sabi, which means to convey powerful elegance and beauty without being too showy, the flagship restaurant in Kyoto’s historic Higashiyama district is set in a traditional manor which resembles a samurai residence. Chef Murata regards Kikunoi as a “living museum” where every element tells a story of the Japanese heritage, tradition and culture. In line with this, the restaurant uses exquisite tableware and decor which were carefully curated to complement the food and reflect the season. Believing that restaurant dining is a celebration of the joys of life, Chef Murata uses the only the finest seasonal ingredients sourced from all across Japan with the aim of delighting and surprising guests through constant innovation. Reservations are required and can be made online. Transport Travel through Kyushu in luxury Launched in October 2013, the Seven Stars Kyushu is Japan’s first luxury sleeper train. With an aim of promoting Kyushu to the world, its name represents the seven prefectures of Kyushu Island and is also a tribute to the seven major attractions of Kyushu - nature; food; onsen; history & culture; “power spots” to refresh the mind, body and soul; humanity; and trains. The exterior of the train features a gold Seven Stars emblem against the royal wine red colour of the seven cars. The first and seventh cars feature panoramic windows, giving guests full visibility of the beauty of Kyushu. In line with showcasing tradition and culture, the train features a ryurei style tea room which has chairs for guests instead of having them kneel on the floor. With just 10 guest suites on board, the train is exclusively furnished for a maximum of 20 guests. Journeys also give guests a unique culinary experience, with food on board being prepared by accomplished chefs who represent Kyushu. Applications for trips between October 2023 and March 2024 are now closed, but travellers can look forward to applications for spring to autumn 2024 journeys opening in October 2023. Experience Eastern Japan in style The luxurious Train Suite Shiki-Shima offers the ultimate hospitality experience, transporting passengers around Tohoku and Hokkaido in ornate gold-lined carriages. With the first and last carriages designed as observation decks, guests on the train can view the sweeping landscapes of Japan. The train’s wooden interior is designed to resemble tree branches stretching into the sky. Dining on the Shiki-Shima offers sensational culinary delights, made with nourishing seasonal ingredients sourced from the various regions of eastern Japan. Guests can unwind in a selection of the Suite Rooms, which showcase specially-made baths made from 300-year-old cypress wood from Nagano prefecture. Accommodation Luxury surrounded by heritage, Nara Located on the western edge of Nara Park, Shisui, a Luxury Collection Hotel, is set to open on 29 August 2023. Surrounded by World Heritage sites such as the Kasuga Taisha Shrine, Kofukuji Temple and the Todaiji Temple, the hotel seeks to marry tradition with modernity. Featuring eight buildings with a total of 43 guestrooms, where several offer private onsen either indoor, or open-air. Situated amidst the Yoshikien area which houses a teahouse, pond and moss garden, the hotel derives its name from the Shikan Suiyou which translates to “purple trunk and green leaves”, reminiscent of the scenic vistas which have been cherished in Nara since ancient times. Luxurious city getaway, Shibuya Set to launch on 1 September 2023 in Tomigaya, Shibuya, TRUNK(HOTEL) Yoyogi Park is located in the heart of Tokyo, within close proximity to the lush greenery of Yoyogi Park. The hotel will feature 25 guest rooms, as well as a rooftop infinity pool with views over Miyashita park. Designed to work in tandem with the landscape surrounding it, the hotel seeks to invite guests to find both solace and stimulus in the heart of the city. TRUNK(HOTEL) Yoyogi Park will also be the first luxury boutique hotel to open in the area of Shibuya and with it will come TRUNK’s contemporary and design-led look. Experience luxury amidst nature, Karuizawa Step into the hidden oasis HOSHINOYA Karuizawa. Nestled in a beautiful landscape of forests with rivulets cascading down a terraced hill and light streaming in between the trees, this resort village makes for a luxurious and relaxing getaway. Guest pavilions on the property were built to match the gradations of the land they sit on, ensuring that the natural landscapes make their presence known, reflecting the resort’s decision to live with nature. The pavilions are also built such that they offer privacy and comfort, allowing guests to enjoy a peaceful and quiet getaway. HOSHINOYA Karuizawa also offers eco tours, forest wellness programmes and other outdoor activities, encouraging guests to fully immerse in and enjoy the enchanting natural surroundings during their stay. To ensure that guests get the most out of their experience, the resort has a minimum 2 night stay policy.
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21 Dec 22
NEWS
Japan tourism arrivals doubleJapan tourism arrivals almost doubled in November. Over 934,000 people arrived last month compared to ...Read more
