The World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA), and Tourism EXPO Japan (TEJ) signed a strategic cooperation agreement at Tourism EXPO Japan 2026 in Tokyo. The memorandum of understanding, signed by WTTC President & CEO Gloria Guevara, JATA Chairman Yuji Hara, and TEJ Executive Committee Chairperson Eijiro Yamakita, aims to link Japan’s travel sector with global tourism leaders through research, market intelligence, innovation, and business engagement.
Details of Tourism EXPO Japan 2026
Tourism EXPO Japan 2026 is scheduled from September 24 to 27 at Tokyo Big Sight, with the initial two days reserved for travel trade professionals and press, followed
by consumer open days during the weekend. The event is organized by the Japan Travel and Tourism Association, JATA, and the Japan National Tourism Organization (JNTO). This year’s exposition centers on the theme “The Changing Nature of Travel,” addressing shifts in technology, sustainability, and traveller preferences.
Event Scale and JATA Membership
The 2025 expo hosted 1,350 companies from 82 countries and regions, drawing 127,677 visitors. JATA counts 1,200 full members, 326 associate members, 80 affiliate members, and 137 overseas affiliate members. Its global membership base spans airlines, hotel groups, tour operators, travel agencies, cruise companies, and convention organizations outside Japan, enhancing the exhibition’s international reach.
Economic Impact and Regional Opportunities
WTTC research estimates Japan’s Travel & Tourism sector contributed US$343.1 billion in 2025, representing 8.1% of the nation’s GDP and making Japan the fifth-largest global travel economy. International visitor spending in Japan reached US$63.3 billion in 2025, ranking seventh worldwide and showing a 74.9% increase over 2019 levels. The partnership with JATA and TEJ intends to capitalize on these figures by expanding connections across Asia-Pacific destinations, including Hawaii and Guam, which have significant inbound visitor ties with Japan.
Japanese Outbound Travel to Hawaii and Guam
Hawai’i Tourism Japan participates at Tourism EXPO Japan 2026 with 16 sub-exhibitors, such as Halekulani, Outrigger Resorts & Hotels, Prince Resorts Hawaii,
the Polynesian Cultural Center, Battleship Missouri Memorial, and Aulani, a Disney Resort & Spa. Hawaiian official data shows 731,922 Japanese visitors arrived in 2025, marking a 3.3% increase from 2024. Guam reported approximately 253,600 Japanese arrivals in 2025, a 21.5% rise from the previous year. Guam’s One Guam Roadshow in January 2026 visited Tokyo, Nagoya, and Osaka, signing a memorandum of understanding with JTB and T.P. Micronesia and generating over 120 business meetings at the 2025 Expo.
WTTC Strategic Growth and Global Context
Under Gloria Guevara’s leadership, WTTC has accelerated expansion of its private-sector membership and destination partnerships. New organizational management covers major regions worldwide, aiming
to deepen local engagement and research application. The global tourism industry faces complex geopolitical challenges, including conflicts, visa changes, aviation limits, trade tensions, economic uncertainty, climate issues, and rapid technological advances. WTTC’s strategy includes broadening membership among both large businesses and SMEs, and securing representation from Asia, the Middle East, Africa, the Americas, and Europe.
Official Statements and Additional Programming
WTTC regards the Japan market and its partnership with JATA as a top priority. The agreement facilitates cooperation on digital transformation, resilience, and knowledge exchange in tourism. Gloria Guevara delivered a keynote address on September 24, 2026, alongside representatives from the United Nations World Tourism
Organization and the GREEN×EXPO Association. The event includes the 9th TEJ Ministerial Roundtable focusing on investment strategies for regenerative tourism, and the 10th Japan Tourism Awards will be presented, including the inaugural Prime Minister’s Award.
Tourism EXPO Japan’s Business Role
Tourism EXPO Japan functions as a major marketplace and business platform linking travel trade buyers, destination representatives, and tourism suppliers worldwide. Its combination of walk-in negotiations and scheduled meetings provides networking opportunities across Asia-Pacific, North America, Europe, and other regions. The event runs concurrently with VISIT JAPAN Travel & MICE Mart 2026 and the Travel Solutions Exhibition 2026, broadening the reach and integration of Japan’s
tourism industry within the global ecosystem.
