Japan Tourism Agency (JTA) announced that Japan-USA Tourism Campaign 2026 starts in April 2026 to expand two-way tourism between Japan and USA, taking chances of the 250th anniversary of the founding of the United States and a variety of large international events in the United States this year.
The number of travelers between the two countries totaled 5.27 million in 2025, the second most ever. Japan and USA regard large international events including FIFA World Cup and reduction of Japanese passport fee as good opportunities to increase travelers.
As part of the campaign's momentum-building strategy, a campaign logo will be created for use in both Japan and the United States, encouraging its use by the travel industry and tourism-related businesses in events, advertisements, and on social media.
For outbound travel from Japan to USA, JTA will encourage travel companies of Japan to create tours for the coming events and also to develop educational programs. Tourism events to promote travels to USA will be organized.
For inbound travel from USA to Japan, advertisement campaigns for wellness tourism in Japan and tourism events using Japanese celebrities will be organized. Also, JTA will strengthen to deliver tourism information about Japan to American people who have not been to Japan before.
