Tourism Expo Japan, one of the country’s largest tourism exhibitions, will be held from Sept. 24 through 27 at Tokyo Big Sight. The first two days of the event will be a trade show for those in the tourism industry, while Sept. 26 and 27 will be open to the public.
This year’s exhibition is scheduled to feature over 1,400 booths from over 70 countries and regions worldwide, as well as 46 prefectures in Japan. In 2025, the event was held in Aichi Prefecture and attracted over 127,000 visitors over the four-day period, while the 2024 edition held in Tokyo drew nearly 183,000 attendees.
Organized by the Japan Travel and Tourism Association, the Japan Association of Travel Agents and the Japan National Tourism Organization, this event has been held annually since its inception in 2014 (with the exception of 2021 when it was canceled due to the COVID-19 pandemic). The event has been held in Tokyo, Osaka, Okinawa and Aichi, and it is returning to Tokyo for the first time in two years.
This year’s theme is “The Changing Nature of Travel.” The thought behind this theme is expressed by the organizers as follows: “Technological advances, diversifying values and new lifestyles. Travel is changing at an unprecedented pace. Journeys to rediscover regional charm, journeys to deepen learning, journeys to center the mind and journeys to connect with the world. All of these are creating the ‘new forms’ of travel for the future.”
The vast exhibition venue is divided primarily by geographical region and industry. Every booth will be vibrant and colorful with exhibitors dressed in traditional costumes and showcasing creatively designed displays. Information on exhibitors, as well as events and activities held at each booth can be searched on the Tourism Expo Japan official website. A few stages are also set up throughout the venue, where visitors can enjoy a variety of live performances, including regional dances, music and presentations. There will also be a dedicated area that will offer visitors a taste of cuisines from various countries, as well as Japanese specialties.
Regional highlights
One of the highlights of this year is the exhibition space presented by Hiroshima Prefecture. It will showcase the prefecture’s rich history and culture, featuring its famous landmarks such as Itsukushima Shrine — which celebrates the 30th anniversary of its designation as a UNESCO World Heritage Site this year — and the Atomic Bomb Dome, which is also a World Heritage Site.
The exhibition will also introduce the distinct characteristics and tourism resources of various areas of the prefecture, ranging from the Seto Inland Sea area, which boasts picturesque scenes of calm water and countless small islands, to the verdant Chugoku Mountains.
In addition, a food truck will serve koune (beef shoulder brisket), a Hiroshima delicacy. It is rich in collagen and gelatin and has a chewy texture and a surprisingly light flavor despite its high fat content.
Making its debut at the event is the Ukiyoe Immersive Art Museum Ginza. The museum is set to open in Ginza in the spring of 2027, and this exhibition offers an early glimpse of what the facility will be like. It represents the culmination of the award-winning “Ukiyoe Immersive Art Exhibition,” which drew a total of 500,000 visitors across five cities in Japan and four overseas. Blending the depth of traditional ukiyo-e with cutting-edge immersive technology, it aims to become a new cultural and artistic spot in Ginza.
Among international exhibitors, the Visit Portugal booth organized by the National Tourism Authority of Portugal deserves special attention. It will be exhibiting in Tokyo for the first time since its debut at the 2018 expo with its largest-ever booth. A total of 22 organizations, including regional tourism promotional bureaus from Porto and Alentejo will participate. The exhibit will showcase a variety of the history, culture and nature of Portugal, including its two autonomous regions, the archipelagos of the Azores and Madeira, known for their breathtaking landscapes. Portugal’s world-renowned wines and cuisine will also be featured.
The Malaysia Tourism Promotion Board will be featuring a booth commemorating “Visit Malaysia Year 2026.” The campaign’s official mascots Wira (meaning “heroic”) and Manja (meaning “adorable”) will be there to welcome visitors, and the booth will host activities such as a Malaysia trivia contest and a raffle. The booth will also showcase the latest tourism information on beach resorts, educational travel and more.
Variety of concepts
In addition to exhibits organized by region and industry, there will be a section titled “TEJ Collection” which will feature exhibits organized by concepts such as Drive Tourism, Contents Tourism, Academy, Cruise, Adventure Tourism, Sports Tourism, Tourism for Sustainable Development Goals and Tabi Plaza. This year, two new categories — Wellness Tourism and Gastronomy Tourism — have been added to the lineup.
In the Gastronomy Tourism category, JA Tourism and Communications will be exhibiting under the theme “Tohoku: A Journey of Food and Life,” proposing experiential tourism that allows visitors to encounter the “authentic way of life” in the Tohoku region. The tours are designed for small groups of up to 10 people to immerse themselves in Tohoku’s hidden charms and enjoy warm communication with residents. By interacting with the area’s producers, chefs and artisans, visitors can experience Tohoku’s lifestyle while learning how to cook regional cuisine and trying traditional craft-making.
Admission is ¥1,200 for advance tickets and ¥1,500 at the door. Advance tickets can be purchased on the Tourism Expo official website, as well as on several travel and transport websites and at convenience stores.
At the venue, Hashibi Ryokou — the official mascot of Tourism Expo Japan debuting this year — will be waiting for visitors. The mascot’s name is a wordplay combining hashibirokou (the shoebill stork), known as the world’s least active bird, and ryokou, the Japanese word for travel. It embodies the organizers’ hope to propose travel experiences that will make even a bird that normally stands motionless want to set out on a journey.
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