We’ve had Dry January and Veganuary – now Japanese tourism bosses are urging Brits to try ‘Japanuary’.

TV presenter Lisa Snowdon (pictured) is the celebrity face of the Japanuary campaign, which makes healthy living suggestions from Japan for each day this month.

The Japanuary calendar is promoted by the Japan National Tourism Organisation, Japanese hotels and other businesses in Japan.

Suggested activities include making authentic Japanese dishes, ‘forest bathing’ in woodlands and meditation.

Japan’s tourism market was boosted by the country hosting 2019’s rugby world cup and the momentum is being maintained by the upcoming Olympic Games in Tokyo (July 24-August 9).

Kelly Cookes, leisure director at Advantage Travel Partnership, said such sporting events, along with celebrity travel shows hosted by the likes of Joanna Lumley, were sparking more interest in Japan holidays for 2020.


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Snowdon commented: “Japan has always been special to me, and I am so excited that Japanuary will open up the amazing culture of the country.

“I am constantly inspired by people of Japan and the way in which they enjoy life through amazing food, beautiful natural wonders and spiritual practice.”

Tourism and hospitality businesses supporting the campaign are Tokyu Hotels Group; The Capitol Hotel Tokyu; Karuizawa Tourism Association; O3 Inn Tokyo and EMC (Emishi Restaurant). Other supporters are Tokyu Hands – a chain of “creative lifestyle department stores” – and Boncoura Denim, which sells clothes in 40 shops and department stores across Japan.

Last year’s Abta convention was held in Tokyo, and the JNTO outlined to delegates how it was promoting the country’s attractions to the UK market, with an emphasis on wellness, ski and cruise.