New themed website content focuses on "travelling without leaving home" and has been created to encourage those considering a trip to Japan to start thinking about their itinerary.
The campaign is themed around an ancient Japanese proverb promoting the importance of hope during difficult times, which reads: "Beyond the clouds, there is always light."
The proverb is the focus of a campaign video highlighting travel experiences from across the country, ranging from nature and wellbeing retreats to city experiences and beach breaks, as well as sports and outdoor pursuits.
"Directly acknowledging the changes Covid-19 will have on our travel habits, the campaign provides information on rural locations off the well-trodden paths in Japan, as well as detailing sustainability, adventure, food and wellness breaks," said the Japanese National Tourism Organisation (JNTO), which has also created virtual Zen meditation resources.
“Stay inspired in these unprecedented times," the JNTO added. "Keep dreaming of places and experiences you will still have. Believe that there will be a time, when we all are free to explore again. Remember, Japan is always here waiting for your adventure."
The campaign covers the length of the country from Okinawa’s beaches in the south to mountainous Honshu and Hokkaido in the north; Japan’s ancient culture, religious practices, temples and shrines all feature, reflecting the country’s transition from past to present.
Health and wellbeing is a particular focus for the JNTO, such as Japan’s stress-reducing onsen culture, forest bathing, radio calisthenics and sand bathing, with the JNTO predicting these trends will inform consumer habits in future.
