The Lucid Agency wins new Japan tourism accounts, adds Setouchi + Sapporo to portfolio

The Lucid Agency has strengthened its tourism portfolio following the appointment of the Sydney-based agency by Setouchi DMO and Sapporo City Tourism Association to lead activity in the Australian market.

The two new appointments add to Lucid’s long-standing work with Japanese tourism organisations and tap into the agency’s expertise in promoting regional Japan, encouraging Australian travellers to look beyond the country’s ‘Golden Route’.

Director and co-founder, James Cooley, said the agency’s passion for Japan and experience had been a key driver of the new appointments: “Japan has been a significant part of our work for many years, and it’s a destination we genuinely love promoting. While Japan’s well-trodden paths will always have enormous appeal, we’re increasingly seeing Australian travellers, particularly repeat visitors, looking to regional destinations and more authentic experiences. That creates an opportunity to introduce audiences to destinations that offer a completely different perspective on Japan.”

For Setouchi, Lucid will focus on raising awareness of the region’s seven prefectures as an alternative to more established Japanese itineraries. Flanking the Seto Inland Sea, Setouchi is known for its islands, contemporary art, cycling, food culture, historic towns, and slower pace of travel. The appointment continues Lucid’s work with Setouchi, following ongoing project work since 2024.

For Sapporo City Tourism Association, Lucid will lead Australian media and trade activity to showcase Hokkaido’s capital as a destination in its own right alongside Hokkaido’s ski and snow activities. Lucid will manage airline partnerships and an upcoming trade mission designed to connect Sapporo stakeholders with key Australian travel industry partners.

Says Cooley: “We’re looking forward to telling more nuanced stories about Japan and encouraging travellers to venture further, while giving the industry new perspectives on Japan for their clients and customers. Setouchi and Sapporo offer such different perspectives on the country, so we’re excited to bring those experiences to a wider audience.”

Lucid’s tourism and travel expertise has led the agency to work with brands such as Klook, Tiny Away, Japan National Tourism Organization, Italian National Tourist Board, Philippine Department of Tourism, Samoa Tourism Authority, Tourism Australia, Australis Cruises, and The Singular Hotels.