Focusing On Luxury Travel In India: Ryo Bunno, Japan National Tourism Organisation

Embarking on a journey through the vibrant landscapes of Japan, we delve into the world of travel and tourism with Ryo Bunno, the Executive Director of the Japan National Tourism Organisation (JNTO), Delhi. With a dynamic background encompassing journalism, communications, digital marketing and public relations, Ryo Bunno brings a wealth of expertise and a global perspective to his pivotal role. 

In this exclusive interview, we unravel JNTO's objectives, initiatives and the unique experiences that await international tourists in Japan. Discover how JNTO collaborates with stakeholders to ensure the sustainable development of tourism, making Japan a coveted destination for travellers.

Can you provide an overview of JNTO's current objectives and initiatives in promoting tourism in Japan?

So the JNTO has three pillars - sustainable travel, luxury travel and adventure travel. We are focusing on the luxury travel market because Indian market is very big and there is a huge potential in Indian market. Now, our focus is on steadily increasing the number of visitors in Japan, just as we did before the pandemic.

What unique attractions and experiences does Japan offer to international tourists? 

Nowadays, almost everyone is familiar with the uniqueness of cherry blossoms, right? It's incredibly popular and many dream of visiting Japan during that time. However, it's not just the cherry blossoms; the autumn season holds its own distinct charm with its vibrant and colourful foliage.

The autumn foliage, with leaves turning various shades, can be observed all across Japan, starting from the northern regions and gradually moving south. This is the opposite of the cherry blossoms, which begin in the south and move northward.

For example, if you plan to visit Japan in November, you can witness the red foliage in the northern part of Hokkaido. As you move into the middle of November and December, you'll find this colourful spectacle in and around Tokyo.

Japan's winter season is also exceptional, particularly due to the high-quality powder snow that is ideal for winter sports. This is why people from Australia, Europe and the United States travel to Japan for skiing and other winter activities. It's a truly unique experience.
 
How does the JNTO collaborate with other stakeholders, such as travel agencies, local communities and businesses, to ensure sustainable development of tourism in Japan?

We have a well-established collaboration with travel agencies and aviation companies, and it extends beyond that. We also work closely with promotional organisations such as PR companies to promote sustainable tourism in Japan. Japan has a reputation for setting examples in this regard and we have comprehensive plans in place for it.

Our focus is on identifying regions that prioritise sustainable tourism and we invite travel agencies to participate in our promotional trips. These trips are a cornerstone of our efforts. During these trips, we showcase sustainable tourism destinations in Japan, provide information and engage in discussions. This exchange of ideas helps travel agencies develop sustainable service packages and products.