In Japan’s Visit Japan Year, the Japan Tourism Agency unveiled the new campaign logo on April 6, 2010. The new logo is accompanied by a new copy “Japan. Endless Discovery,” and is designed with Japan’s iconic cherry blossom element, which represents Japan’s natural beauty, tradition, culture, cuisine and arts. Japan’s new copy implies that Japan is the destination with countless cultural and historic interests, encouraging travelers to see Japan as a destination for multiple visits.
At the same time, Japan’s modern cultural interests are also attracting young hip generations who look for modern design, contemporary art, anime, and fashion, all of which constantly develop new trends. The new logo and copy indicates that Japan’s tourism campaign has been reset for multi-dimensional attraction in the milestone year.
The Japan Tourism Agency is expecting to reach to 10 million foreign visitors to Japan in 2010, and 15 million by 2013.