Tourism EXPO Japan is the country's flagship travel trade event, where destinations, suppliers, government bodies and buyers meet for several days of exhibitions, conferences and business meetings. The 12th edition opened at Tokyo Big Sight on 24 September 2026, under the theme "The Changing Nature of Travel" — the first time in two years that the event was held in Tokyo. For overseas agents, the show is both a sourcing opportunity and the clearest single read on where Japan's tourism policy is heading.
What the 2026 edition signalled
- Tourism as a strategic industry. The government's 5th Basic Plan for the Promotion of a Tourism-Oriented Nation, approved by the Cabinet in March 2026, positions tourism as a strategic industry for regional and national growth.
- Regions over the Golden Route. Officials put the emphasis on sending visitors to regional areas and on tackling over-tourism, alongside sustainable inbound growth.
- GREEN×EXPO 2027 as the next catalyst. The organisers of the Yokohama horticultural expo outlined their plans, including reservation-based entry to ease congestion, and asked the travel industry to help share visitor information. Our GREEN×EXPO 2027 guide covers the event.
- Regenerative tourism. International speakers from UN Tourism and the World Travel & Tourism Council stressed value shared with local communities, not growth alone.
How overseas agents can use the show
- Meet regions you cannot meet elsewhere. Prefectures and local destination bodies exhibit, many with products that rarely reach overseas trade fairs.
- Book meetings ahead. The show is large; business meetings arranged in advance are worth far more than walking the halls.
- Pair it with inspections. A few days of site visits before or after the show turn a trip to Tokyo into a sourcing trip.
- Use a local partner. We can arrange meetings, interpreting and the inspection days around the event.
FAQ
What is Tourism EXPO Japan? It is Japan's largest travel trade event, bringing together destinations, suppliers, government bodies and buyers. The 12th edition opened at Tokyo Big Sight on 24 September 2026.
What was the theme of Tourism EXPO Japan 2026? "The Changing Nature of Travel." The event highlighted tourism as a strategic industry, regional travel, over-tourism measures and GREEN×EXPO 2027.
Is Tourism EXPO Japan useful for overseas agents? Yes, especially for meeting regional destinations and suppliers. It works best with meetings booked ahead and inspection days added around the show.
Planning a sourcing trip around a Japan trade event? Write to b2b@explera.jp, message the trade desk on WhatsApp at +66 93 656 8090, or register on the B2B portal. Proposals within 24 hours. IATA TIDS 96215733, ASTA member 900408341.
