The Pacific Asia Travel Association (PATA) reaffirmed its commitment to sustainable and balanced tourism between Japan and the European Union, as Chief Executive Officer Noor Ahmad Hamid delivered the keynote address at the “Shaping the Future of Japan-EU Travel” event during World Expo 2025 in Osaka, Japan.
The conference, held at the EU Pavilion, focused on strengthening cross-regional cooperation to promote responsible, high-value tourism flows between the two markets.
The event was officiated by Apostolos Tzitzikostas, Commissioner for Sustainable Transport and Tourism at the European Commission, and Takeshi Nakano, Vice Commissioner of the Japan Tourism Agency (JTA). It was organised by the European Travel Commission (ETC) in collaboration with the European Union and supported by the JTA, a public agency under Japan’s Ministry of Land, Infrastructure, Transport and Tourism (MLIT). ETC was represented by its CEO, Eduardo Santander. The programme explored how smarter, more sustainable tourism strategies can drive recovery and strengthen the economic and cultural links between Japan and the EU.
PATA Emphasizes Smarter and Sustainable Tourism
In his keynote, Noor Ahmad Hamid highlighted that both Japan and the EU face similar challenges in managing tourism flows that remain heavily concentrated in popular destinations. He emphasized that the future of global travel depends on building smarter infrastructure, responsible visitor management, and policies that encourage long-term sustainability rather than short-term gains.
“First and foremost, I must express my gratitude to Eduardo Santander, CEO of ETC, his esteemed team, and Marlene Bartes, Policy Officer, Directorate-General for Education, Youth, Sport and Culture of the European Commission, for extending the invitation to PATA,” said Noor Ahmad Hamid. “I am honoured to be part of this important dialogue that not only strengthens the cross-regional bond between Japan and the EU, but also creates new opportunities for the Asia Pacific region in advancing cooperation, knowledge exchange, and sustainable growth in tourism.”
Hamid underlined that the partnership between Japan and the European Union represents one of the most vital economic and cultural relationships in the world. “The relationship between Japan and the European Union is one of the most significant economic and cultural corridors in the world. Tourism is not merely a component of this relationship; it is a primary driver of it, fostering mutual understanding and generating substantial economic value,” he said.
Travel Growth Highlights Strong Demand
According to data referenced during the event, Japanese travel to the European Union is projected to reach 4.87 million visitors in 2025, marking a 67% increase from 2023. This surge reflects the strong recovery of long-haul travel and the growing interest in authentic, experience-driven journeys. Industry leaders at the session agreed that this rebound provides an opportunity to build a more balanced and resilient tourism exchange between the two regions.
While the recovery offers encouraging signs, Hamid cautioned that rapid growth also brings challenges. He identified mass tourism, uneven visitor distribution, and rising carbon emissions as key concerns. To address these, PATA proposed adapting its Integrated Destination Facilitation framework—a comprehensive model designed to support sustainable development in tourism destinations—to the Japan-EU context.
PATA’s Framework for Sustainable Travel
Hamid outlined four pillars under PATA’s Integrated Destination Facilitation framework to guide sustainable growth in cross-regional tourism:
Enabling Policies: Implement policy mechanisms that manage visitor distribution away from overcrowded hotspots and mitigate economic imbalances in local communities.Smart Infrastructure: Strengthen transport connectivity, particularly through investment in rail systems and secondary routes, to unlock access to lesser-known destinations.Targeted Marketing: Shift from volume-based tourism to value-driven strategies that attract high-yield, low-impact travelers who contribute positively to local economies.Community Engagement: Involve local populations as active partners, ensuring that tourism growth benefits residents and preserves cultural heritage.
These strategic pillars, Hamid said, are essential to ensure that tourism continues to be a force for positive change. He added that building collaborative frameworks between Europe and Japan could serve as a model for other global partnerships aiming to balance tourism growth with environmental and social sustainability.
“While past achievements and future prospects are significant, they have also given rise to pressing challenges, including mass tourism and high levels of carbon emissions,” said Noor Ahmad Hamid. “To address these emerging issues, PATA’s Integrated Destination Facilitation framework provides a holistic, actionable roadmap toward more sustainable travel between the two regions.”
Shared Vision for the Future of Travel
Speakers from the European Commission, the Japan Tourism Agency, and the European Travel Commission echoed the need for stronger collaboration to align tourism growth with climate goals and regional equity. They emphasized the importance of building travel ecosystems that not only attract visitors but also enhance quality of life for host communities.
PATA’s participation at World Expo 2025 underscores its broader mission to promote sustainable tourism development across the Asia Pacific region. The organization continues to work with governments, industry stakeholders, and regional bodies to advance responsible travel practices that align with the United Nations Sustainable Development Goals (SDGs).
World Expo 2025 in Osaka, themed “Designing Future Society for Our Lives,” has become a key platform for cross-sectoral dialogue on sustainability, technology, and global cooperation. The “Shaping the Future of Japan-EU Travel” session contributed to this agenda by exploring how international partnerships can balance tourism growth with environmental stewardship and cultural preservation.
As global tourism rebounds, industry leaders at the event agreed that strategic partnerships like that between PATA, the European Travel Commission, and the Japan Tourism Agency will be essential to achieving long-term resilience. By focusing on sustainability, inclusivity, and innovation, Japan and the EU are positioning themselves as frontrunners in redefining what responsible travel looks like in a post-pandemic world.
PATA’s message at World Expo 2025 reinforced the importance of cross-regional collaboration as the travel sector continues to evolve. Its call for practical, data-driven solutions signals a shift toward a tourism model that values environmental responsibility as much as economic opportunity—charting a sustainable path for the next generation of travelers.
AloJapan.com