Japan is actively pivoting its tourism strategy in the Middle East to highlight regional diversity and luxury experiences. TTN speaks with Daisuke Kobayashi, Executive Director of Japan National Tourism Organisation (JNTO) Dubai office, about the next phase of Japanese tourism.
TTN: It has been five years since JNTO launched its Dubai office for the Middle East market. What is the strategy moving forward?
Daisuke Kobayashi: Over our first five years, our phase one focus was on developing the market and welcoming first-time visitors, who primarily travelled the golden route of Tokyo, Kyoto, and Osaka.
For our phase two strategy over the next five years, we are expanding Japan as a destination to welcome repeat visitors. We want to introduce new local regions that are not yet widely known in this market.
TTN: Which new destinations are you highlighting for Middle Eastern travellers?
Daisuke Kobayashi: We are specifically focusing on Hokkaido and Okinawa this year. Hokkaido offers fantastic scenery and rich green nature, serving as a great alternative summer holiday destination for families who might typically visit places like Switzerland. Meanwhile, Okinawa is a luxury resort island in the southern part of Japan.
TTN: Japan is actively implementing measures to combat over-tourism. How are you managing this with the high demand from the Middle East?
Daisuke Kobayashi: Managing this gap is one of our main challenges.
We are actively educating our Destination Management Companies (DMCs) based in Japan, as they are often unfamiliar with the specific character of this market. The trade in the Middle East often requires last-minute changes to itineraries, so we are helping local Japanese travel agents understand these behaviours.
We are also requesting that Japanese DMCs and hotels spare rooms specifically to accommodate last-minute Middle Eastern clients.
TTN: How is the aviation infrastructure supporting this continued growth?
Daisuke Kobayashi: Seat capacity is currently more than sufficient to meet demand. We have direct flights from Dubai, Abu Dhabi, and Qatar, and Saudia has also launched the first-ever direct flight to Japan from Riyadh.