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Japan tourism is booming as travellers look beyond Tokyo and Kyoto

Authentic experiences and adventure are driving growth in Japan, while next year’s Green Expo in Yokohama will bring natural and cultural sites to the fore.

READ MORE : http://www.euronews.com/2026/03/12/japan-tourism-is-booming-as-travellers-look-beyond-tokyo-and-kyoto

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00:09Japan is Google.
00:11In 2025, it reached over 43 million visitors from worldwide.
00:17For the first time visitors, Japan is Japan.
00:20So they're looking for the very authentic Japan, traditional Tokyo, Kyoto, temples, food.
00:28And also another trend is for people who are repeaters.
00:33They are looking for more regional areas and more authentic experiences.
00:39There's a lot of new hotel openings, not only in Tokyo, Noroi, and Osaka, but also in regional areas.
00:46For example, there's new hotels that are renovating the old traditional type of houses to make it more like a
00:55unique, luxurious hotel.
00:56So visitors can enjoy the old type of architecture, but inside it's very modern with very beautiful, delicious astronomy.
01:17Nature is one of the important passion, theme for travelers, especially for travelers from Europe.
01:25Japan offers a lot of experiences, starting from traditional experiences, cultural experiences, but there is also a very good mix
01:36of nature experiences.
01:39For example, there are a lot of trekking courses in Japan, starting from Shikoki area, surrounded by sea and also
01:48enjoy the Turkish trekking on the north of Japan.
01:52For example, there's a lot of trekking courses in Japan, which is about a thousand kilometers trekking course.
02:03For next year, there is a new mega event that will take place in Yokohama.
02:08It is the Green Expo 2027. Its main theme would be nature, green, sustainability, resilience, not only cherry blossoms, but
02:22various, various types of flowers and national parks.
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