The Japan National Tourism Organization is finally turning to Instagram to attract overseas travelers amid an unprecedented tourism boom.

A late adopter of the popular social media app, the government-backed organization this week launched . On the account, it¡¯s asking users to post Japan-themed pictures with the hashtag .

JNTO said it will post one picture a day from the hashtag entries. It will also participate in a hashtag campaign Instagram started this month called . The account will also feature images taken by photographers from Tokyo Camera Club, Japan¡¯s largest curated online photo gallery.

Government tourism agencies have long embraced social media to lure travelers. Tourism Australia, the Australian government¡¯s tourism promotion arm, already has 2.7 million followers on Instagram. As of Wednesday afternoon, Visit Japan International¡¯s Instagram account had around 1,400 followers.

¡°Maybe we should have opened an account sooner, but Instagram has 800 million monthly active users and is still growing. I don¡¯t think we¡¯re too late,¡± a JNTO official said.

JNTO has been expanding its digital presence as the nation sees a surge in inbound visitors thanks to a weaker yen and the easing of visa requirements.

Last month JNTO launched a free multilingual smartphone app that allows users to look up destinations, restaurants and train routes as well as free Wi-Fi spots.

Japan saw 13.4 million visitors in 2014, 19.7 million in 2015 and 24 million last year.

JNTO said the number of international travelers to Japan reached a record 18.9 million in the first eight months of 2017. The arrivals in August reached 2.48 million, up 20.9 percent from the same month last year and marking an all-time high for the month.

The government hopes to see the number of foreign tourists visiting Japan reach 40 million a year by 2020, when Tokyo will host the Olympic Games.

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