#Japan #JTB #Toyama #SHIHO #FUN!JAPAN

JTB Partners with Scenic Producer Shiho for Global Promotion of Japan's Natural Beauty

In an exciting initiative, JTB Corporation has forged a partnership with renowned scenic producer Shiho, aiming to enhance the experience of inbound travelers to Japan. This collaboration is part of JTB's broader strategy, "Inbound Vision 2030," which seeks to create appealing services and content geared towards foreign tourists visiting Japan.

Under this partnership, Shiho will serve as a dedicated expert within JTB's inbound tourism division, known as "JTB JAPAN Inbound." Her role will involve uncovering the region’s unique charm through breathtaking landscapes and addressing the diverse needs of various localities to attract tourists, alleviate overcrowding, and improve infrastructures for visitors.

The First Project: Winter Wonders of Toyama Prefecture

As part of the first project under this collaboration, JTB plans to showcase the stunning winter landscapes of Toyama Prefecture. This content will be shared through the international media outlet, "FUN!JAPAN," primarily targeting foreign enthusiasts of Japanese culture and natural beauty.

Shiho's insights into the region's hidden attractions will enhance the experience value of inbound travel, promoting tourism distribution across different areas. The data collected from this initiative will be analyzed to refine and expand similar efforts across other regions in Japan in the future.

Challenges and Opportunities in Inbound Tourism

Currently, the inbound tourism market in Japan faces several challenges, including overtourism, environmental concerns, and labor shortages. To achieve the government's target of 60 million foreign tourists and 15 trillion yen in tourism expenditure by 2030, it is crucial to disperse tourist activities appropriately across time, locations, and attractions.

JTB recognizes the necessity for strategies that alleviate concentrations in urban centers and attract new flows into rural areas, facilitating the creation of enticing tourist destinations.

Shiho's Vision and Experience

Shiho, known for her book "Must-See Scenic Spots Around the World," has traveled extensively, showcasing Japan's exquisite landscapes. Her long-standing passion for highlighting hidden gems aligns perfectly with JTB’s mission for sustainable tourism growth. Shiho identified overtourism as a critical issue during discussions with JTB, expressing her commitment to also focus on landscape preservation and regional considerations.

"Many of Japan's most beautiful sights are found in its less-traveled regions, providing unique experiences, such as starry skies far from city lights and mystical cloud seas in mountainous areas," Shiho noted. The partnership aims to tap into these lesser-known aspects of Japan to attract more visitors.

Engaging in Regional Collaboration

JTB's extensive network across 47 prefectures in Japan allows for close collaboration with local governments. The partnership aims not only to develop new tourist content but also to enhance the reception capabilities for inbound travelers while fostering local economic revitalization.

The collaboration’s first endeavor will focus on Toyama in winter, aiming to transform the region from a transient stopover for tourists into a preferred destination for longer stays. By promoting the winter beauty through compelling photographs and articles, the initiative hopes to attract international travelers to explore Toyama's charm during the colder months.

Looking Forward

Publication for the initial content is slated for March 2026, marking a significant step in JTB and Shiho's mission to reinvigorate Japan's tourism through its unmatched landscapes and heartfelt experiences.

As JTB's tourism executive, Jinji Yamada, stated, "By presenting Japan's inherent beauty to tourists globally, we aim to create deeper connections and promote local culture through unforgettable travel experiences." Their ongoing collaboration with Shiho is a testament to this commitment, encapsulating a shared vision for sustainable tourism and cultural exchange in Japan.

For those interested in the nuances of Japanese seasons and geography, the partnership promises to unveil a treasure trove of captivating content that highlights not only the beauty of Japan's landscapes but also the stories and cultures embedded within them.

About Shiho

Shiho, a prominent scenic producer from Shizuoka Prefecture, is celebrated for her book and significant social media presence. With over 1 million followers, she has been a driving force behind the recent surge in interest surrounding Japan’s scenic spots, actively collaborating with various initiatives to promote sustainable regional tourism. For further insights, visit her website.