Rimini, October 14 (askanews) – Tokyo, Kyoto, and Osaka remain the most popular destinations for Italians visiting Japan for the first time, but interest is growing in lesser-known locations and experiences tied to local culture and traditions. At the TTG Travel Experience in Rimini, Ken Toyoda, executive director for Italy at the Japan National Tourism Organization (JNTO), explained the organization's strategy to better distribute tourist flows, promoting under-explored regions and encouraging travel in autumn and winter as well.
According to Toyoda, the euro-yen exchange rate is also encouraging departures, making Japan less expensive than many Italians imagine. "70-80% of Italians who travel to Japan are visiting for the first time," Toyoda explains. "That's why they choose popular destinations like Tokyo, Osaka, Kyoto, or Kanazawa. But recently, things have been changing: they're also visiting lesser-known locations and seeking more cultural experiences."
The way Italians travel is also changing." "There are many places, like Hokkaido, the northernmost island, with slightly different landscapes and cultures. Or," adds Toyoda, "the Tohoku region, north of Tokyo, a very beautiful, little-known place, off the beaten track. Then there's Kyushu, in southern Japan, or Okinawa, a tropical island.
These are destinations I recommend.” “Italians think that Japan is expensive,” the expert observes, “that everything costs a lot. But right now, that’s not the case at all, because the euro is stronger than the yen. When they come to Japan, they are very surprised: accommodation and food are cheap. That’s what surprises Italians the most.” “We are working with tour operators in Italy to promote lesser-known areas as well, not just Tokyo and Kyoto. There are many other interesting places, and we try to encourage the tourism industry to offer them. Italians usually want to come in spring or summer, but autumn and winter are also excellent seasons. That’s why we promote these periods as well,” Toyoda concludes.
Askanews