Join in RURUBU Guidebook of Nordic 2026 and separate edition of Finland Guidebook 2026

We are pleased to present an exciting opportunity to promote your destination or tourism business to the Japanese travel market through RURUBU, Japan’s most trusted and widely recognized travel guidebook series.

About RURUBU

RURUBU is the longest-running travel guidebook series in the world, officially recognized by Guinness World Records. First published in 1984 by JTB Publishing, RURUBU has built exceptional brand strength and trust among Japanese travelers, with 98% brand recognition nationwide.

RURUBU guidebooks are:

Full-color, magazine-style, and easy to read

Written and updated by professional editors who personally visit destinations

Packed with verified, up-to-date travel information on attractions, accommodation, dining, and shopping

Available in both print and free downloadable e-book format

In traveler surveys:

91% say guidebooks are essential when choosing a destination

83% rely on guidebooks after arrival

90% of RURUBU buyers already have concrete travel plans, making this a highly effective promotional platform

RURUBU was also voted “Favorite Guidebook” in Tripadvisor’s Travelers’ Choice Awards.

RURUBU Nordic Countries – Summer 2026

A dedicated RURUBU Nordic Countries Guidebook will be published in July 2026, targeting Japanese travelers interested in Northern Europe.

In addition, a separate Finland-only RURUBU guidebook is currently in production.
Finnish companies and destinations may appear in both publications, gaining double exposure in the Japanese market.

Publication Details

Release Date: July 2026

Format: AB size, perfect binding (257mm × 210mm)

Pages: 112 pages + 16-page feature section

Circulation: 25,000 copies

Retail Price: JPY 1,540 (tax included)

Advertising Period: 2 years (long-term exposure)

E-book: Free digital version available for readers

Advertising Options (Tax Excluded)

Back Cover: JPY 800,000 (€4350,00)

Inside Front Cover: JPY 700,000 (€3800,00)

Facing Inside Front Cover: JPY 650,000 (€3530,00)

Inside Back Cover: JPY 600,000 (€3260,00)

Facing Table of Contents: JPY 600,000 (€3260,00)

Inside Full Page: JPY 550,000 (€2990,00)

Inside Half Page: JPY 300,000  (€1630,00)

Tie-up Page (4-color): Page rate + (€1,800 production cost)

Articles

There is a possibility to create articles for Japanese readers especially this guidebook internet readers. All articles are prices as tailor-made project. We can assist you with the translations if neeeded.

Translation Assistance
We can translate texts into Japanese from English, Finnish, and Swedish.
The price for translation into Japanese is €6.00 per line of source text
(1 line = 60 characters) + VAT. The amount of text is agreed upon with the client.

Advertising Agency Services
Advertising Area | Size (mm) | Price
Back cover | 200 x 200 | €400
Inside front cover | 257 x 210 | €400
Front page | 257 x 210 | €400
Inside back cover | 257 x 210 | €400
Guidebook full page (1/1) | 257 x 210 | €400
Guidebook half page (1/2) | 116 x 189 | €400

Guidebook Order by Mail

within the territory of Finland
1 guidebook: €30.00 + VAT, including postage within Finland
2 or more guidebooks: €15.00 + VAT per guidebook, including postage within Finland

Other Nordic countries

1 guidebook: €40.00 + VAT, including postage within Nordic countries
2 or more guidebooks: €20.00 + VAT per guidebook, including postage within Finland

Key Deadlines

Registration Deadline: February 28, 2026

Articles & Ads Due: End of April 2026

Publication: July 2026

Why Advertise in RURUBU?

✔ Trusted by Japanese travelers
✔ High-quality editorial content
✔ Strong influence on travel decisions
✔ Long shelf life (2 years)
✔ Print + digital exposure
✔ Direct access to travelers actively planning trips

Registration

Please register not later than 28.2.2026.

Click the link here

Contact for More Information

Kari Halonen
ToolBox Consulting Oy
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