Japan National Tourism Organization (JNTO) has inaugurated a global multilingual campaign “Enjoy my Japan” that seeks to entice long-haul travelers to visit Japan and explore the country beyond the well-known popular attractions, and immerse themselves more fully in Japanese nature and culture that exist off the beaten tourist path.

This extensive, multifaceted promotion involves a broad variety of initiatives, including the launch of a dedicated website (www.enjoymyjapan.jp) featuring video clips that show a broad range of activities and scenes not typically associated with Japan, strategically targeted digital advertisements, and television commercials to be aired in multiple markets.

The campaign is a major addition to efforts made in recent years by both public and private sectors in Japan to attract more visitors from overseas. The campaign is targeted especially at travellers from Europe, North America, and Australia. A cornerstone of the campaign is the message that Japan literally has something for everyone, and that whatever it is a long-haul traveller goes to an overseas destination for, Japan is ready, willing, and waiting to fulfil their passions.

In addition to satisfying visitors from abroad with the familiar, iconic sites and things to see and do the country has long been known for, there is also a desire to foster a richer and more personal experience by making lesser-known places and activities more accessible, especially to entire families and those with an adventurous spirit.

In constructing and honing the focus of the campaign, avid travellers were surveyed to identify the things they find most alluring when choosing a destination abroad. Survey results revealed a series of commonly recurring “passion points” that make up a satisfying trip. These were categorised and compiled into a list of locations and experiences designed to fulfill a traveller’s passions: cuisine, tradition, nature, city, relaxation, art, outdoor. All also turned into a series of brief video clips, available at EnjoymyJapan.jp.

Website visitors also have the option of crafting their own “virtual tour” of Japan by answering a few quick questions about their interests, which then serves up a “personalised movie” with scenes that show the types of sites and experiences on offer from one end of Japan to the other.