Thailand Showcases Soft Power at Tourism Expo Japan 2025 in Nagoya
The Tourism Authority of Thailand (TAT) marked another successful international showcase at Tourism Expo Japan 2025 (TEJ 2025), held from 25–28 September at Aichi Sky Expo, Nagoya. As one of Japan’s premier travel trade events, the expo offered Thailand a prime stage to reinforce its charm, attract repeat visitors, and connect with new and emerging traveller segments.
Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing (Asia and South Pacific), officially inaugurated the Thailand Pavilion on 25 September, alongside Mr. Chuwit Sirivajjakul, Executive Director for the East Asia Region.
“Japan is one of Thailand’s most important markets. Tourism Expo Japan allows us to present fresh experiences that resonate with younger audiences while deepening loyalty among repeat visitors,” Ms. Pattaraanong said.
“5 Must Do in Thailand” Theme Brings Thai Culture to Life
Covering 90 square metres, the Thailand Pavilion immersed visitors in the theme “Journey through the 5 Must Do in Thailand.” Highlights included:
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Cultural Performances: Muay Thai, shadow puppetry, Isan folk music, and classical dance.
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Wellness & Crafts: “Nuad fon” (classical dance massage) by Zira Spa, floral garland making, clay pin and candle workshops, and fragrance creation with Homprung by Baihor.
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Interactive Engagements: Digital games, talk shows, and meet-and-greet sessions with Japanese KOLs—the “Sato Triplets” (TAT Tourism Ambassadors)—and cultural anthropologist Prof. Fumihiko Tsumura.
These activities reflected TAT’s strategy to appeal to Millennials, Gen Z, active seniors, couples, digital nomads, and Oshi-katsu fans, while strengthening Thailand’s global image in cultural authenticity, wellness, and sustainable tourism.
Boosting Connectivity and Targeted Campaigns
Thailand’s connectivity with Japan continues to expand, with flights from six major airports—Sapporo, Narita, Haneda, Nagoya, Osaka, and Fukuoka—providing over 3 million seats in 2025, an 8.5% increase.
TAT’s three Japan offices are spearheading several campaigns, including:
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“Thailand Commercial Flights Promotion” with ZIP Air, Air Japan, and leading agents.
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“Thailand – Thai Katsu” Project to engage first-time and Gen Z travellers via digital campaigns and familiarisation trips.
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“Amazing Thailand Through Kyushu – Irodori no Tabi,” to debut at the Saga International Balloon Fiesta (30 Oct – 3 Nov 2025).
Japan: A High-Value Source Market
Japan continues to be a priority market for Thailand. Between January and 18 September 2025, more than 767,000 Japanese travellers visited Thailand, a 5% rise year-on-year. Visitors from Japan typically spend six nights per trip and around 39,000 baht per person, with strong preferences for cultural heritage, community-based tourism, and wellness.
Top destinations remain Bangkok, Chon Buri, Phuket, Ayutthaya, and Chiang Mai. By year-end 2025, TAT aims to welcome 1.25 million Japanese visitors, generating an estimated 48.88 billion baht in revenue.
Source: https://www.tatnews.org/2025/09/thailand-strengthens-presence-at-tourism-expo-japan-2025/
