Japan National Tourism Organization

Tourism Hub has been appointed by JNTO — Japan National Tourism Organization — to lead press office activities, media relations, communication, campaigns, and consumer-facing events in Italy, alongside selected trade training initiatives running through the first quarter of 2027.

Japan through the Heart of Japan campaign

Japan is already a deeply beloved destination among Italian travellers, with nearly 310,000 visits recorded in 2025. For 2026, JNTO's promotional programme shifts the spotlight onto the country's lesser-explored corners - prefectures far from mass tourism circuits, where Japan's most authentic beauty is quietly preserved. Genuine experiences rooted in culture, tradition, and sensory richness form the backbone of this year's "Heart of Japan" campaign, designed to move beyond the surface and reach travellers who seek depth over novelty.

Tourism Hub for JNTO: PR and media relations, communication, campaigns, and events

The Tourism Hub team will bring an editorial approach to the promotion of Japan in Italy, crafting narratives that go beyond the obvious and speak to an audience increasingly drawn to slow, curious, and responsible travel. The work spans media relations, consumer content (including social media), events and trade engagement - building conversations with press, travel agencies, tour operators, and travellers through tailored initiatives for each audience.