Speaking to TTG at WTM, the JNTO’s London office executive director Airi Motokura called on agents to promote Japan as an off-season destination, insisting there was more to the country than its famous cherry blossoms.

Motokura said the organisation’s aim next year would be to broaden people’s knowledge of what Japan has to offer as a destination, and to encourage visitation outside of the peak spring and autumn periods.

"Japan shouldn’t only be visited in the spring to see the cherry trees blossom,” she said. “We have various charming experiences also in the winter and summer.”

Motokura said spreading tourists throughout the year will help Japan overcome its overtourism challenges, which have plagued popular cities like Kyoto for a number of years.

A report published by Tokyo-based public affairs consultancy firm GR Japan showed the country has started to experience overcrowding issues similar to those seen in European hotspots, with Japanese authorities now implementing measures such as entrance fees and daily tourist caps to combat the crowds.

Data from the JNTO reveals Japan is on track for a record-breaking year, with 27 million tourists already having visited the country in the nine months to the end of September.

According to the estimates, Japan will welcome 35 million tourists by the year’s end – a 40% year-on-year increase and a 6% increase compared with its 2019 peak.

Of the 27 million tourists that visited during September, 318,200 came from the UK making it Japan’s largest European source market.

"The Japanese yen is so, so favourable for the British pound so it’s the perfect time to make a very affordable trip to Japan and avoid the peak season,” Motokura continued.

“Tickets are at their lowest in January and February so travel agencies and tour operators should make the most and offer new products for that period.”