Tourism EXPO Japan 2026 to Be Held Under the Theme 'The Changing Nature of Travel'

The Japan Tourism Association (a public interest incorporated foundation), the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO) will jointly host 'Tourism EXPO Japan 2026' for four days from Thursday, September 24 to Sunday, September 27, 2026, at Tokyo Big Sight.

This year's theme is 'The Changing Nature of Travel'.

Returning to Tokyo Big Sight after two years, the event will feature over 1,300 booth spaces, with a visitor target of 180,000.

Now in its 12th year, 'Tourism EXPO Japan' is one of the world's largest comprehensive travel events, bringing together tourist destinations from across Japan and around the globe to showcase the charm of travel.

Tourism EXPO Japan 2026 Key Visual

The theme for this year is 'The Changing Nature of Travel' (English: The Changing Nature of Travel), reflecting the organizers' desire to create an event enjoyable for all travel enthusiasts amid evolving values, interests, and travel participation patterns.

Booth applications have exceeded 1,300, filling all available spaces. The event aims to attract 180,000 visitors, matching the attendance target from the 2024 Tokyo Big Sight edition. Participants include all 46 Japanese prefectures and approximately 70 countries and regions worldwide, aiming to further energize tourism businesses both domestically and internationally.

For the first time, an official mascot character, 'Hashibirokou,' has been introduced. Popular travel-focused YouTubers Saionji (with over 870,000 followers) and ZAKI have been appointed as Special Influencers and will broadcast live from the venue on YouTube.

Tourism EXPO Japan 2026 Event Overview

Dates: Thursday, September 24 – Sunday, September 27, 2026

※ September 24 (Thu) and 25 (Fri) are Industry & Press Days; general admission is not permitted.

Venue: Tokyo Big Sight (3-11-1 Ariake, Koto-ku, Tokyo)

Organizers: Japan Tourism Association (Public Interest Incorporated Foundation), Japan Association of Travel Agents (JATA), Japan National Tourism Organization (JNTO)

Admission Fees: General Days: On-site ticket: ¥1,500; Advance ticket: ¥1,200

Children under elementary school age: Free (must be accompanied by a guardian)

Students: Free (valid student ID required at entry or prior registration)

Co-hosted Event: VISIT JAPAN Travel & MICE Mart 2026

Organizer: Japan National Tourism Organization (JNTO)

Venue: West Exhibition Hall, West Hall 1, Tokyo Big Sight

Concurrent Event: Travel Solutions Expo 2026

Organizer: Tourism EXPO Japan

Venue: East Exhibition Hall (within TEJ venue), Tokyo Big Sight

*Media registration is now open from Thursday, June 25.

[1] About Tourism EXPO Japan

Tourism EXPO Japan is a comprehensive tourism event launched in 2014, amid growing attention to tourism’s positive impacts such as regional economic revitalization and job creation. Initiated under a public-private partnership to promote inbound tourism and stimulate domestic and international travel demand, it combines a trade exhibition for industry professionals with public-facing PR activities. It is an annual, world-class travel festival where destinations from across Japan and around the world gather in one place.

[2] This Year’s Theme: 'The Changing Nature of Travel'

The theme of Tourism EXPO Japan 2026 is 'The Changing Nature of Travel' (English: The Changing Nature of Travel). Reflecting the increasing diversity in values and interests, as well as shifts in travel behaviors post-pandemic, the event aims to be enjoyable for all travel lovers. Under the slogan 'Travel is always new,' it will offer comprehensive travel information and immersive experiences.

[3] Official Mascot Character: 'Hashibirokou' Debuts!

The official mascot character 'Hashibirokou' has been created, modeled after the shoebill, known as the 'world’s least active bird.'

Its unforgettable appearance makes it a universally appealing figure across age groups and genders. Its quiet, still posture, gazing into the distance, symbolizes the traveler’s anticipation and excitement, making it the perfect official character.

At Tourism EXPO Japan, 'Hashibirokou'—inspired by the world’s least active bird—will present travel experiences that inspire people to want to travel.

Official merchandise, including enamel pins, T-shirts, and tote bags, will be available for purchase at the venue.

Official Mascot Character: Hashibirokou

[4] Special Influencer: Popular Travel YouTuber Saionji Appointed

Travel YouTuber Saionji has been appointed as the Special Influencer for Tourism EXPO Japan 2026. With 874,000 followers passionate about travel and transportation, Saionji will film on-site content and share the event’s highlights via YouTube.

<Saionji’s Comment>

I’m Saionji, a YouTuber, and I’m honored to serve as the Special Influencer for Tourism EXPO Japan 2026. I’ll be sharing the joys of travel and new discoveries with everyone.

Let’s experience the present and future of travel together at Tourism EXPO Japan 2026!

From left: Saionji, ZAKI

Additionally, fellow travel YouTuber ZAKI (294,000 subscribers) will join as a guest contributor, collaborating with Saionji to promote the event.

◆ YouTube message from Saionji and ZAKI (to be released from 5:00 PM on Monday, July 13, 2026)

Saionji (Saionji) – Transportation and travel-focused YouTuber, 874,000 followers

Loved trains and travel since childhood. In 2019, he undertook the 'Longest One-Way Ticket' project, a journey that marked his origin as a content creator, experiencing the joy of travel with public support. Today, he continues to travel across Japan and around the world, sharing the excitement of travel with a global audience.

[5] Four Key Business Initiatives

1) Trade Exhibition and Business Matching

Tourism EXPO Japan is Japan’s largest travel festival, gathering tourism and travel professionals from around the world.

Visitors can enjoy the latest travel information, vibrant traditional dances in ethnic costumes, stage performances, and local gourmet food.

Special feature zones such as Drive Tourism, Stargazing Tourism, Content Tourism, and Cruise Tourism are branded as 'TEJ Collection,' with new categories 'Wellness' and 'Gastronomy' added this year. These will showcase diverse tourism resources including culture, nature, food, and experiential offerings.

On Industry & Press Days, exhibitors will conduct appointment-based business meetings with planners and sales staff from domestic, inbound, and outbound travel companies through a pre-matching system. Over 6,200 business meetings are expected.

In addition to product development, the event will continue to attract MICE and educational travel buyers, and further expand networking opportunities between these buyers and exhibitors, building on initiatives launched last year.