In an effort to woo younger European travelers, Japanese tourism officials launched a campaign highlighting the country's contribution to contemporary arts and culture.
Staff at the Japan National Tourist Organization are also hoping to attract spa-lovers by promoting Japan's many "onsen" (hot springs) and Buddhist retreats.
The campaign "Cool Japan -- Fusion with Tradition" officially kicked off at this week's World Travel Market in London, an annual trade fair that attracts more than 5,000 exhibitors. This year, 202 countries will be there.
The latest promotion follows the successful "Visit Japan Campaign" in Europe in 2003, which helped boost number of tourists traveling to Japan. Britain currently sends the most visitors to Japan from Europe, followed by Germany and France.