A unique link between North Wales and a Japanese castle featured in a James Bond film is helping fuel a tourism boom worth an estimated £4.5 million to the region.

Tourism leaders say Japanese visitor numbers have rebounded strongly since the pandemic, with more than 4,500 visitors a year now travelling to North Wales – matching and, in some cases, surpassing pre-Covid levels.

The influx is proving a major boost for the local economy, with Japanese tourists spending an average of more than £1,000 each during their stay, supporting hotels, attractions, restaurants and independent businesses across the region.

At the heart of the success is a long-standing partnership between Conwy and the Japanese city of Himeji, located in central Japan.

The relationship centres on the twinning of Conwy Castle and Himeji Castle, two UNESCO World Heritage Sites separated by more than 9,000 miles but linked by their rich histories. Built within around 50 years of each other during the 13th and 14th centuries, both castles are regarded as among the finest examples of medieval fortifications in the world.

Himeji Castle also has a Hollywood connection, having featured in the classic 1967 James Bond film You Only Live Twice.

The strength of the partnership was underlined by a recent five-week visit to North Wales by Himeji City’s Deputy Director for International Affairs, Hiromi Tanaka.

During her stay, Hiromi was hosted by North Wales Tourism chief executive Jim Jones, Conwy Mayor and Constable of Conwy Castle Sian Grady, and North Wales Tourism’s Japanese Ambassador Emiko Corney.

As part of an extensive programme designed to deepen cultural and tourism links, Hiromi visited attractions across the region, including Aber Falls, Penderyn Whisky Distillery, Portmeirion, the Welsh Highland Railway, Welsh Mountain Zoo, the Great Orme Mines and Bodnant Garden.

She was also welcomed to Betws-y-Coed by Glenn Evans at the Royal Oak and Waterloo Hotel estate, toured Llandudno with Lord Mostyn and even learned how to make traditional Welsh favourites bara brith and Welsh cakes.

Jim Jones said the partnership was already delivering tangible economic benefits.

“We are once again seeing very many Japanese tourists in the area and the indications are that numbers are already above the pre-Covid levels,” he said.

“Businesses are seeing more Japanese visitors coming through their doors and that numbers are growing and they are big spenders.

“Hiromi remarked how much there is in common between the people of North Wales and those of her home region – the friendliness and warmth as well as the pride in their area and its culture and language.”

Hiromi said her visit had given her a deeper understanding of the tourism offer in North Wales and would help strengthen ties between the two regions.

“I’ve spent five weeks staying and working in Conwy and North Wales to understand the tourism offer here, meeting so many people and experiencing the culture,” she said.

“It’s another step in cementing the relationship between Conwy and its castle and Himeji and its castle, which is an important tourism site attracting three million visitors a year.

“I have very much enjoyed the culture of North Wales, the scenery and the people who have been very welcoming.

“I very much liked bara brith and have been eating it for breakfast every morning and now I know how to make it I will be sharing the secret with people in Japan.”

As part of her placement, Hiromi worked with Conwy Town Council’s Civic and Events Manager, helping prepare bilingual information for Japanese visitors and promoting awareness of the twinning relationship.

The partnership has already helped raise Conwy’s profile internationally. Japan has named Conwy among the 30 Most Beautiful Towns and Villages in Europe, while the A55 coastal route has been recognised as one of the continent’s 20 most beautiful roads.

Mayor Sian Grady said the relationship demonstrated the value of cultural exchange and international collaboration.

“Conwy is all about the World Heritage Site and its history and culture and it’s been wonderful to share that with the people of Japan,” she said.

“From the Town Council’s perspective, this partnership is one of considerable importance, fostering cultural, educational and civic links between our two communities.

“The signing of the Memorandum of Understanding reflects the strength of the relationship between the two communities and the shared commitment to developing future collaboration.”

She added that pupils at Ysgol Aberconwy, Ysgol Bro Gwydyr and Ysgol Awel y Mynydd had thoroughly enjoyed Hiromi’s visits to their schools, where she introduced them to Japanese culture through activities including origami and demonstrations of traditional kimono dress.

Mr Jones believes North Wales is well positioned to attract even more international visitors in the years ahead.

“Not many places have what we have in North Wales in terms of what you can do and see and experience with its landscape, history, mountains and sea,” he said.

“We have seen in Wrexham where the success of the football club and its Hollywood owners has attracted visitors from the USA – we just need them to head west as well.

“There is so much for people from overseas to see and what we need now is for the new Welsh Government to work with us to realise that potential.”