Published on
September 27, 2025
Japan is making a strong push to revive and expand its inbound tourism, especially from Hong Kong, after experiencing a drop in visitors earlier this year. The Japan National Tourism Organization (JNTO) is participating in the Hong Kong Holiday and Travel Expo 2025, aiming to continue the impressive growth seen in previous years. Over 2.68 million travelers from Hong Kong visited Japan in 2024, setting a new record for the region. Despite this, a wave of false rumors about a potential natural disaster in Japan caused a significant dip in visitor numbers through the middle of this year.
The Hong Kong Holiday and Travel Expo is a major event for global travel, and Japan’s participation this year underscores its commitment to attracting more tourists, particularly from Hong Kong. At the expo, officials are promoting Japan’s unique offerings, from local culinary delights to picturesque sights. The event marks a turning point for Japanese tourism officials, who are emphasizing both the beauty and the safety of Japan to potential visitors.
Focus on Culinary and Scenic Experiences
The Japanese booths at the expo highlight the country’s diverse tourism offerings, with a strong focus on food and travel. Local officials from Fukuoka Prefecture and JR Kyushu, Japan’s leading railway company, are presenting a special tourist train that gives visitors a chance to experience local cuisine prepared with fresh, regional ingredients. The train ride, which traverses scenic areas, aims to combine both the pleasures of fine dining and sightseeing.
Japanese officials are keen to promote Japan not just as a destination for food lovers, but also as a place for unforgettable sightseeing. The food offerings are particularly important for visitors from Hong Kong, as Fukuoka and other regions of Kyushu have long been favorites for their culinary traditions, from fresh seafood to savory ramen.
Restoring Confidence in Japan as a Travel Destination
A key aspect of Japan’s efforts at the expo is providing accurate information to potential travelers, particularly after the disinformation about a possible disaster in Japan earlier this year. The rumor had a significant impact on Hong Kong’s tourism numbers, leading to several months of reduced travel to Japan. The Japan National Tourism Organization (JNTO) has made it a priority to correct misconceptions, using social media platforms and on-the-ground efforts to reassure visitors of Japan’s safety and continued allure.
A notable example of this is the distribution of Cantonese-language promotional material by the JNTO, aiming to connect directly with Hong Kong tourists. By adapting their marketing materials and approach to local language preferences, the JNTO hopes to build a stronger rapport with the Hong Kong market.
Top Places to Visit in Japan for Hong Kong Travelers
For those planning a trip from Hong Kong, Japan offers a range of experiences that cater to various interests. Whether you’re a foodie, an adventurer, or someone who appreciates rich cultural history, Japan’s diverse offerings are sure to impress. Some key destinations to explore include:
- Fukuoka: Known for its food scene, particularly Hakata ramen, and vibrant culture. The city is a perfect blend of modernity and tradition.
- Kyushu: Home to scenic trains, lush landscapes, and cultural landmarks that appeal to travelers looking for both nature and history.
- Osaka: A vibrant city famous for its street food, bustling shopping districts, and historical landmarks like Osaka Castle.
- Tokyo: Japan’s capital city offers a mix of high-tech attractions, shopping districts, temples, and museums.
- Hokkaido: Known for its beautiful natural scenery, hot springs, and world-class ski resorts, it’s a destination that has something to offer all year round.
What Should Travelers Know Before Visiting Japan?
For travelers from Hong Kong planning a visit to Japan, there are a few key tips to make your trip smooth and enjoyable:
- Learn Basic Japanese Phrases: While many people in Japan understand English, learning a few basic Japanese phrases can enhance your experience and interactions.
- Plan Your Itinerary: Japan has so much to offer, from its bustling cities to tranquil countryside, so it’s important to plan your route ahead of time to maximize your stay.
- Check for Travel Alerts: Stay updated with the latest information about any events or disruptions in Japan, ensuring your trip goes without a hitch.
- Explore Local Food: Don’t miss the chance to sample Japan’s regional specialties. From sushi in Tokyo to ramen in Fukuoka, food is an integral part of the travel experience.
- Respect Local Customs: Japan has a rich cultural heritage, and being mindful of local customs, such as removing your shoes before entering certain places, will help you respect the culture and enhance your experience.
Looking Ahead: Japan’s Growing Efforts to Engage Hong Kong Tourists
Japan’s participation in the Hong Kong Holiday and Travel Expo is a significant move in its ongoing efforts to boost tourism, particularly following a dip in visitors due to unfounded rumors earlier this year. With a focus on food and unique cultural experiences, Japan aims to attract more travelers from Hong Kong, a market that remains crucial to Japan’s tourism growth. By offering accurate information, culturally tailored promotions, and a diverse range of attractions, Japan is determined to maintain its strong position as a top travel destination for Hong Kong residents.
By emphasizing both the beauty and the safety of Japan, officials hope to continue fostering a lasting relationship with Hong Kong travelers. With culinary experiences and sightseeing opportunities galore, Japan remains one of the most exciting destinations for those seeking adventure, culture, and delicious food.
