Japan National Tourism Organization (JNTO) Dubai Office hosted its first-ever consumer-focused event in Saudi Arabia, titled “FEEL YOUR FOUR SEASONS”, on December 6th and 7th at Panorama Mall, located in the heart of Riyadh. This event provided visitors with an immersive introduction to Japan’s diverse seasonal attractions, including luxury travel experiences available across Japan’s many regions.
With the theme of Japan’s four distinct seasons, the event highlighted the unique charm of each season and the exclusive experiences they offer. Visitors were treated to two experiential domes that showcased Japan’s spring and autumn landscapes, along with exhibitions introducing seasonal delicacies, activities, and travel content specific to each time of year. As Saudi Arabia prepares to host Expo 2030 in Riyadh, the event also featured participation from Osaka Convention & Tourism Bureau, representing Osaka, the host city of Expo 2025.
The event was attended by approximately 2,000 guests, including local consumers, media representatives, and influencers. It provided a valuable opportunity for Saudis to discover the seasonal beauty of Japan and learn about the country’s premium travel offerings, emphasizing Japan as a destination that caters to high-value travel experiences.
【Remarks by Executive Director of Japan National Tourism Organization (JNTO) Dubai office, Mr. KOBAYASHI Daisuke】
“We are honored to have hosted our very first consumer event in Riyadh at such a meaningful time, as we approach the 70th anniversary of the establishment of diplomatic relations between Japan and the Kingdom of Saudi Arabia in 2025. This event allowed us to share the exclusive and diverse tourism appeal of Japan, and we are delighted by the high level of interest and enthusiasm for travel to Japan expressed by attendees.
With direct flights from the GCC region to Japan rapidly expanding—thanks to airlines like Japan Airlines launching new route and other carriers increasing their capacities—the number of Saudi travelers visiting Japan continues to grow at an impressive pace. In the first half of 2024, the number of visitors from Saudi Arabia increased by 72.2% compared to the same period in 2023, which clearly indicates Japan’s growing appeal as a destination for Saudi travelers.* This event further confirmed the strong interest in Japan among Saudi residents.
As showcased at this event, Japan offers a variety of unique experiences throughout the year: train journeys during the cherry blossom season, ikebana (flower arrangement) workshops, forest bathing in lush green woods during summer, temple stays surrounded by autumn foliage, skiing on pristine powder snow, and even drift-ice walking tours in Japan’s northernmost regions during winter.
We hope travelers from Saudi Arabia and across the GCC will visit Japan to enjoy these luxurious and diverse seasonal experiences, immersing themselves in the country’s unique beauty and hospitality.”
