The 12th Tourism EXPO Japan (TEJ) 2026 with a theme of ‘The Changing Nature of Travel’ opened at Tokyo Big Sight on September 24 2026. This marks the first time in two years that the event is being held in Tokyo.

Prime Minister Sanae Takaichi delivered a video message at the opening ceremony. In the "5th Basic Plan for the Promotion of a Tourism-Oriented Nation," approved by the Cabinet in March 2026, the government positions tourism as a strategic industry that drives the development of both regional and national economies. The Prime Minister expressed the government's commitment to attracting visitors to regional areas, ensuring sustainable growth in inbound tourism, promoting domestic and international travel, and strengthening the tourism industry—all with the aim of fostering national growth and regional revitalization.

She also addressed the impact of the Kumamoto earthquake on tourism across Kyushu, noting issues such as accommodation cancellations. She outlined plans to support the recovery of tourism businesses and the rebuilding of local livelihoods through measures such as the "Kyushu Recovery Support Discount" (Kyushu Fukkou Ouen-wari) launching on October 1.

Additionally, she expressed hope that GREEN×EXPO 2027, opening in Yokohama in March 2027, would serve as a catalyst to encourage travel to Japan and to various regions across the country.

高市首相からビデオメッセージ

Japan Tourism Agency (JTA) Commissioner Norio Kimura, said that JTA is addressing regional tourism, solution of the over-tourism challenges, expansion of domestic and outbound travel and enhancement of the tourism industry's foundation, including human resources and digital transformation.

At a press conference held by the organizers, Yuji Hara, Chairman of the Japan Association of Travel Agents (JATA), noted that the Kumamoto earthquake had caused travel cancellations not only in Kumamoto but across Kyushu, subsequently affecting new bookings. He stated, "Our job is to ensure the flow of people does not stop," emphasizing that the travel industry has a role to play in reviving slumped travel demand—including countering reputational damage.

GREEN X EXPO is a chance to leave tourism values in regions

At TEJ Conference Keynote Speech, Masato Kawamura, Secretary General of the GREEN×EXPO Association, outlined the overview and preparation status of "GREEN×EXPO 2027," with the event now about six months away. He explained that the concept of ‘Scenery of Tomorrow’ refers not merely to the physical landscape of the venue, but to a vision where visitors grasp the issues raised by the exhibits and imagine the future of Japan and the world for themselves. The venue will feature areas dedicated to Green Transformation (GX), as well as exhibits covering food and agriculture, displays by domestic municipalities, and international pavilions.

In addition, he said that they are trying to create a welcoming environment, including measures to alleviate congestion through reservation-based entry, and to share the expo's appeal and essential visitor information with travelers. He also called on the travel industry to cooperate in disseminating this information.

GREEN×EXPO協会事務総長の河村正人氏

Ion Vilcu, Director of the Affiliate Members and Public- Private Collaboration Department UN Tourism, noted that as global tourism rapidly recovers from the COVID-19 pandemic, the central question has shifted from ‘how to restart tourism’ to ‘what kind of tourism to create next.’ He also added that while technologies such as AI are transforming destination selection, booking, transportation, and the travel experience itself, travelers are increasingly seeking authentic experiences that foster connections with local communities and residents.

“The success of tourism is now judged not only by the extent of growth but also by the value created and how widely and equitably that value is shared,” Vilcu said. “Regenerative tourism is to leave behind something beneficial, rather than simply to minimize damage.”

UNツーリズムのイオン・ヴィルク氏

Gloria Guevara, President & CEO of the World Travel & Tourism Council (WTTC), identified eight priority areas: seamless travel, destination stewardship, sustainability and social impact, AI, crisis response and resilience, connectivity, talent, and investment.

She also said of the crisis response, ”Rebuilding traveler confidence is crucial for tourism recovery.” Meanwhile, addressing the issue of traveler concentration, WTTC emphasizes the need to balance tourism growth with local benefits. She stated, "What is bad for local residents is also bad for travelers; the situation must be a win-win.”

世界旅行ツーリズム協議会（WTTC）のプレジデント＆CEO、グロリア・ゲバラ氏

Tourism Ministers talked about regenerative tourism 

At the 9th Ministerial Roundtable, government representatives from 10 countries, including Japan, and UN Tourism talked about investment strategies for regenerative tourism.

UN Tourism highlighted that when it comes to tourism investment, what matters is not merely the investment amount, but rather ‘what’ is being invested in, ‘where,’ and ‘what kind of value’ is created. The organization emphasized that investments in infrastructure, connectivity, human capital, innovation, and destination development will shape the future model of tourism.

Guided by the "High Value, Low Volume" principle, Bhutan prioritizes the value tourism brings to local communities over simply maximizing visitor numbers or revenue.

Cambodia outlined initiatives to distribute travel demand across seasons and regions by branding the rainy season as the ‘Green Season.’

The Philippines emphasized investments in transportation, airports, ports, digital connectivity, tourism facilities, and human capital.

Representatives from Georgia and Greece underscored the importance of resilience, enabling the sector to withstand external risks such as climate change and natural disasters, as well as data-driven destination management.

観光大臣会合の参加者

At World Tourism Leaders Roundtable, industry leaders from UN Tourism, WTTC, PATA, ETC, ERIA,  ATTA and the organizers discussed translating policies and investment environments into actual business operations and tourism products.

The ETC showcased initiatives aimed at dispersing travelers away from peak seasons and famous tourist hotspots, while encouraging the use of low-carbon transport and spending with local businesses.

ATTA presented research findings showing that 75% of adventure travel spending remains within the local community; they argued that balancing nature conservation with local economic gain requires a combination of workforce development for local businesses and improved access to international markets.

ERIA identified natural capital, local communities, resilience, and digitalization as key areas for investment.

Japan National Tourism Organization(JNTO) explained its inbound marketing strategy, formulated for April 2026, which incorporates gastronomy tourism as a cross-market strategy. They outlined a vision of weaving together elements such as local climate, culture, history, and geology into culinary narratives, thereby linking traveler spending to the local economy and the preservation of culture.

第2部のモデレーターはパトリック・ハーラン氏（パックン）が務めた

 大河ドラマ「豊臣兄弟！」の舞台のひとつ奈良県。甲冑の展示など戦国時代を体感できる演出や、産品やグッズが当たる抽選会などを実施し、ドラマの熱気とともに地域の魅力を訴求台湾観光協会は「遊び尽くせ！台湾」のテーマのもと、工芸や茶席など多彩な体験機会を提供。阿里山林業鉄道の機関車をモチーフにした注目のVR体験なども展開し、会場の関心を集めた

ハワイ州観光局は、キッチンカーと一体化したユニークなブースを展開。「食」をテーマに、現地ならではの味覚を通じてハワイの魅力をアピールジョージア国立観光局は2019年以来の出展。同国への日本人旅行者が増加する中、観光庁長官も来場し、今夏開設のトリビシ／上海線をハブにさらなる誘客強化を強調。世界最古のワインなど豊かな文化を紹介新しい旅のスタイルを目指した新テーマで、初出展者も増加。「SAMURAI TOUCH」は理学療法士考案の7分マッサージで旅と癒しを両立。本物の畳や提灯など和の体験も重視。米国では1回8000円で大人気に国内外の来賓や出展者らのネットワーキング機会を創出する「WELCOME RECEPTION」。九州復興支援の演目として熊本のご当地アイドルPOTIONがトークショー。熊本への訪問を呼び掛けた国内外の来賓や出展者らのネットワーキング機会を創出する「WELCOME RECEPTION」。MONSTER GIRLが登場