Discover Japan’s Hidden Paradise: Setouchi’s Stunning Islands Await GCC Travelers!

Published on December 15, 2025

In a bid to broaden the appeal of Japan as a travel destination, the Japan National Tourism Organization (JNTO) has launched its second media campaign targeting the Gulf Cooperation Council (GCC) region. Building on the success of its previous Hokkaido campaign, this new initiative aims to spotlight Setouchi, a stunning coastal region located west of Osaka. Known for its peaceful islands, rich culinary heritage, and vibrant culture, Setouchi offers GCC travelers an authentic and serene Japanese experience that is distinct from the more traditional urban destinations of Tokyo and Kyoto.

This campaign, set to run across various digital and offline platforms, invites travelers from the GCC to explore the lesser-known wonders of Setouchi, including its scenic landscapes, traditional towns, and deep-rooted artisan crafts. The region’s allure as a tranquil getaway, combined with its easy accessibility from major cities, makes it an ideal destination for travelers seeking both relaxation and cultural exploration in Japan.

Setouchi: Japan’s Hidden Gem for GCC Travelers

Setouchi is located along the Seto Inland Sea, a picturesque area dotted with over 700 islands, often described as Japan’s Mediterranean. The region is celebrated for its temperate climate, abundant seafood, and premium seasonal produce like peaches, grapes, and mandarins. Visitors can enjoy a variety of experiences, from touring historic towns that reflect Japan’s maritime and samurai heritage, to discovering unique art islands and witnessing traditional crafts such as Bizen pottery and swordsmithing.

Despite its proximity to Osaka and major transportation hubs like Kansai International Airport (KIX), Setouchi remains relatively undiscovered in the Middle East, making it an exciting and fresh destination for those eager to explore a more authentic side of Japan. This region’s peaceful atmosphere, rich history, and welcoming culture provide a perfect balance to the bustling energy of Japan’s larger cities.

Promoting Setouchi to the GCC: Influencers Join the Journey

As part of the campaign, JNTO has invited male influencers from the UAE and Saudi Arabia to explore Setouchi‘s lesser-known gems. Their journey involved a variety of activities designed to highlight the region’s unique offerings. These influencers cruised across the Seto Inland Sea, visited traditional artisan studios, and tasted local delicacies that showcase Setouchi’s culinary excellence. The influencers also explored scenic cycling routes along the coast, soaking in the stunning views of the Setouchi islands.

The experiences shared by these influencers will form the core of JNTO’s promotional efforts, with content being rolled out across various digital and offline channels. This integrated approach aims to inspire GCC travelers to visit Setouchi, giving them a glimpse of the region’s beauty and cultural richness through the eyes of trusted local figures.

Accessing Setouchi: Convenient Travel Options for GCC Visitors

Traveling to Setouchi from the GCC has been made easy, thanks to convenient direct flights from Dubai and Doha to Kansai International Airport (KIX). From Osaka, Setouchi is easily reachable by a combination of trains, ferries, and car travel, offering visitors a smooth and efficient way to explore the region. The availability of direct flights and convenient transport options ensures that Setouchi is not only a desirable destination but also an accessible one for travelers seeking a getaway from the GCC.

Setouchi’s Unique Offerings for GCC Travelers

What sets Setouchi apart from other regions in Japan is its deep connection to traditional crafts and its historical significance. Visitors can immerse themselves in experiences such as sword-making and Bizen ware pottery, both of which are deeply rooted in the samurai culture that shaped the region. The coastal towns of Setouchi are dotted with castle towns and merchant quarters, offering a rare chance to experience Japan’s maritime heritage up close.

Additionally, Setouchi’s culinary scene offers a feast for the senses. The region is known for its fresh seafood, harvested from the Seto Inland Sea, and its high-quality seasonal fruits. Visitors can enjoy a variety of local dishes that focus on natural flavors, making the region an excellent choice for those with halal dining preferences. Setouchi’s food is crafted to showcase the region’s abundant natural resources, ensuring that every meal is a celebration of the local terroir.

Promoting Hidden Regions: A New Chapter for GCC Travel to Japan

With this new Setouchi campaign, JNTO continues its mission to introduce GCC travelers to hidden corners of Japan. The success of the Hokkaido campaign has already sparked growing interest in exploring regions beyond the familiar cities of Tokyo and Osaka. Through campaigns like this, JNTO hopes to encourage repeat visits to Japan, allowing travelers to continue discovering new and exciting destinations each time they visit.

Mr. Daisuke Kobayashi, the Executive Director of JNTO Dubai Office, explained that the focus on Setouchi aims to offer travelers a deeper connection to Japan’s culture, shaped by its unique geography and warm climate. The region’s diversity, ranging from scenic outdoor activities and modern art islands to traditional crafts and cultural towns, ensures that there is something for every type of traveler. Whether seeking relaxation or adventure, visitors to Setouchi will find a destination that offers both.

A Bright Future for GCC Tourism in Japan

As JNTO continues its efforts to promote Japan as a world-leading travel destination, the GCC region remains a key focus. The Setouchi campaign is just one part of a larger strategy to showcase Japan’s hidden gems to Middle Eastern travelers, encouraging them to explore not just the major cities but also the quieter, equally captivating regions that make Japan such a diverse and dynamic destination.

Looking forward, JNTO plans to expand its efforts in the GCC, continuing to foster deeper relationships with local stakeholders and providing valuable information to those interested in traveling to Japan. The hope is that Setouchi will inspire not only new visitors but also return travelers, eager to experience even more of Japan’s rich cultural heritage and natural beauty.

Conclusion: Setouchi—Japan’s Hidden Jewel Awaits GCC Travelers

The launch of the Setouchi campaign marks an exciting new chapter in JNTO’s efforts to expand GCC tourism to Japan. As travelers seek more authentic, off-the-beaten-path experiences, Setouchi offers a perfect opportunity to explore Japan’s cultural heritage, natural beauty, and culinary delights. With easy access and a rich variety of experiences, Setouchi is poised to become a top destination for GCC travelers, encouraging them to return to Japan and discover more of the country’s untold wonders.