Japan Targets GCC Travellers with New Okinawa and Hokuriku Tourism Campaigns
Japan is looking to attract more travellers from the GCC-and encourage returning visitors to explore beyond its best-known cities-with new destination campaigns planned for Okinawa and the Hokuriku region.
The Japan National Tourism Organization (JNTO) is strengthening its GCC strategy during Arabian Travel Market (ATM) 2026, taking place in Dubai from 14-17 September 2026, where tourism officials are meeting travel agencies, airlines, media and other industry partners from across the region.
While Tokyo, Kyoto and Osaka remain established favourites, Japan’s next tourism push in the Gulf will increasingly highlight regional destinations offering everything from luxury beach resorts and wellness escapes to snow-covered landscapes, hot springs and traditional Japanese culture.
GCC Interest in Japan Remains Strong
According to JNTO, meetings held during ATM 2026 have indicated sustained interest in Japan and a rapid recovery in outbound travel demand across GCC markets, despite geopolitical tensions affecting regional travel since March.
Travel agencies, airlines and media representatives have been visiting the Japan booth throughout the exhibition, with discussions covering destinations, itineraries and new experiences for Middle Eastern travellers.
JNTO says nature, cuisine, culture and luxury experiences continue to generate particularly strong interest among GCC visitors.
The organisation now plans to build on that demand through expanded online and offline promotions and closer partnerships with travel agencies, airlines and media during the second half of the fiscal year.
Okinawa: Japan Meets the Beach Holiday
One of the destinations taking centre stage in JNTO’s upcoming GCC promotions is Okinawa.
Located in Japan’s subtropical south, Okinawa presents a side of the country that can feel very different from a traditional Tokyo or Kyoto itinerary.
With its clear seas, beaches, luxury resorts, wellness experiences and family-friendly accommodation, the destination could appeal particularly strongly to GCC travellers accustomed to combining premium hotels with leisure experiences.
It also offers an interesting option for repeat visitors: the opportunity to retain the culture and hospitality associated with travelling in Japan while adding the atmosphere of a luxury island escape.
For travellers who have already experienced Japan’s major cities, Okinawa could therefore provide a completely different reason to return.
Hokuriku Offers Snow, Hot Springs and Traditional Japan
At the opposite end of the travel spectrum is Hokuriku, another region JNTO intends to highlight to the GCC market.
Known for its snowy winter scenery, historic townscapes, traditional culture, hot springs and distinctive regional cuisine, Hokuriku lends itself to travellers looking for a slower and more immersive experience of Japan.
High-quality accommodation further supports its potential for GCC travellers interested in premium experiences without necessarily following Japan’s busiest tourist routes.
The contrast between Okinawa and Hokuriku is also significant. One offers subtropical beaches and resort living, while the other brings together winter landscapes, heritage and hot-spring culture.
Together, they demonstrate the diversity JNTO wants travellers from the region to discover beyond Japan’s familiar Golden Route.
Encouraging Repeat Visitors to Go Beyond Tokyo, Kyoto and Osaka
The destination campaigns form part of a broader effort to encourage repeat GCC visitors to venture deeper into Japan.
For a first trip, Tokyo, Kyoto and Osaka understandably remain high on many itineraries. But for second and third visits, regional Japan opens up considerably more possibilities-from nature and wellness to food-focused journeys, seasonal travel and luxury stays.
JNTO’s strategy is therefore not simply about attracting more visitors from the GCC. It is also about expanding where those travellers go once they arrive.
Speaking during ATM 2026, Daisuke Kobayashi, Executive Director of the JNTO Dubai Office, said the organisation had received numerous enquiries from local travel agencies looking for information about destinations and new experiences across Japan.
He added that JNTO plans to continue working closely with the Middle East travel industry and media while providing reliable information and introducing new attractions to GCC audiences.
A New Side of Japan for GCC Travellers
For UAE and GCC residents considering Japan, the upcoming campaigns could provide inspiration for itineraries that look considerably different from the conventional city-hopping holiday.
Okinawa brings the possibility of turning a Japan trip into a beach, resort and wellness escape, while Hokuriku offers an opportunity to experience snow, onsen, regional cuisine and traditional culture.
And for travellers who have already ticked Tokyo, Kyoto and Osaka off their lists, that may be precisely the point.
More destination inspiration and practical travel information is available through the official Japan National Tourism Organization website.
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