The European Travel Commission (ETC) successfully concluded a week of activities in Japan from 24 to 29 September 2025, strengthening Europe’s visibility in one of Asia’s most strategic markets and reinforcing tourism cooperation between Japan and the EU.
The mission culminated on 29 September with a high-level event and networking reception at the EU and Belgian Pavilions at EXPO 2025 Osaka. The event gathered senior representatives from the Japan Tourism Agency (JTA), the EU Delegation to Japan, and industry leaders, and was marked by the presence of European Commissioner Apostolos Tzitzikostas, underscoring the strategic importance of tourism in the EU–Japan partnership.
Earlier in the week, ETC organised two key promotional initiatives in Nagoya. On 24 September, the Japan–Europe Marketplace — organised with the support of JTB Corp. and the Japan Association of Travel Agents (JATA) — connected 25 European destinations and businesses with 75 Japanese travel agents and tour operators, facilitating new business partnerships.
From 25 to 28 September, ETC coordinated a 153-sqm Europe Pavilion at Tourism Expo Japan at Aichi Sky Expo, bringing together 22 European co-exhibitors including national tourism organisations, regional DMOs, and cultural attractions. Visitors explored Europe’s diverse travel offerings and engaged directly with European partners.
The strong trade participation, combined with the high-level presence in Osaka, sent a clear signal: Europe is committed to deepening its ties with Japan through sustainable tourism and long-term business partnerships.
About the European Travel Commission (ETC)
The European Travel Commission is a non-profit organisation representing the national tourism organisations of Europe. ETC’s mission is to strengthen the sustainable growth of tourism in Europe, in close cooperation with the European Union and industry stakeholders.
Source: European Travel Commission
Published: October 2025