Japan Association of Travel Agents (JATA) launched its new executive team in June 2026, led by Yuji Hara as new chairman (CEO of Kaze Travel) . 

Reflecting on how the structure of travel sales has undergone significant changes due to the spread of the internet and the entry of overseas OTAs, Hara said at a press conference, “The industry had faced challenges regarding the pace of transformation. We must evolve into one that delivers genuine value to customers and receives compensation commensurate with that value, rather than reverting to excessive price competition.”

Referring that outbound tourism is explicitly identified as a core policy objective under The 5th Basic Plan for the Promotion of a Tourism-Oriented Nation, Hara said, “It is epoch-making. We have long advocated for the importance of two-way tourism, and the notion was accepted by the government.”

Rebuilding two-way tourism

While inbound travelers to Japan reached record-high 43 million in 2025, Japanese outbound travelers remain at around 70% of pre-COVID levels. One of the JATA’s focuses is to keep the balance between outbound and inbound travels. Hara said that the imbalance hinders both the maintenance of Japan's aviation network and the further expansion of inbound tourism.”

JATA is promoting two-way exchanges that utilize regional airports and fostering international interaction among the younger generation through educational travel. It is also revamping its "Motto! Kaigai e" (More! Go Overseas) project to expand outbound travel, strengthening campaigns in collaboration with airlines and airport operators, providing support for passport acquisition, and enhancing the promotion of overseas travel packages offered by travel agencies.

It is, however, true that the outbound travel market faces headwinds. Atsushi Sakai, JATA Vice Chairman for outbound travel, pointed to a range of challenges, including a reduction in group seat allocations, the shift to dynamic pricing, and stricter deposit and cancellation policies, alongside the weak yen, rising costs at destinations, and the increased burden of fuel surcharges.

To ensure safety and peace of mind for travelers, JATA is encouraging registration with the Ministry of Foreign Affairs' "Tabi-Regi" (Overseas Travel Registration) service and the purchase of overseas travel insurance. Sakai urged everyone to "please make sure to convey the importance of registering with Tabi-Regi when traveling abroad.”

Smoothing out domestic travel demands

Domestic travel spending by Japanese nationals is projected to reach 26.8 trillion yen in fiscal year 2025, surpassing the 21.9 trillion yen recorded in 2019.However, Keigo Yoshida, Vice Chairman for domestic travel, said that the volume of domestic travel handled by 44 major travel agencies remains at only 89% of 2019 levels.

He identified the concentration of demand during weekends, Golden Week, and summer holidays as a challenge for domestic travel. “If domestic travel by Japanese nationals remains concentrated on specific dates, it will be impossible to capture demand from inbound tourists seeking longer stays,” he added.

He stressed that smoothing out domestic travel demands through a reform for taking holidays is an urgent priority.

Sending inbound tourists to local areas

For the inbound travel market, Eijiro Yamakita, JATA Vice Chairman for inbound tourism, picked sending inbound tourists to local areas and providing high-value experiences as priorities. 

While the proportion of international travelers exceeds 50% in Tokyo and Kyoto and surpasses 40% in Osaka, it remains below 10% in 20 prefectures. Emphasizing the importance of attracting visitors to regional areas and strengthening inter-regional cooperation, Yamakita highlighted initiatives such as business matching events between rural tourism operators and travel agencies, the development of high-value experiences in national parks, and the creation of multi-regional travel routes timed with the extension of the Hokuriku Shinkansen.

Also, JATA prioritizes to raise awareness of the tour operator quality certification system to promote corporate compliance, quality control, safety and security and sustainable tourism for the inbound tourism.