“Enjoy my Japan” Global Campaign Targets Long-haul Travellers


JNTO's new global campaign website lets users create personalised videos to discover some of Japan’s best tourist attractions.

Tokyo, February 6, 2018 —Japan National Tourism Organisation (JNTO) has today launched a global, multilingual campaign entitled “Enjoy my Japan”. The campaign seeks to entice long-haul travellers to visit Japan and explore the country beyond the well-known popular attractions, and immerse themselves more fully in the rich depths of 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. Since 2000, the number of travellers from abroad has soared by 500%, from 4.76 million to an estimated 28.7 million in 2017. “Enjoy my Japan” has been designed to target in particular travellers from Europe, North America, and Australia. Long a popular destination for regional travellers from Asia Pacific nations, who comprise some 85% of visitors at present, Japan’s inbound market has plenty of room for growth for travellers from western countries, who currently make up 11% of visitors.


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 that Japan 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 families and adventure travellers.

The campaign theme, “Enjoy my Japan,” expresses interactions between international travellers and Japanese people, in addition to inviting visitors to create their own personal relationship with the country as a preferred destination. An intrinsic component of the campaign is to motivate Japanese people to open their arms to visitors from abroad, and to show and tell them just what it is that’s so special about their country.

In order to construct and hone 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, which were categorised and compiled into a list of locations and experiences designed to fulfil travellers’ passions: cuisine, tradition, nature, city, relaxation, art, outdoor. A series of brief video clips were then produced to bring them all to life, and are available for viewing at EnjoymyJapan.jp.


Website visitors can also craft their own “virtual tour” of Japan by answering a few quick questions about their interests to generate a “personalised movie” with scenes that show the types of sites and experiences that are on offer from one end of Japan to the other that could pique their interest.

“One’s personal engagement with Japan starts at the website,” said JNTO president Ryoichi Matsuyama. “It continues with enriching experiences like summer and winter adventure sports, spring and autumn mountain treks and steam train rides, and seaside cycling excursions. Any time of year, Japan offers fine dining and mouth-watering street fare, vibrant nightlife in safe and spectacular cities, virtually unlimited shopping and entertainment options, exposure to ancient traditions that still exist side-by-side with emerging pop cultural trends, and physical and spiritual rejuvenation at remote hot springs, spas, and Zen Buddhist retreats,” he said.

JNTO will support the unveiling of the “Enjoy my Japan” website with campaign events in Tokyo as well as in key global cities such as London, Berlin, Paris, Sydney and New York. At these gatherings, widely recognised influencers in the travel sector will reach out to their audiences to convey their wanderlust and share some of their own travel experiences in Japan.

Filming locations of “concept movie” - Enjoy my Japan Global Campaign

Okinawa - Onna Village
Nara - Kasuga Taisha Shrine
Shizuoka - Mount Jyoyama
Okinawa - Okinawa Churaumi Aquarium
Okinawa - Ryukyu Onsen Senagajima Hotel
Ehime - Setouchi Retreat Aonagi
Kagawa - Naoshima
Tochigi - Nikko Toshogu Shrine
Ehime and Hiroshima - Shimanami Kaido
Tokyo - Kanze Noh Theater
Tottori - Tottori Sakyu (sand dunes)
Hiroshima - Shinshoji Temple
Tokyo - Evening scene from Roppongi Hills
Tokyo - Night view from Andaz Tokyo
Tokyo - Shibuya Crossing
Gunma - Minakami
Ibaraki - Hitachi Seaside Park
Kyoto - Sagano Scenic Railway
Tottori - Mount Daisen
Kyoto - Fire Ramen Menbaka Ichidai
Tokyo - Ginza Sushi Aoki
Shiga - Enryakuji Temple on Mount Hiei
Shimane - Adachi Museum of Art
Shiga - Lake Biwa
Tokyo - Tokyo Yosakoi
Gunma - Takaragawa Onsen Osenkaku
Tokyo - Takamaru Sengyoten
Tokyo - Mount Takao
Tokyo - The National Art Center, Tokyo

NOTE: To use images or video footage for publication, please credit: “©Japan National Tourism Organization (JNTO).”

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