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Japan National Tourism Organization Appoints FINN Partners as its UK PR and Marketing Agency

May 22, 2026

Global independent marketing and communications agency, FINN Partners, has been appointed by the Japan National Tourism Organization (JNTO) to lead its PR, Marketing, and Creative Partnership services, in the United Kingdom. The appointment has been announced following a competitive pitch.

The team will work alongside JNTO’s in-house communications team based in London to deliver a high-impact, creative storytelling and brand partnerships strategy which aims to amplify Japanese cultural exports and inspire tourism through immersive engagement. These touchpoints, spanning food, anime and manga, fashion, art and design, and music, have become deeply embedded in UK culture, shaping perceptions and fueling curiosity about the country.

With a mission to promote Japan as a premier leisure and business destination, JNTO works to highlight the country’s rich cultural heritage, dynamic culinary scene, diverse natural landscapes, and cutting-edge innovation. FINN Partners will support JNTO on an ambitious tourism strategy designed to promote lesser-known prefectures beyond the traditional “Golden Route,” with emphasis on luxury, adventure and sustainable tourism. The strategy will also highlight responsible travel practices, and encourage off-season visitation, while maintaining momentum among first time- and repeat-visitors.

Amy Skelding, Managing Partner – UK Travel Practice, FINN Partners said: “Japan is undeniably one of the most sought-after travel destinations globally, and partnering with JNTO is a milestone moment for our UK team. We are eager to bring a fresh approach to marketing Japan, celebrating the aspects that make the destination so wonderfully unique”.

Airi Motokura, Executive Director – JNTO UK said: “FINN Partners clearly stood out through their innovative strategy and deep understanding for our diverse tourism landscape. In 2025, UK visitor numbers to Japan reached a record 535,004 (+22.4%), and we believe their forward-looking vision aligns seamlessly with our mission to support responsible tourism growth in the market. We are pleased to embark on this journey with a team that shares our dedication to bringing the authentic Japanese experience to British travelers, and we look forward to working closely together to successfully deliver JNTO’s tourism strategy”.

The account will be led by Sophie Morgan, Partner, FINN Partners UK Travel Practice.

FINN Partners’ UK Travel portfolio also includes brands such as Belize, Delta Air Lines, Tourism Ireland, Experience Oman, Skyscanner, Pan Pacific Group, Intrepid Travel and Langham Hospitality Group.