With visitor numbers rising to 19% higher than in 2019, the Japan National Tourism Organisation (JNTO) is focusing on promoting less-visited regions and off-season travel.

The JNTO hopes that directing tourism away from its Golden Route will help to combat capacity issues, as the country welcomed 2.18 million visitors in September this year.

“One of our focuses for the next year is to promote Japan’s regional areas to let travellers see more of the variety of cultures in-depth.” Miho Oguri, marketing and communications manager at JNTO.

Prefectures of focus include Ishikawa, and Wakayama, whose Kumano Kodo pilgrimage route, which celebrates 20 years as a Unesco World Heritage site in July next year.

A new 370km trail across three national parks will also open up in eastern Hokkaido, taking visitors through local communities and allowing tourists to meet with and learn more about indigenous communities.

“Japan is also really working to honour and also preserve the indigenous Japan heritage,” added Oguri.

The JNTO plans to work with DMCs to facilitate travel to these regions, and will launch travel training for the trade next year.

“We would also like to highlight that Japan is a year-round destination. Although Japan is definitely known for springtime, with our iconic cherry blossom season, but for example summertime brings lots of lively traditional festivals,” said Oguri.

“So if you want to see a more cultural side to Japan, the summer is a great time to come. If you come in autumn we have lots of autumn foliage spots, and it’s great for mountain hiking, kaying and lots outdoor sports. And then in winter we have incredible snow and skiing.”

Japan will also welcome new luxury hotels next year, including the country’s first Rosewood property in Miyakojima, Okinawa, and a Six Senses in Kyoto.