Japan: Where Luxury isn't About the Price Tag


A little behind the curve of country re-openings, Japan re-opened to FIT travellers in OCT, and Open Jaw's editor, Lynn Elmhirst, and cameras were on hand at an event with supplier and agency partners to learn how it's focusing on the luxury market for its restart.

While Japan is perceived as being an expensive destination, Open Jaw spoke with Japan's Consul General, the head of the Japan National Tourism Board (JNTO) in Canada, CEO of TTI Travel, Rocky Racco, who all spoke at the event about how luxury doesn't equate to price - it's about, as Racco puts it, "how they make you feel."

Agencies told Open Jaw interest in luxury travel to Japan spiked immediately on news of the re-opening. And Air Canada's ready with more lift - with everyone expecting 2023's cherry blossom season to be a travel boom.


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