Tourism Expo Japan 2025, Japan’s largest B2B travel event and public travel festival, has opened for the first time in Aichi Prefecture, near Nagoya.
Organised by the Japan Association of Travel Agents (JATA), the Japan National Tourism Organization (JNTO) and the Japan Travel and Tourism Association, the exposition this year particularly aims to promote greater tourism dispersal to regions through destination diversification and to stimulate the outbound market, which has recovered to only 70 per cent of pre-pandemic levels.
Under the theme of Travel for discovery and new encounters, the event will “provide visitors with the opportunity to rediscover the wonder and appeal of travel”, said JATA chairman Hiroyuki Takahashi.
JNTO president Atsumi Gamo expressed gratitude to tourism stakeholders for enabling Japan’s visitor arrivals to reach a record high of 36.87 million in 2024 but noted that “channelling this inbound tourism power toward regional revitalisation requires more focus on attracting visitors to local regions”.
To support this goal, JNTO will conduct familiarisation trips for 250 travel and MICE agents from Asia, Europe and North America across 12 courses in the Chubu and Hokuriku regions of central Japan over September 27-30.
Takashi Ando, chairman of Aichi Prefectural Tourism Association, said he hoped hosting would help position Aichi not only as an industry hub but also as a destination known for its diverse tourism offerings, from food culture and cuisine to history and nature.
Tourism Expo Japan 2026 will be held at Tokyo Big Sight from September 24 to 27 next year. When held at the same venue in 2024, the event attracted 182,934 attendees and 1,284 companies and organisations.
