Tourism EXPO Japan 2026 took place in Tokyo from September 24 to 27, 2026, attracting numerous international participants including Guam, Nepal, and wellness travel promoters. Organized by the Japan Travel and Tourism Association, Japan Association of Travel Agents, and the Japan National Tourism Organization, the event showcased expanding global tourism industry engagement.
Guam Strengthens Japanese Market Ties at Tokyo Expo
The Guam Visitors Bureau (GVB) led a delegation of representatives from 20 Guam-based businesses and airlines, including United Airlines, Japan Airlines, and Trinity Airlines. Their objective was to fortify Guam’s ties with Japanese travelers and travel companies amid evolving international travel conditions. Between September 24 and 25, GVB
conducted business meetings covering market conditions, travel demand, air service opportunities, and product development.
Guam also conducted traveler perception research to understand motivations driving Japanese visitors. The delegation promoted Chamoru culture through dance performances by Guma’ I Mañe’lu Cultural Arts and music by Jesse and Ruby. Local cuisine was served, including denanche burger and tinaktak rice, prepared in part by Capitol Kitchen Executive Chef Casey Castro. Guam’s cultural and culinary presentations were aimed at increasing awareness among Japanese consumers attending the expo.
WTTC Reaffirms Japan’s Role in Global Tourism
World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara participated in Tourism EXPO Japan 2026, emphasizing
Japan’s significance to the world tourism sector. WTTC’s presence reflected deepening cooperation with Japan’s travel industry ahead of the upcoming WTTC Global Summit scheduled for October 7–9, 2026, in Valletta, Malta. The summit will include prominent figures such as the United States Special Presidential Envoy for Tourism, Ambassador Nick Adams.
Nepal Showcases Tourism Recovery and Product Diversification
Nepal Tourism Board (NTB), supported by the Embassy of Nepal in Tokyo, participated with nine travel and hospitality firms and Nepal Airlines Corporation. They used the expo to update international travel buyers on the continued operation of major tourism hubs—Kathmandu, Pokhara, Chitwan, and Lumbini—following recent monsoon disasters.
Nepal’s key trekking
regions including Everest, Annapurna, Langtang, and Manaslu remain open to visitors. NTB representatives Pradip Gaire and Yub Raj Gurung held B2B meetings with Japanese companies focused on trekking, cultural, spiritual, and wellness tourism products to strengthen market ties and promote tourism recovery.
Promoting Wellness Travel and Official Statements
The Tourism Authority of Thailand also promoted wellness-led travel initiatives at the expo, highlighting niche tourism segments in line with global recovery efforts.
Régine Biscoe Lee, GVB President and CEO, stated, “With over 235,000 visitors so far in FY26, Japan remains an important market for Guam. Tourism EXPO Japan provides an invaluable opportunity to meet directly with our
industry partners, tell our story, and listen to what travelers and the trade are looking for.” She added, “The relationships we continue to build in Japan and with global travel partners here at the expo are essential to creating new opportunities for Guam and strengthening the path from inspiration to travel.” Nadine Leon Guerrero, GVB Director of Global Marketing, noted the expo offered “the opportunity to bring Guam directly to the Japanese travel community and, over the next two days, to consumers as well.”
Tourism EXPO Japan 2026 is one of Japan’s largest annual travel events and is increasingly recognized
as an international platform connecting tourism ministries, airlines, destinations, travel companies, and media from Japan and worldwide. Following the expo, the WTTC Global Summit in Malta will gather global tourism leaders to discuss future industry directions.
