The Japan National Tourism Organization (JNTO) will exhibit at the Arabian Travel Market (ATM) for the first time this year, as part of the country’s aim to attract more visitors from the Middle East.

The tourist board will use its Japan Pavilion to showcase destinations such as Tokyo, Kyoto and Hokkaido, and companies including Prince Hotels.

Special promotional packages to Japan have also been created in collaboration with Cathay Pacific, exclusively for travellers from the UAE. These include flights, accommodation, tours and, in some cases, bullet train rides.

The JNTO will also demonstrate the efforts it is making to cater for Middle Eastern visitors, including its new “Muslim Guide” website.

Attracting more travellers from the Middle East forms part of Japan’s broader strategy which is targeting 40 million international visitors by 2020, up from 24m in 2016.

ATM 2017 will take place in Dubai from 24-27 April.