Hoshino Resorts announces the ‘All-time Favourite vs. Hidden Gems Campaign’ – an initiative to boost tourism in less frequented parts of Japan

Hoshino Resorts announces the ‘All-time Favourite vs. Hidden Gems Campaign’ - an exciting new initiative with Japan Airlines to boost tourism in less frequented parts of Japan.

Hoshino Resorts is delighted to announce an exciting new joint initiative with Japan Airlines (JAL), the ‘All-time Favourite vs. Hidden Gems Campaign’ aims to boost inbound tourism in less frequented areas of Japan. Encouraging tourists to go off-the-beaten-track and make their own discoveries whilst travelling to lesser-known areas of Japan.

All-time Favourite vs. Hidden Gems Campaign

According to recent research by the Japan Tourism Agency, the total number of inbound overnight stays in Japan in 2023 exceeded 117.75 million, surpassing the pre-COVID-19 pandemic levels. However, the top five prefectures (Tokyo, Osaka, Kyoto, Hokkaido, and Fukuoka) accounted for approximately 73% of this figure, indicating that only a small number of international visitors are currently travelling to other, more unknown areas.

Working in collaboration, Hoshino Resorts and Japan Airlines’ new campaign, titled “All-time Favourite vs. Hidden Gems”, aims to encourage visitors to discover Japan’s lesser-known destinations, helping to alleviate overtourism and support regional revitalisation and sustainable tourism.

The campaign will feature popular tourist destinations beloved by many, alongside an introduction to some of Japan’s hidden gems, highlighting the remarkable qualities yet to be discovered internationally.

For example, Japan’s world-class ski slopes are considered one of world’s top winter sporting destinations. There’s a selection of world-famous alpine resorts and incredible skiing and snowboarding trails. A popular destination and an all-time favourite is Hakuba’s Alpine Paradise in Nagano. As the host of the Nagano 1998 Winter Olympics, millions of snow lovers from around the globe became fascinated with its powdery conditions and modern village filled with incredible activities and accommodations.

But the hidden gem for skiers and snowboarders to head to instead is Tomamu’s Snowy Escape in Hokkaido.

Set in the heart of Hokkaido, Hoshino Resorts Tomamu is a thriving mountain resort spread across 1,000 pristine hectares of wilderness. Easily accessible from New Chitose Airport and Asahikawa Airport, visitors are welcomed by remarkably fluffy and dry powder snow. Plus, the resort offers exceptional dining and hotels. Or head to Oirase Gorge’s Frozen Falls in Aomori with its waterfalls and springs freezing solid, these icy conditions create a genuine winter wonderland.

There are many other key themes, apart from the winter wonderland to choose from, these include cherry blossoms, festivals, autumn leaves and nature/activities and the campaign will be launched via a new website, a social media campaign and packages combining JAL flights with stays at select Hoshino Resorts properties.

• Website – The new website will introduce a selection of classic Japanese tourist destinations, alongside lesser-visited regions that are comparable in terms of the chosen themes (cherry blossoms, festivals, autumn leaves, nature/activities) to showcase alternative destinations for tourists to visit: https://www.jal.co.jp/ar/en/guide-to-japan/vacation-packages/featured/jal-hoshinoresorts-collaboration/
• Packages – New accommodation plans, combining JAL flights with stays at select Hoshino Resorts properties will be available through JAL. The packages will be available from 17 October 2024 for travel from 11 December 2024 onwards.
• Discover Japan’s Hidden Gems Social Media Campaign – An Instagram photo campaign will be held to encourage posts about the charming regional areas in Japan that travellers have visited.

Notes to Editors

Discover Japan’s Hidden Gems Social Media Campaign

To enter: Follow the official JAL global Instagram account @japanairlines and the official Hoshino Resorts account @hoshinoresorts.official on Instagram. Post a photo with the hashtag #japanhiddengems. Please be sure to include location information of your photo in the post.

Details: Residents outside of Japan may enter between 20 March – 31 July 2025

Prize: Round-trip international and domestic flight tickets for two on JAL Group airlines, and accommodation vouchers for two at one Hoshino Resorts property in Japan. Campaign details are subject to change. For more details on terms and conditions, please refer to the joint Instagram post by JAL and Hoshino Resorts.

About Hoshino Resorts

The origins of the Hoshino hospitality brand started with the opening of the first hot spring resort, Karuizawa, in 1914. The company was rebranded as Hoshino Resorts by current CEO Yoshiharu Hoshino in 1995, and now includes five hospitality brands under its parent company – HOSHINOYA (Hoshino Resorts’ flagship luxury brand), KAI (hot spring ryokan/inns with a focus on food), RISONARE (countryside resort hotels), OMO (urban-based mid-range hotels), and BEB (free-spirited hotels) together with other unique lodgings.

Hoshino Resorts operates more than 60 properties in Japan, Bali and Taiwan.

Press: For further information, high-res images or press trip requests (with a suitable commission), call Gemma Minto or Jane Collyer at Travel PR on 020 8891 4440 or email g.minto@travelpr.co.uk or j.collyer@travelpr.co.uk