Japan: WTTC, JATA and Tourism Expo Japan deepen global cooperation - Get updated on what's happening in tourism!

The World Travel & Tourism Council, the Japan Association of Travel Agents and the Tourism Expo Japan Executive Committee have signed a Memorandum of Understanding aimed at strengthening links between Japan’s tourism industry and the international travel sector.

The agreement brings together WTTC’s global private-sector network with JATA and one of Japan’s major tourism industry events. The organisations plan to cooperate on research, market intelligence, digital transformation and international industry engagement, while creating additional opportunities for Japanese tourism companies to connect with global partners.

Tourism contributes 8.1 percent of Japan’s GDP

The partnership comes as Japan’s travel and tourism economy continues to expand. According to WTTC’s Economic Impact Research, the sector contributed US$343.1 billion to the Japanese economy in 2025, equivalent to 8.1 percent of GDP.

WTTC ranks Japan as the world’s fifth-largest travel and tourism economy. The sector expanded by 4.6 percent in 2025, compared with growth of 1.1 percent in the wider Japanese economy.

International visitor expenditure has been an important driver. Foreign travellers spent US$63.3 billion in Japan in 2025, an increase of 8.8 percent year-on-year and 74.9 percent above the 2019 level. According to WTTC, this made Japan the world’s seventh-largest market for international visitor spending, compared with 15th place in 2019.

Research and market intelligence to be shared

Under the agreement, WTTC, JATA and Tourism Expo Japan intend to exchange research, reports, market intelligence and industry best practices. They will also examine opportunities for joint research and activities at tourism events in Japan and other international markets.

“Japan has built one of the world’s most successful Travel & Tourism economies, combining an extraordinary tourism offering with strong connectivity and a forward-looking approach to tourism development,” said WTTC President and CEO Gloria Guevara.

She highlighted artificial intelligence and digital transformation as areas in which greater cooperation could improve operations and workforce efficiency while creating new opportunities for tourism businesses and destinations.

JATA Chairman Yuji Hara described the agreement as “a significant milestone” and said cooperation between the Japanese and international private sectors could contribute to “sustainable, long-term, and inclusive tourism”.

Tourism Expo Japan seeks stronger international role

The agreement is also designed to increase international participation in Tourism Expo Japan and strengthen Japanese representation at WTTC events.

“I believe that the agreement reached through this memorandum for the WTTC to participate in Tourism EXPO Japan will help enhance the event’s international presence,” said Eijiro Yamakita, Chairperson of the Tourism Expo Japan Executive Committee. He added that Japanese participation in WTTC events should promote greater international exchange.

JATA currently has 1,200 full members, alongside 326 associate members, 80 affiliate members and 137 overseas affiliate members. The association represents travel agencies and works to develop travel demand and improve tourism services.

Growth brings destination management into focus

Alongside further growth, the organisations are putting greater emphasis on destination management. Japan’s rapid increase in international visitor numbers has intensified discussion about balancing tourism development with the interests of local communities.

The partners plan to explore cooperation with national, regional and city destination management organisations, while also working on competitiveness, resilience and sustainable destination development.

Digitalisation will form another part of the cooperation. Japan’s tourism industry is increasingly adopting artificial intelligence and automation in an effort to improve operational efficiency and the visitor experience. The new agreement is intended to provide an additional platform for sharing expertise and developing cooperation between Japanese and international tourism companies.

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