Naoki Kitazawa, the executive director of JNTO's branch in Sydney, urged tourists to move beyond major cities, emphasizing the importance of responsible travel. He stated, 'We strongly encourage Australians to consider lesser-known destinations, especially in popular areas where tourism can strain local communities.' This call for tourists to explore rural towns highlights the need for a balanced approach to tourism that respects local cultures and reduces pressure on highly frequented spots.
Travel booking company Flight Centre reported that Australian bookings for Japan are rising sharply, with a 20% increase anticipated in the first quarter of 2025 compared to 2024. This trend underscores the ongoing appeal of Japan as a travel destination, particularly among Australians, who are not only visiting in higher numbers but also staying longer than many other nationalities. The popularity of cities like Tokyo, Osaka, and Kyoto remains strong despite calls for diversification.
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