Discover the Charm of Kyushu: 'Nana-iro' through JTB's Upcoming Campaign

Discover the Charm of Kyushu

JTB Corporation is set to launch an exciting domestic travel campaign titled "Japan's Seasonal Flavor: Kyushu," running from October 1, 2026, to March 31, 2027. This initiative, rooted in the theme of "Rediscovering Japan's Charm," aims to revitalize local tourism and rediscover the unique attractions of Kyushu—a region known for its rich culture and natural beauty.

The Essence of the Campaign

Founded in 1998, the "Japan's Seasonal Flavor" initiative has been a pivotal campaign by the JTB Group, aimed at enhancing the attractiveness of domestic tourist destinations. Through this campaign, JTB aims to uncover the seasonal charms of local regions, encouraging travelers to immerse themselves in the authentic experiences these areas have to offer. The campaign not only boosts local tourism but also significantly contributes to regional revitalization by fostering appreciation for Japan's diverse cultural landscape.

Campaign Details

- Duration: October 1, 2026 - March 31, 2027
- Target Area: Seven prefectures of Kyushu: Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, and Kagoshima
- Tagline: "Nana-iro weaving the charm of Kyushu - 'Hot Kyushu!'"

Kyushu is a remarkable blend of individuality, with its seven prefectures each offering distinct experiences shaped by history and culture. The campaign emphasizes the island's heritage as a gateway for cultural exchange, enriched by a millennium of history, stunning natural landscapes, and world-renowned hot springs.

Unique Themes for Travelers

Travelers will be invited to explore Kyushu through four key themes: food, nature, hot springs, and culture & history. Each theme serves as a storytelling medium, diving into the origins, values, and experiences that define this spectacular region. Visitors can indulge in gourmet local cuisine, relax in some of the best onsen (hot springs), and immerse themselves in the rich historical narratives that Kyushu has to share.

The Campaign Logo

The campaign logo features a seven-sided shape representing the seven prefectures of Kyushu, highlighting their distinctive personalities and vibrant allure. The design incorporates elements inspired by traditional crafts, such as Hakata weaving, Ko-Imari ceramics, Nagasaki flags, and more, emphasizing the region's artistic heritage.

Promotion and Updates

JTB will be actively promoting this initiative through various channels. Information regarding “Japan's Seasonal Flavor: Kyushu” will be gradually released on the official website starting mid-August 2026, while updates will also be shared via JTB's official Instagram from October 2026. Here, travelers can look forward to sneak peeks into the campaign, enriching their anticipation and preparing for their future journeys.

Official Links:

By participating in this campaign, visitors not just explore the beauty of Kyushu but also contribute to the region's ongoing story—turning trips into meaningful engagements with Japan's astonishing heritage.