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Japan is gearing up to host the much-anticipated Tourism Expo at Tokyo Big Sight from 24 to 27 September 2026. For the first time ever, the exhibition has reached full capacity, with all available booth spaces successfully allocated following more than 1,300 applications from exhibitors.
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Approximately 40% of these booths will showcase international exhibitors while Japanese participants will fill the remaining 60%. This two-to-three international-to-domestic ratio indicates a healthy global interest in Japan’s diverse travel offerings.
This marks the return of the Tourism Expo to Tokyo, having last been held there in 2024. Following the 2025 edition at Aichi Sky Expo, the Tokyo Big Sight has undergone renovations, resulting in a decreased exhibition space. Nevertheless, the enthusiasm displayed by exhibitors has resulted in a complete sellout.
Although all booths are accounted for, a cancellation list has been made available for those wishing to join. The full occupancy underscores the commitment of the industry to rejuvenate international travel despite challenges posed by a changing global landscape.
The upcoming Tourism Expo underscores an encouraging trend of global participation in Japan’s tourism sector. With a representation from around 70 countries and regions, and visibility for 46 of Japan’s 47 prefectures, the event aims to offer a comprehensive view of the country’s travel landscape.
Attendees will have the chance to explore offerings from nearly every corner of Japan, highlighting the richness of its regional tourism.
Located in the heart of Tokyo, the Tokyo Big Sight serves as a strategic venue, with excellent access facilitated by the Yurikamome and Rinkai Lines. The venue’s position within Tokyo’s Koto ward not only allows easy access for visitors but also connects to Japan’s largest metropolitan population and a substantial number of tourism businesses.
However, given the expected influx of attendees, it will be crucial for all visitors to plan their routes to and from the venue carefully, especially during peak hours.
These figures clearly demonstrate the event’s extensive reach and the optimistic outlook for future tourism interactions.
The Tourism Expo is co-organized by three pivotal entities: the Japan Travel and Tourism Association, the Japan Association of Travel Agents, and the Japan National Tourism Organization. Each organization focuses on different aspects of Japan’s tourism economy, from regional development to international marketing, making the event a comprehensive platform for discussing and promoting tourism.
The event will be held over four days, with the first two reserved for industry professionals and media, ensuring they have dedicated time for networking and consultations. Public access will open on 26 September, allowing general visitors to explore the extensive offerings from both international and domestic exhibitors.
With estimated attendance reaching 180,000 visitors, which includes 72,000 industry professionals and media alongside 108,000 public visitors, the event aims for a balanced engagement strategy.
In parallel to the rise in international tourism, Japan also saw a significant increase in visitor expenditures, reaching about 9.5 trillion yen in 2025, up from approximately 1.1 trillion yen in 2010. This considerable increase reflects the country’s growing appeal as a destination, characterized by safety, high-quality service, and culturally rich experiences.
Japan’s fifth Tourism Nation Promotion Basic Plan aims for 60 million international arrivals by 2030, coupled with an annual spending target of 15 trillion yen. To support these ambitious targets, the Expo emphasizes regional travel, encouraging international visitors to explore beyond urban attractions.
Alongside the main event, the Visit Japan Travel and MICE Mart will facilitate structured meetings between global buyers and Japanese sellers, promoting new partnerships and tourism products. Organizers anticipate around 280 international companies and about 350 domestic sellers to participate.
With a full exhibition floor and various engagement opportunities, the Tourism Expo serves as a pivotal moment for Japan’s tourism industry. For attendees planning to participate, it is advisable to identify key exhibitors and themes in advance to maximize their experience across the extensive exhibit floor.
The Expo signals a transformative time for tourism in Japan, with both domestic and international stakeholders working towards a rejuvenated travel landscape, full of potential and promise.
Source: The post Japan Tourism Expo Fills Tokyo Big Sight for Historic First as Overseas Exhibitors Represent Two Fifths of Booths Attracting Travellers Buyers and Industry Leaders Seeking Future Journeys first appeared on www.travelandtourworld.com.
