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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!
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Harriett Bougher
Business Development & Senior Assistant Marketing Manager
JNTO Sydney Office
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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. |
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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!
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Training & Trade Resources
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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
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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
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Travel Inspiration & Updates
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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.
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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.
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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.
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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.
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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!
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Advise your clients to complete their immigration and customs forms on ‘Visit Japan Web’ prior to departure to streamline their entry into Japan. |
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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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Copyright © 2026 Japan National Tourism Organization | All rights reserved.
Our mailing address is:
Japan National Tourism Organization
Suite 1, Level 4, 56 Clarence Street
Sydney NSW 2000 Australia
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Fruit-shaped bus stops, Shogawa Gorge cruise, Hotel Vischio Toyama and Nikko sake content are from Partners Information.
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