All Nippon Airways “Beyond #MissingJapan” campaign takes flight

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THE Japan Tourism Agency reported that before the pandemic, foreign visitors traveling to Japan in 2019 hit an all-time high number of 31.9 million, 600,000 of which were from the Philippines.

However, when the pandemic hit in early 2020, the number dropped drastically to around 4.12 million. This is due to the stringent travel restrictions imposed in the country throughout the pandemic, making Japan one of the world’s most difficult countries to enter.

However, on October 11 of this year, the Japanese government eased up on border restrictions that essentially allowed the entry of foreign new arrivals such as business travelers, students, and technical trainees to Japan.

With news of Japan’s plans to reopen the country to international travelers, the Japan National Tourism Organization (JNTO) and All Nippon Airways (ANA), Japan’s largest 5-star airline are launching “Beyond #MissingJapan” together.

The campaign was inspired by both social media posts of people yearning to travel to Japan
and a strong sense of eagerness among ANA’s flight crew to welcome visitors back. And this announcement was welcomed by many Filipinos who have been very eager to visit the Land of the Rising Sun. According to a 2022 Statista survey, Filipinos chose Japan as their top holiday destination. Countries in the European Union and the United States got the second and third choice, respectively.

“Beyond #MissingJapan” aims to excite travelers for their next trip, give them a head start on planning, and an insider’s perspective on the island country. The campaign features Paolo from Tokyo, a famous Japan-based Filipino YouTuber who shares the best that Japan has to offer to both first-time visitors and seasoned travelers alike.

Paolo’s travels take us to Greater Tokyo and the hidden gems in the areas around the country’s capital. He rediscovers popular landmarks like Asakusa, shopping mecca Don Quijote, and the iconic Tokyo Station to name a few. Paolo also ventures into “New Tokyo” where lesser-known attractions like Tokorozawa Sakura Town, Sanagi Shinjuku, and GOTEMBA PREMIUM OUTLETS® are located, must-visit spots that opened after 2020 and are within a few hours from Tokyo.

Get a real-life glimpse of Paolo’s experience in this 360 video (link: that takes you inside the awe-inspiring pop culture haven Tokorozawa Sakura Town and walks you through the temples of Asakusa and Miyashita Park, a rooftop oasis in the heart of bustling Shibuya. The 360 video also gives you a feel of the festive vibe at Sanagi Shinjuku and the shopping that awaits at the endless aisles in Japan’s biggest discount store, Don Quijote, and the more upscale complex, Coredo Muromachi. Always growing and evolving, Tokyo still has so much more to offer

Isao Ono, Vice President of Marketing and Sales, Asia and Oceania from ANA said: “I believe our ‘Beyond #MissingJapan’ campaign will give those who have missed Japan an opportunity to rediscover the country through a series of videos featuring Asia’s most well-loved personalities as well as a 360° first-person perspective of landing in Japan. At ANA, we are committed to providing passengers with the best service in a safe and clean environment. We look forward to welcoming more travelers to Japan soon.”

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