On July 13, the Japan Tourism Agency, JATA, and JNTO announced the details of “Tourism EXPO Japan 2026” at JATA headquarters in Kasumigaseki.
Tourism EXPO Japan is one of the world’s largest travel festivals, held annually in Japan. It features exhibitors such as national tourism organizations from around the world, local governments from across Japan, travel agencies, infrastructure companies (including rail, air, and road operators), and lodging facilities, all of which showcase the appeal of travel from a variety of perspectives.
Following last year’s inaugural event in the Aichi and Chubu regions, the venue has returned to Tokyo this year. The event will be held from September 26 to 29 (the first two days are for industry professionals, and the last two days are open to the general public) at Tokyo Big Sight (Tokyo International Exhibition Center). However, since Halls 4–6 are currently undergoing renovation, the event will be held in Halls 1–3 and 7–8. Due to this irregular layout, which differs from previous years, the exhibition area is 40,450 square meters.
The theme this time is “The Evolving Nature of Travel.” As values and interests become increasingly diverse, the ways people travel are also changing; the event aims to be “an event that all travel lovers can enjoy.”
The event overview was presented by Mr. Eijiro Yamakita, Vice Chairman of JATA, who had recently assumed the role of Executive Committee Chair. Chair Yamakita explained the event’s success, stating, “This year, for the first time in two years, the event was held at Tokyo Big Sight, is undergoing renovations, so only about 80 percent of the usual space is available; as a result, the exhibition area has reached full capacity for the first time.” He reported that although there were 30 organizations on the waiting list, all were ultimately confirmed as exhibitors, and that the number of booths had already exceeded 1,300, surpassing the target of 1,200. The target number of visitors is 180,000, roughly the same as in fiscal year 2024. Participants include 46 prefectures in Japan (excluding Ibaraki) and 70 countries and regions from overseas.
Starting this year, both the keynote address and the Tourism Ministers’ Meeting on the first day will be divided into two sessions. The keynote address will take place on the 24th from 1:00 p.m. to 2:00 p.m., with Session 1 featuring “Representatives of the International Association of Exposition and Garden Shows (IAHS) 2027” , and Part 2: “Representatives of UN Tourism and the WTTC.” The Tourism Ministers’ Meeting will be held from 2:10 p.m. to 4:10 p.m. on the 24th, with Part 1: “Tourism Ministers’ Meeting” and Part 2: “Global Tourism Leaders’ Meeting.” In addition, thematic symposia are scheduled for the 25th, and seminars for tourism professionals will be held from the 24th to the 25th.
Special feature sections such as “Drive Tourism,” “Stargazing Tourism,” and “Adventure Tourism” were consolidated, and with the addition of “Weeness Tourism” and “Gastronomic Tourism,” the collection was renamed “TEJ Collection.”
In addition, an original character, the “Hashibirokou,” was created for the first time for this event. The main visual features a tour conductor-style Hashibirokou holding a suitcase in one hand and waving the Tourism EXPO Japan flag, evoking the image of “a trip you’ll want to take even if it means moving” for “the world’s least mobile bird.”
In addition, the company has enlisted transportation and travel YouTubers Saionji and ZAKI as special influencers.
Hitoshi Saimei, Chairman of the Japan Convention Promotion Association, explained the highlights of the venue.
At the “Hiroshima Prefecture” booth—which features tourist attractions such as Itsukushima Shrine, celebrating its 30th anniversary of World Heritage designation, and the Atomic Bomb Dome—the prefecture plans to collaborate with cities and towns within the prefecture to showcase tourist resources ranging from the Seto Inland Sea area to the Chugoku Mountains. In addition, a food truck serving “Kouna” (beef shoulder brisket), a local Hiroshima specialty, will be on site.
Ahead of the spring 2027 opening of the immersive art exhibition “The Moving Ukiyo-e Museum GINZA”—which has reportedly drawn a cumulative total of over 500,000 visitors across five cities in Japan and four cities overseas—a booth offering a preview experience will be set up at the venue.
In addition, as part of the TEJ Collection’s gastronomic tourism offerings, the “Tohoku: Food and Lifestyle Tour” (National Agricultural Cooperative Tourism Association)—which provides opportunities to interact with local producers, chefs, and artisans—will be featured.
At the “Malaysia Tourism Board” booth, which features a special exhibit commemorating the 2026 Year of Tourism, visitors can meet the official mascot, participate in a quiz contest, and enter a raffle.
The “Portuguese National Tourism Board” booth—the first large-scale exhibition of its kind at the Tokyo venue—will feature 22 organizations, including regional tourism boards from Porto and Alentejo. The booth will showcase the attractions of Portugal, including its history, culture, nature, wine, and gastronomy.
© Source travel watch