Wendy Wu Tours and All Nippon Airways (ANA) have unveiled a joint campaign aimed at repositioning Japan as a year-round destination for international travellers. The initiative, timed to the release of Wendy Wu Tours' 2026/27/28 Japan brochure, seeks to shift agent and consumer focus away from the traditional cherry blossom peak and toward the country's quieter seasons.
Gary King, Head of Trade Sales at Wendy Wu Tours, underscored the untapped potential of Japan's shoulder periods. "Early summer brings spectacular flower displays, lush landscapes and comfortable touring temperatures, whilst autumn delivers breathtaking colours and incredible seasonal cuisine," he said. The campaign is designed to give travel professionals a broader set of selling points, from early-summer hydrangea festivals to autumn foliage tours and winter onsens.
Incentives and Itineraries
The campaign includes exclusive agent incentives: free flights on selected tours, partner flies free options, and half-price single supplements. These offers are valid for bookings made before 31 July 2026 and can be stacked with Wendy Wu Tours' Loyalty Club discounts. The operator's award-winning escorted collection features itineraries such as Japan Uncovered and Hidden Japan: Spirit of Kyushu, which delve into both classic highlights and more immersive regional experiences.
ANA, which operates daily non-stop flights between London Heathrow (LHR) and Tokyo Haneda (HND), is a key enabler of this push. The carrier has held a SKYTRAX Five-Star rating for 13 consecutive years and is known for its Japanese hospitality. The airline's robust network from London provides a reliable gateway for agents to sell Japan across all seasons.
Japan's tourism authorities have long grappled with overtourism in peak periods, particularly in Kyoto and Tokyo during cherry blossom season. This campaign aligns with broader efforts to disperse visitor flows. As noted in a recent Travelmao report, Japan's Prefectures Use Mascot IPs to Drive Rural Tourism and Ease Overtourism, regional diversification is a priority for the Japan National Tourism Organization (JNTO).
The partnership also reflects a growing trend among tour operators and airlines to collaborate on year-round destination marketing. Similar strategies have been employed by carriers like Philippine Airlines, which boosted Japan frequencies to meet demand from Australia. Wendy Wu Tours and ANA are betting that agents can unlock new revenue streams by promoting Japan's off-peak charms.
For travel professionals, the campaign provides a structured way to upsell Japan beyond the standard cherry blossom window. With the booking window open until July 2026, agents have ample time to incorporate these offers into their sales pitches. The combination of airlift from ANA and the operator's curated itineraries creates a compelling package for clients seeking authentic, less crowded experiences.
As Japan continues to invest in rural tourism infrastructure and regional airports, the timing of this campaign is strategic. Agents who embrace the year-round narrative can differentiate themselves in a competitive market while helping to alleviate pressure on overtouristed hotspots.
