Italy inaugurates pavilion at Tourism EXPO Japan 2026

The Tourism EXPO Japan 2026, held at Tokyo Big Sight, features a prominent Italian pavilion managed by ENIT. Italian Ambassador Mario Vattani officially inaugurated the pavilion, highlighting the diversity of Italy’s tourism offerings, ranging from art and fashion to culinary excellence and small villages.

Regional representatives, including Basilicata and Veneto, are participating in the exhibition. Basilicata is showcasing its cultural and natural heritage, such as the Sassi di Matera and the Pollino mountains, to Japanese operators. Data from APT Basilicata indicates a significant upward trend in Japanese tourism to the region, with a 58.4% increase in arrivals between 2023 and 2025.

Ambassador Vattani noted that despite the depreciation of the yen, Italian tourism arrivals in Japan saw a 10% increase in 2025. This growth aligns with the 160th anniversary of diplomatic relations between Italy and Japan and a strategic focus on strengthening bilateral partnerships.