Japan targets regional growth amid wave of luxury hotel openings

A raft of luxury hotel openings across Japan is set to bring renewed attention to destinations beyond the traditional hotspots, as the Japan National Tourism Organisation (JNTO) hopes to encourage more UK visitors to explore lesser-known regions.

 

The JNTO recorded 410,000 visitors from the UK from January to September this year, representing a 4.6% rise compared to the same period in 2025.

 

Around 70% of British visitors are travelling to Japan for the first time, with the majority following the country’s established Golden Route, taking in Tokyo, Kyoto and Osaka.

 

Speaking to Aspire at World Travel Market (WTM) in London, JNTO’s executive director Airi Motokura said the organisation was keen to encourage visitors to “explore farther afield”, highlighting destinations such as Kyushu, Okinawa, Hiroshima and Hokkaido. 

 

She noted that these regions are “easily accessible” by bullet train and are seeing an increasing number of high-end accommodation options, offering a “unique proposition” and “chance to experience authentic Japan”.

 

Among the most anticipated developments is Aman Niseko, the group’s fourth Japanese property, which is planned to open on the slopes of Mount Moiwa in Hokkaido.

 

Scheduled for 2030, the development will comprise a 30-suite resort alongside 31 branded residences, with private onsen facilities and year-around access to the surrounding mountains.  

 

Hokkaido will also welcome Trunk Hotel Sapporo, expected to welcome guests on September 17, 2027. Marketing the boutique brand’s first property outside of Tokyo, the 107-room hotel will occupy floors 10 to 18 of the Sapporo Daiburu tower in the city’s Odori district.

 

Facilities will include a rooftop spa, alongside a sushi restaurant by Sushi Saito, which originated in Tokyo and earned three Michelin stars.

 

Further south, Japanese brand Hoshino Resorts will expand its onsen ryokan brand Kai to the Saga Prefecture with the opening of Kai Ureshino in summer 2027.

 

The 28-room property will feature maisonette-style accommodation, each with a private onsen overlooking a Japanese courtyard.

 

Hoshino Resorts’ flagship luxury brand, Hoshinoya, will also expand its portfolio with Hoshinoya Asuka, opening on July 22, 2027, in Asuka Village in the Nara Prefecture.  

 

Set within a landscape of historic sites and terraced rice fields, the 35-room property will comprise detached suites with private stone-chamber baths.

 

Meanwhile Hotel the Mitsui Hakone, a Luxury Collection Hotel & Spa, is scheduled to open on December 15 in the hot-spring destination of Kowakudani in Hakone.

 

The 126-key property will house natural hot-spring baths in every guest room, alongside a thermal bathing facility overlooking Mount Sengen. Dining will include Japanese restaurant Sankei, an all-day venue and The Bar Lambent.

 

Motokura said the current average length of stay in Japan for UK travellers is 16 days, providing an opportunity to "experience alternatives beyond the main tourist centres" while still experiencing must-visit sites. 

 

She urged agents to “diversify regionally as well as seasonally” when selling Japan itineraries, allowing visitors to “avoid crowded hotspots and experience more authentic Japan”.

 

JNTO also revealed plans to launch co-marketing campaigns with Japan Airlines and British Airways in January and February encourage shoulder season travel.