JNTO Seoul Chief Eyes 'Next Japan' — Moving Korean Repeaters from Tokyo to Smaller Cities
Creatrip Team
23 days ago
Taura Yasunori, new head of the Japan National Tourism Organization (JNTO) Seoul office, says Japan’s next task is to steer Korean 'repeaters' (revisitors) away from major hubs toward regional and small-city destinations. With Korean arrivals hitting record highs — 6.57 million Jan–Jul and a July monthly peak — JNTO is shifting from introductory promotion to tailored offers for experienced visitors. Taura highlights growing Korean demand for local food, onsen (hot springs), culture and premium ryokan (traditional inns), and plans targeted campaigns for regions like Tohoku and Shikoku, plus joint promotions with airlines and travel agencies. The strategy aims to spread tourist flows, ease overtourism, and develop higher-value travel products despite recent increases in Japan’s departure tax.
