The Japan National Tourism Organization hosted a dedicated travel trade event, ‘Japan: Delve Deeper,’ at Toronto’s Chelsea Hotel last week. Designed to facilitate direct engagement between Canadian tour operators and Japanese travel suppliers – including DMOs, DMC, transportation providers, and accommodation partners – the event also notably introduced compelling, lesser-known regions of the country that align with JNTO’s ongoing efforts to promote rural tourism.
The evening opened with one-on-one business meetings, followed by presentations and a networking session where attendees connected with Japanese suppliers and explored new travel products tailored to Canadian interests.
In its keynote presentation, JNTO shared promising tourism data: in 2024, 579,445 Canadians visited Japan. This upward trend has continued into 2025, with Canadian arrivals increasing by nearly 18% year-over-year from January through October.
This growth has been supported by expanded direct flight access from four major Canadian cities, made possible by multiple international carriers. At the same time, JNTO’s focused promotion of rural and off-the-beaten-path destinations is resonating strongly with Canadian travellers seeking authentic and immersive experiences.
Recent research presented by JNTO shows that over 60% of Canadians prefer to travel beyond major cities and conventional tourist routes. Reflecting this trend, the presentation highlighted two regions leading Japan’s diversification efforts: Tohoku and Kyushu.
Tohoku and Kyushu
Tohoku, often referred to as The Heartland of Japan’s Folklore, is located 90 minutes north of Tokyo by bullet train. The region offers a rich tapestry of ancient forests, dramatic coastlines, and mountain pilgrimage trails. Among its standout attractions is the Michinoku Coastal Trail –a 1,000-km. hiking route along the pristine eastern coastline – now recognized as one of Japan’s premier destinations for nature and cultural exploration.
Kyushu, with its volcanic terrain and deep-rooted wellness traditions, appeals to both adventure seekers and relaxation-focused travelers. Highlights include the active volcano Sakurajima, renowned hot spring resorts, and the mystical forests of the Yakushima Island – landscapes that have inspired scenes popular films.
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