Thailand highlights soft power at Tourism Expo Japan 2025 in Nagoya

Thailand

TAT showcases culture, wellness and new travel segments to inspire Japanese visitors

The Tourism Authority of Thailand (TAT) has successfully wrapped up its participation at Tourism Expo Japan 2025 (TEJ 2025), held from 25–28 September at Aichi Sky Expo in Nagoya. As one of Japan’s leading annual travel trade shows, the event provided a key platform to reaffirm Thailand’s appeal, strengthen repeat visitation, and spotlight opportunities with younger and emerging traveller segments.

Thailand Pavilion opening

The official opening of the Thailand Pavilion on 25 September was presided over by Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific, joined by Mr. Chuwit Sirivajjakul, Executive Director for the East Asia Region.

“Japan is one of Thailand’s most valued markets, and Tourism Expo Japan allows us to connect with travellers in fresh and meaningful ways,” Ms. Pattaraanong said. “By presenting Thailand through creative experiences, we are inspiring new generations and building loyalty among repeat visitors.”

Cultural and interactive showcases

Under the theme “Journey through the 5 Must Do in Thailand”, the 90-square-metre pavilion featured:

· Cultural highlights: Muay Thai demonstrations, shadow puppetry, Isan music, and regional dances.

· Wellness & crafts: Classical “nuad fon” massage by Zira Spa, floral garland making, clay pins, candles, and fragrance workshops with Homprung by Baihor.

· Interactive experiences: Digital games and talk shows with Japanese KOLs, the Sato Triplets (TAT’s Tourism Ambassadors in Japan), and cultural anthropologist Professor Fumihiko Tsumura.

Focus on new traveller segments

The activities reflected TAT’s strategy to engage Millennials, Gen Z, active seniors, power couples, digital nomads, and Oshi-katsu travellers. Thailand continues to position itself as a destination for cultural authenticity, wellness, and sustainable tourism.

Connectivity and campaigns

Improved air services from six major Japanese airports – Sapporo, Tokyo Narita and Haneda, Nagoya, Osaka, and Fukuoka – now provide more than 3 million seats annually, up 8.5% year-on-year. TAT’s Japan offices are advancing campaigns such as:

· Thailand Commercial Flights Promotion with ZIP Air, Air Japan, and leading agents.

· Thailand – Thai Katsu digital initiatives to engage first-time and Gen Z travellers.

· Amazing Thailand Through Kyushu – Irodori no Tabi, launching at the Saga International Balloon Fiesta from 30 October to 3 November 2025.

Japan as a high-value source market

From January to 18 September 2025, Thailand welcomed more than 767,000 Japanese visitors (+5% year-on-year). Japanese travellers average six nights per trip and spend around 39,000 baht per person, with strong interest in heritage, community-based tourism, and wellness. Popular destinations include Bangkok, Chon Buri, Phuket, Ayutthaya, and Chiang Mai. TAT is targeting 1.25 million Japanese visitors by year-end 2025, generating an estimated 48.88 billion baht in revenue.