- 14 Mar 2002
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Japan is increasingly targeting affluent foreign tourists by promoting lesser-known destinations rich in culture, history, and art—places that offer exclusive experiences away from the typical urban centres like Tokyo and Osaka. JNTO leads these efforts. It has been effective in attracting wealthy travellers looking for bespoke, immersive travel experiences.
- Among the most notable rising destinations is Kanazawa in Ishikawa Prefecture. Its appeal lies in its preserved Edo-period townscape and deep-rooted artisanal traditions, such as Kaga Yuzen (加賀友禅) kimono dyeing. High-end visitors are drawn to exclusive workshops that offer cultural experiences, where many purchase luxury crafts, some of which cost millions of yen.
- The Setouchi region, spanning seven prefectures around the Seto Inland Sea—including Hiroshima, Hyōgo and Kagawa—is another primary focus. Its combination of calm inland seascapes and contemporary art, especially on Naoshima Island, dubbed a "modern art haven," has captivated wealthy travellers. The region is experiencing a boom in luxury infrastructure, including helicopter transfers, exclusive yacht and cruise travel, and the development of new five-star hotels, such as the upcoming Mandarin Oriental in Takamatsu. Cruises aboard the Guntu ship, costing up to 1 million yen per person, have sold out regularly.
- Another hotspot is Niseko, a resort town in Hokkaidō known internationally for its premium ski resorts. It attracts high-spending visitors with its powder snow, luxury lodges, and high-season wages that lure workers away from other sectors, fuelling concerns of local labour market imbalances.