Japan National Tourism Organization (JNTO) has launched a new global tourism campaign titled “Japan. Unforgettable,” aiming to showcase the country’s diverse travel experiences across all four seasons while encouraging more international visitors to explore destinations beyond Japan’s major cities.
Announced on April 28, 2026, the campaign forms part of JNTO’s efforts to support the objectives outlined in Japan’s Fifth Tourism Nation Promotion Basic Plan. The initiative is designed to attract prospective travelers who have never visited Japan but are considering the country as a future travel destination, particularly in Europe, the Americas, and Oceania.
According to information released by JNTO, Japan’s inbound tourism sector has continued to expand in recent years. International arrivals reached 36.87 million visitors in 2024 before rising to 42.68 million in 2025, marking consecutive record highs. Visitor spending also reached 9.5 trillion yen in 2025, while the Tourism Nation Promotion Basic Plan estimates an economic ripple effect of approximately 19 trillion yen during the same year.
The new campaign arrives as Japan’s visitor profile continues to diversify. Before the COVID-19 pandemic, travelers from Asia accounted for 83 percent of inbound visitors. By 2025, that share had declined to 77 percent, accompanied by growth in arrivals from Europe, the Americas, and Oceania. JNTO’s latest initiative seeks to further broaden the country’s tourism base by focusing on travelers who are already aware of Japan and regard it as a potential future destination but have yet to make their first visit.
The campaign centers on the message that Japan offers memorable experiences regardless of the season. Through a series of seasonal promotional materials, JNTO highlights the country’s natural landscapes, outdoor adventures, cultural encounters, and culinary experiences across multiple regions. The objective is to demonstrate that travelers can enjoy Japan throughout the year while discovering different aspects of the destination beyond traditional tourism hotspots.
From a hospitality perspective, the campaign places significant emphasis on accommodation, dining, and local experiences that connect visitors with regional communities. Seasonal videos feature international travelers including friends, couples, and families exploring various destinations and engaging with local culture, food, and outdoor attractions. The approach is intended to present Japan through the experiences sought by overseas travelers while highlighting the diversity of the country’s tourism offerings.
To develop the campaign, JNTO conducted preliminary research across 10 markets: the United Kingdom, Germany, France, the Nordic countries, the United States, Australia, India, the Middle East, Thailand, and South Korea. Insights gathered from these markets were used to shape both the campaign message and the accompanying video content.
The first phase of the campaign includes autumn and winter editions of promotional videos. These productions focus on experiences designed to showcase Japan as a destination that can be enjoyed at any time of year. Additional spring and summer editions are scheduled for release later in the year, expanding the campaign’s seasonal storytelling approach.
The autumn edition highlights a range of tourism and hospitality experiences, including viewing autumn foliage across Japan, staying at a traditional hot spring ryokan in Nagano Prefecture, casual dining in Tokyo’s Shimbashi district, enjoying Western-style cuisine near Lake Kawaguchi in Yamanashi Prefecture, and exploring historic streets and local businesses along the Nakasendō route in Kyoto. These experiences combine accommodation, food, and cultural attractions to present a broader view of travel opportunities available throughout the country.
Meanwhile, the winter edition showcases experiences ranging from trekking in Shiretoko National Park in Hokkaido, a UNESCO World Natural Heritage site, to participating in traditional craft activities in Toyama Prefecture. Visitors are also shown experiencing Zen meditation at Zuiryūji Temple, dining at regional restaurants featuring robatayaki and crab cuisine in Hokkaido, and exploring the vibrant urban atmosphere of Osaka’s Dōtonbori district. Together, these experiences highlight how local hospitality, regional gastronomy, and cultural heritage contribute to Japan’s tourism appeal during the colder months.
JNTO stated that the production process was guided by the concept of presenting “Japan as overseas visitors want to experience it.” To support this approach, a foreign director was appointed to lead production, while JNTO Special Advisor David Atkinson provided guidance throughout the development process.
The campaign’s central message, “Japan. Unforgettable,” was selected to reflect the combination of natural scenery, cultural diversity, and varied cuisine available across the country. JNTO described the slogan as simple, memorable, and adaptable across different promotional contexts, while also capturing Japan’s appeal throughout all four seasons.
To reach prospective travelers, JNTO will deploy the campaign through a large-scale international advertising effort. Distribution channels include web advertising, social media platforms such as YouTube, Facebook, and Instagram, as well as digital out-of-home advertising. The campaign aims to engage audiences who are considering future international travel and position Japan as a destination capable of delivering diverse experiences regardless of travel season.
Supporting the campaign is a dedicated multilingual website featuring seasonal travel content, destination information, food and cultural highlights, suggested itineraries, and practical travel planning resources. Available in English, French, German, Spanish, Italian, and Arabic, the platform is intended to help travelers explore different regions of Japan and plan visits based on their interests and length of stay. Future updates will include the upcoming spring and summer campaign content.
Through the “Japan. Unforgettable” campaign, JNTO is promoting a broad range of regional tourism experiences, emphasizing accommodation, dining, culture, outdoor activities, and seasonal attractions as part of its ongoing efforts to diversify inbound travel and encourage exploration throughout Japan’s many destinations.
Announced on April 28, 2026, the campaign forms part of JNTO’s efforts to support the objectives outlined in Japan’s Fifth Tourism Nation Promotion Basic Plan. The initiative is designed to attract prospective travelers who have never visited Japan but are considering the country as a future travel destination, particularly in Europe, the Americas, and Oceania.
According to information released by JNTO, Japan’s inbound tourism sector has continued to expand in recent years. International arrivals reached 36.87 million visitors in 2024 before rising to 42.68 million in 2025, marking consecutive record highs. Visitor spending also reached 9.5 trillion yen in 2025, while the Tourism Nation Promotion Basic Plan estimates an economic ripple effect of approximately 19 trillion yen during the same year.
The new campaign arrives as Japan’s visitor profile continues to diversify. Before the COVID-19 pandemic, travelers from Asia accounted for 83 percent of inbound visitors. By 2025, that share had declined to 77 percent, accompanied by growth in arrivals from Europe, the Americas, and Oceania. JNTO’s latest initiative seeks to further broaden the country’s tourism base by focusing on travelers who are already aware of Japan and regard it as a potential future destination but have yet to make their first visit.
The campaign centers on the message that Japan offers memorable experiences regardless of the season. Through a series of seasonal promotional materials, JNTO highlights the country’s natural landscapes, outdoor adventures, cultural encounters, and culinary experiences across multiple regions. The objective is to demonstrate that travelers can enjoy Japan throughout the year while discovering different aspects of the destination beyond traditional tourism hotspots.
From a hospitality perspective, the campaign places significant emphasis on accommodation, dining, and local experiences that connect visitors with regional communities. Seasonal videos feature international travelers including friends, couples, and families exploring various destinations and engaging with local culture, food, and outdoor attractions. The approach is intended to present Japan through the experiences sought by overseas travelers while highlighting the diversity of the country’s tourism offerings.
To develop the campaign, JNTO conducted preliminary research across 10 markets: the United Kingdom, Germany, France, the Nordic countries, the United States, Australia, India, the Middle East, Thailand, and South Korea. Insights gathered from these markets were used to shape both the campaign message and the accompanying video content.
The first phase of the campaign includes autumn and winter editions of promotional videos. These productions focus on experiences designed to showcase Japan as a destination that can be enjoyed at any time of year. Additional spring and summer editions are scheduled for release later in the year, expanding the campaign’s seasonal storytelling approach.
The autumn edition highlights a range of tourism and hospitality experiences, including viewing autumn foliage across Japan, staying at a traditional hot spring ryokan in Nagano Prefecture, casual dining in Tokyo’s Shimbashi district, enjoying Western-style cuisine near Lake Kawaguchi in Yamanashi Prefecture, and exploring historic streets and local businesses along the Nakasendō route in Kyoto. These experiences combine accommodation, food, and cultural attractions to present a broader view of travel opportunities available throughout the country.
Meanwhile, the winter edition showcases experiences ranging from trekking in Shiretoko National Park in Hokkaido, a UNESCO World Natural Heritage site, to participating in traditional craft activities in Toyama Prefecture. Visitors are also shown experiencing Zen meditation at Zuiryūji Temple, dining at regional restaurants featuring robatayaki and crab cuisine in Hokkaido, and exploring the vibrant urban atmosphere of Osaka’s Dōtonbori district. Together, these experiences highlight how local hospitality, regional gastronomy, and cultural heritage contribute to Japan’s tourism appeal during the colder months.
JNTO stated that the production process was guided by the concept of presenting “Japan as overseas visitors want to experience it.” To support this approach, a foreign director was appointed to lead production, while JNTO Special Advisor David Atkinson provided guidance throughout the development process.
The campaign’s central message, “Japan. Unforgettable,” was selected to reflect the combination of natural scenery, cultural diversity, and varied cuisine available across the country. JNTO described the slogan as simple, memorable, and adaptable across different promotional contexts, while also capturing Japan’s appeal throughout all four seasons.
To reach prospective travelers, JNTO will deploy the campaign through a large-scale international advertising effort. Distribution channels include web advertising, social media platforms such as YouTube, Facebook, and Instagram, as well as digital out-of-home advertising. The campaign aims to engage audiences who are considering future international travel and position Japan as a destination capable of delivering diverse experiences regardless of travel season.
Supporting the campaign is a dedicated multilingual website featuring seasonal travel content, destination information, food and cultural highlights, suggested itineraries, and practical travel planning resources. Available in English, French, German, Spanish, Italian, and Arabic, the platform is intended to help travelers explore different regions of Japan and plan visits based on their interests and length of stay. Future updates will include the upcoming spring and summer campaign content.
Through the “Japan. Unforgettable” campaign, JNTO is promoting a broad range of regional tourism experiences, emphasizing accommodation, dining, culture, outdoor activities, and seasonal attractions as part of its ongoing efforts to diversify inbound travel and encourage exploration throughout Japan’s many destinations.
