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New ‘Enjoy my Japan’ campaign targets long-haul travellers

©Japan National Tourism Organization (JNTO)

At ITB Berlin 2018 the Japan National Tourism Organization (JNTO) has launched a global campaign entitled ‘Enjoy my Japan#. It includes numerous initiatives, among them a special website with videos showing activities and landscapes that are not usually associated with Japan. Strategically orientated digital advertisements and television spots in many countries are also planned. ‘Enjoy my Japan’ should particularly appeal to travellers from Europe, North America, and Australia, where Japanese tourism managers have identified an especially high growth potential: only 11 per cent of tourists to Japan come from these regions, whereas 85 per cent came from the neighbouring Asia-Pacific region.

The basic idea of the campaign is that the special part of a trip to Japan is encountering Japanese people and their culture. It gives visitors a personal connection to the country. As excellent hosts, Japanese people make it easy for visitors to get to know their country. Cuisine, tradition, nature, city, relaxation, art, outdoors – the short videos, which can be viewed on a special website (, come from these areas and provide just a small taste of very unique experiences.

Robert Kluge

Hall 26a / Stand 120

Press contact: Bettina Kraemer


Tel.: +49 (0)69 20 354


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