The campaign, titled “Japan. Unforgettable,” was officially launched on April 28, 2026. It aims to attract travelers from key long-haul markets including Europe, the Americas, and Oceania. It focuses particularly on people who have never visited Japan but are actively considering it for a future vacation.
The initiative comes as Japan continues to enjoy record-breaking tourism growth. International arrivals reached 36.9 million in 2024 before climbing to a new high of 42.7 million visitors in 2025. Visitor spending also surged to about US$59.7 billion (9.5 trillion yen) last year, generating an estimated economic impact of approximately US$119.5 billion (19 trillion yen) nationwide.
JNTO said the new campaign supports Japan’s broader strategy of creating a more sustainable tourism industry while encouraging visitors to explore destinations beyond the country’s traditional tourism hotspots.
The organization has also seen a shift in its visitor mix. Before the pandemic, travelers from Asia accounted for more than 80% of inbound arrivals. That share has gradually declined, due to the effective boycott of the destination by China (-55% visitors in April as an example). However, Japan attracts a growing number of visitors from Europe, North America, Australia, and other long-haul markets, helping diversify its tourism base.
The campaign replaces JNTO’s previous global initiative, “Enjoy My Japan,” which focused on raising awareness among travelers who had little interest in visiting the country. Research now shows that awareness of Japan as a travel destination has increased significantly, creating a larger pool of potential visitors who view Japan as one of their preferred future travel choices.
Promoting Japan through seasons
To convert that interest into bookings, JNTO is highlighting Japan as a destination that offers memorable experiences in every season.
New promotional videos feature international travelers, including couples, families, and groups of friends, enjoying a wide range of experiences across the country. The content showcases natural landscapes, outdoor adventures, cultural attractions, and regional culinary experiences that extend well beyond traditional Japanese cuisine.
The first wave of campaign materials focuses on autumn and winter travel, while spring and summer editions will be released later this year.
According to JNTO, the campaign was developed following consumer research across 10 markets, including the UK, Germany, France, the Nordic countries, the United States, Australia, India, the Middle East, Thailand, and South Korea.
The videos were created from the perspective of international travelers rather than domestic audiences. A foreign director led the production, with guidance from JNTO Special Advisor David Atkinson.
JNTO will promote the campaign through a large-scale digital advertising effort across platforms including YouTube, Facebook, Instagram, and digital out-of-home advertising channels.
With the tagline, “Japan. Unforgettable,” JNTO believes the simple and versatile message will resonate across global markets while reinforcing Japan’s appeal as a year-round destination.
Tags: Japan. Unforgettable, JNTO
