On October 17, 2024, Japan Airlines (JAL) and Hoshino Resorts launched the "All-time Favorite vs. Hidden Gems Campaign" to mitigate overtourism and contribute to regional revitalisation.

The two companies aim to attract visitors to regions outside of Japan's major metropolitan areas by promoting the unique charm of lesser-known destinations where many untapped tourism resources lie. 

According to the annual Accommodation Travel Statistical Survey by the Japan Tourism Agency, the total number of foreign guest nights in 2023 reached approximately 117.75 million nationwide, surpassing the pre-pandemic level of 2019.

Five prefectures including Tokyo, Osaka, Kyoto, Hokkaido, and Fukuoka accounted for 73% of the total share, with only a small number of inbound tourists travelling to more rural areas. 

JAL and Hoshino Resorts have introduced extensive content on the dedicated campaign website, covering themes such as cherry blossoms, festivals, autumn leaves, snow and nature/activities. It also highlights the “All-time Favorite” destinations, that are loved by visitors and “hidden gems” that are yet to be further explored.

One example of an “All-time favorite” destination is Kyoto, which served as Japan's capital from the late 8th century to the 19th century. Visitors love this ancient city not only for its cherry blossom scenery in Spring but for the historical streetscapes, and numerous temples and shrines scattered throughout.

Nagato City in Yamaguchi Prefecture is a “Hidden Gem” where visitors will enjoy strolling along the cherry blossom-lined paths beside the Otozure River. This historical hot spring town is where feudal lords of the Edo period would visit for therapeutic baths.

The companies have also launched both domestic and international Instagram posting campaigns to encourage the sharing of lesser-known yet captivating aspects of Japan's rural regions—places that people want to share with the world or have visited and enjoyed. 

Additionally, a package deal combining JAL flights and accommodations at select Hoshino Resorts properties is available for inbound tourists travelling from December 11, 2024 (end date to be determined).

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About Hoshino Resorts

Hoshino Resorts was first established as a Japanese inn/ryokan in 1914 in Karuizawa in Nagano Prefecture before it began the operation of other resorts in Japan. Today, it has evolved into a highly influential hotel management company and is run by 4th-generation family member Yoshiharu Hoshino. Providing a unique experience focused on the local charms of each destination and a high level of omotenashi, Japanese-style hospitality, the company has expanded rapidly out of Karuizawa since 2001 and now operates more than 60 accommodations both in and outside Japan with one of the following categories: luxury hotel brand “HOSHINOYA,” hot spring ryokan brand “KAI,” countryside resort hotel brand “RISONARE,” city tourism hotel brand “OMO,” free-spirited hotel brand “BEB,” or other unique lodgings.

https://www.hoshinoresorts.com/en/