The Japan Tourism Agency is supporting Sake and Shochu promotions at the country’s four major airports of Narita, Haneda, Chubu, and Kansai.

 

The agency, which falls under the Ministry of Land, Infrastructure, Transport and Tourism is supporting the promotion to promote these locally produced specialities to the increasing number of “foreigners” visiting Japan.

 

The JTA said: “This is the first time that the Japanese government, airport companies and [the] liquor industry have launched a joint initiative. The government is aiming to achieve 10 million foreign visitors to Japan this year and sees the next target as 20 million foreign visitors, by continually strengthening measures to realize a tourism nation.

 

“A campaign booth will be set up close to the passport control at each airport for public relations activities”.

 

PROMOTION ENDS NEXT MARCH

The campaign began last month and JTA says that the displays of award-winning products are being updated every two weeks until the promotion ends on 31 March 2014.

 

Foreign language speaking staff are now in place to assist visitors who besides being offered tastings, are also being given information about Japanese breweries they can visit in Japan.

 

The hosting organisations for this promotion include the Japanese Sake and Shochu Makers Association, Narita International Airport Corporation, Tokyo International Air Terminal Corporation, Central Japan International Airport Co., Ltd., and New Kansai International Airport Company, Ltd.

 

The supporting organisations are the Ministry of Land, Infrastructure, Transport and Tourism (MLIT), Japan Tourism Agency (MLIT), and the National Tax Agency, Japan.

 

[A typical Sake and Shochu display stand currently being used to promote both drinks at Japan’s four leading airports].