Japan has experienced a significant increase in tourist interest from the UK, showing a 38% rise in visitor numbers.
- A total of 320,000 UK tourists visited Japan in the first nine months of the year, surpassing pre-COVID levels.
- Direct flights from London to Osaka have not resumed, leading many UK travellers to opt for Chinese airlines.
- Japan aims to promote less-known regions like Kyushu to attract repeat visitors beyond the famous cities.
- The upcoming anniversaries and events are expected to further boost UK tourism in Japan.
Japan is enjoying a substantial increase in attention from UK tourists, indicating a 38% rise in visitor numbers, with 320,000 UK arrivals in the first nine months of the year. This growth not only exceeds the same period of the previous year but also surpasses pre-COVID visitation levels, reflecting a strong recovery and growing interest in Japanese tourism.
Airi Motokura, executive director of The Japan National Tourism Organisation (JNTO) in London, highlighted the growing trend of UK tourists showing an interest in Japan. According to her, the demand is strong globally, and even those not actively selling Japan find clients expressing curiosity about the country. This trend is particularly notable as the absence of direct flights from London to Osaka has resulted in approximately 20% of UK tourists opting for Chinese carriers, which often provide more affordable travel options.
In an effort to diversify tourist engagement, Japan is actively encouraging visitors to explore lesser-known regions such as Kyushu, the Shimanami area, and locales beyond Osaka. By steering tourists beyond the classic destinations of Tokyo, Kyoto, and Hiroshima, the Japanese tourist board is working with UK tour operators to integrate these regions into travel itineraries.
Japan continues to advocate for year-round tourism, aiming to shift focus from the heavily frequented spring cherry blossom season. The tourist board plans to engage in online marketing campaigns and collaborations with airlines to promote visits during off-peak periods, highlighting the distinct beauty of each of Japan’s four seasons. Airi Motokura emphasised the affordability and reduced crowd sizes during winter months, making it an attractive option for travellers.
In addition to seasonal promotion, the tourist board anticipates increased interest with the upcoming 80th anniversary of the Hiroshima and Nagasaki bombings. This historical milestone, alongside a significant technology and innovation expo scheduled in Osaka, is expected to draw considerable attention and visitor numbers.
Japan’s strategic tourism approach continues to attract UK visitors, promising sustained interest and growth.
