The Regional Inbound Copywriting Handbook
How to Use This Handbook
Regional tourism marketing can be difficult.
Some places are remote.Some are difficult to reach.Some have limited infrastructure.Some look surprisingly ordinary outside promotional photography.
Fortunately, language can help.
At JRIEI, we have identified four expressions capable of transforming a wide range of regional tourism challenges into internationally recognizable value.
Master these four phrases and you can describe almost any regional tourism product in Japan.
They are:
- Hidden Gem
- Off the Beaten Path
- Authentic Experience
- Immersive Experience
Used individually, they are effective.Used together, they are extremely difficult to challenge.
Inside the Handbook
Part I — The Four Killer Phrases
Part II — Applied Language & Derivatives
- 05Undiscovered Treasure
- 06Locals’ Favorite
- 07Beloved by Locals
- 08Escape the Crowds
- 09Untouched Japan
- 10Slow Travel
- 11A Journey of Discovery
- 12Discover the Real Japan
- 13Timeless Tradition
- 14Rich Cultural Heritage
- 15Where Tradition Meets Modernity
- 16Meaningful Connection
- 17Breathtaking Scenery
- 18Stunning Natural Beauty
- 19Once-in-a-Lifetime Experience
- 20Carefully Curated
Part III — Advanced Combination Techniques
- Advanced Combination Levels
- The JRIEI Regional Copy Formula
- The final language rule
Hidden Gem: Before and After
JRIEI copywriting example
Before
A small local shopping street with limited international recognition.
After
Discover one of Japan’s best-kept hidden gems, where everyday local life offers an intimate glimpse into a side of the country few travelers ever experience.
For the full Common Meaning, JRIEI Interpretation and Reality Translation of each phrase, see the topic pages in Our Approach.
The Ultimate Regional Inbound Sentence
“Discover an authentic hidden gem off the beaten path, offering an immersive experience unlike anywhere else in Japan.”
Final Rule
“When in doubt, add ‘authentic.’”
Download and Publication Notice
© JRIEI. JRIEI is a fictional institute.
This publication may be freely copied and redistributed in its original, unmodified form, including this notice. The Institute retains the copyright. It encourages the phrases to continue circulating.