Strengthening Cultural Ties as seen on The Travel Tour Expo 2026

(from L-R, JNTO Manila Office representatives: Kawamura Hisashi, Yosuke Togezaki, Hakuryo Rin, Belden Yñiguez)
The Japan National Tourism Organization (JNTO Manila Office) took center stage on the first day of the PTAA Travel & Tour Expo 2026, presenting a captivating picture of the country in the spring and summer, complete with its charm, local treasures, and growing friendship with the Philippines, which has now lasted seven decades.
The morning’s main attraction was the entrance of Naobumi Yokota, Minister of Economic Affairs at the Japanese Embassy in the Philippines, whose attendance represented a significant turning point in the 70th anniversary of diplomatic ties between Japan and the Philippines.
“Tourism is not only about visiting places. It is about connecting people, cultures, and generations,” shared Minister Yokota during his keynote speech. “Each journey creates understanding. Each visit builds trust. And each shared experience opens new possibilities for both our peoples.”
Japan’s Seasons and Stories Take the Spotlight
As visitors poured into SMX Convention Center, JNTO Manila welcomed guests into a beautifully curated pavilion that evoked Japan’s beauty during the spring and summer season, highlighting how the seasons create a new reason to explore.
From summer festivals and flower fields that turn vibrant during the summer in Hokkaido to cherry blossoms in Kyoto and Fukuoka, the JNTO booth became a hub for travel inspiration. Staff were on-site to answer queries, distribute maps and regional guides, and share insights on lesser-known prefectures waiting to be discovered by Filipino travelers.
“Japan is only a few hours away by air,” said Minister Yokota. “It is safe, efficient, and increasingly friendly to international visitors, including families, first-time travelers, and repeat visitors from the Philippines.”
Japan and its many friendships made
Key airline partners like All Nippon Airways (ANA) and Japan Airlines (JAL) also supported JNTO in the expo, offering special promotions and packages tailored to Filipino tourists. During the event, JNTO’s co-exhibitors including the Fukuoka Prefecture Tourism Association, Osaka/Kyoto/Nara, Railway Trip in KANSAI, the Japan Local Government Office, the City of Sapporo, Premium Outlets Japan, Mitsui Outlet Park, and Tokyu Snow Resort X Shibuya Style added more experiences that visitors can immerse themselves in. Complete with necessary information in every pamphlet, representatives from each co-exhibitor were ready to meet excited Filipino travelers to create their own Japan story.
Celebrating 70 Years of Japan–Philippines Friendship
As 2026 marks seven decades of diplomatic ties between Japan and the Philippines, JNTO’s participation in the Expo is more than promotional, but a testament of a long-standing and evolving partnership. The day closed with a renewed invitation to all Filipino travelers.
“Japan warmly invites you, to explore, to discover, and to return again and again,” Minister Yokota said. “Not only as visitors, but as partners in weaving our shared future together.”
What’s Next
JNTO keeps coming up with new ways to give people access to travel trivia games, cultural exhibits, and expert talks about Japan’s best-kept secrets. a center where Filipino tourists are welcome to drop by, talk to officials, and start planning their own trip through Japan’s seasons.
Follow JNTO Manila on Facebook Visit Japan Philippines and Instagram @VisitJapanPH for updates.





























