The Japan Tourism Agency will implement the “Japan-U.S. Tourism Exchange Promotion Campaign 2026,” aimed at further expanding two-way tourism exchange between Japan and the United States.
The year 2026 marks the 250th anniversary of the founding of the United States and will also see a series of international events such as the World Baseball Classic and the FIFA World Cup. In addition, Japan is planning to reduce passport issuance fees. Against this backdrop, Japan aims to stimulate outbound travel demand from Japan to the United States. At the same time, attracting more visitors from the United States to Japan is regarded as important for diversifying Japan’s inbound tourism market, drawing more visitors to regional areas, and expanding tourism consumption.
To encourage travel from Japan to the United States, the campaign will promote the development of travel products, the organization of events, the creation and dissemination of educational travel programs, and the strengthening of information outreach using the Japan Tourism Agency’s social media channels. To attract travelers from the United States to Japan, the initiatives will include events targeting high value-added traveler segments, advertising campaigns encouraging first-time visits to Japan, and participation in various events.
The campaign period will be one year, from April through March 2027. A special logo will be created and promoted for use by both public and private sectors in Japan and the United States.
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