日本航空株式会社（本社：東京都品川区、代表取締役社長 グループCEO：鳥取三津子、以下「JAL」）と星野リゾート（本社：長野県北佐久郡、代表：星野佳路）は、訪日観光客に向けた「王道vs穴場キャンペーン」を実施します。両社が連携したキャンペーンを通じて、日本の魅力的な観光資源の眠る大都市圏外に観光客を誘客することでその素晴らしさを伝え、オーバーツーリズムの解消に向けて取り組むとともに地域活性化に貢献します。The weather is good today Today's weather is good.
October 17, 2024
Japan Airlines Co., Ltd.
Hoshino Resorts
Mainstream vs. Hidden Gems (All-time Favorite vs. Hidden Gems) Campaign
Japan Airlines Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo, Representative Director and Group CEO: Mitsuko Tottori, hereinafter referred to as "JAL") and Hoshino Resorts (Headquarters: Kitasaku, Nagano, Representative: Yoshiji Hoshino) will be implementing the "Mainstream vs. Hidden Gems Campaign" targeting inbound tourists to Japan. Through the collaboration campaign between the two companies, they will attract tourists beyond the major metropolitan areas where Japan's attractive tourism resources lie dormant, conveying their charm and working towards resolving over-tourism while contributing to regional revitalization.
According to the lodging travel statistics survey conducted annually by the Japan National Tourism Organization, the total number of foreign overnight guests in 2023 exceeded approximately 1,075,750,000 nationwide, surpassing the results of 2019 before the COVID-19 pandemic. However, in terms of prefectures, the top 5 prefectures in terms of number of guests (Tokyo, Osaka, Kyoto, Hokkaido, Fukuoka) account for approximately 73% of the overall share, with only a small number of inbound tourists traveling to regional areas with overnight stays.
JALと星野リゾートは、訪日観光客の関心が高い「桜」「祭り」「紅葉」「雪」「自然・アクティビティ」のコンテンツを切り口に、多くの訪日観光客に愛されているデスティネーションである「王道」観光地と、海外では認知度が低いものの素晴らしい素材を有する「穴場」観光地を特設サイトで紹介するとともに、両社のオウンドメディアで継続的に発信します。また、国内外に向けてそれぞれInstagram投稿キャンペーンを実施し「海外に伝えたい」「実際に訪れてよかった」知られざる日本の地方の魅力の発信を促します。さらに、訪日観光客向けにJALの航空券と星野リゾートが運営する一部施設を組み合わせたパッケージプランの予約を開始します。
１．「王道 vs. 穴場（All-time Favorite vs. Hidden Gems）キャンペーン」特設サイトを開設
特設サイトでは、「桜」「祭り」「紅葉」「雪」「自然・アクティビティ」を切り口に、訪日観光客にとって「王道」と「穴場」の観光地を紹介します。
特設サイトURＬ：noresorts-collaboration/
＜紹介コンテンツの一例｜桜＞
Mainstream: Kyoto City (Kyoto Prefecture)
From the late 8th century to the 19th century, Kyoto was the capital of Japan, and many cultural heritage sites still exist today.
In the ancient capital of Kyoto, you can enjoy historic streets, temples and shrines, and cherry blossoms together in various places.
Hidden Spot ①: Nagato City (Yamaguchi Prefecture)
Nagato Yunomoto, a historic hot spring resort that successive feudal lords visited for medical treatment during the Edo period. You can stroll along the cherry blossom-lined Otozure River, which flows through the center of the hot spring town.
You can relax and enjoy strolling on the riverside cherry blossom trees along the Otozure River in Nagato Yunomoto. You can also relax on the riverbed terrace set up on the Otozure River and enjoy the night light-up.
You can relax and enjoy the illumination at night.
Hidden spot ②: Hirosaki City (Aomori Prefecture)
Hirosaki Park, where approximately 2,600 cherry blossoms bloom magnificently. In addition to the cherry blossom tunnel and night light-up, the sight of the outer moat filled with fallen petals is a must-see.
The 'Hanaida' (flower raft) where the outer moat is filled with fallen petals is a must-see.
2. Accommodation plans are available through JAL's Visiting Japan Dynamic Packages.
Product Name: JAL Visiting Japan Dynamic Package (Travel planned and implemented by JAL Pack Inc.)
Website: Available for purchase on a special website.
Sales start: October 17, 2024~
Travel period: December 1, 2024~ *End date undecided
Lodging facilities: Hoshino Resort TOMAMU The Tower, RISONARE Tomamu, Aomoriya, Oku-Nikko Keiryu Hotel, Gainianbankuai Tsugaru, Hoshinoya Fuji,
Gainianbankuai Alps, Hoshinoya Kyoto, Gainianbankuai Izumo, Hoshinoya Taketomi Island, Gainianbankuai Tamatsukuri, Gainianbankuai Nagato, Gainianbankuai Unzen, Gainianbankuai Kirishima, Hoshinoya Okinawa,
Iriomote Island Hotel, Hoshinoya Taketomi Island, RISONARE Obama Island
Target Sales Region: Overseas
3. Conducting an Instagram photo campaign for residents in Japan
We will hold a photo campaign to introduce the charm of local areas in Japan that we want to convey to visitors from overseas. Please take photos of lesser-known attractions outside major metropolitan areas and enter the campaign.
Share Japan's Hidden Gems Photo Campaign - Let's Share the Charm of Hidden Japan
Follow the official JAL account on Instagram "@japanairlines_jal" and the official Hoshino Resorts account "@hoshinoresorts.official".
Add the hashtag "#japanhiddengems" and post a photo. Please include location information in the photo.
Application period: October 17, 2024 (Thu) - February 28, 2025 (Fri).
Eligibility: Those residing in Japan.
Awards: 1 grand prize winner - Featured in JAL in-flight magazine SKYWARD.
Prizes: JAL group domestic round-trip airline tickets, and Hoshino Resorts domestic facility pair lodging vouchers.
Three winners of the Excellence Award will be featured in the JAL in-flight magazine SKYWARD.
For other conditions, please refer to the joint Instagram posts of JAL and Hoshino Resort for details.
4. Implementing an Instagram photo campaign for inbound tourists to Japan.
Conducting a photo campaign that encourages posting on Instagram with the theme of regions in Japan that are worth visiting.
Discover Japan's Hidden Gems Photo Campaign
Follow the official Instagram accounts of JAL Global "@japanairlines" and Hoshino Resorts "@hoshinoresorts.official" on Instagram.
Add the hashtag "#japanhiddengems" and post a photo. Please include location information in the photo.
Application Period: March 20, 2025 (Thu) - July 31, 2025 (Thu)
Eligibility: Those residing outside Japan
Present Contents: JAL Group international and domestic round-trip air tickets, Hoshino Resorts domestic facility pair lodging voucher for 2 people
For other conditions, please refer to the joint Instagram posts of JAL and Hoshino Resort for details.
*Campaign details are subject to change.
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