Brand USA held the “Japan Sales Mission 2025” in Tokyo from July 24 to 25.
Thirty-five representatives from 28 tourism boards and suppliers visited Japan, conducting over 700 business meetings with tour operators and travel agencies, and hosted educational seminars for industry professionals. The Alabama Tourism Department and Visit Orlando participated for the first time. On the 28th, an additional program was held in Osaka, which included a seminar for Kansai’s travel industry professionals and a tour of the American Pavilion at the Osaka-Kansai Expo.
A presentation for the media was held on the 25th, where the latest information on Florida, Colorado, Texas, and other states was shared.
Malcolm Smith, Brand USA’s Senior Vice President for Global Markets and Chief Trade & Product Development Officer, who led this sales mission, noted that the number of visitors from Japan is expected to exceed 1.8 million in 2024, a 21% increase from the previous year, and the upward trend continues this year. He anticipates the new routes to Houston, Seattle, and Chicago will have a positive impact. While there is a high demand for MLB games among Japanese tourists, he encourages visitors to explore beyond the gateways to further destinations.
According to the U.S. Department of Commerce’s National Travel and Tourism Office, Japan ranks 5th in the overseas market for sending tourists to the United States in 2024. In the first half of this year, it was 4th, following the UK, India, and Brazil. As of July, the seat supply increased by 3% from last year, recovering to 97% of 2019 levels.
In the United States, significant events are lined up, such as the 250th anniversary of the nation’s founding in 2026, the 100th anniversary of Route 66, the FIFA World Cup, the Los Angeles Summer Olympics in 2028, and the Salt Lake City Winter Olympics in 2034. To leverage the appeal of these major events, a new brand campaign “America the Beautiful” has been launched. A special website has already been rolled out, and advertisements will be deployed in eight major markets, including Japan.
AloJapan.com