Diana Farah

DUBAI: Japan is seeing a sharp rise in interest from tourists across the Arab world, particularly from the Gulf region, according to Japan National Tourism Organization (JNTO) Executive Director Daisuke Kobayashi.

In an interview with Arab News Japan during the Arabian Travel Market 2025, Kobayashi said that while interest in Japan had always existed in the region, the post-COVID era has seen a “drastic” shift.

“Before the pandemic, many people in the region would say, ‘I’d love to go to Japan someday,’ but now that interest has become action,” Kobayashi said. “More and more people from the UAE, Saudi Arabia, and the wider GCC are actually visiting.”

He attributed the growing appeal to Japan’s blend of deep-rooted tradition and constant reinvention.

“Travelers from the Middle East are always looking for something new, and Japan offers that, whether it’s ancient culture or new, region-specific experiences,” he said. “Japan has 47 prefectures, each with something unique to offer. So, no matter how many times you visit, there’s always something different to discover.”

While destinations like Tokyo, Kyoto and Osaka remain favorites, Kobayashi said JNTO is increasingly highlighting lesser-known regions, such as Hokkaido in the north, which offers a cooler summer climate and world-class skiing in winter.

“Hokkaido is a hidden gem, especially in summer,” he said. “People from the Gulf region can enjoy lush green landscapes, pleasant weather, and outdoor activities, very different from what they’re used to.”

Kobayashi also noted the growing influence of Expo 2020 Dubai and the upcoming Expo 2025 in Osaka in boosting regional tourism ties. “Every GCC country is expected to participate in Expo 2025. With Saudi Arabia and the UAE playing major roles in global expos, this shared experience is helping boost travel interest in both directions.”

On Saudi tourism specifically, Kobayashi said the recent opening of a JNTO office in Riyadh and ongoing developments such as Riyadh Air’s planned direct flights to Japan have created “momentum” for further engagement.

Looking ahead, Kobayashi said JNTO’s goal is to deepen the connection by encouraging repeat visitors to explore beyond the typical Golden Route (Tokyo–Osaka–Kyoto).

“The next stage is to invite travelers back to discover new areas, special experiences, and create lasting memories. That’s the heart of our slogan: ‘Japan. Endless Discovery,’” he said.