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Japan appoints Related as Nordic representative

Japan appoints Related as Nordic representative

Japan National Tourism Organization has selected Related to handle the tourism board’s PR, marketing and representation activities in Denmark, Sweden, Norway and Finland. The goal is to increase the awareness of Japan’s many different opportunities and experiences among Nordic travelers.  

The national tourism organization of Japan, Japan National Tourism Organization (JNTO), has chosen the full-service agency Related as their Nordic representative.

This means that Related will now handle the tourism board’s PR, marketing and representation activities in the Nordic market – focusing on increasing awareness of Japan as a multi-faced destination.  

– Japan has a very unique offering; with a rich culture and heritage combined with modern, futuristic cities and technologies. This combination is not to be found many places in the world. The country is world famous for its architecture, design and aesthetic – and its food culture which is on the UNESCO world heritage list. Further the country has an incredibly beautiful and varied nature and mountains which can be explored both by foot and skiing. And the capital Tokyo has been awarded the title as one of the world’s safest cities several times, while it is also the city in the world with the highest amount of Michelin stars, explains Henrik Koch, CEO of Related.

Related will especially focus on increasing awareness of Japan and the destination’s many opportunities among the tour operators and travel agencies. Further, a range of PR and marketing activities will aim to open even more Nordic travelers’ eyes for Japan’s qualities as a travel destination, no matter if you are a fan of gastronomy, culture, nature, art, design, city breaks, relaxation– or a mix of it all.

– During the past years, we’ve seen an increasing interest for Japan among Nordic travelers. Japan has something for everyone, regardless your interest. Therefore, we look forward to working with Related on strategically positioning Japan in the Nordic market – and to be able to welcome visitors back in Japan after the pandemic. With Related’s vast operating experience and knowledge, we are excited by the opportunity to showcase what Japan has to offer to the Nordic travelers, says Tomohide Ichikawa, Executive Director at JNTO London Office.

About JNTO
Japan National Tourism Organization (JNTO) is a public organisation promoting Japan as a leisure and MICE destination. With the aims of encouraging international visitors to Japan, the JNTO London office works across eight designated markets to disseminate information on Japan, conduct publicity, and engage in other marketing activities partnering with the travel trade. For more information, please visit