The Japan Association of Travel Agents (JATA) has enlisted one of the country's most energetic and unconventional pop acts—Atarashii Gakko! (新しい学校のリーダーズ, "Atarashii Gakko! no Leaders")—to front a major push to get young Japanese travelers excited about going abroad again. Running from July 1 through September 30, 2026, the campaign is part of JATA's broader "More! Overseas" initiative, a public-private effort that launched in March 2025 with backing from the Ministry of Foreign Affairs and the Japan Tourism Agency. We're here to walk through what this campaign actually involves, why Atarashii Gakko! was chosen, and what it means for anyone curious about Japan's post-pandemic travel landscape.
The Quick Version
- Who: The Japan Association of Travel Agents (JATA), in collaboration with the Ministry of Foreign Affairs and the Japan Tourism Agency, is promoting overseas travel among young people.
- What: A video campaign featuring the pop group Atarashii Gakko! as ambassadors, part of the "More! Overseas" (もっと！海外へ) initiative.
- When: The video and visual materials are being distributed from July 1 to September 30, 2026; the broader "More! Overseas" project began on March 24, 2025.
- Why now: Passport fees were reduced starting July 1, 2026, making it cheaper and easier for young Japanese to obtain or renew a passport—a key barrier that had kept many from traveling abroad.
- Where to see it: The campaign video is available through JATA member travel agencies and on the official "More! Overseas" website.
What the "More! Overseas" Initiative Is About
We've all heard about how travel ground to a halt during the pandemic, but Japan's outbound-travel recovery has been slower than many other countries'—especially among younger generations. The "More! Overseas" project was designed to tackle that head-on. Officially launched on March 24, 2025, it brought together 42 companies and organizations at its outset, all committed to making overseas travel feel accessible, safe, and exciting again for Japanese travelers who'd been hesitant or out of the habit.
The initiative isn't just about selling more tours. According to official statements, its goals are threefold: to reignite momentum for overseas travel, to encourage international exchange (particularly among young people), and to promote safe travel practices. That last piece is important—part of the messaging focuses on practical tools like Tabilego (たびレジ), the Ministry of Foreign Affairs' traveler-registration system that sends safety alerts to Japanese citizens abroad, and on encouraging travelers to buy proper travel insurance. In other words, JATA and the government want young Japanese not just to go abroad, but to go prepared and informed.
In March 2025, the Ministry of Foreign Affairs and the Japan Tourism Agency jointly issued what they called the "More! Overseas Declaration," positioning the effort as a coordinated public-private push. It acknowledged that outbound travel is not just good for the travel industry—it's good for cultural understanding, language skills, career opportunities, and the kind of global perspective that comes from stepping outside your own country. The declaration framed overseas travel as a form of soft power and personal growth, not just leisure.
Why Atarashii Gakko! Was Chosen—and What They Bring to the Campaign
Atarashii Gakko! is not your typical J-pop group. The four-member act—known for their retro sailor uniforms, synchronized dance moves, and genre-blending sound—has built a reputation both in Japan and internationally for being unapologetically quirky and high-energy. They've performed at major festivals abroad, gone viral on social media, and cultivated a fanbase that skews young, internet-savvy, and hungry for something different. In short, they're exactly the demographic JATA is trying to reach, and they embody the adventurous, boundary-crossing spirit the campaign wants to encourage.
The group's appeal is particularly strong among Gen Z, a generation that grew up watching travel vloggers and dreaming of Instagram-worthy destinations, but who also came of age during a time when international borders were closed and overseas trips felt distant or out of reach. By putting Atarashii Gakko! front and center, JATA is betting that young people will see the campaign not as a stodgy government pitch, but as something cool, relatable, and worth paying attention to. The visual materials and video featuring the group are being distributed through JATA member travel companies and posted on the "More! Overseas" website, ensuring the message reaches both traditional travel-agency customers and the social-media-native crowd.
We don't yet have detailed information about the specific content of the video—whether it shows the group traveling to a particular destination, talking about their own travel experiences, or simply performing in a travel-themed setting. What we do know is that the campaign is designed to feel aspirational and accessible at the same time: aspirational because Atarashii Gakko! represents youth culture at its most vibrant, and accessible because the timing coincides with concrete policy changes that make travel easier.
The Passport Fee Reduction and What It Changes
One of the most tangible reasons the campaign launched in July 2026 is the reduction in passport fees that took effect on July 1, 2026. For years, Japan's passport fees were among the highest in the developed world, and for young people—especially students or recent graduates with limited budgets—the cost of obtaining or renewing a passport was a real obstacle. The fee reduction was designed to remove that barrier and signal that the government is serious about encouraging outbound travel.
The timing wasn't coincidental. JATA explicitly linked the July 1 start date of the Atarashii Gakko! campaign to the new passport-fee environment, framing the summer of 2026 as a moment when everything aligned: lower fees, a catchy campaign, and the peak travel season. The broader "More! Overseas" project had already spent over a year building awareness and partnerships; the passport-fee reduction and the high-profile ambassador campaign are the next phase, designed to convert that awareness into actual bookings and applications.
In practical terms, the campaign also emphasizes tools like Tabilego—the registration system that lets Japanese travelers receive emergency alerts and safety information while abroad—and encourages travelers to purchase insurance and understand visa requirements. This isn't just about hyping up a vacation; it's about making sure first-time or nervous travelers feel supported and safe. For a generation that may have little memory of carefree international travel, that reassurance matters.
What the Campaign Looks Like in Practice
The campaign is running from July 1 through September 30, 2026, covering the peak summer travel season and extending into early fall. During that window, the Atarashii Gakko! video and accompanying visual materials are being distributed through JATA's network of member travel agencies—hundreds of companies across Japan—as well as online through the official "More! Overseas" campaign site. That dual approach is key: JATA is meeting travelers where they are, whether that's a traditional storefront agency or a smartphone screen.
The campaign also benefits from the scale of the "More! Overseas" project as a whole. By March 2025, 42 organizations had signed on as partners, and that number has likely grown since. Those partners include airlines, hotel chains, tour operators, and regional tourism boards—all of whom have a vested interest in seeing Japanese travelers venture abroad again. The video featuring Atarashii Gakko! is just one piece of a much larger ecosystem of promotions, discounts, and information campaigns designed to make overseas travel feel within reach.
What we still don't have is granular detail about specific destinations being promoted, pricing, or exclusive offers tied to the campaign. JATA's statements have focused on the overall goal—getting young people excited about and prepared for overseas travel—rather than pushing a single package or route. That broad, inclusive approach makes sense: the goal isn't to sell one particular trip, but to rebuild a culture of outbound travel among a generation that's been out of the habit.
Why This Matters Beyond the Travel Industry
At first glance, a travel campaign might seem like pure commerce—an industry trying to win back customers it lost during the pandemic. But the Ministry of Foreign Affairs' involvement, and the language around "international exchange" and "youth engagement," point to something more strategic. Japan's government sees outbound travel as part of soft diplomacy: when young Japanese travel abroad, they become ambassadors for their country, build cross-cultural understanding, and bring back perspectives and skills that enrich Japan itself. The "More! Overseas Declaration" explicitly frames travel as a public good, not just a private pleasure.
There's also a generational dimension. Older Japanese—those who came of age in the bubble economy of the 1980s and '90s—traveled widely and in large numbers. Younger Japanese, shaped by economic stagnation, rising living costs, and now the pandemic, have traveled far less. The risk is that an entire generation grows up without the confidence, curiosity, or passport to explore the world. JATA and the government are trying to prevent that—not just for the sake of the travel industry, but because they believe international experience is an essential part of education and citizenship in a globalized world.
Atarashii Gakko!'s involvement sends a clear message: this isn't your parents' idea of travel. It's spontaneous, creative, a little rebellious—and it's for you. Whether that message translates into a surge of young travelers boarding flights this summer remains to be seen, but the campaign is certainly designed to make it feel possible.
What People Are Saying
Online, the announcement has been met with a mix of excitement and curiosity, especially among fans of Atarashii Gakko! and the broader community interested in Japan's pop-culture exports.
"Atarashii Gakko! repping for overseas travel is so on-brand for them—they're always about breaking out of the box. If anyone can make a government campaign feel cool, it's them."
"Honestly the passport fee reduction is huge. I know so many friends who put off getting one because it was just too expensive. This might actually get people moving."
"I love that they're pushing Tabilego and travel insurance too—it's not just 'go travel,' it's 'go travel safely.' That's the kind of thing that makes nervous first-timers (like me) feel like it's actually doable."
"The timing makes sense. Summer 2026, cheaper passports, a fun ambassador campaign—JATA is really trying to make this the summer people get their passports and start planning trips again."
"I just hope the video is as wild and energetic as Atarashii Gakko! usually are. If it's just a boring PSA with them standing there, that'd be such a waste."
Frequently Asked Questions
When is the Atarashii Gakko! campaign running?
The campaign featuring Atarashii Gakko! is running from July 1 through September 30, 2026. The video and promotional materials are being distributed during that period through JATA member travel agencies and the official "More! Overseas" campaign website.
Where can I watch the campaign video?
The video is available through JATA member travel agencies and on the "More! Overseas" official website. While we don't have a direct public link confirmed in the available information, checking the campaign site or visiting a participating travel agency should give you access.
What is the "More! Overseas" initiative?
It's a public-private project launched by JATA in March 2025, in collaboration with Japan's Ministry of Foreign Affairs and the Japan Tourism Agency. The goal is to encourage more Japanese people—especially young people—to travel abroad by making it easier, safer, and more appealing. The initiative includes support for getting passports, promoting travel safety tools, and running campaigns like the one featuring Atarashii Gakko!.
Did Japan really reduce passport fees?
Yes. Starting July 1, 2026, Japan reduced its passport fees, making it more affordable for people to obtain or renew a passport. This was a key policy change timed to coincide with the summer campaign and the broader "More! Overseas" push.
Why is the government involved in a travel campaign?
The Ministry of Foreign Affairs and the Japan Tourism Agency see outbound travel as more than just tourism—it's about international exchange, cultural understanding, and helping young Japanese gain global experience. The government views encouraging overseas travel as part of its broader soft-diplomacy and youth-engagement strategy.
What to Watch for This Summer
Between the reduced passport fees, the summer travel season, and a high-energy ambassador campaign featuring one of Japan's most distinctive pop acts, JATA has set the stage for what it hopes will be a turning point in young Japanese travelers' willingness to venture abroad. The video featuring Atarashii Gakko! is available through the end of September 2026, and the broader "More! Overseas" initiative continues to build partnerships and roll out resources designed to make international travel feel approachable and safe. Whether you're a fan of the group, someone curious about Japan's evolving travel culture, or just someone who believes in the power of seeing the world, this campaign is worth keeping an eye on—it's a glimpse of how a country is trying to reconnect a generation with the world beyond its borders.
