Canadian Curiosity Fuels Growing Demand for Rural Japan, JNTO Reports

The Japan National Tourism Organization (JNTO) brought a taste of Japan to Toronto this week, hosting its Japan: Delve Deeper trade event at the Chelsea Hotel.

According to JNTO, the event had a dual focus: connecting Canadian tour operators with Japanese travel suppliers—including destination marketing organizations, transportation providers, and accommodations—and spotlighting lesser-known regions that fit JNTO’s strategy to promote rural tourism.

JNTO shared performance data showing Japan’s growing appeal among Canadians. In 2024, 579,445 Canadians visited Japan—about 1.4% of the population. That upward trend has continued into 2025, with arrivals increasing nearly 18% year-over-year from January through October.

This growth, JNTO noted, has been supported by expanded direct flight access from four major Canadian cities, alongside increased interest in destinations beyond Tokyo, Kyoto, and Osaka. 

“Over 60% of Canadians prefer to travel beyond major cities and conventional tourist routes,” JNTO said, citing new research that underscores the shift toward more authentic, immersive experiences.

Two regions stood out in JNTO’s presentation: Tohoku and Kyushu.

Tohoku—known as The Heartland of Japan’s Folklore—lies 90 minutes north of Tokyo by bullet train with a blend of ancient forests, mountain trails, and coastlines. Among its highlights is the Michinoku Coastal Trail, a 1,000-kilometre route tracing Japan’s northeastern shoreline that has earned recognition as one of the country’s premier nature and cultural experiences.

Kyushu’s volcanic landscapes and deep-rooted wellness traditions make it a draw for both adventure seekers and those looking to unwind. From the active volcano Sakurajima to hot springs and the Yakushima Island, whose lush forests inspired Studio Ghibli’s animated worlds.

For more information here: JNTO Canada’s official website.

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