Campaign targets regional travel to Japan
FINN Partners has secured the UK PR, marketing and creative partnerships account for the Japan National Tourism Organization (JNTO).
The appointment follows a competitive pitch and will see FINN Partners work alongside JNTO’s London-based communications team to develop storytelling campaigns and brand partnerships aimed at promoting Japan to UK travellers.
The agency said the strategy will focus on cultural touchpoints already popular within UK audiences, including food, anime and manga, fashion, art, design and music, to help drive tourism interest and engagement.
Strategy promotes regional tourism
JNTO said the partnership will support a broader tourism strategy designed to encourage travel beyond Japan’s traditional “Golden Route”.
The campaign will place emphasis on lesser-known prefectures and focus on luxury, adventure and sustainable tourism experiences, alongside promoting responsible travel and off-season visitation.
According to JNTO, the strategy aims to maintain momentum among both first-time and returning UK visitors.
Amy Skelding, Managing Partner – UK Travel Practice, FINN Partners: “Japan is undeniably one of the most sought-after travel destinations globally, and partnering with JNTO is a milestone moment for our UK team. We are eager to bring a fresh approach to marketing Japan, celebrating the aspects that make the destination so wonderfully unique”.
UK visitor numbers reach record levels
JNTO said UK visitor numbers to Japan reached a record 535,004 in 2025, representing year-on-year growth of 22.4 percent.
Airi Motokura, Executive Director, JNTO UK: “FINN Partners clearly stood out through their innovative strategy and deep understanding for our diverse tourism landscape. In 2025, UK visitor numbers to Japan reached a record 535,004 (+22.4%), and we believe their forward-looking vision aligns seamlessly with our mission to support responsible tourism growth in the market.”
Airi Motokura: “We are pleased to embark on this journey with a team that shares our dedication to bringing the authentic Japanese experience to British travelers, and we look forward to working closely together to successfully deliver JNTO’s tourism strategy”.
Account led by UK travel team
The account will be led by Sophie Morgan, Partner within FINN Partners’ UK Travel Practice.
FINN Partners’ travel portfolio in the UK also includes Belize, Delta Air Lines, Tourism Ireland, Experience Oman, Skyscanner, Pan Pacific Group, Intrepid Travel and Langham Hospitality Group.
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