Bangkok, 29 September 2025 – The Tourism Authority of Thailand (TAT) has successfully concluded its participation at Tourism Expo Japan 2025 (TEJ 2025), held from 25 to 28 September at Aichi Sky Expo in Nagoya. As one of Japan’s largest annual travel trade shows, the event provided a key platform to reaffirm Thailand’s appeal, inspire repeat visits from Japanese travellers, and highlight new opportunities to engage with younger and emerging segments.
Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific, presided over the official opening of the Thailand Pavilion on 25 September, 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 gives us the chance to connect with travellers in more meaningful ways. By presenting Thailand through fresh and creative experiences, we are inspiring younger generations and emerging segments while strengthening loyalty among repeat visitors,” Ms. Pattaraanong said.
Showcasing the theme ‘Journey through the 5 Must Do in Thailand’, Thailand’s 90-square-metre pavilion offered a vivid exploration of Thai culture and lifestyle. Highlights included Muay Thai demonstrations, shadow puppetry, traditional Isan music, and regional classical and folk dances. Wellness and craft activities ranged from “nuad fon” (classical dance massage) by Zira Spa to floral garland making, clay pin and candle workshops, and fragrance creation with Homprung by Baihor. Visitors also engaged with interactive digital games and talk shows featuring Japanese KOLs, the “Sato Triplets” (TAT’s Thailand Tourism Ambassadors in Japan) and cultural anthropologist Professor Fumihiko Tsumura.
These activities reflected TAT’s commitment to expanding new segments including Millennials, Gen Z, active seniors, power couples, digital nomads, and Oshi-katsu travellers, while reinforcing Thailand’s reputation for cultural authenticity, wellness, and sustainable tourism.
With improved connectivity from six major Japanese airports – Sapporo, Tokyo Narita and Haneda, Nagoya, Osaka, and Fukuoka – and seat capacity exceeding 3 million this year (up 8.5%), TAT’s three offices in Japan are advancing targeted campaigns. These include “Thailand Commercial Flights Promotion” with ZIP Air, Air Japan, and leading agents; “Thailand – Thai Katsu” project to engage first-time and Gen Z travellers through digital platforms and familiarisation trips; and “Amazing Thailand Through Kyushu – Irodori no Tabi,” debuting at the Saga International Balloon Fiesta from 30 October to 3 November 2025.
Japan remains a high-value source market for Thailand. Between January and 18 September 2025, Thailand welcomed more than 767,000 Japanese visitors, up 5% year-on-year. Travellers from Japan spend an average of six nights per trip and around 39,000 baht per person, with strong interest in cultural 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 the end of 2025, generating an estimated 48.88 billion Baht in revenue.
AloJapan.com