Published on September 30, 2025
The Tourism Authority of Thailand (TAT) recently marked a significant milestone by completing a highly successful participation at the renowned Tourism Expo Japan 2025 (TEJ 2025), held from September 25 to 28 at the Aichi Sky Expo in Nagoya. As one of Japan’s largest annual travel trade exhibitions, TEJ serves as a critical platform for global and regional destinations to captivate Japanese travelers, share cultural narratives, and promote tourism products and experiences.
For Thailand, participating in TEJ 2025 was a chance to reinforce its standing as a premier travel destination. The event’s high-profile nature and diverse audience provided TAT with a powerful opportunity to reach out not only to repeat Japanese visitors but also to captivate younger and emerging traveler segments whose preferences and lifestyle choices are steadily reshaping global tourism patterns.

Leadership Presence Signals Strategic Commitment

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The official inauguration of the Thailand Pavilion was presided over by Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific, alongside Mr. Chuwit Sirivajjakul, Executive Director for the East Asia Region. Their leadership presence underscored the deep strategic importance of Japan as a tourism market for Thailand. According to TAT, Japan remains one of Thailand’s most valuable and consistent sources of international visitors. This dedicated involvement reflected a focused effort to deepen relationships through innovative marketing and fresh engagement tactics tailored to evolving Japanese traveler expectations.

An Immersive Journey Through Thai Culture

The Thailand Pavilion, occupying 90 square metres at the Aichi Sky Expo, was masterfully curated under the engaging theme “Journey through the 5 Must Do in Thailand.” The pavilion became a microscale cultural journey inviting visitors to explore an amalgamation of vibrant Thai traditions, performing arts, wellness practices, and artisanal crafts unique to Thailand’s diverse regions.

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Visitors were greeted with exhilarating Muay Thai demonstrations, a dynamic art form blending sport and tradition, conveying the power and discipline intrinsic to Thai heritage. The pavilion also showcased the ancient art of shadow puppetry alongside melodic Isan music, indigenous to northeastern Thailand, and a variety of classical and folk dances performed by regional troupes. These vivid performances painted a living portrait of Thailand’s colorful cultural landscape and beckoned visitors to appreciate the nation’s depth beyond conventional tourist experiences.

Wellness and Craftsmanship: A Holistic Experience

Integral to the pavilion’s curated experiences was a rich emphasis on wellness and traditional craftsmanship, areas where Thailand has established significant global renown. Visitors encountered the ancient healing practice of “nuad fon,” a classical dance massage offered by the esteemed Zira Spa, allowing a firsthand feel of Thailand’s revered wellness culture.

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Craft activities deepened this engagement, including floral garland making, symbolizing respect and welcome; clay pin and candle workshops, showcasing artisanal skills passed through generations; and the unique opportunity to create personalized fragrances with Homprung by Baihor, a Thai brand devoted to botanical scents. These hands-on activities provided multi-sensory connections, encouraging visitors to feel, touch, and smell authentic Thai heritage, transcending passive observation into immersive cultural participation.

Digital Innovation Meets Cultural Tradition

Recognizing the importance of digital engagement among younger travelers, the Thailand Pavilion integrated interactive digital games and dynamic talk shows designed to captivate Millennials, Generation Z, and even active seniors. These sessions featured influential Japanese personalities known as the “Sato Triplets,” who serve as Thailand Tourism Ambassadors in Japan. Their presence, along with the insightful commentary of cultural anthropologist Professor Fumihiko Tsumura, created a bridge linking traditional cultural values with modern lifestyle aspirations.
This blend of ancient stories and contemporary digital engagement was a strategic highlight aimed at engaging new demographics, enabling Thailand’s tourism messaging to resonate across age groups and cultural touchpoints effectively.

Embracing Emerging Traveller Segments

TAT’s promotional strategy at TEJ 2025 clearly showed a shift toward targeting emerging traveler segments that extend beyond the conventional tourist profile. The campaign embraced diverse groups including digital nomads, individuals who combine work and travel leveraging technology; power couples, travelers seeking enriched personalized experiences together; and Oshi-katsu travellers, a unique niche of fans who journey to locations associated with favorite celebrities or cultural icons.
This focused outreach aims to position Thailand as a versatile destination that preserves its cultural authenticity while responding dynamically to the travel aspirations of evolving global audiences. The dual emphasis on culture and sustainable tourism aligns with rising global demand for responsible travel experiences that balance personal enrichment with environmental and socio-economic stewardship.

Strengthening Connectivity Between Thailand and Japan

Air travel links between Thailand and Japan remain robust, facilitating growing tourism flows. Six major Japanese airports—Sapporo, Tokyo Narita, Tokyo Haneda, Nagoya, Osaka, and Fukuoka—are now directly connected to Thailand, representing a notable expansion of accessibility.
Seat capacity in 2025 rose to over 3 million seats, reflecting an 8.5% increase from prior years, emphasizing growing demand for travel between the two nations. The expanded connectivity supports TAT’s targeted promotional campaigns, which run via its three Japan offices. These efforts include the Thailand Commercial Flights Promotion with ZIP Air and Air Japan, initiatives particularly designed for first-time travelers and the Gen Z segment under the “Thailand – Thai Katsu” digital platform campaign, and the upcoming “Amazing Thailand Through Kyushu – Irodori no Tabi” showcase debuting at the Saga International Balloon Fiesta from October 30 to November 3, 2025.

Positive Market Trends Drive Ambitious Growth Targets

The Japanese tourist market remains a vital contributor to Thailand’s tourism economy. From January to September 18, 2025, Thailand welcomed over 767,000 Japanese visitors, representing a year-on-year growth rate of 5%. These visitors typically stay for an average of six nights, spending around 39,000 baht per person. Their dominant interests include cultural heritage, community-based tourism experiences, and wellness offerings.
Top destinations favored by Japanese travelers encompass Thailand’s cultural and urban hubs such as Bangkok, Chon Buri, Phuket, Ayutthaya, and Chiang Mai. The strong resurgence of travel and steady increase in visitation underpin Thailand’s goal to attract 1.25 million Japanese visitors by the end of 2025, anticipated to generate revenues nearing 48.88 billion baht.

Sustaining Momentum Through Trade Shows and Innovative Marketing

Thailand’s continued presence and success at international trade shows such as TEJ 2025 serve as key drivers in maintaining this positive market momentum. By crafting innovative presentations that speak directly to diverse traveler preferences, Thailand sustains enthusiasm among Japanese customers across demographic groups—from cultural explorers to wellness seekers and digital nomads.
Through this ongoing engagement, Thailand not only preserves the loyalty of repeat visitors but also inspires vibrant new waves of interest, helping ensure that it remains a leading destination in Japan’s competitive travel marketplace.

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Tags: Japanese travelers Thailand, Pattaraanong Na Chiangmai, Thai culture Japan, Thailand tourism Japan, Tourism Authority of Thailand

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