Tourism Expo Japan 2025 inspires travelers with California adventures

Visit California brought the Golden State’s Ultimate Playground to life at Tourism Expo Japan 2025, the country’s largest trade and consumer travel fair. For the first time, the event was held in Nagoya under the theme “Travel for Discovery and New Encounters.”

As a key secondary city, Nagoya is home to one of Japan’s most affluent populations. Despite the relocation from Tokyo, attendance exceeded expectations with 127,677 attendees, including 38,460 trade and 89,217 consumer visitors and 1,384 exhibitors over four days.

Visit California’s booth celebrated California Road Trips and the 100th anniversary of Route 66, immersing visitors in the spirit of exploration and open-road adventure. The organization was joined by Los Angeles Tourism, which highlighted the vibrant Miyako Hotel mural of Shohei Ohtani in DTLA’s Little Tokyo and SoFi Stadium’s FIFA World Cup 2026 branding.

Throughout the event, Visit California conducted more than 18 pre-scheduled appointments and met with numerous walk-up operators, travel media, influencers, OTAs and airline partners. Together, Visit California and Los Angeles Tourism held over 55 meetings, strengthening trade relationships and market collaboration across Japan.

Consumer engagement was equally dynamic, with daily activations drawing an average of 319 participants eager to play, engage and win California-branded giveaways. Visit California’s participation created a fun and memorable experience that deepened Japanese travelers’ connection with the Golden State and reinforced California’s position as a must-visit destination.