Report, photo copyright by : Gan Yung Chyan, KUCINTA SETIA
Image : Japan Association of Travel Agents (JATA)
The Japan Tourism Promotion Association, the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO) is holding "Tourism EXPO Japan 2026" at Tokyo Big Sight for four days, from Thursday, 24 September 2026 to Sunday, 27 September 2026.
Now in its 12th year, Tourism EXPO Japan 2026, the world's largest travel festival, will focus on the theme of "Evolving Shape of Travel," and will feature over 1,300 exhibitors from approximately 70 countries, overseas regions and 46 Japanese prefectures under one roof.
Under the theme "Evolving Shape of Travel", Tourism EXPO Japan 2026 aims to showcase the diverse attractions of each country and region, as well as new experiences, rediscoveries of regional charms, and services that address challenges in the tourism industry, introducing the latest tourism trends that will shape the future of travel and proposing new travel experiences through cross-border exchange..
Furthermore, a variety of programs will be offered, including stage programs introducing culture, food and beverage events, seminars, and opportunities for information exchange and business negotiations.
Highlights include the newly established "Gastronomy Tourism" and "Wellness Tourism" categories within the TEJ Collection, as well as compelling domestic booths, the increasingly popular and highly anticipated cruise sector, and booths showcasing new modes of travel and transportation.
Through the promotion of overseas travel, inbound travel, and domestic travel, the aim of Tourism EXPO Japan 2026 is to disseminate the charms of regions both domestically and internationally, propose new values for travel, and revitalize the entire tourism industry.
Exciting seminars line-up
There are interesting seminars at Tourism Expo Japan 2026.
The first seminar is organized by Japan Space Tourism Promotion Council. Entitled "Space Food : From the Era of 'Bringing It with You' to the Era of 'Making It Yourself'", the seminar explores the future possibility of making space tourists' own food in space.
One of the subsequent seminars explores challenges faced by inbound tourism operations with inefficient operations with Excel and paper for complex business activities and the solution to the challenges looks into Cocotra, the inbound tourism support solution to the challenges as developed by Nippon Steel Solutions Co., Ltd.
Osamu Hidayamu of Nippon Steel Solutions Co., Ltd. shares with the invitees about the positive impact of Cocotra's implementation on business operations through the case study of Japanese tour agency Big Holiday International.
Two other seminars on Green X Expo 2027 on 24 and 25 September 2026 touch on the progress and inbound tourism strategy of Yokohama as host city of Green Expo 2027 in welcoming tourist arrivals and the expansion of Japan-Thailand tourism exchange since the International Horticultural Exposition is scheduled to be held in Korat, Thailand, in 2029.
A panel discussion on promoting mutual exchange between Thailand and Japan based on the 140th Anniversary of the Normalization of Dipolatic Relations between both countries in 2027 is also held.
MIAT Mongolian Airlines under Mongoian Tourism Organization Mongolia pavilion
In contrast with its previous independent exhibitor presence, MIAT Mongolian Airlines is appearing as a sub-exhibitor under Mongolia Tourism Organziation Mongolia pavilion this year at Booth G-07. Other sub-exhibitors are Mongolian tour agencies and Japan tour agencies specialized in Mongolian tour packages.
New airline exhibitors at JATA Tourism Expo 2026
This year, the new airline exhibitors include Aegean Airlines, Air Astana, Delta Airlines, Cathay Pacific, Shenzhen Airlines and Emirates.
Repeated airline exhibitors include ITA Airways, Iberia, Air Tahiti Nui, All Nippon Airways, Starlux Airlines, Japan Airlines, Air Canada and Uzbekistan Airways.
Updates on Tourism EXPO Japan 2026 will be added in due course.