• Claire Wu

Japan aims to lure 40 million tourists by appealing itself at New York Travel Show

Updated: Apr 20



With more than 700 exhibitors from over 175 countries, The New York Times Travel Show, the largest travel trade and consumer show in North America, once again attracted more than 35,000 attendees to The Jacob K. Javits Convention Center in late January. In order to raise


Japan National Tourism Organization (JNTO) has once again set up a table at the Visit Japan booth this year. According to JNTO’s Kunio Hada, majority of Japan’s foreign tourists came from China, Taiwan and South Korea. On the other hand, United States ranked first out of all Western countries to visit Japan. Last year alone, there were 1.72 million visitors from the United States, which is more than a 10-percent growth compared to the previous year. As the Olympics approaches, JNTO is looking to take this opportunity to boost the number of visitors this year in order to reach their goal of 40 million visitors. Yet, since it’s possible for people to be hesitant about traveling to Japan during the Olympics period, JNTO is working with All Nippon Airways (ANA) and JR-East to promote tourism in areas out of the capital area.


This time, ANA partnered up with JR and set up a joint booth together at the travel show. The companies are promoting a package that not only allows this visitor to purchase air tickets, but also enables them to register a JR pass which makes the trip to Tohoku area accessible. To further attract the visitors to come to their booth, ANA and JR-East had each came up __ to attract the visitors. ANA had set up two virtual reality stations for visitors to experience their new business class, The Room, that was just introduced this year. Meanwhile, JR-East had invited a dressed Yamabushi from Japan and put up a traditional Tohoku mountain ascetic that allow the visitors to take pictures with him.



In the effort of promoting tourism in Japan, the country has made a great step forward as it takes part in The New York Times Travel Show’s L.G.B.T.Q. Travel Pavilion as the only Japanese group for the first time ever. With up to 40 companies that have joined the International Gay & Lesbian Travel Association (IGLTA) today, Keihan Hotels & Resorts is regarded as the one of the earlier members as it joined the association in 2010, when were rarely any corporate joined IGLTA. The company is currently promoting a wedding package for the LGBTQ community from around the world.



Aiming to push for tourism in Japan as a whole, JNTO and 21 companies coming from all around Japan are collaborating together at The New York Times Travel Show by introducing less-known locations in Japan and promoting different kinds of trips and packages before Olympics comes.


*Japanese version published in Kigyo Gaikyo February 2020

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