Japan’s New Tourism Campaign for GCC Travelers: What It Means for Business Opportunities and Investments
The Japan National Tourism Organization (JNTO) has launched a new integrated media campaign targeting the GCC region to encourage repeat visits to Japan. This initiative aims to highlight lesser-known destinations beyond the well-trodden cities of Tokyo, Kyoto, and Osaka, thereby diversifying travel experiences for visitors from the Gulf countries.
As interest in Japan grows across the GCC, JNTO’s campaign arrives amid record-breaking tourism figures. In 2024, visitor numbers from the six GCC countries reached an unprecedented 44,661, representing a 34.5% increase compared to the previous year. The momentum has continued into the first half of 2025, with arrivals rising by 20.2% over the same period in 2024, underscoring Japan’s increasing appeal in the Middle East.
Typically, first-time travelers to Japan explore Tokyo, Kyoto, and Osaka. However, this campaign encourages experienced visitors to discover new regions such as Hokkaido. Known for its cool summer climate, Hokkaido offers vibrant outdoor activities and high-end accommodations that cater to luxury travelers. The island also boasts exceptional culinary delights featuring fresh seafood, dairy, and local produce. Visitors can further enrich their experience by learning about the unique traditions of the Ainu, Japan’s indigenous people.
Kobayashi Daisuke, Executive Director of JNTO Dubai Office, commented, “With the continued growth in visitor numbers, we believe it is time to move our promotional efforts in the GCC market to the next phase. Hokkaido is the perfect summer destination for travelers from this region—its cool weather, rich natural beauty, fresh gourmet cuisine, and luxurious accommodations make it an ideal escape from the heat.”
Special Analysis by Omanet | Navigate Oman’s Market
The rising popularity of Japan among GCC travelers, highlighted by a 34.5% visitor increase in 2024 and continued growth in 2025, creates significant opportunities for Omani travel agencies and luxury hospitality sectors to expand Japan-focused offerings beyond traditional cities. Entrepreneurs should capitalize on niche markets like luxury eco-tourism and cultural experiences in regions such as Hokkaido, aligning with evolving traveler preferences for unique, high-end adventures. This shift also poses a strategic risk for businesses overly reliant on conventional Japan destinations, urging a forward-looking diversification of travel packages to maintain competitive advantage.
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