Japan’s tourism industry is making attractive moves to attract visitors from home and abroad with new initiatives. Notable recent news is the promotion of cultural exchange through a joint declaration at a summit meeting between the leaders of China, Japan and South Korea. With this declaration, the aim is to increase the number of people exchanged to 40 million by 2030. This is intended to increase human exchange through tourism, and activities to achieve this goal are expected to intensify, especially in the next two years, which are positioned as the Year of Cultural Exchange.
In addition, Hyatt’s luxury onsen ryokan brand, ATONA, is scheduled to open in Yufu, Yakushima and Hakone from 2026 onwards, and is expected to offer small but luxurious facilities with 30-50 rooms. This will attract attention to these areas as new resort destinations.
In addition, a permanent campground facility, RECAMP Fuji Speedway, is scheduled to open in autumn 2024 in the inside area of the Fuji Speedway. The aim is to attract a new tourist segment by creating an extraordinary experience, offering the excitement of racing cars during the day and the tranquillity of the night.
Keio Electric Railway is running the Takaosan One Person Campaign to encourage new climbers, including beginners, to visit the mountain by distributing a map of the mountain for one person to enjoy. Such personalised campaigns are a response to changing travel styles in the wake of the new coronavirus.
These developments show that the Japanese tourism industry is diversifying and creating new value. As these innovative initiatives continue, it is expected that Japan’s tourism destinations will continue to develop further.
By providing attractive experiences for tourists, they will undoubtedly contribute to the revitalisation of the tourism industry as a whole. As destinations across Japan continue to develop new attractions, they will continue to attract visitors from all over the world.
Promoting cultural exchange between China, Japan and Korea: a bridge to the future
The Japanese tourism industry’s commitment to promoting international cultural exchange is a very positive sign: the goal of increasing the number of people in exchange to 40 million by 2030 will not only promote international understanding, but will also greatly benefit the economy. Increased activity during the Year of Cultural Exchange is expected to provide an opportunity for Japanese traditional and contemporary culture to become even better known to the rest of the world, and to revitalise domestic tourism.
Development of the luxury onsen ryokan brand ‘ATONA’
Luxurious healing time The development of a luxury brand such as ‘ATONA’ represents a new form of tourism that makes the most of Japan’s rich nature and culture. The selection of regions such as Yufu, Yakushima and Hakone is an excellent opportunity to remind domestic and international tourists of the unique charm of each region. The high quality of service and spectacular scenery offered by these facilities will provide unforgettable memories for visitors.
Fuji Speedway’s Permanent Campsite ‘RECAMP Fuji Speed way’
The new campsite at Fuji Speedway is a unique concept that allows you to enjoy the excitement of motorsport and the tranquillity of nature at the same time. Being able to experience the intensity of racing during the day and relax under the stars at night is a unique and special experience. The increase in the number of such facilities will enable Japanese tourist destinations to meet the diverse needs of their visitors.
These initiatives show that the Japanese tourism industry is innovative and willing to continue providing new value to visitors. As tourist destinations around Japan continue to develop new attractions, they will continue to attract people from all over the world. I have high hopes for the development of Japan’s tourist destinations, which can meet the diverse expectations of each and every tourist.
