From 24 to 29 September 2025, ETC carried out a series of strategic activities in Japan, reaffirming Europe’s commitment to the Japanese tourism market and strengthening its visibility among both trade and consumer audiences.
On 24 September, ETC organised the Japan–Europe Marketplace with the support of JTB Corp. and the Japan Association of Travel Agents (JATA). The event connected 25 European destinations and businesses with over 75 Japanese travel agents and tour operators, providing a valuable platform to build new business partnerships and exchange insights on market trends.
From 25 to 28 September, ETC coordinated a 153-sqm Europe Pavilion at Tourism Expo Japan, held at Aichi Sky Expo. The pavilion brought together 22 European co-exhibitors, including national tourism organisations, regional DMOs, and cultural attractions. It showcased Europe’s cultural diversity, sustainable travel opportunities, and offbeat destinations, attracting strong interest from the over 126,900 visitors who attended the Expo over the four days.
The week of activities concluded on 29 September with a reception and networking event at the EU and Belgian Pavilions during EXPO 2025 Osaka, attended by senior officials from the Japan Tourism Agency, the EU Delegation to Japan, and leading travel industry representatives. The presence of Commissioner Apostolos Tzitzikostas underscored the strategic importance of tourism in the EU–Japan relationship.
ETC extends its sincere appreciation to all participating organisations for their contribution to making this mission in Japan a vibrant platform for promotion, collaboration, and business exchange.
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