With Gulf visitors to Japan reaching record-breaking numbers, the Japan National Tourism Organisation (JNTO) is changing course—literally. In a bold new move to capture repeat travellers from the Gulf, JNTO has launched a dedicated campaign spotlighting Hokkaido, Japan’s northernmost island known for its wild beauty, alpine air, and culinary treasures. The timing is strategic: In 2024, Japan welcomed 44,661 visitors from the six GCC countries, a staggering 34.5% increase from the previous year.
The trend has only accelerated in 2025, with a 20.2% jump in arrivals in the first half of the year alone. While Tokyo, Kyoto, and Osaka remain the go-to cities for first-timers, this campaign sets its sights on the repeat travellers, luxury seekers, and nature lovers now hungry for new experiences.
JNTO is positioning Hokkaido as the perfect summer antidote to Gulf heat—offering cool temperatures, blooming lavender fields, tranquil forests, and high-end hospitality. The island’s offerings span from fresh seafood and rich dairy, to immersive encounters with the Ainu culture, Japan’s Indigenous people. It's a region that marries raw nature with refined luxury—ideal for honeymooners, families, and solo adventurers alike. To kick off the campaign, two Emirati female influencers were invited to explore Hokkaido this July. Their experience—marked by forest walks, open-air meals, and serene landscapes—generated enthusiastic feedback and positioned the destination as both exotic and accessible for the GCC market.
The promotion will roll out through both online and offline activations, aiming to elevate Hokkaido’s visibility in the Gulf region. Daisuke Kobayashi, Executive Director of the JNTO Dubai Office, noted, “This campaign is the natural next step as we witness continued growth from the GCC. Hokkaido offers an entirely different side of Japan—one that resonates deeply with what Gulf travellers are increasingly looking for: cool weather, wide open spaces, and new cultural connections.” By pushing the narrative beyond the mega-cities, JNTO hopes to reshape the mental map of Japan for Gulf audiences—turning Hokkaido from an insider’s secret into the next must-visit hotspot.
