Japan National Tourism Organization (JNTO) Celebrates Routes Asia 2024 Triumph and Tourism Growth

During Routes Asia 2024 in Langkawi, Japan National Tourism Organization (JNTO) showcased its success in boosting inbound tourism to Japan, culminating in its recognition as the Overall Winner at the Routes Awards.

JNTO has achieved remarkable strides in passenger recovery, with an impressive 85% return to pre-pandemic levels. Central to this success is its strategic route development approach, focusing on partnerships with airlines and travel agencies to stimulate regional tourism.

Akira Watabe, director of global projects at JNTO, highlighted effective campaigns targeting key markets like Taiwan, Hong Kong, and Thailand. These initiatives have not only promoted regional exploration but also yielded tangible results, such as over 2,300 flight reservations from Hong Kong and 900 from Thailand to Kansai International Airport (KIX).

Collaborations with airlines such as Peach have been pivotal, leveraging tailored marketing campaigns to enhance passenger incentives and highlight Japan’s diverse attractions. These efforts not only support airlines in developing profitable routes but also provide valuable insights into local market dynamics and consumer behavior.

Looking ahead, Japan’s hosting of World Expo 2025 in Osaka, Kansai, is set to further boost tourism. Anticipating over 28.2 million visitors and significant economic impact, JNTO views this global event as a prime opportunity to showcase Japan’s cultural richness and increase international passenger numbers.

At the Routes Awards, JNTO’s accolades in the Destination Category and as the Overall Winner underscore its industry leadership and effective collaboration with airline partners. Reflecting on this achievement, Watabe expressed gratitude, stating, “We are very honored to receive this prestigious award, which reflects our commitment to promoting Japan as a top tourism destination.”

JNTO’s proactive strategies and collaborative efforts continue to drive Japan’s tourism growth, positioning the country as a preferred destination for travelers seeking enriching cultural experiences and unparalleled hospitality.