%20(2)_edited.jpg)
India and Japan have officially designated 2023 and 2024 as India-Japan Tourism Exchange Years, with the ambitious goal of deepening people-to-people connections and significantly increasing tourism between the two nations. This initiative serves as a crucial catalyst for fostering cultural exchange, strengthening economic ties, and cultivating a deeper mutual understanding.
Ryo Bunno, Executive Director of the Japan National Tourism Organization (JNTO) in India, offers valuable insights into how JNTO is playing a pivotal role in driving the success of this initiative. In the following excerpts from his conversation with Japancalling.in, he highlights the organization's efforts in enhancing the partnership between India and Japan during the Tourism Exchange Years, underscoring JNTO’s commitment to furthering bilateral ties through tourism.
How has JNTO contributed to promoting tourism between India and Japan during the India-Japan Tourism Exchange Years (2023-2024)?
The JNTO Delhi Office (DEL) has played a pivotal role in maximizing travel from India to Japan by providing stakeholders from both countries with insights into the current state of the Indian market, its challenges, and potential solutions.
While the outbound travel market in India is estimated to be around 30 million travelers, the number of Indian visitors to Japan remained low, with approx. 176,000 in 2019. Even as the India-Japan Tourism Exchange Years began in 2023, the figures had not yet returned to pre-pandemic levels.
Furthermore, Indian travel agencies had limited knowledge about Japan, while Japanese stakeholders were similarly unfamiliar with the Indian market.
In this challenging business environment, DEL acted as a central hub for information, facilitating significant growth in visitor numbers. From October 2023 onward, the trend surpassed pre-pandemic levels, and this momentum accelerated in 2024, reaching a record-high of 233,000 visitors. It was the first time that the number of Indian visitors to Japan exceeded 200,000. JNTO Delhi Office made efforts.
What initiatives has JNTO undertaken to simplify and enhance the travelers experience from India to Japan, during these exchange years?
We focused on providing information and consulting services to stakeholders, emphasizing B2B marketing efforts.
Indian outbound travelers tend to travel abroad at least once a year and are generally experienced in international travel. Most travelers decide on their destinations by comparing package tour options at travel agency counters. Therefore, we identified that the most efficient way to increase the number of visitors to Japan was to ensure that travel agents recommend Japan when asked by customers, "What’s a good travel destination?"
We believe that the effectiveness of this approach was validated by the results achieved in 2024.
Specific initiatives included hosting business meetings and familiarization (FAM) trips organized by the DEL office. We believe that creating opportunities for direct dialogue between stakeholders from both countries is of utmost importance.
In collaboration with airlines, we also conducted multiple tourism seminars for travel agencies. Additionally, we provided maximum support to Japanese local governments when they held tourism seminars in India.
In 2024, we ventured into B2C events for the first time. As part of the India-Japan Tourism Exchange Years, we participated in the "Mela! Mela! Anime Japan" event with a "Japan Travel Fair" booth. By collaborating with government agencies, travel companies, and airlines, we directly promoted Japan as a travel destination to Indian consumers.
In what ways does JNTO support people-to-people exchange initiatives between India and Japan through its activities and services? How does JNTO encourage and facilitate educational or professional exchanges between the two nations during the designated years?
First, we would like to clarify that while JNTO is indirectly involved in this area, it is not the primary responsibility of our organization. The DEL office primarily focuses on promoting travel from India to Japan, with a particular emphasis on the tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) segments.
That said, we recognize that studying abroad and educational travel represent significant markets. Student destinations naturally generate Visit Friends & Relatives (VFR) travel. This segment tends to exhibit high engagement and a strong likelihood of repeat visits. Therefore, we believe it is important to approach this market with a mid-to-long-term perspective, conducting targeted promotions to foster its growth.
Can you elaborate on any partnerships or collaborations JNTO has formed with travel agencies or cultural organizations to promote cultural exchange between India and Japan? What feedback have you received from tourists and stakeholders regarding the impact of JNTO's involvement in the India-Japan Tourism Exchange Years?
CLICK! JAPAN PHOTO CONTEST 2023 invited photography enthusiasts to participate and share their creativity and 10 outstanding works were selected for recognition. An award ceremony was held at the Japanese Embassy, and the photos were exhibited at the Japan Foundation's hall.
Japan Travel Fair, held in September 2024 at a shopping mall, attracted approximately 47,000 visitors, with about 20,000 attending the travel fair itself. By integrating the event with an anime-focused attraction, we successfully engaged a younger demographic, which we believe is essential for the sustainable growth of the inbound travel market to Japan.
In addition to this, we undertook the following initiatives:
2023:
September: Participation in "Japan Week" at the Indian Institute of Technology, Hyderabad.
October: Business meetings organized by the DEL office in Mumbai and Bengaluru.
November–December: Familiarization (FAM) trips for travel agencies covering Tokyo, Kyoto, Osaka, and Hiroshima.
December: Presentation at a tourism seminar hosted by the Indo-Japan Chamber of Commerce (Bengaluru), alongside the Karnataka State Tourism Board.
2024:
June: Presentation at a travel agency seminar hosted by ANA.
July: Participation in the MICE-focused business event "MILT."
September: Organization of the "Japan Travel Fair."
November: Business meetings organized by the DEL office in Delhi, Mumbai, and Bengaluru; collaboration with Sapporo City for a tourism seminar.
December: FAM trips to the Hokuriku region and support for Toyama Prefecture's tourism seminar.
2025:
January: Participation in "Japan Habba" (Bengaluru) in collaboration with JAL; exhibition at the B2B travel trade show "OTM."
February: FAM trips to Hokkaido.
We also partnered with diplomatic missions and airlines to exhibit at events and host seminars.
Through these initiatives, we believe that the knowledge of stakeholders from both India and Japan has been refined, their information updated, and the efficiency of business negotiations improved. A shared understanding of mutual challenges has been established, fostering a cooperative atmosphere for discussing and resolving issues.
Specifically, as of 2023, many Indian travel agencies were seeking information about the so-called "Golden Route," which includes Tokyo, Kyoto, Osaka, and Hiroshima, as well as details about the cherry blossom season. Basic inquiries, such as the availability of Indian restaurants and whether English is widely spoken, were also common.
By 2024, however, many travel agencies began expressing a desire to move beyond the Golden Route and the cherry blossom season, asking instead for information about other regions and seasons. In response, DEL actively provided information on destinations like the "Alpine Route" and "Hokkaido," as well as seasonal attractions like autumn and fall foliage.
On the Japanese side, common inquiries in 2023 included whether promotions should be conducted in English or local languages and how to accommodate vegetarian travelers. By 2024, the questions had evolved into deeper topics, such as identifying tourism content that appeals to Indian travelers.
In this way, DEL has functioned as a hub for Japan-India tourism information, contributing to the growth of the market as a whole.
What long-term strategies does JNTO have in place to continue strengthening the tourism and cultural connections between India and Japan beyond the Tourism Exchange Years?
The growth of the inbound tourism market in 2023 and 2024 was driven by the support of the Japan-India Tourism Exchange Years designated by both governments, as well as the dedicated efforts of stakeholders such as travel agencies, airlines, Japanese municipalities, overseas diplomatic missions, and other government organizations. In essence, the entire industry, through a public-private partnership, has collectively propelled this growth. In the immediate term, we will focus on B2B marketing to sustain and further accelerate this momentum.
On the other hand, from the perspective of long-term market expansion, it is essential to develop an environment where general consumers not only rely on recommendations from travel agencies but also actively choose Japan as their destination and become repeat visitors. When the market environment shifts in this direction, B2C marketing will become increasingly important. JNTO has extensive expertise in B2C marketing, enabling us to adapt flexibly to such market changes.
As we look beyond the India-Japan Tourism Exchange Years, JNTO remains committed to nurturing the growing bond between India and Japan. With a focus on sustainable tourism and cultural exchange, JNTO aims to create an enduring legacy that will continue to enrich the lives of people in both nations. By fostering a deeper understanding and appreciation of each other's cultures, we hope to build a foundation for lasting friendship and cooperation.
Comments