The Tourism Authority of Thailand (TAT) successfully concluded its participation at Tourism Expo Japan 2025 (TEJ 2025).
The event was held from 25th to 28th September at Aichi Sky Expo in Nagoya.
As one of Japan’s largest annual travel trade shows, the event served as a platform on which to reaffirm Thailand’s appeal, inspire repeat visits from Japanese travellers, and highlight new opportunities to engage with younger and emerging segments.
TAT deputy governor for international marketing in Asia and the South Pacific Pattaraanong Na Chiangmai presided over the official opening of the Thailand Pavilion on 25th September, together with Chuwit Sirivajjakul, TAT executive director for the East Asia Region.
The deputy governor declared: “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.”
A vivid cultural journey
Centred on 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, including TAT’s Thailand Tourism Ambassadors in Japan the Sato Triplets and cultural anthropologist 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.
Serving a high-value source market with targeted campaigns
Japan remains a high-value source market for Thailand, as, between January and 18 September 2025, the Southeast Asian nation welcomed over 767,000 Japanese visitors, up five percent 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.
With improved connectivity from six major Japanese airports and seat capacity exceeding three million this year, TAT’s three offices in Japan are advancing targeted campaigns.
These include the Thailand Commercial Flights Promotion with ZIP Air, Air Japan, and leading agents; the 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 which makes its debut at the Saga International Balloon Fiesta from 30th October to 3rd November.
AloJapan.com