Japan Destination Update

Japan Destination Update

Catch up on the latest news from EXO Japan!

Dear Partner,

While June is traditionally a quieter month for international arrivals, those who travel to Japan now are treated to one of its best-kept secrets. Far from being a spoiler for travel plans, the rainy season (tsuyu) blankets Japan’s countryside in a brilliant, hyper-saturated green.

The highlight of this season is undoubtedly the hydrangea (ajisai) blooming in shades of deep blue, purple and pink. Temples become living watercolor paintings, heavily shrouded in a magical mountain mist that makes for unforgettable photography. 

June was also a particularly important month for EXO Travel Japan, as we had the privilege of hosting the EXO Leaders Summit. Welcoming colleagues from across the EXO network to Japan provided a valuable opportunity to share ideas, discuss industry trends, strengthen cooperation between destinations and showcase some of the unique experiences Japan has to offer.

Please also note that our office will be closed on July 3rd for our annual employment training, and we recommend planning requests and operational matters accordingly.

Destination news

·      Noto Peninsula continues its recovery

The recovery of the Noto Peninsula continues to advance, with tourism gradually returning to the region following the 2024 earthquake. One of the most symbolic initiatives is the transformation of Noto Satoyama Airport into the world’s first Pokémon-branded airport, reopening as ‘Noto Satoyama Pokémon With You Airport’ from July 2026. The project aims to support tourism recovery and regional revitalisation, with themed facilities, transportation and visitor experiences planned throughout the area.

·      Hotel Gajoen Tokyo enters a new chapter

One of Tokyo’s most iconic hospitality landmarks, Hotel Gajoen Tokyo, is preparing for a major transformation. Following extensive renovation works, the property is expected to resume hotel and restaurant operations in 2026 before officially debuting as Gajoen Tokyo, LXR Hotels & Resorts in 2027. The project will preserve the property’s rich artistic heritage while introducing a new luxury hospitality concept under Hilton’s LXR collection.

·      Hilton brings luxury LXR brand to Hakone

Hilton has also announced the opening of LXR Hotels & Resorts Hakone Gora in summer 2028. Located in one of Japan’s most famous hot spring destinations, the resort will feature 94 rooms, onsen facilities, wellness amenities and direct access to Hakone’s cultural attractions and scenic landscapes. It will become Hilton’s first property in Hakone and only the second LXR hotel in Japan.

·      Hilton Takayama Resort opening this year

The highly anticipated Hilton Takayama Resort is scheduled to open gradually from 14 September, 2026. As the first Hilton-branded property in Gifu Prefecture, the hotel will offer over 280 rooms and strengthen Takayama’s position as one of Japan’s leading cultural and alpine destinations. It’s expected to be fully open from Spring 2027.

·      Hyatt Altona Yoichi announced for Hokkaido

Hyatt has announced plans to open Hyatt Altona Yoichi in Hokkaido in 2028. Located in the Yoichi area, famous for its whisky distilleries, orchards and proximity to Niseko and Otaru, the property is expected to further strengthen Hokkaido’s appeal as a year-round destination for international travellers.

·      Changes to tax-free shopping procedures

Japan is also preparing changes to its tax-free shopping system. While details continue to be refined, the future process is expected to move closer to European-style VAT refund systems, where travellers pay the full purchase price and complete refund procedures upon departure from Japan. Visitors planning significant shopping should stay informed as implementation details become clearer.

·      Shinkansen to introduce luxury “Supreme Class” private suites

JR has announced the introduction of a new top-tier ‘Supreme Class’ service, available from October 1st on selected Tokaido and Sanyo Shinkansen trains. Fully enclosed private cabins with lockable electronic doors will be available in two layouts: Single Rooms tailored for solo VIPs and executives, and Double Rooms featuring an additional sofa-style seat for up to two passengers. Each premium suite includes full climate and lighting control via an in-room tablet, dedicated Wi-Fi, personal baggage storage and individual headrest speakers for maximum privacy.

 Hilary Nisbet

Product Manager

EXO Japan

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