Japan has certainly had its difficulties over the past 12 months - if a catastrophic earthquake and tsunami were not enough, both helped trigger one of the world's worst nuclear accidents for decades.
But whilst it is down to the national and regional governments to restore confidence with the population, often it is travel companies that take on some of the responsibility for making sure a country is still attractive to overseas visitors.
Step forward ANA (All Nippon Airways), which this week launched Is Japan Cool?, a fun way of showcasing some of Japan's attractions and elements of its culture for which it is famous.
Borrowing quite heavily from VisitBritain's Love UK campaign from 2010, where visitors were able to rank tourist spots around Britain by checking into them on Facebook Places, Is Japan Cool? allows users to select from a list of different items and give them a thumbs-up or down for so-called coolness.
On the landing page, each individual item plays a video clip and displays its latest position in the chart and the number of votes it has gained.
Items can then be opened to find out more information and watch the clip on a bigger screen. Currently in number one position is Japanese hospitality...
The Sky Tree tower is in the top 15...
And, of course, Japan's famous hi-tech toilet units (in second place!)...
Anyway, ANA has also produced a decent video showcasing some of the items for which visitors can vote.
The campaign is very slick and will probably appeal to a reasonably wide section of potential visitors.
Perhaps where the promotion falls down is in its lack of data capture (it doesn't ask for any Facebook log or integration - but does obligatory share buttons where it would be able to track visitors), although - unlike Contiki earlier this week - maybe that isn't the point on this occasion.
Visitors are arguably already beyond the country decision stage of a purchase when they might come across such a campaign - this is all about what to do and experience once a traveller arrives.
NB: Hat-tip - Matt Parsons.