International Tourism Trade Show Tokyo became a new opportunity for the tourism industry of Japan to share knowledge about Wellness and DX

International Tourism Trade Show 2024 was held in Tokyo Big Sight for three days from May 8th to 10th as a new BtoB tourism event, organizing  the 2nd International Wellness Tourism EXPO, following the last year, and the first Tourism Marketing EXPO. The event was exhibited by 71 companies and organizations for wellness tourism and 53 companies and organizations for tourism DX and marketing, and visitors reached 9,357 in total for three days. 

International Wellness Tourism EXPO was joined by a variety of suppliers, such as accommodations, activities, Workation, medical tourism, local governments or DMOs, and even from foreign tourism organizations, including Korea Tourism Organization, Sri Lanka Tourism Promotion Bureau and Philippine Department of Tourism. 


‘Wellness Destination Awards 2024’ was a new opportunity to promote wellness tourism in Japan, introducing 10 selected destinations from 23 nominated destinations, such as Yukicho in Hiroshima, Kita-Nakagushu in Okinawa, Kyptango in Kyoto or Koyasan in Wakayama. 


For Tourism Marketing EXPO, a variety of businesses, such as solution providers for labor shortage or operation efficiency, digital solutions for inbound travel or digital entertainments, gathered as exhibitors.


Wellness experts gives hints for tourism promotions

As one of educational seminars, Ministry of Economy, Trade and Industry introduced a national program for medical tourism in the inbound travel market and revealed that they target Vietnam and Indonesia as new markets as well as China as a traditional market. Fujita Medical Innovation Center Tokyo explained medical treatment options for inbound travelers and challenges, such as translation or payment. Takasu Clinic in Ginza emphasized that in-advance consultation is essential because needs and trends of cosmetic surgeries vary with countries or regions. 

HIS said that it is necessary to propose conventional tourism resources with different viewpoints for wellness tourism. East Hone Town Okinawa introduced its unique itineraries that encourage travelers to cry emotionally. 

What is happening on digital marketing

Japan Tourism Agency lectured the government’s tourism DX strategies, which focus on improvement of travelers’ conveniences, improvement of productivity in the tourism industry, higher-level destination management and training of digital human resources. 

Travel Voice, a tourism industry media, picked alternative by AI, efficiency, price optimization and new innovated experiences as keywords for the future digital marketing. 

Snow Country Tourism Zone, covering Niigata, Gunma and Nagano, explained how important is the wide-area partnership, introducing they create a story about traditional snow cultures to motivate travelers to visit the area especially in winter.

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