Tourism EXPO Japan 2026 was held in Tokyo from September 24 to 27, assembling approximately 1,420 tourism companies from 74 countries. The event featured the World Travel & Tourism Council (WTTC) and emphasized Japan’s expanding role in global tourism.
Guam Strengthens Ties with Japanese Travel Market
The Guam Visitors Bureau (GVB) attended Tourism EXPO Japan 2026 with a sizable delegation including representatives from The Tsubaki Tower, Hotel Nikko Guam, Dusit Thani Guam Resort, United Airlines, and Japan Airlines. From September 24–25, GVB held business meetings focused on market conditions, travel demand, airline services, and expanding Guam travel products with Japanese travel partners.
GVB also conducted traveler research
to analyze Japanese perceptions and travel motivations concerning Guam. The bureau promoted Guam’s culture by showcasing traditional CHamoru dance performances from Guma’ I Mañe’lu Cultural Arts, featuring music icons Jesse and Ruby, and offering local cuisine via a CHamoru food truck and collaborations with Capitol Kitchen Executive Chef Casey Castro. Guam-inspired dishes such as kelaguen and signature calamansi drinks were introduced in Tokyo and Osaka through the Månnge’ Food Truck.
Japan Remains Critical Market for Guam Tourism
Japan accounted for over 235,000 visitors to Guam in fiscal year 2026 as of late September. Régine Biscoe Lee, GVB President and CEO, stated that the expo offers invaluable opportunities
to engage directly with Japanese industry partners and consumers, helping Guam understand travel trends and build stronger trade relations. Nadine Leon Guerrero, GVB Director of Global Marketing, noted that the event allows Guam to connect closely with Japan’s travel community through cultural and interactive presentations.
Nepal Promotes Tourism Recovery and Wellness Tourism
The Nepal Tourism Board participated at Tourism EXPO Japan 2026 with nine tourism and hospitality companies, including Nepal Airlines Corporation. Senior officers Pradip Gaire and Yub Raj Gurung represented Nepal. The delegation highlighted Nepal’s ongoing recovery following monsoon-related disasters and promoted major tourism hubs such as Kathmandu, Pokhara, Chitwan, Lumbini, and trekking regions like Everest,
Annapurna, Langtang, and Manaslu, all of which remain operational and open to visitors.
Business-to-business meetings emphasized trekking, cultural tourism, spiritual travel, and wellness experiences. Nepal’s marketing campaigns featured the Nepalcalling initiative and Nepal Wellness Year 2026, aiming to attract international travelers and bolster the country’s reputation as a destination for culture, adventure, and wellness. The Embassy of Nepal in Tokyo provided governmental support for this participation.
Thailand Champions Wellness-Led Travel Initiatives
The Tourism Authority of Thailand (TAT) used the event to promote wellness-focused travel campaigns, aligning with regional trends emphasizing health and wellbeing in tourism products.
WTTC President and CEO Gloria Guevara attended Tourism EXPO
Japan 2026, highlighting Japan’s importance to global tourism and reinforcing deeper cooperation between WTTC and Japan’s travel industry. The upcoming WTTC 26th Global Summit is scheduled for October 7–9, 2026, in Valletta, Malta, where U.S. Special Presidential Envoy for Tourism Ambassador Nick Adams will participate prominently alongside global tourism leaders.
