Thailand Targets Japanese Tourists With Wellness and Shopping Focus
Thailand promoted wellness tourism and cultural experiences to Japanese travelers at Tokyo's major tourism expo, emphasizing healing, sustainable practices, and authentic cultural immersion as key attractions.
The Tourism Authority of Thailand opened its pavilion at Tourism Expo Japan 2026 (TEJ 2026), held September 24-27 at Tokyo Big Sight in Tokyo, Japan, to promote Thai tourism and culture to Japanese travelers. Tourism Authority director Thapanamee Keertipaibuol and deputy director Pattarong Na Chiang Mai led the opening, emphasizing the event's importance as one of Japan's largest tourism promotion platforms backed by the Japan Travel and Tourism Association, Japan Association of Travel Agents, and Japan National Tourism Organization.
This year's campaign focuses on building positive awareness among Japanese tourists and attracting quality travelers seeking immersive experiences under the "Healing is the New Luxury" concept. The Thai pavilion features diverse activities including mascot performances, traditional Thai arts demonstrations, handicraft workshops, and wellness sessions covering massage, herbal remedies, and sustainable tourism practices. The activities aim to showcase authentic Thai culture and inspire visitors to travel to Thailand.
Japanese tourists remain among Thailand's most important visitor groups, valuing travel safety alongside diverse experiences in culture, history, environment, and UNESCO World Heritage sites. The Tourism Authority emphasizes these attractions to appeal to Japanese travelers increasingly interested in wellness and sustainable tourism alongside conventional tour and shopping experiences.
