JNTO Launches Okinawa Media Mix Campaign to Inspire GCC Travelers to Discover a New Side of Japan

Japan National Tourism Organization (JNTO) is launching a media mix campaign featuring Okinawa as the first initiative in its 2026 regional tourism promotion targeting travelers from the six Gulf Cooperation Council (GCC) countries. The campaign introduces Okinawa, one of Japan’s leading subtropical resort destinations, to travelers looking to discover new experiences beyond Tokyo, Kyoto and Osaka, highlighting the distinctive travel experiences available on Okinawa Main Island, Ishigaki Island, and Miyako Island.

As interest in Japan grows across the GCC, more travelers who have already visited the country are seeking new regions to explore. JNTO aims to encourage repeat visitors to explore different regions across Japan by highlighting the unique character of each destination. This campaign highlights the diverse appeal of Okinawa, widely known as one of Japan’s premier luxury resort destinations.

Discover Okinawa: Three Islands, Distinctive Experiences

Located in Japan’s subtropical region, Okinawa combines crystal-clear waters, white sandy beaches, and a unique history and culture shaped by the former Ryukyu Kingdom. On Okinawa Main Island, visitors can enjoy cultural and historical experiences rooted in the heritage of the Ryukyu Kingdom. Ishigaki Island, with its lush greenery and wide range of outdoor activities, is ideal for families, while Miyako Island offers exceptionally clear waters, marine activities, and luxury resort stays, making it perfect for couples and honeymooners.

UAE Influencers Explore Okinawa

As part of the campaign, JNTO invited two influencers from the UAE to visit Okinawa Main Island, Ishigaki Island and Miyako Island and experience the unique attractions of each island firsthand.

On Miyako Island, the influencers experienced the crystal-clear waters known as “Miyako Blue”, enjoyed the panoramic views from Irabu Bridge and stayed at a luxury resort. On Ishigaki Island, they explored mangrove-rich natural surroundings and enjoyed outdoor activities amid lush greenery. On Okinawa Main Island, they experienced Ryukyuan culture by trying on traditional Ryukyuan attire and strolling around Yachimun Pottery Street, known for its traditional Okinawan ceramics, as well as the Kokusai-dori Street area in Naha.

Influencers Buthaina Bin Fahad and Nahla Al Fahad commented, “Okinawa revealed a distinctive side of Japan, offering beautiful island landscapes, rich culture, memorable adventures, and warm hospitality.”

JNTO plans to roll out online and offline promotional activities in stages to introduce Okinawa’s tourism attractions to travelers across the GCC.

Comment from Mr. Daisuke Kobayashi, Executive Director of JNTO Dubai Office

“We have welcomed many travelers from the GCC to Japan, particularly to well-known destinations such as Tokyo, Kyoto and Osaka. We are encouraged to see growing interest among GCC travelers in exploring new destinations across Japan. This campaign introduces Okinawa, a luxury resort destination that offers experiences unique to Japan.

Okinawa offers not only beautiful seas and world-class luxury resorts but also its own history and culture, together with lush subtropical natural surroundings. Each of its islands has a different character, allowing visitors to enjoy a variety of travel styles within one region.

The influencers invited on this trip commented that, despite being part of the same prefecture, each island offered a completely different experience. They also shared that they discovered not only Okinawa’s natural beauty but also its unique history and culture. We believe the campaign is an opportunity to present Okinawa as more than a beach resort destination.

Japan has 47 prefectures, each with its own attractions. Under the concept of ‘Japan. Endless Discovery’, JNTO will continue to introduce Japan as a destination offering something new on every visit. We hope travelers from the GCC will discover the diverse appeal of regions across Japan.”

JNTO will continue its promotional activities in cooperation with local stakeholders and partners across the GCC.

For more information on traveling to Japan and the latest updates, please visit: https://www.japan.travel/en/