The Nepal Tourism Board (NTB), in collaboration with nine leading travel trade enterprises and hospitality partners, participated in Tourism Expo Japan 2026, held from September 24 to 27 at Tokyo Big Sight in Tokyo, Japan. The four-day international tourism exhibition brought together tourism organizations, travel companies, hospitality businesses and other industry stakeholders from around the world, providing Nepal with an important platform to promote its destinations, strengthen business-to-business (B2B) connections and engage with the Japanese travel market.
Global Tourism Stakeholders Gather in Tokyo
Tourism Expo Japan 2026 was jointly organized by the Japan Travel and Tourism Association (JTTA), Japan Association of Travel Agents (JATA), and Japan National Tourism Organization (JNTO) under the theme “The Changing Nature of Travel.” The expo brought together approximately 1,420 companies and organizations from 74 countries, creating opportunities for destination marketing, networking and international travel trade cooperation. The country’s participation provided an opportunity to directly engage with international buyers and visitors while presenting the country’s diverse tourism products and destinations.
NTB Communicates the country’s Destination Readiness
A key focus of the country’s participation was communicating the current status of tourism destinations and providing verified information to international travel partners. Against the backdrop of international media coverage regarding localized monsoon impacts in specific northern transit areas, including the Bhotekoshi River region, the NTB delegation used the exhibition to share updates on tourism operations and destination accessibility.
The delegation informed tour operators, travel trade buyers and media representatives that major tourism hubs, including Kathmandu, Pokhara, Chitwan and Lumbini, remain operational and ready to welcome international visitors. The delegation also highlighted the status of major trekking destinations, including the Everest, Annapurna, Langtang and Manaslu regions, while emphasizing Nepal’s preparedness to receive trekking and adventure travelers.
Japan Remains an Important Tourism Market
Japan continues to be an important source market for Nepal, with Japanese travelers showing interest in a range of tourism experiences offered by the country. During the expo, the Nepal delegation promoted products associated with cultural heritage, spiritual and pilgrimage tourism, high-altitude trekking, luxury eco-resorts and wellness tourism.
The participation also focused on developing long-term business relationships between Nepali tourism companies and Japanese travel businesses. The four-day event provided participating Nepali companies with opportunities to conduct intensive B2B meetings with Japanese travel buyers. These interactions were aimed at generating future seasonal bookings, expanding business networks and establishing sustainable partnerships between the two markets.
Pavilion Receives Diplomatic Support
The Nepal Pavilion was further supported by the Embassy of Nepal in Tokyo, whose diplomatic presence contributed to the country’s representation at the international tourism exhibition. The Nepal Tourism Board delegation was represented by Senior Officers Pradip Gaire and Yub Raj Gurung.
The country’s participating travel trade, hospitality and airline partners included Gochali Tours and Travels Pvt. Ltd., Sumegh Tours and Travels Pvt. Ltd., Himalayan Guides Nepal Treks & Expedition Pvt. Ltd., Langtang Ri Trekking & Expedition Pvt. Ltd., Ghale Treks & Expedition Pvt. Ltd., Buddha Maya Gardens Pvt. Ltd., Rupakot Resort Pvt. Ltd., Chhaya Devi Complex Ltd. (Aloft Kathmandu Thamel), Gorkha International Travels Pvt. Ltd., and Nepal Airlines Corporation.
Promoting Nepalcalling and Wellness Tourism
The participation also served as an international platform for promoting the country’s broader tourism campaigns and emerging tourism products. NTB used the expo to advocate the Nepalcalling campaign and promote Nepal Wellness Year 2026 among Japanese and other international travel trade stakeholders. Wellness tourism was presented as an emerging area of opportunity, alongside Nepal’s established strengths in nature, adventure, culture and spirituality.
Strengthening Global Market Confidence
Through its participation in Tourism Expo Japan 2026, the NTB emphasized the importance of maintaining transparent communication with international travel partners and providing timely information about tourism destinations. The event enabled the country to engage directly with international buyers, promote its tourism products and strengthen relationships with the Japanese travel trade.
NTB has reiterated its commitment to expanding the country’s presence in strategic international source markets through public-private partnership, while strengthening destination confidence and developing long-term international tourism partnerships. The participation at Tourism Expo Japan 2026 thus provided Nepal with a platform not only to promote its tourism offerings but also to reinforce its engagement with one of Asia’s important travel markets and advance the country’s international tourism promotion initiatives.
