Japan Heritage comprises 104 designated sites across all 47 prefectures, with a national mandate to leverage these narrative-driven designations to promote regional travel among international visitors and increase tourism-related spending. Building on findings from a fiscal year 2022 survey on visitor readiness and infrastructure, the Agency for Cultural Affairs undertook an impact assessment to identify more strategic and effective approaches to overseas promotion.

Drawing on its expertise in inbound tourism and the luxury travel sector, TOKYO LUXEY supported this initiative through the planning and editorial development of a comprehensive content collection (fact book) and promotional video assets for international audiences. Centered on Japan Heritage narratives, the content articulates the latent value of regional resources and presents them in clear, compelling formats designed to resonate with global travelers.

With a view toward application in international trade events and B2B engagements, TOKYO LUXEY also structured the content to facilitate relationship-building with overseas travel agents and to support the development of market-ready travel products and experiences. Insights gained from the project, together with the results of the impact assessment, are expected to inform future inbound strategies and program design across other Japan Heritage sites, contributing to the initiative’s overall advancement and the growth of high-value cultural tourism in Japan.