Sydney-based marketing and representation agency Gate 7 has deepened its ties with Tourism Exchange Japan (TXJ), announcing new PR and tourism development roles for three distinct Japanese destinations: NARITA BEYOND, Discover Niigata, and the Kii Peninsula.
Following a record-breaking year for Japan tourism in 2024, with international arrivals hitting 36.9 million and Australian visitation surging 50.1% to 920,000, Gate 7’s expanded remit reflects sustained interest from the Australian market in Japan’s regional experiences.
Gate 7 has been appointed PR representative for NARITA BEYOND and Discover Niigata and will continue tourism development work for the Kii Peninsula across the prefectures of Wakayama, Mie and Nara. The agency will also lead cooperative marketing, media famils, and trade engagement across the three regions.
“These destinations offer the kind of experiences that we know Australian travellers love: depth, authenticity, and variety,” Jo Palmer, Founder & Managing Director of Gate 7 said.
“NARITA BEYOND redefines the stopover experience, Discover Niigata delivers cultural and natural richness in every season, and the Kii Peninsula continues to resonate with its spiritual and cultural depth.”
Why these regions?
Located minutes from Narita International Airport, NARITA BEYOND invites travellers to venture beyond the terminal. With heritage-rich sites like Naritasan Shinshoji Temple, the Omotesando shopping street, traditional ryokans, and farm-to-table dining, the destination offers a grounded alternative to the usual Tokyo stop.
On Japan’s west coast, Discover Niigata positions itself as one of the country’s most under-the-radar gems. Known for its seasonal landscapes, from powdery winter ski fields to rice paddies and flower fields in spring and summer, Niigata is also Japan’s leading producer of premium rice and sake.
“Niigata is now stepping onto a new stage, ready to share its authentic charm with the world,” said Kenichi Shirai, Executive Vice President at Niigata Prefectural Tourism Association.
“We invite travellers to discover our four seasons, sake culture, and the warmth of our people.”
Gate 7 also continues its work with the Kii Peninsula, a region known for its UNESCO-listed pilgrimage trails, slow travel appeal, and forested mountain ryokans. Building on last year’s PR campaign momentum, the agency will now focus on tourism development, targeting culturally curious Australians seeking spiritual and nature-connected travel.
Trade opportunities and market momentum
The latest figures reveal Australia’s growing appetite for regional Japan. May 2025 arrivals from Australia were up 18.7% year-on-year despite the off-peak timing. This sustained growth is fuelling destination marketing strategies aimed at dispersing visitors beyond the Golden Route.
“Our expanded partnership with Tourism Exchange Japan reflects our commitment to showcasing the depth and diversity of regional Japan to the Australian market,” Palmer said.
Through trade campaigns, product development, and on-the-ground storytelling, Gate 7’s appointment aims to solidify regional Japan as a mainstay in the Australian travel landscape.
KARRYON UNPACKS: With Australian appetite for authentic Japanese experiences stronger than ever, Gate 7’s new and expanded appointments offer agents fresh angles, lesser-known regions, and high-value cultural experiences to add to their Japan offering.
