Tokyo – The prestigious Japan Tourism Expo 2026 began on Thursday at the Tokyo Big Sight International Exhibition Center in Tokyo, Japan. Held under the theme “The Changing Form of Travel,” the four-day expo features Nepal’s participation led by the Nepal Tourism Board (NTB) along with nine tourism companies and hotels from Nepal.
The 12th edition of the expo has been jointly organized by the Japan Travel and Tourism Association, Japan Association of Travel Agents (JATA), and Japan National Tourism Organization (JNTO). During the opening ceremony, Japanese Prime Minister Sanae Takaichi extended her greetings through a video message.
This year’s expo features 1,420 companies and organizations with 1,553 booths representing 74 countries and 46 prefectures of Japan, including Nepal. Organizers expect around 180,000 tourism professionals and visitors to attend the four-day event. A total of 597 booths have been allocated for international participants.
For Japanese travelers, Nepal’s Himalayan destinations, birthplace of Lord Buddha Lumbini, cultural heritage sites, trekking routes, and biodiversity remain major attractions. Targeting this growing market, Nepali tourism companies participating in the expo are directly promoting Nepal’s tourism products and services among Japanese travel businesses and consumers.
During the first two days of the expo, September 24 and 25, a total of 6,454 pre-arranged B2B meetings are being conducted to encourage business partnerships. These meetings include 855 buyers and 1,019 sellers. The B2C program targeting general visitors will be held on September 26 and 27.
According to Nepal Tourism Board Senior Officer Pradeep Gaire, Nepali tourism companies have been holding business discussions with Japanese travel agencies and industry representatives since the first day of the expo. He said that discussions are focusing on tourism packages, trekking services, and other travel experiences suitable for the Japanese market.
Gaire added that participants are also providing information about Nepal’s current tourism situation following the recent Bhotekoshi flood, including updates on tourist destinations, trekking routes, and visitor safety measures.
“Efforts are being made to provide Japanese tourism businesses with factual information about Nepal’s current tourism condition and assure them that destinations are safe, operational, and ready to welcome visitors,” Gaire said.
Along with the Nepal Tourism Board, participants from Nepal include Gochhali Tour and Travels, Sumeg Tours and Travels, Himalayan Guides Nepal Treks and Expedition, Langtang Ri Trekking and Expedition, Ghale Treks and Expedition, Buddha Maya Gardens, Rupakot Resort, Chhaya Devi Complex (Aloft Kathmandu Thamel), and Gorkha International Travels.
Another senior officer of the Nepal Tourism Board, Yubaraj Gurung, said that the expo is an important international platform to further strengthen the long-standing tourism and people-to-people relationship between Nepal and Japan. He highlighted the importance of maintaining Nepal’s presence in the international tourism market even after recent natural disasters.
He said such international platforms help deliver the message that Nepal’s tourism sector remains active and that the country is prepared to welcome international visitors.
Throughout the four-day expo, visitors at Nepal’s pavilion will receive information about Nepal’s major destinations, tourism activities, and services through audio-visual presentations, brochures, and promotional materials. The Nepal Tourism Board is prioritizing both B2B and B2C promotions to expand business connections and increase Nepal’s visibility in the Japanese tourism market.
