Japan National Tourism Organisation (JNTO) has announced plans to set up an office in Dubai this year, as part of its strategic efforts to achieve the government’s goal of welcoming 60 million international visitors by 2030.

It is JNTO’s first office to open in the Middle East, and will be a focal point for the organisation’s promotional efforts in showcasing Japan as a preferred travel destination for residents in the region. As part of its promotional efforts for 2021, JNTO will exhibit at Arabian Travel Market Hybrid (ATM 2021).

The Middle East’s largest tourism exhibition, ATM will take place in Dubai from 16-19 May, and then on a virtual platform from 24-26 May.

A key objective for JNTO at these events will be the generation of awareness amongst the Middle East region’s leading travel and media professionals. It will highlight Japan’s unique and diverse tourist attractions, that have been collectively assembled under the promotional banner of ‘Japan. Endless Discovery’.

JNTO president Satoshi Seino said: “Japan is a country with a long history, abundant nature and a unique culture. We are internationally renowned for our delicious cuisine, beaches, skiing, pop culture, shopping, and historic wooden architecture such as shrines and temples. A trip to Japan will surely be an unforgettable and special experience. To all in the Middle East, we look forward to welcoming you in Japan.”