Published on
September 28, 2025
Delegates from Japan are at the Hong Kong Holiday and Travel Expo 2025 to keep the region as a key source of inbound tourism to Japan and to expand on it further. Although there was a decrease in visitors a few months earlier, pounded by rumours about a disaster, Japan is still very much interested in trying to regain its lost charm with the travellers from Hong Kong.
The expo, which commenced on September 26, 2025, is a major global event that brings together tourism officials, industry leaders, and travellers. The Japan National Tourism Organization (JNTO) is participating for the first time, marking an important step in reconnecting with travellers and offering new ways to experience Japan’s cultural and culinary treasures.
Rebuilding Trust and Promoting Authentic Travel Experiences
The Japan National Tourism Organization has been proactive in combating misinformation, particularly regarding the unfounded rumors that negatively affected tourism earlier in the year. In response, the JNTO has focused on providing accurate information through social media, flyers in Cantonese, and direct engagement with the public at the expo.
The JNTO’s Hong Kong office head, Maruyama Chiemi, highlighted the importance of showcasing Japan’s diverse attractions, which extend beyond its iconic landmarks. This includes introducing visitors to lesser-known destinations, cultural experiences, and culinary delights. At the expo, Japan’s tourism officials are emphasising how the country’s tourism industry continues to flourish with a focus on sustainability and inclusivity.
Promoting Japan’s Culinary and Cultural Heritage
Among the standout exhibitors at the event are representatives from Fukuoka Prefecture and JR Kyushu, who are focusing on a tourist train experience that highlights regional food. Visitors to the expo can explore this gourmet train journey, offering a unique opportunity to taste local delicacies prepared using fresh, regional ingredients.
Fukuoka has long been a beloved destination for food lovers, and its tourism officials are keen to showcase not only the prefecture’s food culture but also its scenic beauty and welcoming atmosphere. Yamamoto Daisuke, a Fukuoka prefectural official, noted that the majority of Hong Kong tourists are drawn to Japan for its food and hospitality. However, there is also a strong desire to encourage travellers to explore the country’s other offerings, such as its cultural landmarks, natural beauty, and historical sites.
Japan’s Continued Appeal Despite Setbacks
Japan’s appeal as a destination for international travellers remains strong. In 2024, 2.68 million visitors from Hong Kong travelled to Japan, setting a record for the highest number of tourists from the region. However, earlier in 2025, the number of visitors from Hong Kong fell due to a viral, unfounded rumour about a major disaster in Japan. This led to four months of declining visitor numbers, but with the start of the Hong Kong Holiday and Travel Expo, Japan’s tourism leaders are optimistic about reversing the trend.
The Hong Kong Holiday and Travel Expo serves as a crucial platform for Japan’s tourism industry to connect with potential visitors. The event highlights the growing importance of cultural exchange and tourism diplomacy, where accurate information can directly influence future travel decisions. Japan is eager to regain its place as a top destination for Hong Kong visitors by addressing past concerns while introducing new, exciting experiences to meet travellers’ evolving preferences.
A Bright Future for Japanese Tourism in Hong Kong
The ongoing participation of Japan National Tourism Organization at the Hong Kong Holiday and Travel Expo is a testament to Japan’s dedication to not only overcoming recent setbacks but also innovating to offer the best travel experiences for future visitors. By prioritising accurate communication, cultural appreciation, and sustainable travel practices, Japan is positioning itself as a leader in the evolving tourism industry.
Since the expo allows communication with Hong Kong travellers directly, Japan is confident that its culture, history, and food will keep attracting millions of visitors from the region. The opening of the expo is the start of focusing on both Japan and Hong Kong’s tourism and making it sustainable and beneficial for both. The Japan-Hong Kong tourism relationship will continue to flourish.
