“The reopening of Japan was a matter of survival”

Finally !

It is with relief that lovers of Japan welcomed the news that the country's borders will reopen on October 11.

A feeling shared by all French tourism professionals, since the Japanese archipelago remains a favorite of travellers.

Satoshi Seino, the president of the Japan Tourist Office (or JNTO), was in France for a workshop on the Kitamaebune, the old sea route. He gave an interview to

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Satoshi Seino, the president of the Japan tourist office (or JNTO) Press photo

SEE THE DOSSIER -

Japan: the

LE FIGARO.

- Was this reopening a relief for you?

Satoshi SEINO -

We have been asking for a very long time to open up completely, to let Americans and Europeans come.

This, in the same way as travel agencies, tourism professionals, hotels demanded it.

Reopening had become a matter of survival for the entire tourism ecosystem.

The date of October 11 was the deadline.

We couldn't have waited any longer.

How did you bring Japan to life during these two years, even though the country was closed?

We have worked to ensure that Japan as a tourist destination does not disappear from the unconscious of foreign visitors.

We have mainly redirected the communication effort on social networks and the web.

In the absence of events such as a festival or a sporting event, we dealt with everyday subjects, explaining the four seasons in Japan for example.

But we have made sure that these pastilles are interactive, in the form of online quizzes or live embodied by local personalities.

Before the shutdown, Japan wanted to become one of the world's top tourist destinations.

Is this goal still achievable?

We are very late because it was only in 2011-2012 that Japan began to understand the importance of foreign tourism!

For us, France is an example to follow.

Today, of course, we want an increase in the number of tourists, but in the best possible conditions, both in terms of reception and distribution throughout the year.

This will go through recalling all the tourist attractions of Japan: nature, gastronomy, culture.

Our goal is that beyond communication, each visitor who came and liked to become an ambassador.

Read alsoFood, costume, color... Japan in six symbols

What is the nationality of travelers who choose Japan?

Southeast Asia and China have so far been our primary tourist clientele, which makes sense due to geographic proximity and cultural bridges.

Europeans and Americans were on the contrary under-represented.

We have to find a way to make them even more aware of Japan as a destination.

During the pandemic, some very touristy cities like Kyoto have been depopulated.

Do you think that some Japanese who have found a more peaceful life will welcome the return of tourists?

This is a difficult question.

The Japanese suspected that the tourists would eventually come back.

Furthermore, we must make visitors understand that it is not just Kyoto, that there are plenty of other magnificent places.

We need to highlight these different destinations to better distribute the volume of visitors.

Before the Covid, the trio Tokyo, Kyoto and Osaka represented 60% of them.

While discussing with the local communities, we said to ourselves that an information system had to be set up to be able to inform tourists about the congestion of certain places in real time and alternative activities.

Apart from this “Golden triangle”, what place do you recommend to French travellers?

Personally, I think the French would like the Dewa Sanzan in Yamagata Prefecture, which is a chain of three sacred mountains.

It is a very well-known place for shugendo

These paths allow you to be in nature while soaking up the religious culture of the country.

In 2023 in Sapporo, Hokkaido Prefecture, the world summit of adventure travel will be held.

An incredible opportunity to present the Ainu population, which since the Meiji era has decreased dramatically.

Presenting this northern tribe is a way of making known this culture of life in relation to nature.

The Dewa Sanzan, a chain of three sacred mountains, is a well-known place for shugendo, a spiritual journey within nature.

JNTO / Photo press

Read alsoFrom one temple to another in Shikoku, on the way to Japan's oldest pilgrimage

Gastronomy is another important common point between France and Japan...

We talk about ramen and sushi very easily when we talk about Japan.

In fact, ramen comes from China!

A whole bunch of originally foreign dishes have been transformed to Japanese tastes and have become Japanese in their representation.

Curry, from India, wheat flour, usually used to make bread and here used to make takoyakis

... You have more and more Thai or Vietnamese restaurants that have adapted to the taste of the Japanese, in the big cities like Tokyo or Osaka.

One thing is certain: these original flavors are very popular with tourists.

Read alsoSushi, just a Japanese dish of raw fish on rice?

Practical question that comes to us from a regular: in 2019, payment by credit card was just beginning to become widespread in Japan.

Where we are ?

The government wants 40% of payments in Japan to be made by card by 2025.

In rural areas, we are not there yet.

But most restaurants, hotels, tourist sites that welcome foreigners now accept payment by credit card.

Many stalls also accept payment by QR Code scan.

Despite the relaxation of health measures against Covid-19, part of the Japanese population continues to wear the mask, which is no longer done much in the rest of the world.

What do you recommend?

The first request of the Japanese currently is to wear the mask even outside.

If there are not too many people, we can afford to remove it.

But when you are inside a building, everyone is asked to have their mask.

Read alsoIn Japan, travelers cannot yet take off the mask

One last word ?

Come or come back to Japan, we look forward to seeing you.