The Japan National Tourism Organization (JNTO) is strengthening its promotional activities in the GCC market through its participation in Arabian Travel Market (ATM) 2026, taking place in Dubai from 14 to 17 September 2026.
While ongoing geopolitical tensions in the Middle East have continued to impact the travel market since March 2026, meetings with travel agencies, airlines and other industry partners at ATM 2026 have confirmed strong and sustained interest in travel to Japan and highlighted the rapid recovery of outbound travel demand across the GCC market.
During the exhibition, travel agencies, airlines and media representatives from across the GCC have been visiting the Japan booth, where active discussions and business meetings are being held on travel to Japan.
At the Japan booth, JNTO is introducing tourism information from destinations across the country as well as the latest suggested itineraries, showcasing the diversity of travel experiences available in Japan. Interest has remained particularly strong in Japan’s nature, cuisine, culture and luxury experiences, while the event has provided an important opportunity to further strengthen JNTO’s network with travel industry partners across the GCC.
Strengthening GCC Promotions with a New Focus on Okinawa and Hokuriku
Looking ahead, JNTO will further strengthen its partnerships with local travel agencies, airlines and media, while expanding both online and offline promotional activities to showcase the diverse appeal of destinations across Japan during the second half of the fiscal year.
In fiscal year 2026, in addition to traditionally popular destinations such as Tokyo, Osaka and Kyoto, JNTO plans to launch destination campaigns focusing on Okinawa and the Hokuriku region, presenting new travel destinations for repeat visitors from the GCC.
Located in Japan’s subtropical south, Okinawa offers beautiful seas and beaches, luxury resorts, wellness experiences and family-friendly stays, making it a destination with strong appeal for GCC travelers. The destination combines the unique appeal of Japan with a luxury beach resort experience.
The Hokuriku region, known for its snowy winter landscapes, offers traditional culture, historic townscapes, hot springs, distinctive regional cuisine and high-quality accommodation, and is gaining attention as a destination for deeper cultural experiences in Japan.
JNTO will continue to strengthen its partnerships with travel industry stakeholders and media, promote new attractions and destinations across Japan, and encourage repeat visitors to explore regional areas.
Comment from Mr. Daisuke Kobayashi, Executive Director of JNTO Dubai Office
KOBAYASHI Daisuke,
Executive Director of JNTO Dubai Office
“As we further strengthen our promotional activities in the GCC market, our participation in ATM 2026 has once again demonstrated a high level of interest in travel to Japan.
Since the start of the event, we have received many enquiries from local travel agencies seeking information on destinations across Japan and new travel experiences. These discussions have highlighted the rapid recovery in outbound travel demand across the GCC and the market’s strong growth potential.
JNTO will continue to work closely with the travel industry, media and other stakeholders across the Middle East while providing reliable travel information and showcasing new attractions across Japan.
We look forward to welcoming even more visitors from the GCC to Japan in the years ahead.”
JNTO will continue its promotional activities in cooperation with local stakeholders and partners across the GCC.
