North Wales Launches New Campaign to Strengthen Ties with Japan and Boost Tourism, Leveraging James Bond Legacy

Published on August 13, 2025

A new campaign has been launched to enhance the bond between North Wales and Japan, aiming to attract high-spending Japanese tourists to the region. The initiative has garnered attention with a special connection to James Bond, the iconic superspy. Jim Jones, the CEO of North Wales Tourism, has been invited to speak at an international symposium in Hokkaido, Japan, in September 2025. This marks another step in the ongoing effort to rebuild and strengthen the tourism relationship between North Wales and Japan, which began in earnest in 2015.

The Roots of the Wales-Japan Partnership

The collaboration between North Wales and Japan can be traced back to 2015 when Conwy, a town in North Wales, earned a spot on a prestigious list of Europe’s 30 most beautiful towns and villages. This recognition opened the doors for closer ties with Japanese tourism operators, particularly after the Japanese Association of Travel Agents (JATA) ranked the A55 road (which passes through Conwy) as one of Europe’s 20 most beautiful roads in 2018. The road was also dubbed the Road of Castles in Wonderland, highlighting its scenic beauty and the historical significance of the castles along the route.

A notable milestone in the relationship between North Wales and Japan came in 2019, when the castles of Conwy and Himeji were twinned. Both fortresses, which date back to the 13th century, are designated as UNESCO World Heritage Sites. The twinning of these iconic landmarks, combined with promotional efforts, led to an increase in Japanese tourists visiting North Wales. A notable example of this was the use of the Himeji Castle as a backdrop in the classic James Bond movie, You Only Live Twice, which helped generate international interest.

A Setback During the Pandemic

The partnership between North Wales and Japan flourished in the years following the twinning of the two castles, with Japanese tourism to North Wales peaking at 4,500 visitors annually. However, this progress was dramatically halted by the outbreak of the Covid-19 pandemic, which caused an abrupt decline in international travel. The restrictions put in place during the pandemic led to a sharp decrease in the flow of Japanese tourists, disrupting the momentum that had been built over the years.

Renewing the Relationship: Post-Covid Efforts

Despite the setback caused by the pandemic, efforts to renew the relationship between North Wales and Japan are now underway. Rebecca Evans, the Welsh Government’s Cabinet Secretary for Economy, Energy, and Planning, recently signed a five-year extension to the Memorandum of Understanding between Conwy and Himeji, further cementing the strong ties between the two regions. This agreement signals a commitment to maintaining and growing the connection between North Wales and Japan in the years ahead.

The upcoming international symposium in Hokkaido, where Jim Jones has been invited to speak, represents another opportunity to further develop this vital relationship. The event, held every four years, serves as a platform for global discussions on tourism and business, providing North Wales Tourism with a unique opportunity to promote the region to Japanese industry leaders and influencers. Jones is hopeful that his participation in this symposium will help raise awareness of North Wales as a desirable destination for Japanese tourists, bringing the numbers back to pre-pandemic levels.

Strategic Ambassadors and Local Support

To strengthen the North Wales-Japan connection, North Wales Tourism has appointed ambassadors to assist with cultural and business outreach in Japan. One key figure in this initiative is Emiko Corney, a Japanese businesswoman from Betws y Coed. Corney, who has strong ties to Japan and runs a YouTube channel promoting North Wales, has played a pivotal role in spreading the word about the region’s offerings, particularly in Beppu, a city in Japan with which she has significant connections.

Additionally, Yoko Kobori, a former Welsh Government employee with deep knowledge of North Wales, has been appointed as a new ambassador. Kobori’s role is to lead outreach efforts in Japan, promoting North Wales as a cultural and tourism destination while also fostering business ties. This strategic approach of engaging local ambassadors is designed to help bridge cultural gaps and create more personal connections with the Japanese public.

The Importance of Cultural Exchange

The partnership between North Wales and Japan is not solely about increasing the number of tourists but also about fostering cultural exchange. The historical and cultural ties between the castles of Conwy and Himeji have become a symbol of the relationship between the two regions. These connections go beyond tourism, reflecting a shared respect for heritage, history, and mutual appreciation for each other’s culture.

Jim Jones emphasized the importance of the relationship, noting that Himeji has prominently displayed promotional materials at tourism information centers, showcasing the twinning with Conwy. The relationship is so valued in Himeji that large posters highlighting the connection are regularly featured, ensuring that the bond remains visible and well-recognized.

The Role of James Bond in Promoting North Wales

A unique aspect of the campaign to promote North Wales in Japan is the strategic use of the James Bond connection. The Himeji Castle’s appearance in You Only Live Twice has undoubtedly enhanced the castle’s appeal and its connection to the James Bond franchise. This iconic association helps attract Bond fans from Japan, who may be inspired to visit North Wales to explore the castles and other historical sites featured in the film. This promotional tactic leverages the widespread popularity of the James Bond series and aligns North Wales with the cinematic legacy of one of the world’s most famous fictional characters.

Economic Potential and Future Growth

The long-term goal of the campaign is to rebuild tourism to North Wales and restore the flow of Japanese visitors to pre-Covid levels. As global travel continues to recover, North Wales Tourism aims to tap into the Japanese market, which is known for its high-spending tourists. The increase in Japanese tourism is expected to contribute significantly to the local economy, with a focus on not only the tourist industry but also cultural exchange and business development.

The continued development of the relationship between North Wales and Japan holds great promise for the future. By focusing on cultural connections, targeted marketing, and strategic ambassadorship, North Wales is well-positioned to attract more Japanese tourists in the coming years. The ongoing efforts to enhance these ties will help ensure that the region remains an attractive destination for international visitors while fostering stronger global relationships.

A Bright Future for North Wales and Japan

The North Wales-Japan tourism campaign represents an exciting opportunity for both regions to capitalize on their shared history and culture. Through strategic partnerships, ambassadorial efforts, and the strong promotional appeal of James Bond, North Wales is set to re-establish its position as a key destination for Japanese tourists. With growing engagement and a renewed focus on cultural ties, this long-standing relationship is expected to thrive and continue to bring economic and cultural benefits to both North Wales and Japan. As efforts progress, the future looks promising for increasing the number of Japanese visitors and enhancing the overall experience for all those who choose to visit North Wales.