Japan, Syria, ‘Pilgra-merch’… What’s New in Travel This Week? [ABO]


La revue de presse internationale de la semaine - Depositphotos.com Auteur serezniy

PONANT


In the weekly press roundup for the week of October 12, 2026:

SAF: corporate purchases could reach 1.9 million tonnes by 2030

Saudi Arabia: the conflict undermines tourism ambitions

EasyJet trims its winter schedule by 1.4 million seats in response to fuel costs

Hospitality: OTAs strengthen their grip on distribution

“Pilgra-merch” — when memories become a travel motif

Tourism: historic and legendary journeys in vogue in 2027

Syria: hotel groups study projects despite obstacles

Lufthansa Group increases its capacity to Japan for summer 2027

Oddity! In Las Vegas, people get married at Five Guys… with their travel agent!



SAF: corporate purchases could reach 1.9 million tonnes by 2030


Les achats de carburant d’aviation durable (SAF) pourraient atteindre entre 1 et 1,9 million de tonnes par an d’ici 2030, contre 323 000 tonnes en 2024. @depositphotos/tbtb

According to a study by IATA, Airbus and Accenture, corporate purchases of sustainable aviation fuel (SAF) could reach between 1 and 1.9 million tonnes per year by 2030, up from 323,000 tonnes in 2024.

But the market is held back by prices two to three times higher than traditional kerosene, unclear accounting rules, and complex procurement procedures.

Only 15% of surveyed companies currently purchase SAF certificates. The study calls for clarifying emissions accounting rules, increasing transparency, and simplifying procurement to stimulate demand and accelerate production.

An article to read on traveldailynews.com


Saudi Arabia: the conflict undermines tourism ambitions


Après plusieurs bombardement de l'aéroport de Riyad par des missiles tirés depuis le Yémen, des compagnies aériennes freinent le déploiement de lignes vers le Royaume. @depositphotos/nmessana

Regional tensions weigh on Saudi Arabia’s tourism development. Delta Air Lines postpones to March 2027 the launch of its direct Atlanta–Riyadh route, following several attacks on King Khalid International Airport, including one on October 10 that left at least 12 dead and more than 300 injured according to Saudi authorities.

Virgin Atlantic has already canceled its London–Riyadh service in April, citing the conflict, security risks, and challenges in ensuring a reliable flight schedule.

These events cast doubt on the kingdom’s tourism ambitions.

One piece of information to be found on skift.com


EasyJet trims its winter seat capacity by 1.4 million due to fuel costs


EasyJet supprime entre 600 000 et 700 000 sièges supplémentaires de son programme hivernal. @depositphotos/Boarding2Now

EasyJet cuts between 600,000 and 700,000 additional seats from its winter programme, following a similar reduction earlier in the year.

In total, the airline is trimming capacity by about 1.4 million seats to limit its exposure to rising fuel prices, which have nearly doubled since the start of the conflict with Iran in February.

Ryanair and Wizz Air are also reducing their winter offerings. The airlines warn about the growing burden of regulatory and environmental costs, notably related to the European Union Emissions Trading System and sustainable fuels (SAF).

Read on travelweekly.co.uk


« Pilgra-merch »: when memories become a travel motif


Tourism: historic and legendary trips in vogue in 2027


Selon Skyscanner, en 2027, les voyageurs devraient être davantage attirés par les sites antiques, les itinéraires historiques et les lieux popularisés par le cinéma. @depositphotos/Dudlajzov

According to Skyscanner’s travel trends report for 2027, travellers are expected to be more drawn to ancient sites, historical routes, and places popularized by cinema.

Dubbed “Grand Odysseys,” this trend responds to a quest for meaning and a connection with the past.

Films and series influence destination choices: 30% of Gen Z travelers surveyed have already journeyed in the footsteps of ancient narratives. Hiking routes that link natural landscapes with historical heritage should also benefit from this enthusiasm.

More to discover on euronews.com


Syria: hotel groups study projects despite obstacles


Alors que la Syrie souhaite relancer le tourisme après des années de guerre, plusieurs groupes hôteliers internationaux s’intéressent au pays. @depositphotos/vyskoczilova

Syria is looking to revive its tourism sector after years of conflict. Several international hotel groups, including Eagle Hills, Emaar, Accor and Wyndham, are showing interest in possible projects in the country, notably in Damascus and Latakia.

In the first half of 2026, Syria welcomed 3.52 million visitors, including more than two million Syrian expatriates.

While these figures signal a rebound, they do not confirm a broad return of international tourism. Degraded infrastructure and payment difficulties remain significant impediments to a recovery.

A Reuters article


Lufthansa Group increases its capacity to Japan for the summer of 2027


Lufthansa Group prévoit jusqu’à 50 vols hebdomadaires vers quatre aéroports japonais durant l’été 2027. @depositphotos/mrsiraphol

In response to rising demand, the Lufthansa Group plans up to 50 weekly flights to four Japanese airports during the summer of 2027.

The group will resume its seasonal Frankfurt–Nagoya service on March 29, offering three flights per week, and will add a daily flight between Frankfurt and Tokyo-Narita starting March 28.

SWISS will also strengthen its Zurich–Tokyo-Narita service, with up to seven weekly flights. This expansion comes after a record year for international tourism to Japan in 2025, with 42.7 million foreign visitors.

Source: euronews.com


Quirky! In Las Vegas, you can get married at Five Guys… with your travel agent!


Travelmation s’associe à Five Guys Vegas pour organiser des mariages dans deux restaurants de l’enseigne.@depositphotos/j.hendrickson3

Burger, fries and a bridal bouquet: the travel agency Travelmation teams up with the Five Guys Vegas chain to organize weddings in two of the brand’s restaurants.

From $255, couples will get a ceremony, a meal and two “Just Married” t-shirts.

Travel agents handle the organization and earn a commission. Sometimes all it takes is a good menu to put travel… on the plate!

To be found on travelweekly.com

Easia Travel in Japan: First Look and New Kyushu Itineraries


© Easia Travel

PONANT


Six months after the launch in Japan, what is your initial assessment?

Emma Alliot : « The assessment is positive. We are glad to see our Tokyo team expanding and to record our first bookings, both for bespoke individual trips and for groups and for series departures.

These first months have also been a period of learning and adaptation. Japan has its own codes and a way of working different from what we know on our other destinations. It teaches us patience: relationships with our local partners are built gradually, and we take the time to establish them on solid foundations. This is a crucial step in developing the destination. »



L’équipe Easia Travel en inspection au Japon en juin 2026 © Easia Travel


What have you learned from your first familiarisation trip and the expectations of the French market?

Emma Alliot : « This first familiarisation trip allowed us to revisit the classics with a fresh perspective. Japan is evolving, notably with the rise in international travelers. We must therefore continue to rethink certain itineraries, explore alternatives, and adapt our proposals.

On the French market, expectations are clear: our partners are seeking programs that can make a difference, while keeping prices as competitive as possible. Japan remains a relatively expensive destination. Our job is to craft offerings that stand out, without losing sight of travelers’ budgets. »


Découvrir le Japon autrement, entre randonnée et nature, avec Easia Active © Easia Travel


Active and premium travel: how will Easia Active and Easia Exclusive enrich your Japan offering?

Emma Alliot : « With Easia Active, we aim to offer more dynamic ways to discover the country. Beyond cycling tours, we want to develop hiking, boat trips, or experiences around martial arts, not limited to sumo. We are particularly targeting a younger audience seeking an active trip without necessarily identifying with the world of manga or pop culture. Nature, sport, and traditions provide other gateways into Japanese culture.

With Easia Exclusive, we are working on a more intimate discovery of the destination: characterful accommodations, private experiences, places that are difficult to access on your own. The idea is not simply to offer more luxury, but to create distinctive moments: a meeting with a craftsman, a special dining setting, a cultural discovery in a small group. The service mindset, the quality of hospitality, and the richness of Japanese know-how lend themselves particularly well to this approach. It is this notion of privileged access, combined with travel personalization, that we want to place at the heart of the offer. »


Découvrir le Japon de manière plus confidentielle, à travers des expériences privées et privilégiées avec Easia Exclusive © Easia Travel


You are preparing self-guided circuits in Japan. How do you balance autonomy with local support?

Emma Alliot : « Japan is already widely offered in self-guided formats. The cost of certain services, especially that of guides, is noticeably higher than in other Asian destinations. It is therefore natural to design trips that grant travelers more autonomy.

We are developing an application that will help them retrieve the steps of their itinerary and view the main points of interest around the places they visit.

But the application does not replace human support. The itinerary remains planned in advance by our teams, and travelers receive our assistance when needed. They thus retain the freedom to organize their days at their own pace, while staying guided. This is the balance we want to bring to independent travel in Japan. »


Découvrir Tokyo en toute autonomie avec les circuits autoguidés d’Easia Travel © Easia Travel


Do you want to enrich your Japan programming?



Easia Travel au Japon : premier bilan et nouveaux itinéraires à Kyushu
Alex Lodola

[email protected]

www.easia-travel.com

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Kuoni Publishes Special Editions for Japan, Egypt, and Mauritius


La brochure Japon de Kuoni - Photo Kuoni

CroisiEurope


Kuoni vient d’éditer plusieurs brochures dédiées à une destination.

La dernière sortie est consacrée au Japon. Le voyagiste propose plusieurs façons de découvrir l’archipel : circuits accompagnés, voyages individuels, excursions et expériences culturelles ou gastronomiques.

Deux circuits accompagnés sont mis en avant. « Paisible parenthèse japonaise », dans la gamme Essentiel, relie notamment Tokyo, le lac Kawaguchiko, Kyoto, Nara, Hiroshima et Miyajima. « Impressions nippones », dans la gamme Mythique, se déroule en petit groupe de 6 à 12 participants et comprend plusieurs expériences, dont une initiation à la feuille d’or, un atelier autour du matcha et une découverte de l’univers des samouraïs et des ninjas.

L’offre individuelle permet de voyager à la date souhaitée avec un itinéraire organisé. Les principaux trajets en train et les hébergements sont réservés, avec une assistance francophone 7 jours sur 7.


Japon : des itinéraires thématiques, des escapades combinables…

La brochure propose également plusieurs itinéraires thématiques autour de Tokyo et Kyoto, de la gastronomie, des châteaux et jardins, d’Hiroshima et Miyajima, des Alpes japonaises ou de la côte de la mer du Japon.

Kuoni met notamment en avant des régions moins fréquentées avec « Un autre visage de l’archipel », qui conduit vers Kinosaki Onsen, les dunes de Tottori, Matsue, Okayama et Kurashiki. « Des montagnes aux cités impériales nippones » relie quant à lui Kanazawa, Shirakawa-go et Takayama à Kyoto et Tokyo.

L’une des particularités de cette programmation repose sur huit escapades combinables, permettant de construire un itinéraire selon les envies, les dates et le niveau de confort du voyageur.

Les propositions comprennent notamment le mont Fuji et la vallée d’Owakudani, le lac Kawaguchiko, Kyoto et Tokyo, le mont Koya, la route des châteaux, Hiroshima et Miyajima, la mer du Japon ou encore les Alpes japonaises.

Kuoni prend en charge l’organisation des liaisons entre les différentes étapes et propose les vols au départ de la France selon les dates et préférences des clients.

La programmation est complétée par des excursions et expériences réservables avant le départ : atelier sushi, dégustation de saké, cérémonie du thé, visite gourmande d’Osaka, mais aussi découvertes de Nikko, Kamakura et Nara.

Pour accompagner le lancement de cette brochure, Kuoni propose enfin une offre privilège de 500 € par dossier, pour toute réservation effectuée du 1er octobre au 15 novembre 2026, sur les voyages Kuoni au Japon de cinq nuits minimum. L’offre n’est pas rétroactive.


Une brochure Egypte 2027 et une édition spéciale consacrée à l’île Maurice et Rodrigues


Les brochures Egypte et Ile Maurice - Photo Kuoni

Mi-septembre, le tour-opérateur a également sorti un brochure Egypte 2027. Kuoni développe son offre autour des circuits-croisières sur le Nil, des séjours balnéaires sur la mer Rouge, ainsi que d’une sélection d’hôtels et d’excursions.

Parmi les nouveautés figure « L’Égypte, l’appel du désert », un circuit consacré aux déserts Blanc et Noir et à leurs oasis.

Autre opération de rentrée : une édition spéciale consacrée à l’île Maurice et Rodrigues, avec une offre de 300 € de réduction par dossier pour toute réservation effectuée jusqu’au 31 octobre 2026, sur une large sélection d’hôtels.

La brochure met notamment en avant Heritage Le Telfair Golf & Wellness Resort, LUX* Belle Mare, Constance Belle Mare Plage, The Westin Turtle Bay Resort & Spa Mauritius, La Pirogue et Zilwa Attitude.

Les sélections couvrent notamment les séjours tout compris, les voyages en famille, les lunes de miel, les établissements adults-only, le golf et les spas.

Enfin, Kuoni rappelle que jusqu’au 17 octobre 2026, chaque réservation effectuée sur les brochures du Groupe Kuoni France permet aux agents de voyages de bénéficier d’un chèque-cadeau de 50 € et de participer à un tirage au sort mettant en jeu sept voyages.

Finnair Expands Japan Service With Up to Three Daily Flights to Tokyo


Finnair renforcera sa desserte du Japon avec jusqu’à trois vols quotidiens vers Tokyo - Depositphotos.com @zhukovsky

CroisiEurope


Finnair poursuit le renforcement de son programme vers le Japon.

For the summer season 2027, the Finnish airline announces an increase in its frequencies to Tokyo, with up to three flights daily at the peak of the season.

The rise mainly affects Tokyo-Narita airport, which will be served up to twice daily. Finnair will also maintain its daily service to Tokyo-Haneda.

With these additional frequencies, Finnair plans up to 32 weekly flights to Japan during the summer 2027, versus 28 in the summer 2026.

The airline explains this increase as a result of sustained demand for the Japanese market.

Timetables have also been adjusted to facilitate connections in Helsinki between Japan and Finnair’s European network.


An Additional Frequency to Narita from May to August 2027

Japan is the airline’s main market after Finland.

Finnair currently serves Tokyo-Haneda, Tokyo-Narita and Osaka year-round. During the summer season, its Japanese network also includes Nagoya, of which it is the only European airline to offer direct service.

The new frequency between Helsinki and Tokyo-Narita will be operated from 12 May to 14 August 2027, according to the schedules announced by the airline.

The AY71 flight will depart from Helsinki at 12:20 for an arrival in Tokyo-Narita at 07:15 the next day. On the return, the AY72 will depart from Narita at 08:55 to arrive in Helsinki at 15:35.

The additional frequency will not be operated on the Helsinki-Narita flight on May 13 nor on the Narita-Helsinki return flight on May 14.


Amelia Brille Published by Amelia Brille TourMaG.com Editor
See all articles by Amelia Brille

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Japan Experience Solidifies Its B2B Growth Momentum


Japan Experience concrétise sa montée en puissance dans le B2B - crédit @Philippe Voisin

Aer Lingus


A few months after being acquired by the Marietton Développement group, Japan Experience is accelerating its development in the B2B market.

Already committed to this strategy, notably with the acquisition of the France Travel Center receptive unit at the start of 2025, the Japan specialist now plans to rely on the group’s agency networks to scale up.

« For several months we have been working to offer the same level of service to travel agent clients as we do to our direct clients », explains Thierry Maincent, managing director of Japan Experience.


Japan Experience: an 84-page new B2B brochure

Japan Experience is now listed with the Selectour and Havas Voyages networks. A first step that allows it to expand its commercial reach to 1,500 agencies.

In the circuits activity, the B2B already accounted for about 30% of activity. Beyond the Selectour and Havas Voyages agencies, Japan Experience intends to attract, in the long term, other distribution networks : « in the coming years, we estimate that the B2B share could reach 60 to 65%. The B2C remains important, especially as we continue to grow in France and expand into foreign markets. »

A new 84-page B2B brochure has also started being distributed to nearly 600 agencies. It showcases more than thirty programs, including privatized circuits that can be customized à la carte, as well as around a dozen more specialized proposals.

The objective is also to raise awareness among agencies of the breadth of its on-site expertise and services. « We control the entire chain with over 50 people in Japan and many activities brought in-house. A good portion of our guides are employees and we also handle traveler reception at the airport ourselves. » details the leader.

The company also highlights its on-the-ground assistance service in Japan, provided by its own teams. These are available 7 days a week, from 8 a.m. to 10 p.m., and are familiar with travelers’ files as well as the various involved providers.


New B2B features on the site and dedicated booking service


Le dirigeant reste par ailleurs confiant sur le potentiel de la destination Japon malgré les perturbations enregistrées en 2026 - Depositphotos.com

The specialist operates five European offices (Paris, Milan, Madrid, Berlin and London) and two Japanese offices (Tokyo, Kyoto).

In addition to the brochure, Japan Experience is also working on its tools for professionals. We are leveraging our historic site Japan-experience.com to develop B2B features.

« Travel agents identified as such will be able to directly book circuits or train tickets. They will also be able to directly view the associated commissions. We will further enrich these features over the next six to eight weeks. »

Japan Experience has also reorganized its call center with a dedicated service for B2B bookings, separate from the one for B2C clients. « Travel agents need targeted support and a quick response when they are with their clients » says the managing director.

Early results are encouraging: nearly one in three quotes are now being converted by agencies.

Thierry Maincent can rely on the expertise of the other tour operators in the group: « You don’t become a tour operator overnight. The craft, you learn it. I’m starting to do agency tours myself, trips. »


Japan Experience also strengthens its presence in South Korea

On the destinations side, Japan Experience is also strengthening in South Korea.

The destination offered in combination with Japan will benefit from dedicated production: « We are not officially announcing South Korea yet, but we are already responding to agencies requests wishing to build programs for this destination. »

The company is also beginning to build its own networks of guides and local partners.

« It’s a destination that is rising and is often associated with Japan. Travelers who have discovered Japan want to visit Korea next. »

In January, at the time of Japan Experience’s acquisition by Marietton Développement, Laurent Abitbol set an ambitious objective: double activity within four years.


The “desire for Japan” remains intact

Japan Experience today confirms it will keep pursuing this ambition.

« With our rising strength within the agency network, it is well within reach », says Thierry Maincent.

The leader remains confident in the potential of the Japan destination despite the disruptions in 2026, notably related to the Middle East conflict and its impact on air supply.

According to him, Japan Experience will perform better in 2026 than in 2025. In 2025, the Land of the Rising Sun specialist posted €65 million in revenue.

The rise in airfares has nonetheless been a hurdle, while some Gulf carriers reduced their offerings for several weeks. To counter this, Japan Experience has notably strengthened its partnerships with Chinese carriers.

Thierry Maincent asserts that the “desire for Japan” remains intact.

The destination, he says, holds significant potential for repeat travelers. « We don’t just go to Japan on trips; we go there on vacations as well », he summarizes.

Couples, families, multi-generational trips or a second stay: Japan Experience therefore aims to persuade agencies that Japan can be a loyalty-building destination, not merely a one-off trip.

« Japan is the United States of tomorrow », he concludes, referencing the destination’s ability to inspire several journeys over a lifetime.


Village in Japan Claims to House the Tomb of Jesus Christ

In the wooded mountains of Aomori Prefecture, in northern Japan, a small village draws the curious with a story that is, to say the least, perplexing. In Shingo, two burial mounds are presented as the tomb of Jesus Christ and that of his brother Isukiri. A legend without historical basis, but one that the locals have nurtured for decades through a museum and an annual festival. Here, the mystery matters less than the tradition that has grown around it.

A Legend Born from Mysterious Manuscripts

Arriving in Shingo, nothing suggests that the village is linked to one of Christianity’s central figures. The landscapes are those of quiet rural Japan, between rice fields, farmhouses, and forests. Then a blue sign in English points toward the “Tomb of Christ,” the tomb of Christ.

According to local tradition, Jesus would not have died crucified in Jerusalem. After an initial stay in Japan, he would have returned to Judea before escaping crucifixion. His brother Isukiri would have taken his place on the cross, while Jesus embarked on a second voyage toward the archipelago. He would have settled in Shingo, where he supposedly lived to the age of 106, founded a family, and had three children.

This story rests on the “Takenouchi Documents”, manuscripts whose existence and authenticity are highly contested. They would have been found in 1935 by Kiyomaro Takenouchi, a religious leader who claimed to have identified the tomb of “Iesu Kirisuto”, the name given to Jesus Christ in Japan. The originals are said to have disappeared during World War II, leaving only copies.

The nearby museum presents reproductions of these documents and various items related to the legend. The museum director, Hidenobu Kadogishi, tells CNN that “the tomb of Christ himself has always been here, but nothing allowed a proper explanation”. In 1996, the village therefore created the museum to tell this story to visitors.

On the hillside, two mounds surrounded by small white fences are topped with large wooden crosses. One would be the burial site of Jesus, the other would hold his brother’s ear.

Nevertheless, no reliable historical evidence proves that these are the tombs of Jesus and Isukiri. Japanese professor Ryosuke Okamoto, a theologian and tourism expert at Hokkaido University, reminds CNN: “There is no reliable historical evidence that these are the tombs of Jesus and his brother.” He also notes that Isukiri does not appear anywhere in the Bible.

In Shingo, the Mystery Has Become a tradition

While the legend draws attention, it is not the core of a Christian religious practice. Each year, the village hosts Kirisuto Matsuri, or Christ Festival, on the first Sunday of June. Established in 1964, the event blends local traditions with homage to the two tombs.

The ceremony is led by a Shinto priest, who offers prayers and presents sacred branches called tamagushi. Artists then perform a shishimai, a traditional lion dance, before kimono-clad women interpret Nanyadoyara, a local folk dance around the burial mounds.

Visitors are invited to join the dance. This year, about 1,000 people participated in the festivities, a record for the event. Among them were locals from the region as well as foreign visitors drawn to this singular story.

For mayor Kazutomo Sato, the objective is not to determine whether Jesus actually lived in Shingo. “Don’t overthink it,” he tells CNN. By setting aside the question of truth, the tomb of Christ is here, and we pay homage to it. It’s our reality, and it’s something we have protected as a tradition handed down by our ancestors.”

Professor Ryosuke Okamoto likewise sees the legend’s survival as independent of its historical veracity. “The legend survives not because everyone believes it to be historically true. It survives because people value the place, the festival, and the connection they maintain with previous generations,” he told American media.

This story also contributes to giving Shingo, a village of about 2,000 residents, greater visibility, a situation familiar to many rural areas in Japan facing demographic decline. For Okamoto, the tomb mainly represents “visibility and a memorable story that allow a village to present itself to the outside world”.

Yet the site remains only a waypoint on the broader tour of the region. Nearby are the Oirase Gorge and Lake Towada, while the port city of Hachinohe is reachable in under three hours from Tokyo by high-speed train. In Shingo, the supposed tomb of Jesus thus remains less a Christian pilgrimage site than an extraordinary local story that over time has become a means for the village to safeguard its traditions and to make itself known to the wider world.

Kyushu, Japan: A Nature Haven to Find Peace Away from the Crowds

In Fukuoka, the main city of Kyūshū, a kite-shaped, large island far to the south of Japan, one strolls along the canals and through the quiet temple alleys bordered by blooming hydrangeas. One takes the bus to bathe at one of the numerous sandy beaches facing the Korea Strait, or to pick amaou (the queen of the local strawberries) in the surrounding farms. One orders an iced coffee on a terrace – a rarity in Japan. And in the evening, one sits down at the micro-counter of a yatai, that kind of ambulant restaurant once widespread across the country, of which the city is now the last bastion.

A Sweetness Born in the South

Fukuoka, home to 1.6 million inhabitants, shares many traits with other Japanese megacities: the same climate-controlled malls, the same glass-and-steel buildings, the same flurries of salarymen rushing at the giant star of the intersections. Yet there is something different here. A particular ease of living, a kind of southern hedonism that invites you to slow down. A feeling you do not experience anywhere else in Japan.

The impression grows as one explores the rest of this island the size of a French region. Volcanoes cloaked in azaleas, vast cedar forests, soothing hot springs: Kyūshū cultivates a lifestyle that is more relaxed and nature-oriented than Honshū, its bustling and highly urban neighbor. Around Fukuoka, a theatre-like amphitheatre of mountains glitters at the city’s edge. It is visible from every building, as soon as one reaches the tenth floor. A foretaste of the vast spaces the island has to offer. To dive into them, head to Hakata Station, the great rail hub where Shinkansen (the TGV) from the north arrive. From here, all of Kyūshū is accessible via a network of around thirty lines and 2,500 km of tracks. The moment you gulp down a tonkotsu ramen (noodles in pork-bone broth), slide, full and content, into a train, and watch another Japan roll by behind the window. First stop: the Yame region, one of the cradles of Japanese tea.

From Yame to Arita

A Campaign in a Cup of Tea

“Hô-hokekyo !”, cries the uguisu, the Japanese nightingale, as if to warn Mrs. Fumiko that visitors are entering her garden. Lace apron and smartphone in hand, the hostess awaits us with a firm footing anyway. “Call me Grandma Fumi, says the septuagenarian through her translation app. Today, we will prepare dago soup.” For the rest, Fumichan relies on gestures. She guides unfamiliar tubers into our fingers, grips our wrist to ensure the knife is held properly. She has us slice the gobo (burdock) and the daikon radish; loosen miso into broth, drop in dumplings; pour the rice washed three times into the hakama, a cast-iron pot fueled by wood. And while all this steams and smokes, she sits with us on the porch to chat.

The rain hammering the tiles finally wakes the frogs. A misty cotton-like veil rises from the mountains, disguising the cypress-topped pompoms as steam-breath broccoli, while bowls carry the herbal scent of shincha, the new tea. “I started welcoming tourists twenty years ago, explains our host. At first, Japanese who wanted to rediscover rural life. Then Koreans, Taiwanese, Chinese. In recent years, I’ve seen more and more Americans, and even Europeans!” Although accessible by train and then bus from Fukuoka, the village of Hoshino, with its trout streams and terraced rice fields, is far from having a place on the world tourism atlas. Yame, 60,000 inhabitants, 30 km away, is somewhat better known: it is one of the most prestigious centers of green tea production in Japan. One stops there in a traditional house, three tatami rooms, with neighbors including a deserted Shinto shrine, a sacred camphor tree, and a neighborhood restaurant.

The Delicate Art of Arita

The next day, heading west, we go toward Arita, cradle of Japanese porcelain. In the 16th century, the discovery of a kaolin deposit—the clay that forms this precious ceramic—changed the town’s fate, and it began exporting white-and-blue tableware to Europe via Nagasaki’s Dutch trading post. Sakaida Kakiemon, the fifteenth in line, continues the craft of master ceramicist in one of the town’s oldest kilns, founded by his ancestor around 1640. “The Kakiemon clan developed its own style and techniques, such as nigoshide, a milky-white porcelain that is very difficult to fire”, explains Takami Ishii, who leads us through the workshop. He then takes us to the tea house and seats us opposite the garden to taste a red bean pastry in a porcelain piece adorned with a trompe-l’œil kaki. The wind rises, softening the cloud-pruned trees and the wild cedars into a single rustle.

On the Way to Shimbara

Gas in the Water

In Kyūshū, the grand affair is the onsen, natural hot springs. Located just west of a zone where two tectonic plates converge, the island experiences intense geological activity, even by Japan’s famously turbulent standards. This tremendous underground boil brings thousands of hot springs to the surface. In Beppu, on the northeast coast, there are 3,000, or about 10% of the national total! Rather than join this spa town, one of the region’s few tourist hotspots, we head south. A train and then a bus from Fukuoka take us to Ureshino-onsen, renowned for its alkaline waters, which presents a deliciously nostalgic charm. The Siebold no Yu, its public bath topped with orange tiles, has the look of a Bavarian church mingled with Taishō Romance, the Japanese Belle Époque style. Around it, a string of ryokan (traditional inns) offers all the ways to take the waters, from the rotenburo, outdoor bath, to that odd establishment where you steep like a tea bag in giant cups.

The Infernos of Unzen

Leaving the fog of the saunas behind, we board a bus at Isahaya Station, the last big town before Nagasaki. Two sleepy schoolgirls, quiet elderly folks, a couple of Australians and their big backpacks… The vehicle is nearly empty as it climbs toward Shimabara Peninsula. After a stop along the Tachibana Bay coast, at Obama-onsen, another spa town where baths are taken with towels featuring the image of the American president (the naming coincidence is purely accidental), the bus winds up a hairpin road and deposits us in the middle of a field of fumaroles. “Welcome to Unzen-onsen!” exclaims Emanuele Carloni amid the smells of rotten eggs. In Japan, we call this jigoku, after the Buddhist hells. The guide, from Bologna, Italy, points to plumes of gas escaping from rocks yellowed by sulfur, rimmed by bubbling pools. When you know that during early 17th-century persecutions Christians were thrown here, the term takes on another connotation.

After we pass through the doors of hell, the Italian guides us along the paths of paradise, to the heart of a grove of cherry trees where, carved into the rock, the blissful face of a Buddha meditates. Then up the slopes of Mount Unzen, responsible for these malignant emanations. Covered in the cherub-pink of wild azaleas, the lava dome gleams like a celestial vision. After a night beside a jade-colored lake, we descend by bus to Shimabara, a town lulled by the heat of late May. Under the indifferent gaze of a master, middle schoolers sketch in their drawing pads the town’s grand white castle and the dragonflies that hover around its moat. Others swing baseball bats or wander the samurai district, greeting processions of koi in the clear-water channels. An ordinary Sunday in the shadow of the volcano.

From Kumamoto to Aso

The Little Caldera Train

Dressed in black-and-white like a dalmatian, with panoramic carriages: the beast waiting on the platform at Kumamoto Station, the western coast’s great city, is one of Japan’s many “special trains” of which the country is proud. These sightseeing cars are a fantastic way to see the country at leisure. With its mascot, Kuro, a mischievous mutt who peeks out from doors to curtains to the ball-pit in the kids’ car, the Aso Boy covers the 49.9 km to its terminus in exactly 1 hour 30 minutes. So be it. We sit in front of a matcha in the lead car, watching watermelon fields and the first rises of the island’s center roll by. After a few kilometers of gentle ascent, the train enters a gap in the caldera of Aso. Formed by eruptions between 300,000 and 80,000 years ago, this colossal crater hosts one of the country’s most active volcanic complexes. The subterranean risks (in 2016, a quake here claimed dozens of victims) do not stop nearly 50,000 people from living there and farming their fields and rice paddies, the train weaving through them.

On the Kumamoto station’s platform, Nathalie Chauveau waits beneath the bronze statue of a One Piece pirate — Eiichiro Oda, the author of the celebrated manga, has just arrived from Kumamoto. Rather than sprinting with tourist coaches toward the volcanic dome, the guide proposes exploring by bicycle the rolling hills around the caldera, like Auvergnat uplands that moor along the caldera’s rim. “They’re covered with pastures that have existed for millennia and that the inhabitants continue to maintain,” she says, as the wheels of our mountain bikes slip on the soft grass. Married to a native of Aso, the Belgian guide herself shares the duty, like all locals, to clear each winter by fire one of the patches where sheep, cows, and horses graze, to prevent it from being overtaken by trees and bamboos. As evening falls, we find ourselves almost alone on the road up toward the volcano. Access to the crater and its acidic lake is impossible at the moment, too dangerous. No matter. The real treasure is around us, in this apple-green carpet undulating beneath the hooves of equines, and in the mosaic of rice paddies that, at the bottom of the caldera, reflects the sky like the lens of a telescope.

Around Kagoshima

The Ash and the Fireflies

A crescent-shaped bay guarded by a volcano, shaded boulevards of palm trees, and hot nights where sweaty strollers swallow smoky eggplants on wood-fire, grilled octopuses, and all the sea’s imaginable fruits. Kagoshima, the southern capital, has not robbed itself of its nickname “Naples of the Orient.” At dawn, along Napolidori (“Naples Avenue,” the two cities having been twinned since 1960), partygoers in suits sleepily drink their shakōshū in the street, the sweet potato liquor that the region is a major producer of. If you look closer, their shirts, like the street’s cobbles, bear a fine gray film blown into clouds by taxi wheels. Those are the ashes Sakurajima, the local Vesuvius, has spewed all night and that settle on the city, stinging the eyes of passersby.

On a ferry that takes fifteen minutes to reach the island where the volcano rises, one understands, in the black plume that crowns it, that the giant isn’t in a good mood today. “The alert level is 3 out of 5, with a prohibition on approaching the crater. That sounds impressive, but it’s far from the great eruption of January 11, 1914, when fiery clouds devastated the entire landscape!” assures Rento Oshikawa, persuading us to hop onto a bike and go a little closer. A native of the volcanic island, the guide wants to show both faces. To the east, a stark, mineral landscape, scored with ancient lava flows. To the west, the lushness of forests inhabited by birds and of greenhouses where giant radishes and komikan, a tiny mandarin, grow.

Samurai and Fireflies

But let’s leave Sakurajima to its moods and seek a touch of coolness. From Kagoshima’s central station, one can easily multiply excursions into the surrounding countryside. Taking another small wooden-trimmed train that heads to Ibusuki, a spa town famous for its warm sand baths, its mangoes, and its katsuobushi (smoked and dried bonito). Or boarding a bus to Chiran, the former fief of the Shimazu clan, the warrior family that once ruled the region. In the samurai district, a warm drizzle lifts scents of lilies and damp straw. There one wanders alone, along straight avenues flanked by hedges trimmed at right angles and gateways opening onto zen gardens. Further on, a wooden house turned museum recalls that Chiran was during World War II the main launch base for kamikazes. It is here that Madame Torihama served their last meals to these boys barely twenty years old, who had been given a rapid, yet sufficient training to take off but not to land. At nightfall, rather than yielding to the noisy lights of the izakaya (neighborhood bars), one prefers the calm of a stroll by a brook. In the dark, a slight vibration: a swarm of hotaru (fireflies) flitting branch to branch makes the undergrowth flicker with tiny lanterns.

On Yakushima Island

The Gorge of Misty Water

Sprinkled with a motif of a flying fish, the hydrofoil speeds from dawn toward Yakushima, an island about a hundred kilometers south of Kagoshima. Less than two hours later, one lands in a tropical humid pocket of Japan that feels a bit apart. A near-perfect circle, the proverbial humidity (they say it rains here 35 days a month), mountains housing a biodiversity unique to the country, including the oldest cedar trees, 150 bird species, 16 mammals, including four endemics, like the yakushima deer sika… “Two sea turtles also come to lay eggs on our shores: the green turtle and the hawksbill. For the latter, Nagata Beach is the main nesting site in the North Pacific”, details Hirofumi Ueda of the local NGO Umigame Kan, which works toward a harmonious coexistence between tourists and marine life.

But the attraction here is not sunbathing on the sand. The main draw is the thick forests at the island’s center and their primal sylvan atmosphere. Rescued from mass clear-cutting in the 1970s, they inspired Hayao Miyazaki’s scenery for his film Princess Mononoke. They also host a multitude of hiking trails. The best known leads to Jōmon Sugi, a venerable cedar believed to be between 2,000 and 7,000 years old. But many trekkers also head to Shiratani Unsuikyō (the “Gorge of the Misty Water”), high up on the island. After ten kilometers of bouncing along a road whose edge is peopled by unafraid macaques, a bus drops us where the asphalt ends and the trails begin. There we progress sometimes on wooden platforms, other times on stone and root paths. The gnarled trunks of the sugi (cedars), the vines clinging to the branches, the boulder-strewn ravines: all are shrouded in moss, forming a verdant taffeta in infinite hues. At the end of a final ascent, a granite block juts out of the vegetation and reveals, at our feet, an impenetrable jungle. One must pull from one’s bag the onigiri (rice ball wrapped in seaweed) carried along to break bread and remind oneself that yes, we are indeed in Japan.

The Volcano Islands, Unhurried

Get around without a car

By train: besides the very efficient Shinkansen (the TGV) linking Fukuoka to Nagasaki and Kagoshima, there is a solid network of regional trains. And about ten themed tourist lines. JR Kyūshū, the company that runs almost the entire rail network on the island, offers passes that let you board all these trains at will. jrKyūshū.co.jp/english

By bus: on this mountainous island there is always a small bus to reach places where the rails do not go. If you’re not in a hurry (the journey takes time, with many stops), they’re an excellent way to see the country at low cost. For etiquette: board at the back, and when you disembark, you free yourself from the price of your trip. Bring change!

By boat: to cross a body of sea or to reach an island, this is sometimes the best, even the only, solution. For short journeys, choose regular and inexpensive ferries. For longer crossings, other options are better, notably the hydrofoil, toward Yakushima.

Getting there

The Japanese carrier ANA offers daily flights between Paris and Tokyo and easy connections to Fukuoka Airport, one of the closest to a city center in the world. The best way to begin exploring without wasting time. Paris–Fukuoka flights from 1,200 euros, ana.co.jp/fr

Make the most of your trip

The right partner: for more than twenty years, the agency Les Maisons du Voyage has been assisting GEO in its reports. Their intimate knowledge of the terrain made this Kyūshū exploration possible. Workshops on Arita porcelain, the Aso caldera, Chiran’s samurai houses, Unzen’s fumaroles… Their Japan specialists can tailor a route following our reporter’s steps. A rail-based itinerary with three nights in a ryokan to explore southern Japan at your own pace. Circuit of 15 days and 13 nights, from 3890 €. 0140519515 maisonsduvoyage.com

Before you go: for practical advice or general information on how to travel in Japan, the Nippon Tourist Board site is a goldmine. japan.travel/fr/fr/

Local guides

– Fukuoka. Based in Hakata, the local Freya agency offers guided tours and activities throughout Fukuoka Prefecture.

– Unzen. For a guided “hells” visit, ideas for things to do in the area, or lodging options, contact the local tourism office.

– Aso. The French-speaking guide Nathalie Chauveau will guide you through the caldera’s must-sees and secret places.

– Kagoshima. To venture along the slopes of Sakurajima and discover the island’s many facets, opt for an electric bicycle tour guided by Rento Oshikawa

Directory of addresses

– In Hoshino-mura. Local cooking courses and homestays—courtesy of the charming Fumi-chan. A wonderful way to discover rural Japan.

– In Yame. More than a hotel, Rita offers stays in traditional, comfortable homes, with a key handed to you on arrival.

– In Unzen. For a night in a ryokan with traditional kaiseki dinner and hot baths in volcanic waters, choose this institution by a pretty lake, close to the town’s main sights.

➤ Article appeared in GEO HS magazine No. 134, “Great Escapes at a Slow Pace,” August-September 2026.

➤ Do you love GEO? Then to miss nothing, discover our subscription plans to receive GEO at home every month with ease.

Get Ready for Autumn in Western Japan


3 Days in Mie Prefecture: Akame and Iga

© Wa Sakura

Dream Yacht


This year again, we represent the Mie Prefecture! Embark on an immersive journey through this more rural prefecture with a three-day itinerary at the heart of the towns of Akame and Iga.

Cradles of ninja art in Japan, they are renowned for their ancient culture and stunning natural beauty, especially their splendid autumn landscapes.

👉 More information here


Get Your Tickets for the Grand Kyushu Sumo Tournament!


© Nihon Sumo Kyokai all rights reserved

From November 8 to 22, 2026, the Kyushu Sumo tournament will take place in Fukuoka. With the language barrier, it can sometimes be difficult to know how to obtain tickets to watch these legendary wrestlers, but we have the solution for you! Our partner Asia offers professionals the opportunity to sell this extraordinary experience.

👉 More information about the tournament

Professionals:

contact the Asia agency: [email protected]


Enjoy an Exclusive Moment at Nishiyama Onomichi Ryokan


© Wa Sakura

Freshly renovated in 2023 without losing an ounce of its 1930s charm, the traditional Nishiyama Inn in Onomichi offers an exceptional stay. Private baths, a lounge with drinks and snacks at hand, a restaurant with local and seasonal ingredients, all surrounding a splendid Japanese garden that turns red and orange in autumn.

👉 More information here

Please email [email protected] for a reservation


Contact Wa Sakura

Wa Sakura is the official representative for the prefectures of Hiroshima, Okayama, Fukuoka, Mie, as well as the cities of Matsue, Kobe and Himeji.

Are you planning a trip to Japan? Do you want to visit other sites beyond the famous Tokyo, Kyoto and Osaka?

Discover the must-visit tourist sites in Western Japan, as well as hidden gems carefully selected by the Wa Sakura team!

Nana Omi

Email: [email protected]

Telephone: 01 41 95 00 77

Website : wa-sakura.fr

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Japan Fanzines Thrive Amid Decline of Print Media

Amid the clamor of belts and sheets whizzing through a Kyoto printing house, two artists watch their work come to life on paper as they strive to win over new audiences in the AI era. Despite the decline of the publishing industry, self-publishing and handmade magazines known as “fanzines” or “zines” are gaining popularity in Japan, a reflection of the country’s enduring love for paper, even in the digital age.

Paper “is a medium that engages the five senses“, as Kazuma Obara, one of the two creators, explains to AFP, his hands stained with ink from his photo essay.

Together with his partner Akihico Mori, this 40-year-old photographer is among the artists using a press provided by the Kyoto Shimbun daily newspaper, which is seeking alternative uses for its machines in the face of falling subscriptions.

As the printing presses roar, five technicians quickly flip through pages to check quality. “I think the printed press is incredibly ‘open’. You can give a newspaper and read it together,” explains Obara, who notes a difference between paper and mobile phones, “which are very compartmentalized.” One can feel the artist’s passion when holding the work in one’s hands, Mori, a 44-year-old writer, explains. “That is what makes it so attractive, and AI simply cannot reproduce it.

The duo’s work was showcased at Kyotographie, the renowned international photography festival, held from April 18 to May 17 across Kyoto.

“Interesting Because It Is Old”

Yoshihiko Okazaki, from Kyoto Shimbun Printing, explains that the age range of his clients—artists—spans from teenagers to people over 70. “Interestingly, this phenomenon resonates with younger people… I even hear comments like: ‘it’s interesting precisely because it is old.’“

The country has seen a rapid decline in print publishing. Book and magazine sales have fallen 40% from their 1996 peak when they brought in 2.6 trillion yen. And print newspaper circulation, which peaked in 1997 at 53.76 million copies, has roughly halved by 2025, according to the Japanese Association of Newspaper Editors and Publishers.

Many authors and publishers around the world fear this trend could be accelerated by AI and social networks: in the United Kingdom, half of novelists believe artificial intelligence is likely to replace their work, according to a 2025 study.

However, as in other parts of the world, self-publishing is rising in Japan, particularly among young people. And especially the fanzines—these publications that emerged in the 1930s among American science-fiction fans. According to a study cited by NHK, Japan’s self-publishing market is estimated at over 800 million euros for the fiscal year ending March 2026—almost twice what it was four years ago.

“Something Tangible”

A fanzine fair showcasing a wide range of these handmade magazines in varying sizes and formats has drawn a large crowd in Tokyo.

“AI and social networks are guided by algorithms that only show us what we want to see or what suits us best. But the fact that so many zine creators are taking part in this fair suggests that there are many other visions of the world”, cheers Harumi Kikuchi, a 22-year-old attendee.

The creator Watashi Kishino, who hand-draws her daily life in black-and-white illustrations, concedes that one can “do a lot with AI and digital technology”. “But I also think there is a charm to holding something in your hands”, she says as she displays her works.

Major bookstores are also embracing the trend. Sanseido, a 145-year-old Tokyo bookstore located in the Jimbocho book district, began placing self-published journals on its shelves almost a year ago. “Zines can appeal to an audience different from that of traditional readers,” explains AFP to Masato Sugiura, deputy director of the sales promotion department.

Watashi Kishino believes in the staying power of physical books and magazines despite the digital era. “There is a warmth that only paper can offer,” she says.