Tourism Expo Japan 2026: TAT Features Healing is the New Luxury
The Tourism Authority of Thailand showcases the 'Healing is the New Luxury' concept at Tourism Expo Japan 2026 at Tokyo Big Sight from September 24-27, 2026.
Stock photo for illustration only, not from the actual event
- TAT presents Thailand at Tourism Expo Japan 2026 under the Healing is the New Luxury concept
- The event takes place from September 24-27, 2026, at Tokyo Big Sight in Japan
- Aims to attract Japanese travellers seeking wellness, culture, and immersive experiences
- Japanese visitors average 7.74 days of stay and spend 40,497.38 Baht per trip
The Tourism Authority of Thailand (TAT) is showcasing Thailand at Tourism Expo Japan 2026 (TEJ 2026) in Tokyo under the core theme “Healing is the New Luxury”, aiming to attract Japanese travellers seeking deep cultural connections and wellness-focused journeys.
The four-day exhibition runs from September 24-27, 2026, at the Tokyo Big Sight venue, serving as a vital platform for TAT and Thai tourism operators to engage with Japanese travel trade partners and consumers ahead of the year-end holiday season.
Ms. Thapanee Kiatphaibool, TAT Governor, stated that Japanese travellers are showing high levels of interest in culture, wellness, nature, and immersive local experiences. The wellness concept allows Thailand to effectively target quality tourists seeking greater depth and value from their travels.
<
Stock photo for illustration only, not from the actual event
On September 24, Ms. Thapanee presided over the official opening ceremony of the Thailand Pavilion, accompanied by Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific. The pavilion features traditional cultural performances, craft workshops, and wellness participatory activities such as Nuat Fon (a Lanna therapeutic massage inspired by the Fon Leb fingernail dance), herbal inhaler creation, and marine waste jewellery crafting.
TAT's strategic focus on the Japanese market at Tourism Expo Japan 2026 highlights a shift towards high-value wellness and cultural tourism. This approach helps counter current macroeconomic challenges such as fuel surcharges and currency fluctuations by appealing to quality-driven travellers.
According to tourism data, Japanese visitors to Thailand stay for an average of 7.74 days and generate 40,497.38 Baht in spending per trip, supported by convenient travel times and competitive value.
To address challenges including higher airfares, fuel surcharges, and a weaker Japanese yen, TAT is actively collaborating with airlines and travel trade partners to secure additional seat capacity and charter flights from regional Japanese airports like Sendai.
Source: TAT Newsroom
Found something wrong in this article? Report an issue with this article
Comments
Leave a Comment