North Wales, August 2025 — In a bid to strengthen cultural and tourism links with Japan, North Wales Tourism has launched a captivating new campaign underpinned by a unique James Bond connection. The initiative aims to reignite Japanese visitor interest in the region—drawing upon historic links, cinematic heritage, and deep-rooted cultural exchange.
Reviving Historic Ties
The foundation for this campaign stretches back to 2015, when Conwy—North Wales—was listed among Europe’s 30 most beautiful towns, sparking collaborative opportunities with Japanese travel operators. The A55 scenic route, known as the “Road of Castles in Wonderland”, earned additional attention when Japan’s JATA named it one of Europe’s 20 most stunning roads in 2018.
The cultural bridge was solidified in 2019, when Conwy Castle and Himeji Castle—both UNESCO World Heritage Sites—entered into a historic twinning agreement. Himeji Castle, notable for its appearance in the James Bond film You Only Live Twice, symbolizes this unique cultural alliance.
Geopolitical and Cultural Renewal
The tourism momentum—peaking in pre-pandemic years with approximately 4,500 Japanese visitors annually—was interrupted by COVID-19. Now, North Wales is realigning efforts to regain that interest. Recently, Rebecca Evans, Wales’ Cabinet Secretary for Economy, signed a five-year extension to the twinning MOU between Conwy and Himeji, reaffirming the strategic partnership.
Global Platform in Hokkaido
Jim Jones, CEO of North Wales Tourism, has been invited to speak at a global tourism symposium in Hokkaido, Japan, scheduled for September 2025. His presentation is expected to spotlight North Wales’ language, heritage, adventure tourism, and cultural depth—elements that resonate with the Japanese audience, especially those engaged in protecting indigenous cultures like the Ainu.
Cultural Ambassadors and Local Outreach
North Wales has appointed two cultural ambassadors to strengthen its connections with Japan:
- Emiko Corney, a Japanese businesswoman based in Betws y Coed, runs a YouTube channel promoting North Wales, particularly in Beppu, Japan.
- Yoko Kobori, a former Welsh Government employee, will lead business and cultural outreach in Japan.
In addition, Visit Wales has enhanced visibility through cultural exchanges at Expo 2025 Osaka, including the Year of Wales in Japan celebrations and a renewal ceremony for the Conwy–Himeji MOU.
Cinematic and Cultural Resonance
The campaign cleverly leverages the James Bond legacy. Himeji Castle’s role in You Only Live Twice is a cinematic touchstone that draws Bond aficionados, adding allure to North Wales’ medieval charm. North Wales aims to harness this filmic connection to attract Japanese tourists seeking a Bond-inspired journey between Conwy and Himeji.
Strategic Tourism Itineraries
The “Castles in Wonderland” route is now being actively promoted as a premium tour option, amplified by thematic itineraries such as visits to Mostyn Hall, where guided tours are conducted in Japanese by Lord Mostyn himself. These curated experiences enhance cultural immersion and appeal to Japanese travelers.
Economic and Cultural Prospects
The campaign seeks to not only restore visitor numbers to pre-pandemic levels but also leverage the Japanese market’s high spending potential. Beyond tourism revenue, the strategy underscores cultural reciprocity—reinforcing the longstanding friendship between North Wales and Japan through heritage, education, and shared narratives.
Forward Outlook
With a well-orchestrated blend of heritage promotion, cultural diplomacy, and cinematic nostalgia, North Wales is uniquely positioned to rebuild its Japanese visitor base. Leveraging a fresh platform, ambassador-led messaging, and global exposure, the region is ready to rise again as a sought-after destination for Japanese tourists and global travelers alike.
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