## Japan Airlines and Hoshino Resorts Team Up to Combat Overtourism and Promote Hidden Gems
Japan is experiencing a tourism boom, with foreign overnight stays reaching record highs in 2023, surpassing pre-pandemic levels. However, this surge has led to concerns about overtourism, particularly in popular destinations like Tokyo, Osaka, Kyoto, Hokkaido, and Fukuoka, which collectively draw about 73% of overnight visitors.
To address this issue and promote sustainable tourism, Japan Airlines Co., Ltd. (JAL) and Hoshino Resorts Co., Ltd. have joined forces to launch an innovative campaign titled “All-time Favorite vs. Hidden Gems.” This initiative aims to attract tourists to explore lesser-known locales throughout Japan, contributing to regional economic growth and mitigating the negative impacts of overtourism.
The campaign leverages a unique web showcase that highlights both popular and lesser-known destinations, categorized by themes like “Cherry Blossoms,” “Festivals,” “Autumn Leaves,” “Snow,” and “Nature/Activities.” This comprehensive platform offers valuable information for travelers seeking diverse experiences beyond the beaten path.
To further amplify the campaign’s reach, JAL and Hoshino Resorts are engaging potential tourists through social media, specifically Instagram. They encourage users to share their travel experiences and discover hidden gems that they believe deserve global attention. The campaign also features special travel packages that combine JAL flights with accommodations at select Hoshino Resorts, providing visitors with a seamless and enriching travel experience.
Highlighting the Campaign’s Key Destinations:
All-Time Favorite:
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Kyoto City (Kyoto Prefecture):
This historic city, Japan’s capital from the late 8th century until the 19th century, is a treasure trove of cultural heritage. Visitors can immerse themselves in the beauty of cherry blossoms that perfectly complement Kyoto’s ancient temples, shrines, and charming streets.Hidden Gems:
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Nagato City (Yamaguchi Prefecture):
Located in Nagato Yumoto, a hot spring resort with a rich samurai history, visitors can enjoy a serene stroll along the Otozure River, lined with cherry trees. Relax on riverside terraces known as “Kawadoko” and experience the enchanting ambiance of night-time blossom illuminations.*
Hirosaki City (Aomori Prefecture):
This city boasts Hirosaki Park, home to 2,600 cherry trees, offering breathtaking views of petal-covered moats known as “Hanaikada.” The city also presents spectacular cherry blossom tunnels illuminated at night, creating a magical atmosphere.By promoting both popular and less-explored destinations, the “All-time Favorite vs. Hidden Gems” campaign seeks to strike a balance between attracting new visitors and preserving the unique cultural and natural treasures of Japan’s diverse regions. This initiative aims to encourage a more sustainable and enriching travel experience for tourists while promoting the development and prosperity of regional communities.
