It is the first such office by JNTO to open in the Middle East, and will be a focal point for the organization’s promotional efforts in showcasing Japan as a preferred travel destination for residents in the region. JNTO has positioned the Middle East as a priority market and will promote tourism exchange between the Middle East and Japan in order to strengthen the relationship between the two.

As part of its promotional efforts for the year, JNTO will exhibit at the Middle East’s largest tourism exhibition; Arabian Travel Market Hybrid (ATM 2021). ATM will take place in Dubai from May 16 - 19, and then on a virtual platform from May 24 - 26.

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’.