Cities in Japan’s central region of Chubu are preparing for an uptick in inbound tourists thanks to a promotional boost ahead of and during Tourism Expo Japan 2025.
The country’s annual travel and tourism showcase will be held in the region for the first time from September 25 to 28, 2025 at Aichi Sky Expo, next to Chubu Centrair International Airport, in a bid to “promote the diversification of inbound tourism, regional revitalisation and recovery from the Noto Peninsula earthquake”, according to organisers.
Tokoname, which is famous as the birthplace of Japan’s maneki neko (waving cat), is among the lesser-known cities expecting greater visibility.
Home to Chubu Centrair International Airport, it is part of the Aichi and Tokoname Super City Initiative, which aims to develop the area into “an international tourism city” using technologies such as face authentication systems at the airport, automated transportation including drones, smart mobility and hydrogen-powered clean energy.
Exhibiting for the first time at Tourism Expo Japan 2024, Tokoname showcased its 1,000-year history in producing pottery, its renown domestically for seafood and seaweed, and its efforts to promote international exchange through tourism.
Wajima, on the Noto Peninsula, will also be promoted heavily to stimulate its economic recovery from the earthquake that devastated the region in January. Although the city is still accepting tours slowly, tourism stakeholders are preparing to introduce international visitors to Wajima’s traditional lacquerware and Shiroyone Senmaida terraced rice fields, a designated National Scenic Spot.
“We will help people see the current situation and charms of Wajima, which is taking steps for recovery towards a ‘new Wajima’,” said expo organisers.
