Health and wellbeing highlighted in new Japan tourism campaign

The Japan National Tourism Organization (JNTO) has launched a global campaign to woo visitors, with an emphasis on health and wellbeing.

The marketing push features a video called ‘Beyond the clouds, there is always light’ – a motto which is based on an old Japanese proverb.

Featuring travel experiences across Japan, the video is on JNTO’s website and social media channels.

The short film covers the length of the country – from the beaches of Okinawa in the south, through Honshu and into Hokkaido in the north – and focuses on nature, wellbeing and outdoor activities.

With Covid-19 restrictions in mind, there is information about remote rural locations and wellbeing practices of Japanese culture.

Skiing and winter sports are highlighted, as 70% of the country is mountainous, as well as temples and shrines.

Potential visitors are urged to travel ‘without leaving home’ and research their holidays on the website.

Click here to watch the video.

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