Japan is preparing to host Expo 2025 Osaka, Kansai, next year, with expectations that the six-month exhibition will attract significant attention from the Middle East and boost tourism in the country, according to a senior official from the Japan National Tourism Organisation (JNTO).
Daisuke Kobayashi, Head of the Middle East Region at JNTO, stated that visitor numbers from the six GCC countries to Japan in 2023 have reached approximately 117% of pre-pandemic levels in 2019. He attributed this growth to Japan's unique appeal as a destination offering 'Endless Discovery' that keeps travellers returning for more.
Kobayashi highlighted during an interview that Japan's 47 prefectures and four distinct seasons ensure that every visit brings new and exciting experiences. He also mentioned that JNTO's Dubai Office has implemented several initiatives to position Japan as a top travel destination for the Middle East.
Regarding Expo 2025, Kobayashi explained that JNTO aims to use the event as a platform to showcase Japan's diverse tourism offerings, particularly in Osaka and the Kansai region, to attract Middle Eastern travellers. The Japan Association for the 2025 World Exposition has launched a dedicated website for Expo 2025 Osaka, providing detailed information for visitors.
JNTO is also focused on achieving its target of attracting 60 million visitors by 2030, with an annual consumption of JPY15 trillion. Kobayashi emphasized the importance of promoting Japan's unique cultural, natural, and historical experiences across its 47 prefectures and leveraging the country's distinct four seasons to maintain tourism momentum.
To attract more visitors from the Middle East, JNTO's Dubai Office has enhanced tourism information dissemination and strengthened partnerships with local airlines and travel agencies. Visitor numbers from the GCC countries have shown significant growth, reaching nearly 200% of 2019 levels in the first half of 2024.
Kobayashi noted that JNTO Dubai's performance has been successful in raising awareness of Japan as a travel destination and building strong relationships with key stakeholders. He also highlighted Japan's rich cultural heritage and authentic experiences as key attractions for visitors.
While new tourist attractions are always welcome, Kobayashi encouraged visitors to explore Japan's deeply rooted traditions and unique experiences. He also mentioned the growing popularity of Japanese cuisine in the Middle East, which he believes will inspire more people to visit Japan to experience its culinary heritage firsthand.
Japan's diverse destinations and seasonal attractions make it a versatile travel destination. Whether it's exploring iconic cities like Tokyo and Kyoto or venturing into lesser-known regions, Japan offers something for every traveller. With 47 prefectures and four distinct seasons, Japan truly embodies 'Endless Discovery'.
Looking ahead, JNTO's future plans focus on providing exceptional travel experiences that encourage repeat visits and sustainable tourism, aiming to make Japan a must-visit destination for travellers worldwide.
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