The European Travel Commission (ETC) is excited to participate in Tourism EXPO Japan, which took place on 26-29 September 2024, at Tokyo Big Sight, Japan. This year, ETC showcased the largest booth ever, highlighting the richness of European travel opportunities. 
The Japanese market has long been an important source of international travelers to Europe. Before the COVID-19 pandemic, Japan ranked as the fifth-largest outbound travel market to European destinations. However, the impact of the pandemic and the ongoing conflict in Ukraine have made Japanese consumers more cautious about resuming overseas travel. Despite these challenges, European destinations remain committed to the Japanese market and are eagerly preparing for the return of Japanese tourists. This year’s EUROPE pavilion at Tourism Expo Japan was the largest ever, featuring representatives from 18 members and partners of the European Travel Commission.

Mr. Eduardo Santander, Executive Director of the European Travel Commission, attended the event and participated in the Ministerial Roundtable hosted by the fair organisers on September 26. During the expo, a Memorandum of Understanding (MoU) was signed between ETC and the Japan Association of Travel Agents (JATA). This agreement aims to foster collaboration on projects that promote sustainable development of the tourism sector, ensure the protection of cultural heritage, enhance the overall visitor experience, while maintaining the quality of life of local communities and environment, and contribute to the local economy.

“This agreement focuses on sharing best practices and strengthening our joint efforts in promoting sustainable and responsible tourism,” stated Santander. “Together, we aim to cultivate environmentally and socially conscious travel habits in both Europe and Japan, ensuring a sustainable future for the tourism industry.” Visitors to the exhibition also had the chance to engage with Europe in an entertaining manner participating in quizzes about Europe and joining a stamp rally that further enriched their experience.

The European Travel Commission represents the national tourism organisations of Europe. Established in 1948, ETC's mission is to strengthen the sustainable development of Europe as a tourist destination and to promote Europe in third markets. Its 36-member tourism boards work together to build the value of tourism for all the diverse European destinations through cooperation in sharing best practices, market intelligence and promotion.

Source: European Travel Commission