JNTO Launches New Campaign to Explore The Heart of Japan

The Japan National Tourism Organization (JNTO) Singapore Office is launching a new campaign “Beyond the Cities, Into the Heart of Japan” “Beyond the Cities, Into the Heart of Japan” to invite travellers to step away from the familiar and experience Japan in a different light.

Running from 7 Aug 2025 to 3 Sept 2025, the campaign aims to inspire Singaporean visitors to venture beyond popular big cities like Tokyo, Osaka, and Kyoto. In hopes that travellers can discover the rich culture and stunning landscapes of the country’s different regions.

Also read: What to Eat in Japan: 23 Must-Try Foods Other Than Sushi

A growing desire for unique adventures

JNTO has observed a shift in travel trends. Noting a growing appetite among Singaporean visitors for authentic experiences. Data from the first half of 2025 shows a 15.1% increase in Singaporean travellers to Japan compared to the previous year.

This growing interest is particularly strong for destinations outside of the major cities. With Japan seeing a sharp 27% increase in overnight stays in 2024, and a 12% increase in major city areas. This trend highlights a desire to uncover a more personal side of Japan.

Uncovering Japan’s unique hidden charms

The “Beyond the Cities, Into the Heart of Japan” campaign provides a glimpse into the lesser known areas, including Okinawa, Chugoku, Chubu, Hokuriku Shinetsu, and Hokkaido. These destinations, along with others like Kyushu, Shikoku, and Tohoku, are easily accessible via Japan’s extensive network of domestic flights. Making it simpler than ever for travellers to experience Japan in a different light.

An exclusive opportunity to experience Japan

Also read: 10 Places in Japan That Are Perfect For Travelling With Kids

JNTO Singapore is holding a lucky draw to encourage firsthand exploration. Two lucky winners will be brought to Japan with an opportunity to visit a non-major-city destination of their choice.

Here’s what’s up for grabs:

• Grand Prize: 1 Business Class return air ticket to Japan

• Runner-Up Prize: 2 Economy Class return air tickets to Japan

This is your chance to enjoy a truly unforgettable trip!

How to participate

Participation is simple and open from 7 Aug 2025 to 3 Sep 2025. Travellers can look for the campaign’s eye-catching visuals at various locations across Singapore.

You can find the QR code at Dhoby Ghaut and Serangoon MRT stations, on screen displays in taxis, and in Downtown Line train interiors. Scan the QR code on these displays to visit the campaign website. Then, fill out a short survey to enter the lucky draw.

Things to Note when Participating:

– Each participant is limited to only 1 entry. Multiple entries are not allowed and will lead to the participant being disqualified

– Base cost of the air tickets is fully covered. Other fees and charges, such as airport taxes and fuel surcharges, are excluded and to be borne by the respective winners

The winners will be selected during a live lucky draw broadcast on the official JNTO Singapore Instagram account (@visitjapansg) after the campaign concludes.