Now that Japan has established itself as number five in a survey of the top 10 overseas countries visited by Canadian residents, Japanese tourism reps are publicizing some of the nation’s lesser-known tourist destinations.
Hence the recent “Japan: Delve Deeper” dinner event that recently took place in Vancouver, giving local travel advisors the opportunity to network with reps from the Japan National Tourism Organization, plus selected suppliers at a mini trade show. The Fairmont Waterfront hotel hosted the event.
So, for example, a video-supported presentation by Shin Kawai, the Canadian rep for Tokyo Tourism, took the advisors to some lesser-known places near to Tokyo. This included the scenic Tama area of Tokyo, situated about one hour west of the city, and the island of Hachijo-jima, located about 290 km. south of Tokyo (a one-hour flight) in the Pacific Ocean. This dot in the sea offers a quiet rural escape, with an attractive beach and a volcanic landscape that invites hiking.
A presentation by Liam Duffy, the assistant manager for the JNTO in Toronto, delved deeper into the regions of Tohoku – the heartland of folklore and home to plentiful hot springs – and to Kyushu, the most south-western of Japan’s four main island regions. It is known for its subtropical climate, including Yakushima island, lying south of Kyushu and named a UNESCO site for its diverse wildlife and forested landscapes.
Leading the presentations and welcoming guests was Yuka Suzuki, the executive director of the JNTO in Toronto. She confirmed Japan’s top 10 ranking (by Stats Canada) amongst nations favoured by Canadian travellers and said that 690,000 Canadians visited Japan in 2025. “That is a 19% increase over 2024,” she said, noting that nearly 43 million visitors from around the globe came to Japan in 2025 – a 16% increase over 2024.
Both Air Canada and Japan Airlines had reps present at the Delve Deeper dinner, and they brought news of service changes and additions to their Japan flights.
For example, Air Canada has announced the only non-stop flights from North America to Sapporo, to start in December 2026 – “in time for travellers to experience Japan’s world-recognized winter activities and experiences,” says a release.\
Flights will operate from Vancouver Airport (YVR) to Sapporo’s Chitose Hokkaido Airport (CTS), using Air Canada’s B787 Dreamliner aircraft, with Signature business class, premium economy and economy class cabins. Flights will operate three times weekly from December 2026 until March 2027.
Meanwhile, JAL described the advantages of the Japan Air Pass, which provides discounts on domestic JAL flights to international visitors. The Japan Air Pass is a coupon-based airfare program that must be booked through a travel agent – unlike the Japan Explorer Pass, which is available for direct consumer purchase on the JAL website.
But booking the Japan Air Pass through an agent gives travellers the option to refund tickets or upgrade to business class on domestic flights.
Savings will vary according to booking times, seat capacities, etc., but one example is that for travel on Sept. 21, 2026, from Tokyo to Sapporo (Hokkaido), the standard domestic fare is C$423 (including taxes, one-way). That same flight, purchased with the Japan Air Pass, is now C$138 (including taxes, one-way).
Using the Japan Air Pass may end up being cheaper than a rail pass – not to mention quicker than the train, said Serena Lee, the director of global sales for JAL in Vancouver. She said that JAL operates daily flights between Vancouver and Tokyo using the Boeing 787. Between March 31 and October 24, 2026, the airline will use the B787-9, featuring business class, premium economy and economy class cabins.
Finally, as for more news relevant to Canadian travel advisors, is the announcement that ACTA will be holding its 2026 International Destination Conference in Yokohama, from Nov. 29 to Dec. 4, 2026.
IN THE PHOTOS
TOP
The team from the JNTO in Toronto that came to the “Japan: Delve Deeper” event in Vancouver included (l. to r.) Yuka Suzuki, the executive director of the JNTO in Canada; Liam Duffy, assistant manager for the JNTO; Nao Matsumoto, senior assistant mgr.; and Priscilla Portsmouth, senior assistant mgr.
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A welcome toast to the “Japan: Delve Deeper” dinner event by (l.) Priscilla Portsmouth, senior assistant mgr. for the JNTO in Toronto, and Yuka Suzuki, the executive director of the Japan National Tourism Organization in Toronto.
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Travel advisors Sonya Orr and Mike Giovinazzo, both of TTI Travel in Vancouver, met with Miwa Kobayashi, account manager at Japan Airlines, during the “Japan: Delve Deeper” trade show.
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The team of Japan Airlines staff at the JAL table was busy meeting travel advisors during the trade show.
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Travel advisors Michelle Donders and Urvashi Bhargava, both from Marlin Travel in Burnaby, attended the “Japan: Delve Deeper” event in Vancouver, at the Fairmont Waterfront hotel.
