The World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA) and the Tourism EXPO Japan (TEJ) Executive Committee have signed a new Memorandum of Understanding (MOU) to strengthen cooperation between Japan’s Travel & Tourism sector and the global industry.
The agreement focuses on collaboration, innovation, knowledge exchange and international engagement. It was signed by WTTC President & CEO Gloria Guevara, JATA Chairman Yuji Hara and Tourism EXPO Japan Executive Committee Chairperson Eijiro Yamakita.
The three organisations said the agreement will create opportunities for knowledge exchange, international dialogue, industry engagement and collaboration across the sector.
Japan Travel & Tourism Economy Reaches US$343.1 Billion
The partnership comes as Japan’s Travel & Tourism sector continues to grow.
According to WTTC’s latest Economic Impact Research (EIR), Travel & Tourism contributed US$343.1 billion to Japan’s economy in 2025. That represented 8.1% of total GDP and made Japan the world’s fifth-largest Travel & Tourism economy.
The sector grew by 4.6% in 2025. By comparison, Japan’s wider economy grew by 1.1%.
International visitor spending also contributed to the increase. Travellers from overseas spent US$63.3 billion in Japan in 2025.
As a result, Japan ranked as the world’s seventh-largest market for international visitor spending. It was 15th in 2019.
International visitor spending increased 8.8% year-on-year and was 74.9% higher than in 2019.
Focus on Innovation and Destination Management
Japan’s tourism growth has been supported by its global brand appeal, diverse tourism offering, connectivity and transport infrastructure, according to WTTC.
The sector is also adopting digital technologies, including AI-powered tools and automation. These technologies are being used to support workforce efficiency, improve operations and enhance the travel experience.
At the same time, the increase in international visitors has brought greater attention to destination stewardship. Policymakers and industry stakeholders are considering how tourism growth can be managed alongside the needs of local communities.
The three organisations said innovation and cooperation between the public and private sectors will be important as Japan’s Travel & Tourism sector develops.
JATA and Tourism EXPO Japan
JATA is a general incorporated association and a trade association for travel agencies in Japan. Its objectives include expanding travel demand, improving travel services and supporting the development of the tourism industry.
The organisation has 1,200 full members, 326 associate members, 80 affiliate members and 137 overseas affiliate members.
Tourism EXPO Japan is an international tourism event that brings together public and private sector stakeholders from Japan and overseas. Its activities focus on tourism development, international exchange and cooperation across Travel & Tourism.
Gloria Guevara on Global Cooperation
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.”
JATA and TEJ Leaders Welcome the Agreement
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.”
Research and International Engagement
Under the MOU, the organisations will explore opportunities to exchange research, reports, insights, market intelligence and best practices.
The exchange is intended to support evidence-based decision-making and the future development of Travel & Tourism.
The three organisations will also explore joint research initiatives and activities at strategic Travel & Tourism events in Japan and internationally.
In addition, the agreement provides opportunities for JATA and Tourism EXPO Japan stakeholders to connect with WTTC Members and the wider global Travel & Tourism community.
WTTC will also have opportunities to engage with senior leaders and industry stakeholders across Japan.
Digital Transformation and Destination Cooperation
The organisations will explore further cooperation in areas including innovation, digital transformation, competitiveness and resilience.
They will also look at stronger cooperation with national, regional and city destination management organisations.
According to the organisations, this work will support the sustainable development and international positioning of destinations.
Overall, the MOU establishes a framework for greater cooperation between Japan’s Travel & Tourism sector and the global tourism community, with a focus on knowledge exchange, innovation and international engagement.
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