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Japan to focus on ‘fusion’ brand


Published on May 31, 2012

Japan National Tourist Office (JNTO) is to focus its tourism promotion efforts on a ‘fusion’ brand between traditional and modern cultures, its president has revealed. Speaking to members of the travel industry earlier this week in London, Ryoichi Matsuyama, president of JNTO said its ‘Cool Japan, Fusion of Tradition’ campaign would further push its current image, which is currently outdated. “I think Japan has a nice brand image but this is dependent on the 1980s and since then we have adopted a softer side,” he explained. “Our government has presented a new image of ‘cool Japan’ to show one single message. At this moment the government is working out the image and a new theme that is more culture or ‘human being’ led and a fusion of traditional and modern”. Matsuyama also outlined the country’s plans to improve tourist-friendly facilities, including more WiFi points (Japanese phones already include connection) and the ability for card systems to accept more UK credit cards. In addition, the country has also vowed to update its tourist information centres and set a nationwide standard.

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