Preserving Japan's Traditional Crafts
As Japan continues to top travellers’ bucket lists, the country and its inhabitants are beginning to feel the impact of overtourism. While many vacationers flock to the Land of the Rising Sun in the spring, summer and early fall, the country is actually a wonderful year-round destination. In fact, winter offers travellers unique experiences that can only be enjoyed during that season.
The objective of this story was to showcase the lesser-known regions of Japan and to encourage travellers to explore beyond the hotspots of Tokyo and Kyoto.
In addition to the destination narrative, consumers' growing interest in all things artisanal was leveraged to carve a story about tourism's vital role in preserving and reinvigorating Japan’s vanishing traditional crafts.
