Japan is strengthening its links with the international tourism industry after the World Travel & Tourism Council (WTTC), Japan Association of Travel Agents (JATA) and Tourism EXPO Japan (TEJ) Executive Committee signed a new Memorandum of Understanding (MOU) aimed at expanding cooperation, sharing expertise and encouraging innovation across the sector.
The agreement brings together three influential tourism organizations with a common goal of creating closer connections between Japan’s travel industry and businesses and organizations operating in international markets. The partnership will open opportunities for research exchange, industry dialogue, business engagement and collaboration at tourism events in Japan and overseas. The MOU was signed by WTTC President and CEO Gloria Guevara, JATA Chairman Yuji Hara and TEJ Executive Committee Chairperson Eijiro Yamakita.
Japan’s Tourism Sector Delivers Strong Economic Growth
The new partnership of WTTC and JATA comes as travel and tourism continues to make a significant contribution to Japan’s economy. WTTC’s latest Economic Impact Research estimates that Travel & Tourism generated US$343.1 billion for Japan’s economy in 2025, accounting for 8.1 percent of the country’s GDP. With the sector expanding by 4.6 percent during the year, Japan became the world’s fifth-largest Travel & Tourism economy.
International visitors have been an important part of that expansion. Foreign travellers spent an estimated US$63.3 billion in Japan during 2025, placing the country seventh worldwide for international visitor spending. The figure represented an 8.8 percent increase from the previous year and was 74.9 percent above the 2019 level, indicating the continued strength of international tourism demand for Japan.
New MOU Opens Doors for Research and Industry Exchange
The three organizations will use the new partnership to explore ways of sharing tourism research, industry reports, market information and successful practices. The agreement also creates scope for joint research and collaborative activities at major Travel & Tourism events in Japan and other international markets.
Such exchanges are expected to help tourism businesses and policymakers gain a broader understanding of changing travel trends and make decisions based on industry evidence. Japanese travel companies and Tourism EXPO Japan participants will also have opportunities to connect with WTTC members and other international tourism stakeholders. In return, WTTC will gain greater access to senior tourism leaders and industry representatives across Japan.
Innovation and Sustainable Destination Management in Focus
Digital transformation is another important area covered by the partnership. Japan’s tourism industry is increasingly using artificial intelligence, automation and other digital technologies to improve business operations, address workforce challenges and enhance the visitor experience. The organizations will explore opportunities to support innovation, competitiveness and resilience as the global tourism industry adapts to rapid technological change.
At the same time, the strong increase in international visitors has brought greater attention to how tourism growth affects local communities. Japan’s tourism industry is therefore placing increasing importance on destination management and finding ways to accommodate visitors while maintaining the quality of life and environment of local communities. The partners will explore cooperation with national, regional and city-level destination management organizations to support sustainable tourism development and strengthen the international appeal of destinations.
Tourism Leaders Welcome Stronger International Partnership
WTTC President and CEO Gloria Guevara said the agreement would help strengthen Japan’s relationship with the global Travel & Tourism community. She highlighted the importance of sharing knowledge and adopting new technologies as the industry enters a period increasingly shaped by artificial intelligence and digital transformation. JATA Chairman Yuji Hara described the agreement as an important step for the Japanese travel industry and stressed the value of greater interaction between Japanese and international private-sector tourism organizations.
He said the partnership could contribute to sustainable, long-term and inclusive tourism development. TEJ Executive Committee Chairperson Eijiro Yamakita said the agreement would help raise the international profile of Tourism EXPO Japan. He also pointed to opportunities for Japanese tourism stakeholders to participate in WTTC events and for international industry representatives to engage more closely with Japan.
Partnership Strengthens Japan’s Global Tourism Network
JATA represents Japan’s travel-agency industry and works to expand travel demand, improve tourism services and support the healthy development of the sector. The organization has 1,200 full members, 326 associate members, 80 affiliate members and 137 overseas affiliate members. Tourism EXPO Japan is one of the country’s major international tourism platforms, bringing together public- and private-sector stakeholders from Japan and overseas to promote tourism, business exchange and international cooperation.
The new MOU gives these organizations a framework for continued collaboration in research, innovation, digital transformation, destination management and international engagement. As Japan continues to attract international visitors and expand the economic contribution of tourism, the partnership is expected to provide additional opportunities for Japanese tourism businesses to connect with the global industry while supporting more sustainable and competitive tourism development.
