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Tourism EXPO Japan 2026

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2026-09-26 03:52 UTC → 2026-09-26 22:35 UTC · added ~~removed~~

Tourism EXPO Japan 2026 opened at Tokyo Big Sight with the theme ‘Evolving Forms of Travel.’ The event features over 1,500 booths from 1,420 companies and organizations, including 619 domestic and 597 international participants representing 46 Japanese prefectures and 74 countries and regions. A memorandum of understanding was signed between the World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA), and the event organizers to improve international competitiveness through market research, digital transformation, and human resource development. ~~International pavilions~~ Italian Ambassador Mario Vattani officially inaugurated the Italian pavilion, managed by ENIT, which highlights the country’s diversity in art, fashion, culinary excellence, and small villages. This participation aligns with the 160th anniversary of diplomatic relations between Italy and Japan. Ambassador Vattani noted that despite the depreciation of the yen, Italian tourism arrivals in Japan increased by 10% in 2025. Regional representatives, such as Veneto and Basilicata, are actively promoting ~~global~~ local destinations. ~~Italy’s~~ Basilicata ~~region, represented within the ENIT Italy pavilion,~~ is showcasing its cultural and natural heritage, including the Sassi di Matera, Pollino villages, and Vulture volcanic hills. Utilizing a ‘Motherland’ visual concept, the region aims to engage Japanese tourism operators ~~and the public~~ following its presence at the 2025 Osaka Expo. Data from APT Basilicata highlights a significant upward trend in Japanese interest, noting that between 2023 and 2025, arrivals from Japan grew by 58.4%. Meanwhile, the Turkish pavilion is highlighting Cappadocia through live pottery demonstrations by artisans.

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