The Italian tourist market towards Japan is experiencing significant growth, ranking fourth in Europe after the United Kingdom, France and Germany. Increase highlighted by the words of Ken Toyoda, executive director of the Rome Office of the Japan National Tourism Organization (JNTO) who underlines the strategic importance of Italy for Japanese tourism: “In August we recorded the highest numbers from the market Italian, a sign that more and more Italian travelers are choosing Japan as a destination for their travels”.
Italy represents one of the most promising markets for Japan, with a high percentage of travelers visiting the country for the first time. According to Toyoda, “about 80% of Italians who choose Japan do so for the first time, mainly visiting the cities of Tokyo and Osaka”. However, the Japanese tourism board is working to diversify destinations, aiming to promote new areas that are less traveled but equally full of charm.
Among these, the city of Kanazawa stands out, considered an emerging destination, appreciated by Italians for its authenticity and its historical-cultural heritage. “Kanazawa is a city rich in history, with the famous Kenrokuen Garden, one of the three most beautiful in Japan, and perfectly preserved traditional architecture,” adds Toyoda. The city is also a center for Japanese craftsmanship, particularly the production of gold leaf, a highly sought-after product.
Furthermore, Japan is preparing a series of initiatives in view of Expo 2025 to be held in Osaka, an event that represents a unique opportunity to promote the country. “With Expo 2025, we will take the opportunity to promote the Kansai region, which includes Nara, Kyoto and Osaka, and the surrounding areas,” explains Toyoda. It is an area that offers much more than traditional tourist destinations, with a vast range of cultural and naturalistic experiences that are still little known.
At the same time, the country is investing in initiatives to divert tourist flows from the most crowded destinations such as Kyoto, focusing on lesser-known areas, in order to better manage the phenomenon of overtourism. “We are promoting rural Japan, full of tourist offers that the Italian market has yet to discover”, underlines Toyoda.
Another fundamental objective of the JNTO is to educate international tourists to respect local traditions and customs. “We want to build sustainable tourism, which is enjoyable for both visitors and local communities,” says Toyoda. This awareness-raising effort is accompanied by a constant commitment to making Japan a destination accessible to all. The country is already known for its attention to people with disabilities, with well-developed and accessible infrastructure, such as sidewalks with tactile paths.
To further promote the Japan destination, training activities aimed at Italian travel agents are planned. “We are planning a series of meetings with retailers and tour operators, to raise awareness of Japan and its lesser-known destinations”, anticipates Toyoda. These events will focus above all on the winter offer, a period in which Japan offers unique experiences, such as spas and ski resorts.
A key element for the success of the Italian market is the improvement of direct air connections. “In addition to the ITA Airways flight from Rome to Haneda, we are pleased to announce the new ANA connection which will connect Milan to Tokyo three times a week,” says Toyoda. This expansion of air routes further facilitates access to Japan, making the destination even more competitive on the international market.
With a mix of new destinations, targeted promotional initiatives and a strong commitment to sustainability and accessibility, Japan is preparing to welcome a growing number of Italian travelers in the coming years, aiming to consolidate its presence as one of the favorite destinations for those looking for a combination of tradition, modernity and authenticity. “Japan offers a unique and authentic experience, far from traditional tourist routes, and we are ready to let Italian travelers discover everything it has to offer”, concludes Toyoda.
Giuseppe Focone
