Thailand Showcases Culture at Tourism Expo Japan 2026

The Tourism Authority of Thailand opened its pavilion at Tourism Expo Japan 2026 (TEJ 2026) from September 24-27 at Tokyo Big Sight in Tokyo, Japan, presenting Thai arts and culture to Japanese visitors. The event is supported by three major Japanese tourism organizations: Japan Travel and Tourism Association (JTTA), Japan Association of Travel Agents (JATA), and Japan National Tourism Organization (JNTO). Governor Thapanee Keatpaibol stated that the 2026 expo is crucial for strengthening Thailand's tourism image in the Japanese market, aiming to create positive awareness among Japanese tourists, expand reach to quality travellers seeking immersive experiences, and encourage repeat visits under the concept "Healing is the New Luxury."

Thailand's pavilion features diverse activities including mascot performances, Thai cultural shows, handicraft demonstrations, and wellness and sustainable tourism workshops. Visitors can experience Thai massage and foot reflexology, herbal remedies, and jewellery making from recycled ocean waste. The Authority emphasizes that Japan remains one of Thailand's most popular tourist markets, with Japanese visitors particularly interested in cultural, historical, and environmental tourism experiences, including UNESCO World Heritage sites. Thailand continues to prioritize travel safety while showcasing diverse tourism experiences to Japanese travellers.