●MissionMaintaining fairness and transparency, we engage with stakeholders in Japan and overseas as a key player in the expansion of Japan’s inbound travel market. Central to this are four organizational functions. The Basic Plan aims to increase international tourist spending in Japan to five trillion yen as soon as possible, as well as setting specific targets to be met, such as 200,000-yen expenditure per trip per tourist and two nights in regional areas per tourist. To achieve these targets, it is crucial to adapt to changing and diversifying travel needs in the post-COVID era.For example, in the context of the global trend toward sustainable tourism, Japan must balance tourism with preservation of the economy, society, and environment in its regional areas. We also need to optimize information dissemination by tailoring it according to the maturity-based characteristics of individual markets around the world, including the Nordic market that we have newly designated as a priority market. Furthermore, we will promote marketing directed to specific needs such as luxury travel that contributes to greater spending, and adventure travel that will contribute to longer stays and attraction to regional areas.We are strengthening cooperation with and support for Japan’s local governments, DMOs, and tourism industry members in an effort to enhance Japan’s appeal as a destination. Specifically, we will work with regional stakeholders to provide information about activities and events that are unique to Japan’s regions to a global audience.Major events such as Expo 2025 Osaka, Kansai, Japan are scheduled to be held in the Basic Plan period, due to which Japan is expected to garner a lot of attention. We will capitalize on this opportunity to bolster our efforts to attract and support international conventions, leveraging the synergy with our existing initiatives and information sharing efforts to help raise interest in Japan.1） Statistical Data and Analysis of the Inbound Tourism Market;2） Market-based Promotion, adopting strategies tailored to each market based on our market analysis;3） Theme-based Promotion, to communicate Japan’s regional appeal based on common themes that transcend markets;4） Promotion of Regional Tourism, aimed at helping to attract international travelers to various regions;5） Enhancing the International Traveler Experience, aimed at enabling international travelers to visit Japan more easily and with complete peace of mind, as well as6） Projects to Attract and Support MICE（Meetings, Incentives, Conventions and Events）, to provide a large economic impact and business opportunities to regional areas and to help enhance Japan’s international competitiveness. “Transforming Japan’s Appeal to Japan’s Strength.” This is the JNTO’s brand message. Keeping these words at the forefront of our minds, we shall continue our work supporting Japan through inbound tourism.We look forward to advancing our initiatives while further strengthening cooperation with local governments, DMOs, tourism industry members, and other stakeholders. We thank you for your continued support.Gathering, analyzing, and communicating valuable Maintain a long-term perspective in order to identify and explore new market opportunities. Economic growthCross-cultural understandingCommunicationInnovationEstablish networks that respond to the requirements of diverse information.Drive growth in Japan’s inbound travel market through effective Regional vitalityJapan brand powerCoordinationLeadershipstakeholders. strategies and proposals.2JNTO’s Six Core ActivitiesWe are involved in six main areas of activity:JNTO’s Management PhilosophyFollowing JNTO’s appointment as the implementation agency of the Visit Japan Project in April 2015, the organisation formulated a new management philosophy.JNTO shall work in accordance with this management philosophy to expand inbound tourism to Japan.●VisionAs the government body responsible for expanding Japan’s inbound travel market, our job is to contribute to a positive, exciting future through economic growth, regional vitality, cross-cultural understanding and the power of the Japan brand.
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