WTTC, JATA and Tourism Expo Japan Join Forces to Drive Japan’s Global Tourism Growth
The World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA) and the Tourism EXPO Japan (TEJ) Executive Committee have joined forces to strengthen Japan’s position at the heart of the global Travel & Tourism community, signing a new Memorandum of Understanding (MOU) focused on collaboration, innovation, knowledge exchange and international engagement.
The Agreement
- Parties involved: World Travel & Tourism Council (WTTC), Japan Association of Travel Agents (JATA), and Tourism EXPO Japan (TEJ).
- Purpose: Strengthen Japan’s role in global Travel & Tourism through collaboration, innovation, knowledge exchange, and international engagement.
- Signed by: Gloria Guevara (WTTC President & CEO), Yuji Hara (JATA Chairman), and Eijiro Yamakita (TEJ Chairperson).
Japan’s Tourism Growth
- Contributed US$343.1 billion to Japan’s economy in 2025 (8.1% of GDP).
- Growth rate: 4.6%, outpacing Japan’s overall economy (1.1%).
- International visitor spending: US$63.3 billion in 2025, ranking Japan 7th globally.
- Visitor spending up 74.9% compared to 2019.
Focus Areas of the MOU
- Knowledge exchange: Sharing research, reports, insights, and best practices.
- International engagement: Connecting Japanese stakeholders with WTTC members worldwide.
- Innovation & digital transformation: Supporting AI-powered technologies, automation, and competitiveness.
- Sustainability: Balancing tourism growth with local community needs.
Key Quotes
- Gloria Guevara (WTTC): Japan has built one of the world’s most successful tourism economies; collaboration will help drive innovation and efficiency.
- Yuji Hara (JATA): The MOU is a milestone for private-sector cooperation, promoting sustainable and inclusive tourism.
- Eijiro Yamakita (TEJ): WTTC’s participation in Tourism EXPO Japan will enhance the event’s international presence.
This partnership positions Japan as a global hub for tourism dialogue and innovation, while ensuring sustainable growth and stronger international ties.
