The World Travel and Tourism Council the Japan Association of Travel Agents and the Tourism EXPO Japan Executive Committee have joined forces to strengthen Japan’s position at the heart of the global Travel and Tourism community signing a new Memorandum of Understanding focused on collaboration innovation knowledge exchange and international engagement. WTTC President and CEO Gloria Guevara has signed the agreement alongside JATA Chairman Yuji Hara and Tourism EXPO Japan Executive Committee Chairperson Eijiro Yamakita bringing together three leading organisations with a shared ambition to strengthen connections between Japan’s Travel and Tourism sector and the global industry.
The partnership comes as Japan’s Travel and Tourism sector continues to deliver significant economic growth. According to WTTC’s latest Economic Impact Research the sector contributed $343.1bn (€294bn) to Japan’s economy in 2025 representing 8.1pc of total GDP and making Japan the world’s fifth-largest Travel and Tourism economy. The sector grew by 4.6pc last year significantly ahead of the 1.1pc growth recorded by Japan’s wider economy. International travellers spent $63.3bn (€54.2bn) in Japan in 2025 making the country the world’s seventh-largest market for international visitor spending up from 15th in 2019.
Under the MOU the three organisations will explore opportunities to exchange research reports insights market intelligence and best practices supporting evidence-based decision-making and the future development of Travel and Tourism. They will also explore opportunities for collaboration on research initiatives and joint activities at strategic Travel and Tourism events in Japan and internationally.
Gloria Guevara, President and CEO of WTTC, shared: “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.”
