WTTC, JATA and Tourism EXPO Japan have signed a cooperation agreement covering research, innovation, digital transformation and international engagement as Japan tourism growth reaches record levels.
The World Travel & Tourism Council (WTTC), Japan Association of Travel Agents (JATA) and Tourism EXPO Japan (TEJ) Executive Committee have signed a new Memorandum of Understanding. The agreement strengthens international cooperation as Japan tourism growth continues to support the country’s economy.
The organisations will focus on collaboration, innovation, knowledge exchange and international engagement. They also aim to strengthen links between Japan’s Travel & Tourism sector and the global industry.
Gloria Guevara, President & CEO of WTTC, signed the agreement with Yuji Hara, Chairman of JATA, and Eijiro Yamakita, Chairperson of the Tourism EXPO Japan Executive Committee.
The MOU will create opportunities for knowledge exchange, international dialogue and industry engagement. It will also support cooperation between Japanese and international tourism stakeholders.
Japan tourism growth outpaces wider economy
WTTC’s latest Economic Impact Research shows that Travel & Tourism contributed US$343.1 billion to Japan’s economy in 2025. The sector represented 8.1% of total GDP.
The figures made Japan the world’s fifth-largest Travel & Tourism economy. The sector grew by 4.6% during 2025. Japan’s wider economy grew by 1.1% over the same period. The figures underline the economic importance of Japan tourism growth.
International visitor spending also increased significantly. Overseas travellers spent US$63.3 billion in Japan during 2025. That placed Japan seventh worldwide for international visitor spending. The country ranked 15th in 2019.
International visitor spending rose 8.8% year on year. It also stood 74.9% above 2019 levels. Japan’s tourism performance reflects its global brand appeal, diverse tourism offerings, and transport connectivity. Its infrastructure has also supported continued growth.
The sector is adopting digital technologies across operations. These include AI-powered tools and automation to improve workforce efficiency and the travel experience. Public- and private-sector collaboration will remain an important part of future development. The organisations also see innovation as a factor in competitiveness and long-term growth.
Rapid international visitor growth is also increasing attention on destination stewardship. Policymakers and industry stakeholders are considering how to balance tourism growth with local community needs.
Tourismindustry reports
Partnership targets research and international engagement
Under the MOU, the three organisations will explore exchanges of research, reports, insights and market intelligence. They will also share industry best practices.
The partners aim to support evidence-based decision-making across Travel & Tourism. They will also consider joint research initiatives. Collaboration could extend to strategic tourism events in Japan and overseas. The agreement also creates opportunities for JATA and Tourism EXPO Japan stakeholders to connect with WTTC Members.
WTTC, in turn, will gain opportunities to engage with senior tourism leaders and industry stakeholders across Japan.
The organisations will also explore cooperation on innovation, digital transformation, competitiveness and resilience. Another area will involve closer work with national, regional and city destination management organisations. This cooperation will focus on sustainable destination development and international positioning.
Industry organisations strengthen tourism links
JATA is a general incorporated association and trade association for travel agencies in Japan. Its objectives include expanding travel demand, improving travel services and supporting the development of the tourism industry.
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The association has 1,200 full members and 326 associate members. It also has 80 affiliate members and 137 overseas affiliate members.
Tourism EXPO Japan brings together tourism stakeholders from the public and private sectors in Japan and international markets. The event focuses on tourism development, international exchange and industry collaboration.
Gloria Guevara, President & CEO, WTTC, said:
“Japan has built one of the world’s most successful Travel & Tourism economies, combining an extraordinary tourism offering with strong connectivity and a forward-looking approach to tourism development. This new agreement brings together three organisations with a shared ambition to strengthen Japan’s connections with the global Travel & Tourism community and create new opportunities for collaboration.
As the sector enters a new era shaped by AI and digital transformation, innovation and collaboration will be more important than ever. Through this partnership, we can share knowledge, support the adoption of new technologies, help improve workforce efficiency and create new opportunities for businesses and destinations. We look forward to working together to support the long-term growth of Japan’s Travel & Tourism sector and strengthen its role on the global stage.”
Yuji Hara, Chairman, JATA, said:
“I believe that the signing of this Memorandum of Understanding on Tourism cooperation with the WTTC—a leading international organization representing the private sector—is a significant milestone for our association, which is also a private-sector tourism industry organization. I look forward to the Japanese and international private sectors involved in tourism working together to share their insights and knowledge, thereby promoting sustainable, long-term, and inclusive tourism and advancing initiatives that benefit our respective members.”
Eijiro Yamakita, Chairperson, TEJ Executive Committee, said:
“I am pleased that we were able to sign this memorandum of understanding. In particular, I believe that the agreement reached through this memorandum for the WTTC to participate in Tourism EXPO Japan will help enhance the event’s international presence. Furthermore, I believe that Japan’s participation in events organized by the WTTC will promote mutual exchange and contribute to enhancing Japan’s presence in the international tourism sector.”
Tourismindustry reports
The MOU links Japan’s tourism industry more closely with the global Travel & Tourism community. It also creates a framework for research, digital transformation and international cooperation as Japan tourism growth continues.