Nature and wellbeing focus for new Japanese tourism campaign

New themed website content focuses on "travelling without leaving home" and has been created to encourage those considering a trip to Japan to start thinking about their itinerary.

The campaign is themed around an ancient Japanese proverb promoting the importance of hope during difficult times, which reads: "Beyond the clouds, there is always light."

The proverb is the focus of a campaign video highlighting travel experiences from across the country, ranging from nature and wellbeing retreats to city experiences and beach breaks, as well as sports and outdoor pursuits.

"Directly acknowledging the changes Covid-19 will have on our travel habits, the campaign provides information on rural locations off the well-trodden paths in Japan, as well as detailing sustainability, adventure, food and wellness breaks," said the Japanese National Tourism Organisation (JNTO), which has also created virtual Zen meditation resources.