On September 10, JATA (Japan Association of Travel Agents) announced the highlights and details of the upcoming “Tourism EXPO Japan 2026.”
Tourism EXPO Japan is one of the world’s largest travel festivals, held annually in Japan, and this year it returns to Tokyo for the first time in two years. The event will take place in Halls 1–3 and 7–8 of Tokyo Big Sight (approximately 40,450 m²). It will be held from September 24 to 27, with the first two days designated for industry professionals and the last two days open to the general public.
Because Halls 4 through 6 East are currently undergoing renovation, the exhibition space is smaller than usual. Although the initial plan was for 1,200 booths, the event received so many inquiries that it reached full capacity early on, and the final number of booths is now expected to exceed 1,400.
The breakdown is as follows: 40 percent domestic booths, 40 percent international booths, and 20 percent travel and transportation-related booths. Organizers reportedly created additional space by narrowing the aisles—which had previously been 6 meters wide—to 5 meters and reducing the number of rest areas, all while complying with the Fire Service Act.
In addition, on the 24th—the first day of the event (Industry Day)—keynote speeches (in two sessions) are scheduled to take place in the conference building, In Part 1, Masato Kawamura, Secretary General of the International Association of Horticultural Exhibitions (IAHE) 2027, will present the latest information on the current status of the Horticultural Expo (GREEN×EXPO 2027), using video footage to illustrate his presentation. This keynote speech will also be livestreamed on YouTube.
Among the exhibitor booths highlighted by the Tourism EXPO Japan Promotion Office is the “Mukojima Hanamachi” (K-12) from Sumida Ward, which is exhibiting for the first time. Its booth, designed to evoke the atmosphere of a traditional Japanese entertainment parlor, offers visitors the chance to take commemorative photos with active geisha and participate in cultural experiences. Also making its debut is the “Ukiyo-e Museum in Motion” (TC2-04), which promises to offer an immersive experience that blends cutting-edge technology with traditional art.
Among the international booths, “MEXICO” (B-01) will have a 19-booth exhibit. Visitors can sample authentic Mexican cuisine and take commemorative photos with a “chalo” (a man dressed in traditional attire symbolizing equestrian culture). The “European Tourism Commission” (D-18) will feature 21 organizations, including government tourism bureaus from nine countries, and will host collaborative events with JTB, a quiz contest, and a digital stamp rally. Additionally, the “Hawaii Tourism Authority” (A-13) is taking a different approach this year than in previous years, setting up a booth adjacent to the Hawaii Gourmet Area where visitors can experience Hawaii through local cuisine.
Among the domestic booths, the “Hokkaido Tourism Organization” (I-01) booth—which the TEJ Promotion Office calls “killer content”—is located at the very back of the hall. It features tastings of alcoholic beverages from various parts of Hokkaido, a stamp rally, and the official mascot, “Kyun-chan,” who is reportedly hiding in various spots throughout the booth.
The corporate booths will once again feature the ever-popular “ANA” (W-04) and “JAL” (W-01). ANA will offer a VR experience of its in-flight hospitality, while JAL will host talk shows and a reenactment of the Honolulu Marathon.
The projects that have been featured in our special sections up to now will be rebranded as the “TEJ Collection” starting with this event. Exhibitors will include “SAMURAI TOUCH” (TC1-04), which offers a 7-minute foot care session to relieve travel fatigue, and “Kaneka” (TC2-01), which will provide free leg muscle mass measurements using a body composition analyzer as well as introduce and distribute supplements.
With “GREEN×EXPO 2027” (K-03) just six months away, the event will not only provide information about the horticultural expo but also feature a permanent display of the official mascot, “Tunk Tunk.” A mascot in costume is scheduled to appear on the 26th, which is open to the public.
Regarding “Hashibiryokou,” the official mascot of Tourism EXPO Japan unveiled at the July press conference, official merchandise will be sold at the venue, including T-shirts (white/black, 2,800 yen each), jute bags (2,000 yen), handkerchiefs (600 yen), pin badges (2 types, 300 yen each), and stickers (6 types, 250 yen each). In addition, collaborative pin badges are scheduled to be distributed at a total of 12 booths.
© Source travel watch