Thailand Showcases Tourism at Expo Japan 2025
The Tourism Authority of Thailand (TAT) recently concluded its participation in the Tourism Expo Japan 2025 (TEJ 2025), which took place from September 25 to 28 at the Aichi Sky Expo in Nagoya. As one of Japan’s largest annual travel trade shows, the event served as a valuable platform for showcasing Thailand’s attractions, promoting repeat visits from Japanese travellers, and engaging younger and emerging market 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 an important market for Thailand. Tourism Expo Japan allows us to connect with travellers in meaningful ways and promote experiences that appeal to new segments while maintaining engagement with repeat visitors,” Ms. Pattaraanong said.
Thailand’s 90-square-metre pavilion, themed ‘Journey through the 5 Must Do in Thailand’, showcased Thai culture and lifestyle through Muay Thai demonstrations, shadow puppetry, traditional Isan music, regional classical and folk dances, and wellness and craft activities such as “nuad fon” massage, floral garland making, clay pin and candle workshops, and fragrance creation. Visitors also participated in interactive digital games and talk shows with Japanese KOLs, the “Sato Triplets,” and cultural anthropologist Professor Fumihiko Tsumura.
These activities support TAT’s focus on engaging Millennials, Gen Z, active seniors, power couples, digital nomads, and Oshi-katsu travellers, while highlighting Thailand’s cultural, wellness, and sustainable tourism offerings.
Improved connectivity from six major Japanese airports—Sapporo, Tokyo Narita and Haneda, Nagoya, Osaka, and Fukuoka—has resulted in a seat capacity exceeding 3 million this year, marking an 8.5% increase. This enhanced connectivity supports targeted campaigns such as the Thailand Commercial Flights Promotion in collaboration with ZIP Air, Air Japan, and leading travel agents. Other initiatives include the Thailand – Thai Katsu project aimed at first-time and Gen Z travelers, as well as “Amazing Thailand Through Kyushu – Irodori no Tabi,” which will debut at the Saga International Balloon Fiesta from October 30 to November 3, 2025.
From January to September 18, 2025, Thailand welcomed over 767,000 visitors from Japan, marking a 5% increase compared to the previous year. These visitors typically stay for six nights and spend approximately 39,000 Baht each. They show a strong interest in cultural heritage, community-based tourism, and wellness activities. The most popular destinations in Thailand for Japanese tourists include Bangkok, Chon Buri, Phuket, Ayutthaya, and Chiang Mai. The Tourism Authority of Thailand (TAT) aims to attract 1.25 million Japanese visitors by the end of 2025, generating an estimated revenue of 48.88 billion Baht.
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