Japan Airlines and Hoshino Resorts Launch Campaign to Showcase Hidden Gems and Promote Sustainable Tourism

Mitigating Overtourism and Promoting Regional Revitalization

(IN SHORT) Japan Airlines (JAL) and Hoshino Resorts have launched the “All-time Favorite vs. Hidden Gems” campaign, which aims to promote sustainable tourism by encouraging travelers to explore lesser-known areas of Japan. The initiative seeks to mitigate over tourism in popular regions like Tokyo and Kyoto, while revitalizing underexplored destinations. The campaign features a dedicated website with recommendations based on themes like cherry blossoms and festivals, and will include Instagram photo contests for both Japanese residents and international tourists, offering prizes such as flights and accommodations. Special travel packages combining JAL flights and Hoshino Resorts stays will also be available for international visitors.

(PRESS RELEASE) Tokyo, Japan, 2024-Oct-19 — /Travel PR News/ — Starting on October 17, 2024, Japan Airlines (JAL) and Hoshino Resorts are collaborating to launch the “All-time Favorite vs. Hidden Gems” campaign, aimed at promoting sustainable tourism by encouraging visitors to explore less crowded areas in Japan. This joint effort seeks to alleviate overtourism in popular locations while supporting regional revitalization by spotlighting lesser-known destinations.

Despite surpassing pre-pandemic levels in foreign overnight stays, the majority of visitors to Japan concentrate in a few well-known regions, such as Tokyo, Osaka, and Kyoto, leaving many hidden gems underexplored. To address this imbalance, JAL and Hoshino Resorts are highlighting both iconic attractions and underappreciated regions on a newly launched website. Visitors will find destination recommendations organized around themes such as “Cherry Blossoms,” “Festivals,” “Autumn Leaves,” and “Nature/Activities.”

As part of the initiative, the companies will launch Instagram campaigns encouraging both domestic and international travelers to share photos of Japan’s hidden gems, with winners receiving prizes such as flights, accommodation vouchers, and a feature in JAL’s inflight magazine. Special travel packages combining JAL flights and stays at Hoshino Resorts facilities will also be available to international tourists, with sales beginning on October 17.

Through this campaign, both companies hope to showcase the diversity of Japan’s tourism landscape while supporting economic development in lesser-known regions.

Media Contact: 

mediarelations.hdq@jal.com

Source: Japan Airlines

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