The Tourism Authority of Thailand (TAT) successfully concluded its participation in the Tourism Expo Japan 2025 (TEJ 2025). This event, held from September 25 to 28 at Aichi Sky Expo in Nagoya, is one of Japan’s largest travel trade shows. It aimed to reaffirm Thailand’s charm, promote repeat visits from Japanese travelers, and create new engagement opportunities with younger demographics.
TAT’s Deputy Governor for International Marketing in Asia and the South Pacific, Pattaraanong Na Chiangmai, inaugurated the Thailand Pavilion, accompanied by Chuwit Sirivajjakul, Executive Director for the East Asia Region.
In his address, Pattaraanong stated, “Japan is one of Thailand’s most valued markets, and Tourism Expo Japan allows us to connect more meaningfully with travelers. By showcasing Thailand with innovative experiences, we hope to inspire youth and emerging travelers while fostering loyalty among our repeat visitors.”
A Vivid Cultural Journey
The pavilion emphasized the theme Journey through the 5 Must Do in Thailand, offering an immersive look into Thai culture and demeanor. Attractions included Muay Thai performances, shadow puppet shows, traditional Isan music, and a variety of both classical and folk dances.
Visitors could partake in wellness sessions featuring nuad fon (classical dance massage) hosted by Zira Spa, as well as craft workshops involving floral garland creation, clay pin and candle making, and scent crafting with Homprung by Baihor.
Digital interactions flourished, with games and discussions featuring Japanese KOLs, including the Sato Triplets, who are TAT’s Thailand Tourism Ambassadors, and cultural expert Fumihiko Tsumura. These initiatives showed TAT’s commitment to attracting new segments such as Millennials, Gen Z, active seniors, power couples, digital nomads, and Oshi-katsu travelers, all while enhancing Thailand’s image for cultural authenticity, wellness, and sustainability.
Targeted Campaigns for a High-Value Market
Japan continues to serve as a crucial market for Thailand. From January to September 18, 2025, Thailand welcomed over 767,000 Japanese visitors, reflecting a 5% increase from the previous year. Average stay duration was six nights, with expenses reaching around 39,000 baht per person, as tourists expressed high interest in cultural heritage, community tourism, and wellness. Key destinations included Bangkok, Chon Buri, Phuket, Ayutthaya, and Chiang Mai. TAT is projecting 1.25 million Japanese visitors by year-end, aiming for approximately 48.88 billion baht in revenue.
Enhanced connectivity from six major Japanese airports, alongside a seating capacity exceeding three million, has strengthened TAT’s campaign efforts in Japan, which include the Thailand Commercial Flights Promotion with ZIP Air, and projects like Amazing Thailand Through Kyushu: Irodori no Tabi, debuting at the Saga International Balloon Fiesta from October 30 to November 3.
