Hokkaido Official Tourism Site HOKKAIDO LOVE!

The 50th edition of Japan Week was held in the City of Manchester in North West England.Running from 3rd to 9th September 2025, the event showcased a diverse range of traditional Japanese performing arts, culture, and regional charms. Achieving such a deep, grassroots exchange with the people of Manchester on this landmark 50th anniversary was profoundly significant, serving as a powerful reaffirmation of the strong local interest in Japanese culture. 

Venue: Manchester and London, United Kingdom 

Dates: Wednesday 3rd September to Tuesday 9th September 2025 (7 days)

Participants: 490 　　Total Visitors: 40,320 (over the 7-day period)

Prior to the opening of the 50th Japan Week, a tourism business exchange was held on 3rd September at the Holiday Inn London – Kensington High Street. A total of 28 Japanese sellers, including local governments and accommodation providers, participated in the event, who engaged in active promotion and fruitful information exchange with 28 UK-based travel agencies. 

The event commenced with a seminar for buyers, featuring presentations by the Japan National Tourism Organization (JNTO) and a performance by the Nohgaku Performers’ Association. The atmosphere was charged with enthusiasm for promoting group travel to Japan. In the evening, a cocktail reception was held at Japan House London, where representatives from the Embassy of Japan in the UK joined participants to further deepen the warm exchange between the two nations.

The main festivities then moved to Manchester, taking place at the historic Manchester Central Library, a landmark building dating back to the 1930s. The exhibition area featured booths from various organisations, including the Hokkaido Tourism Organisation, which used engaging visual displays to showcase Japan’s rich natural beauty and culinary culture.

The Hokkaido booth, in particular, drew significant attention by introducing Ainu culture and the majestic landscapes of Daisetsuzan through brochures and videos. Many visitors paused to admire the displays and enjoyed conversing with the staff.

Furthermore, the welcome reception was held at the majestic Manchester Cathedral, a structure whose grandeur is often compared to the Gothic architecture of the Alsace region. The event was attended by many delegates from Japan, featuring an exchange of commemorative gifts with local representatives, including the Lord Mayor of Manchester, and an awards ceremony to honour organisations that have contributed to the event over many years.

Resonating throughout the venue was a solemn musical performance befitting Manchester’s reputation as a city of music. Many attendees were deeply moved by the long history of exchange that has now reached this momentous 50th anniversary.

Traditionally, people in the UK tend to read brochures thoroughly and use them to plan future trips with their families. During the event, it became evident that alongside media coverage and social media engagement, providing detailed in-person explanations was highly effective, particularly for the older demographic.

By highlighting specific "regional distinctions" — such as the changing of the seasons, unique local hot springs (onsen), and regional sake — we successfully sparked significant interest, especially when contrasting these features with other parts of the country.

For many citizens of Manchester, this event provided an excellent opportunity to gain a deeper understanding of the diverse charms of both Japan and Hokkaido.

Visitor Feedback and Market Insights from the Hokkaido Booth

At the Manchester venue for the 50th Japan Week (Manchester Central Library), the Hokkaido booth promoted the region's diverse charms under the "HOKKAIDO LOVE!" brand. The feedback gathered from both the business exchange and the exhibition is as follows:

1. Visitor Demographics and Communication Trends

Use of Brochures Visitors from the UK and elsewhere in Europe have a strong culture of taking brochures home to share with their families when planning future trips. It was notable how many visitors were observed reading the provided materials with great interest.

Importance of In-person Engagement While digital outreach via social media is indispensable, we reaffirmed the exceptional effectiveness of detailed, face-to-face explanations by our staff in boosting brand awareness, particularly among older visitors 

Low Current Visitor Numbers and Potential Demand While only a small minority of visitors had previously travelled to Hokkaido, we were able to spark significant interest by clearly highlighting the unique regional characteristics of the area through direct conversation.

2. Key Areas of Interest

Majestic Natural Landscapes The presentations on Hokkaido’s natural scenery, such as the Daisetsuzan Mountains and various National Parks, using brochures and display panels, left many visitors in awe. Numerous attendees expressed surprise at the fact that such vast and pristine nature remains so well-preserved in Japan.

Geographical Scale Using maps to explain the sheer distance and expanse of Hokkaido—from the south to the east—generated significant interest. Visitors were particularly impressed and intrigued by the sheer scale of the region.

Unique Tourism Assets By highlighting Hokkaido’s distinct appeal—such as the clear distinction between the four seasons, fresh seafood, local sake, and hot springs (onsen)—we successfully differentiated the region from other parts of Honshu (the main island of Japan).

3. Feedback from the Business Exchange (London)

Identifying Specific Needs At the tourism business exchange held in London on 3rd September, we engaged in face-to-face discussions with local travel agencies and tour operators. These meetings provided a platform for a concrete exchange of views regarding the promotion of travel to Japan.

Affinity with Scotland Explaining that Hokkaido’s natural environment shares similarities with that of Scotland resonated well with British attendees. This comparison proved effective in fostering a sense of familiarity and closeness towards Hokkaido, making the region appear more accessible and appealing to the UK market.

4. Summary and Future Outlook

Following the success of the previous event in Colmar, France, this year’s Japan Week in Manchester provided another exceptional opportunity to showcase the charms of Hokkaido. It has once again been demonstrated that Hokkaido’s tourism assets possess immense and highly relevant potential for the European market, particularly in meeting the demand for "tranquillity" and "harmony with nature."