The Japan National Tourism Organisation (JNTO) is stepping up its efforts to attract visitors from the Gulf Cooperation Council (GCC) market through its participation in Arabian Travel Market (ATM) 2026, held in Dubai from September 14 to 17.
Despite ongoing geopolitical tensions in the Middle East
affecting travel demand since March, meetings with GCC travel agencies,
airlines and industry partners at ATM 2026 indicate strong and sustained
interest in Japan, alongside a rapid recovery in outbound travel demand across
the region.
JNTO’s Japan pavilion has welcomed travel trade
professionals and media representatives from across the GCC, with business
meetings and discussions focused on expanding travel to Japan.
The organisation is showcasing destinations nationwide,
alongside new itinerary ideas highlighting the country’s diverse tourism
offering.
Interest from GCC travellers remains particularly strong in
Japan’s nature, cuisine, culture and luxury experiences.
The event is also providing JNTO with an opportunity to
strengthen relationships with travel industry partners and explore new
promotional opportunities across the region.
Looking ahead, JNTO plans to expand online and offline
campaigns during fiscal 2026, working closely with travel agencies, airlines
and media partners.
While established destinations such as Tokyo, Osaka and
Kyoto will remain central to its promotions, the organisation is placing
greater emphasis on regional destinations to encourage repeat visitors to
explore beyond Japan’s major cities.
New campaigns will spotlight Okinawa and the Hokuriku
region.
Okinawa, in southern Japan, offers beaches, luxury resorts,
wellness experiences and family-friendly stays, combining Japan’s cultural
appeal with a premium seaside experience.
Hokuriku, meanwhile, is being positioned as a destination
for deeper cultural exploration, with attractions including snowy landscapes,
historic towns, hot springs, regional cuisine and high-quality accommodation.
JNTO said it will continue promoting Japan’s diverse
destinations and experiences while strengthening partnerships across the GCC
and encouraging repeat travellers to discover more of the country.
Daisuke Kobayashi, Executive Director of JNTO Dubai Office, said “As we further strengthen our promotional activities in the GCC market, our participation in ATM 2026 has once again demonstrated a high level of interest in travel to Japan. Since the start of the event, we have received many enquiries from local travel agencies seeking information on destinations across Japan and new travel experiences. These discussions have highlighted the rapid recovery in outbound travel demand across the GCC and the market’s strong growth potential. JNTO will continue to work closely with the travel industry, media and other stakeholders across the Middle East while providing reliable travel information and showcasing new attractions across Japan. We look forward to welcoming even more visitors from the GCC to Japan in the years ahead.” -TradeArabia News Service
