Realizing Change by Providing Value
Japan Association of Travel Agents
chairman
Hiroyuki Takahashi
At the beginning of the year 2026, we wish you a very Happy New Year.
The question confronting the travel industry today is clear. We must change from an era in which people travel because it is cheap to an era in which people travel because there is a reason to travel. We must steer the ship toward an industry that is chosen not because of price competition, but because of value.
This year marks a milestone as the 5th Basic Plan for the Promotion of Tourism Nation goes into effect in April, and JATA believes that balanced growth in the trinity of overseas, inbound and domestic travel is the key to sustainable tourism, and we will further strengthen cooperation between the public and private sectors to make this the year that leads to the next leap forward.
Overseas travel is still in the process of recovery, and we are faced with an environment that we cannot control, such as the weak yen and soaring travel costs. However, instead of lamenting this situation, we should view it as an opportunity to shift from “price” to “value. The true value of travel agencies is now being tested. The greatest strength of a travel agency lies in its ability to plan and give shape to the wishes of customers, who want to see and experience things at any cost, rather than merely arranging transportation and lodging. This year, we will continue to accelerate our efforts to offer attractive travel proposals with an emphasis on “value” rather than “price. At the same time, we will work tenaciously with related organizations to make policy proposals and improve the environment for the expansion of two-way exchange, including the promotion of overseas travel by young people (e.g., assistance in obtaining passports).
As for inbound travel to Japan, while it continues to be strong, overtourism is becoming apparent. Correcting the concentration of travel in one particular region and diversifying to other regions has become an urgent issue. This is also where the true value of travel agencies is tested. We are the ones who know the regions best and have a deep relationship with them, and that is exactly where travel agencies come in. We will work together with local communities to promote sustainable tourism, including the creation of high value-added tours and the promotion of DX tourism. In addition to these efforts, we will continue to expand inbound travel to Japan and make it a pillar of the business of each member company.
In domestic travel, we will promote efforts to further expand “la-cation”, one of the reforms of the way to take a vacation, which is steadily spreading across the country. We believe that promoting weekday travel will not only expand the market, but also help stabilize employment and counteract overtourism. The “Laakation” program, which started in Aichi Prefecture, is steadily expanding, and more and more municipalities are expanding the number of days off, as well as school-based efforts. JATA will continue to promote the Larkation program by strengthening its outreach and cooperation with local governments.
Tourism Expo Japan, which was held in Aichi Prefecture last year and was a great success, setting a new record for the number of visitors in a single day at Aichi Sky Expo, the venue for the event. This year’s event will be held at Tokyo Big Sight under the theme “Evolving Shape of Travel. This year’s event will be held at Tokyo Big Sight under the theme of “Evolving Shape of Travel,” and will aim to promote sustainable tourism by evolving travel for the future.
JATA will continue to contribute to the development of the Japanese and regional economies this year through proactive activities to realize sustainable tourism and industry development. We sincerely appreciate your continued support and cooperation.
© Source travel watch