Thailand Showcases Culture at Japan Travel Expo 2026
Thailand opened a cultural pavilion at Tokyo's Tourism Expo Japan 2026 to promote wellness tourism and heritage experiences to Japanese visitors, featuring traditional arts, massage workshops, and sustainable crafts.
The Tourism Authority of Thailand (TAT) opened a Thai pavilion at Tourism Expo Japan 2026 (TEJ 2026), held September 24–27, 2026, at Tokyo Big Sight in Tokyo, Japan, showcasing Thai arts and culture. TAT Governor Thaapanee Kiatpaibuul led the pavilion opening ceremony, accompanied by Deputy Governor Pattarong Na Chiangmai. The participation targets building positive awareness among Japanese tourists, expanding outreach to quality travelers seeking immersive experiences, and encouraging repeat visits and longer stays under the theme "Healing is the New Luxury."
TAT Governor Thaapanee Kiatpaibuul emphasized that TEJ 2026 is vital for strengthening Thailand's tourism image in the Japanese market, as TEJ is one of Japan's largest annual tourism promotion events backed by the Japan Travel and Tourism Association, Japan Association of Travel Agents, and Japan National Tourism Organization. This year, Thailand is promoting positive awareness among Japanese tourists, targeting quality travelers seeking deep experiences, and stimulating return visits through cultural tourism and wellness experiences within the "Healing is the New Luxury" framework.
The Thai pavilion features diverse activities including mascot performances, Thai cultural shows, handicraft demonstrations, workshops on wellness and sustainable tourism, and product and service presentations. Visitors can experience Thai identity through activities such as traditional Thai massage and nail care, herbal remedy-making, and jewelry crafting from ocean waste, providing a comprehensive tourism experience that inspires real travel to Thailand.
Thailand remains a top destination for Japanese tourists, who prioritize travel safety alongside diverse experiences, particularly cultural, historical, and environmental tourism, including UNESCO World Heritage sites gaining popularity among Japanese travelers. Japanese travelers typically stay multiple days.
