Japan promotes inbound tourism through trade marts and regional fairs

Japan is hosting several major initiatives to promote inbound tourism and regional travel. The Japan National Tourism Organization (JNTO) will hold the ‘VISIT JAPAN Travel & MICE Mart 2026’ (VJTM & VJMM2026) from September 24 to 26. Held in conjunction with Tourism EXPO Japan 2026, the event will feature approximately 280 overseas buyers from 34 countries and regions, alongside roughly 350 domestic sellers. The event includes pre-matched business sessions and excursions designed to help international companies develop products focused on the Kanto area and nature-based lifestyles.

Additionally, the seventh edition of the Japan Rail Fair (TJRF) is scheduled to return to Singapore from October 15 to 17, 2026, at Guoco Tower. Organized by JR East Business Development SEA Pte. Ltd., the fair celebrates the 60th anniversary of diplomatic relations between Singapore and Japan. Under the theme ‘Journey into Culture,’ the event will highlight lesser-known destinations in Eastern Japan, such as the Kanto and Tohoku regions, through interactive booths, regional food tastings, and cultural experiences.