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Japan National Tourism Organisation (JNTO) has been recognised at The Drum Awards 2025 for Marketing APAC 2025, winning Silver in the Sustainability/Responsibility category for its evocative promotional film “Oku-Matsushima – Where All Roads Lead Home.”
Set against the stunning backdrop of Matsushima Bay, one of Japan’s celebrated Three Scenic Views, the video tells the story of a photographer drawn to capture the quiet beauty of Oku-Matsushima, a lesser-known gem in Miyagi Prefecture. Along the way, he is guided by a local oyster fisherman, who not only shares the region’s breathtaking coastal charm but also offers a glimpse into the rhythms of local life.
The narrative gently but powerfully conveys the core message JNTO champions, that tourism should be responsible, enriching, and leave a positive footprint on the communities it touches. Through their journey, the film showcases how meaningful connections between travellers and locals can create shared experiences and preserve the integrity of a destination.
Receiving this accolade from The Drum — a respected UK-based global media and marketing platform — is a major milestone. The Drum Awards are known for celebrating marketing that moves people and makes an impact, judged by an international panel of senior leaders across industries. This recognition reinforces JNTO’s leadership in promoting sustainable tourism on the global stage.
Beyond the award, the film serves as a reminder of Japan’s quieter corners, where traditions thrive and hospitality flows naturally. It also highlights the nation’s ongoing efforts to balance tourism growth with environmental, cultural, and economic preservation.
Looking ahead, JNTO aims to continue amplifying these hidden stories, encouraging travellers to explore Japan with sensitivity and respect, ensuring the journey is as meaningful for the local communities as it is for those who visit.
