JNTO and Emirates: Selling Japan to Gulf Groups

Explera DMC Japan reads the new JNTO and Emirates agreement as a steady boost for Middle East travel to Japan rather than a sudden change. The memorandum supports joint promotion, and Emirates already flies 28 times a week to Japan. For Gulf groups, halal dining, prayer time and pacing still decide whether a programme works.

Travel Voice reported on 2 October 2026 that the Japan National Tourism Organization has signed a new memorandum of understanding with Emirates to increase travellers from the Middle East. The agreement covers tourism promotion and joint marketing. On capacity, Emirates announced in February 2026 a second daily Dubai to Tokyo Narita service from 1 May 2026, taking it to 28 weekly flights to Japan across Tokyo Narita, Tokyo Haneda and Osaka. Schedules change, so confirm them with the airline before quoting.

What does the new agreement cover?

JNTO and Emirates have worked together before: in October 2019 they signed a memorandum of cooperation for a promotional campaign aimed at consumers across the Gulf. The new MOU builds on that relationship, with a focus on travel demand between Japan, Dubai and the wider Middle East. Since November 2021 JNTO has also run its own Dubai office, its first in the region.

What does it mean for agents?

For agents in the Gulf and the wider region, the signal is useful rather than dramatic: more promotion, more seats and more awareness. It will not change how a Japan group is built, but it may make family and multi-generational travel from the region easier to sell, particularly if seat capacity grows. Check availability early for school-holiday and Eid-period dates.

Planning Gulf groups well

• Halal food. Halal options exist but need planning; see our Middle East and halal guide.
• Prayer space. We plan prayer times and quiet spaces into the day, and advise on hotels and venues that can help.
• Summer escape. Many Gulf families travel in summer, when Hokkaido and the highlands are cooler; see our summer heat guide.
• Multi-generational travel. Rooms, pacing and seating matter; see our multigenerational family guide.

How we plan it

We fix arrival and departure times first, build in rest after long flights, and keep itineraries to fewer hotels. Religious calendars shift each year, so we check Ramadan and Eid dates before proposing a season. See our airport transfer guide.

Sources: Travel Voice report, 2 October 2026; Emirates second Narita service, Dubai Media Office, 5 February 2026.