visitjapanau@jnto.go.jp
 
Dear ,  
 

Welcome to the February edition of the Japan Travel Trade Newsletter for 2026. 

 

Lots of very exciting JNTO updates this month!

 

We also have our official JNTO 2026 Cherry Blossom forecast ready for your clients.

 

Read on for instagrammable bus stops, historical Tokyo itinerary ideas, up and coming regional delight- Toyama, and more!                                             


Harriett Bougher 
Business Development & Senior Assistant Marketing Manager 

 

JNTO Sydney Office 

JNTO Updates

Japan welcomes record one million Australians in 2025

 

Japan has welcomed a record 1,058,300 Australian visitors in 2025, marking the first time arrivals have surpassed one million and representing a 15% increase on 2024. Strong travel during school holidays, the ski season and cherry blossom period was complemented by growing interest in off-peak-season travel and regional destinations beyond the Golden Route. Read more in our press release
JNTO February 2026 Roadshows Wrap-Up

JNTO hosted their Roadshows in Sydney and Brisbane last week.

 

JNTO welcomed over 40 Japanese suppliers from local destinations, transportation sectors, accommodation, experiences, and more to each city for the highly popular networking events. Just over 320 travel agents and trade attended in both cities. A fantastic turn out, with attendees coming away with great new connections with suppliers, and more insider knowledge of up and coming destinations and experiences in Japan. 

Read more about the highly successful events here

 

Our next Roadshows will be held towards the middle of this year in some Australia cities and in New Zealand. Keep an eye out for the registration in this newsletter. Be sure to register early as spaces do fill fast! 

Training & Trade Resources

Final 'Japan 101' Webinar: Beyond the Golden Route - Regional Japan

 

Our final webinar of the Japan 101 series will feature an introductory guide to travel in Japan beyond beyond the Golden Route of Tokyo, Osaka and Kyoto. Learn about incredible regional Japan and increase your knowledge of new Japan travel destinations to present to your clients. 

Japan 101: Beyond the Golden Route - Regional Japan
 
Wednesday 25 February 12pm AEDT
 
Register HERE

Oita & Ehime Prefectures Two-Part Live Webinar Series

 

Following on from JNTO’s upcoming regional Japan webinar, Oita and Ehime Prefectures are hosting a two-part live webinar series. Streaming direct from Japan, the sessions will help you sell beautiful regional prefectures Oita and Ehime with confidence with real-time visuals and local insights from Beppu and Matsuyama.
 
Click here to register once and join live from: 
  • Beppu, Oita Prefecture- Tuesday 3 March 12pm AEDT 
  • Matsuyama, Ehime Prefecture- Tuesday 10 March 12pm AEDT

Travel Inspiration & Updates

 
Japan’s annual sakura watch is underway, with the latest forecast pointing to earlier-than-usual blooming in some regions, while other areas are expected to flower slightly earlier than last year. As always, dates will vary across the country, offering multiple opportunities to experience this iconic seasonal highlight. 

Tokyo is inviting travellers to explore its cultural roots through Edo Tokyo, a renewed focus on the city’s historical identity, highlighted by the reopening of the Edo Tokyo Museum on 31 March 2026. Beyond the immersive museum exhibitions, visitors can experience how the spirit of Edo continues to shape modern Tokyo at places such as Nihonbashi Bridge, Kabukiza Theatre and Rikugien Garden.  

Fruit-shaped bus stops add quirky appeal to regional sightseeing (Nagasaki Prefecture) 

 

The area of Konagai in Isahaya turns a simple bus stop into a visitor highlight, with the colourful, fruit‑shaped shelters adding a playful touch to any itinerary. Combine this with more reflective experiences in the prefecture’s capital such as the Nagasaki Peace Park and the Nagasaki Atomic Bomb Museum. Nearby extensions include a day trip to the abandoned island of Gunkanjima, a tea experience at Higashisonogi, or a short coastal escape to the Goto Islands.  

A taste of winter heritage in Nikko (Tochigi Prefecture) 

 

Winter is the peak of Nikko’s sake brewing season, when local breweries release the highly anticipated shinshu (newly brewed sake). Clients can visit historical establishments such as Watanabe Sahei Shoten and Katayama Shuzo for guided tours that showcase the time-honoured art of sake making.

 

This pairs well with visits to World Heritage sites such as Nikko Toshogu Shrine and Futarasan-jinja Shrine. A stop at Kegon Falls offers a unique winter scene, and a ryokan stay at one of Nikko's many onsen provides a relaxing way to end a quick getaway from Tokyo. 

Regional spotlight

 
Just 20 minutes from Kanazawa, Toyama Prefecture is known for the World Heritage villages of Gokayama and the scenic Tateyama Alpine Route. Alongside these attractions, consider combining a Shogawa Gorge cruise with a stroll around the Takaoka Station area, where historical landmarks such as the Great Buddha can easily be explored on foot.

 

In Toyama City, pair the architecturally striking Toyama Glass Art Museum with Iwase, where Meiji‑Period buildings now house local crafts and restaurants. Located next to Toyama Station, Hotel Vischio Toyama offers a convenient base for exploration. 

Further Resources 

Japan travel etiquette guide 

 

Help protect and preserve the beauty of Japan and an all round travel experience for your clients by educating them on travel etiquette and manners that may be unique to Japan. Japan Tourism Agency has created this useful guide on how to be a responsible traveller and promote sustainable tourism in Japan. 

Travel trade resources

 

Find e-learning programmes and webinars by JNTO & our partners, a Japan photo and video library portal, digital maps and posters, inbound travel suppliers and more!

 
Advise your clients to complete their immigration and customs forms on ‘Visit Japan Web’ prior to departure to streamline their entry into Japan. 
 
Open 24hrs, 365 days a year.
Call for tourist information, if you need assistance in case of emergencies (accidents or sickness) or for support during natural disasters.
Ph: +81 (0)50-3816-2787

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Fruit-shaped bus stops, Shogawa Gorge cruise, Hotel Vischio Toyama and Nikko sake content are from Partners Information.