(Source: Japan Airlines Co., Ltd.)
Japan Airlines Co., Ltd. and Hoshino Resorts have launched the “Classics vs. Hidden Gems Campaign,” aimed at promoting tourism resources beyond Japan’s major metropolitan areas for inbound tourists. This campaign seeks to alleviate overtourism and revitalize regional areas. According to a 2023 Accommodation Travel Statistics Survey by the Japan Tourism Agency, the number of foreign overnight stays reached approximately 117.75 million, surpassing 2019 levels. However, 73% of these were concentrated in Tokyo, Osaka, Kyoto, Hokkaido, and Fukuoka. In response, JAL and Hoshino Resorts are working together to encourage more visitors to explore other regions and reduce this concentration.
The campaign focuses on themes of great interest to inbound tourists: “Cherry Blossoms,” “Festivals,” “Autumn Foliage,” “Snow,” and “Nature and Activities.” A special website introduces well-known, “Classic” tourist spots alongside lesser-known but equally captivating “Hidden Gems.”
(Source: Japan Airlines Co., Ltd.)
For example, for cherry blossoms, the classic spot is Kyoto City in Kyoto Prefecture. As Japan’s capital for much of the period from the late 8th to the 19th century, Kyoto offers many opportunities to enjoy cherry blossoms against a backdrop of historic temples, shrines, and streetscapes. Meanwhile, the hidden gems include Nagato City in Yamaguchi Prefecture and Hirosaki City in Aomori Prefecture. Nagato, a hot spring area historically visited by feudal lords for healing retreats, offers cherry blossom viewing along the Otozure River, which flows through the heart of the hot spring town. Hirosaki City boasts Hirosaki Park, home to around 2,600 cherry trees. Highlights include cherry blossom tunnels, nighttime illuminations, and the stunning “hanaikada” effect, where fallen petals cover the outer moat like a floating carpet of blossoms.
Additionally, the campaign offers a combined package plan featuring JAL flights and accommodations at Hoshino Resorts facilities. The “JAL Inbound Dynamic Package” has been on sale since October 17, 2024, and is available for use starting December 1. Sales are through the special campaign website, and packages include accommodations at select Hoshino Resorts properties such as Tomamu The Tower and Hoshinoya Okinawa, targeting international travelers.
An Instagram photo campaign is also underway, open to both domestic and international tourists. For residents of Japan, the “Share Japan’s Hidden Gems Photo Campaign” runs from October 17, 2024, to February 28, 2025. Participants can join by following JAL and Hoshino Resorts on Instagram and posting photos with the hashtag “#japanhiddengems.” The top prize includes a feature in JAL’s in-flight magazine, SKYWARD, as well as a pair of round-trip domestic flight tickets and a pair of accommodation vouchers at a Hoshino Resorts location in Japan.
For international residents, the “Discover Japan’s Hidden Gems Photo Campaign” will take place from March 20 to July 31, 2025, also requiring posts tagged with “#japanhiddengems.” Winners will receive a pair of round-trip international and domestic flights with JAL Group and accommodation vouchers at Hoshino Resorts. Through these efforts, the campaign aims to promote Japan’s diverse travel destinations and encourage the dispersion of tourist traffic from major cities to regional areas.