TAT Targets Japan Market at TEJ 2026 with “Healing is the New Luxury”
Thailand’s Tourism Authority said in an official press release that it showcased Thailand at Tourism Expo Japan 2026 with a concept combining wellness, culture, and immersive travel. Here is a fact-based summary for travelers following Thailand’s Japan market message.
The Tourism Authority of Thailand (TAT) said in its official press release dated 2026-09-25 that it took part in Tourism Expo Japan 2026 (TEJ 2026) and presented Thailand as a destination that combines wellness, culture, and immersive experiences. This article is a summary reviewed on 2026-09-26 and is based only on details stated in the source.
According to the official announcement, TEJ 2026 was held at Tokyo Big Sight from 2026-09-24 to 2026-09-27, and TAT used the concept “Healing is the New Luxury” to promote Thailand to the Japanese travel trade and consumers. TAT said Japanese travelers show strong interest in culture, wellness, nature, and experiences that create a deeper connection with a destination, and it positioned Thailand as a place where well-being, cultural discovery, and meaningful local experiences meet.
The exhibition booth featured Thai cultural performances, craft demonstrations, and participatory activities. Experiences mentioned in the press release included Nuat Fon in a northern Thai style, herbal inhaler making, and jewelry making from marine waste, alongside presentations of Thai tourism products and services. However, this was an official description of the booth program and does not imply constant availability or booking access for any specific activity.
The press release states that the average stay for Japanese travelers was 7.74 days and spending per trip was 40,497.38 baht. These are market figures provided by TAT, not general guidance for all travelers or a live price reference. The currency is baht, and actual stay length and spending can vary by travel period, itinerary, and flight or accommodation conditions.
TAT also noted that higher fuel and airfares, a weaker yen, and increased fuel surcharges are affecting Japanese travelers’ planning and spending. In response, it said it would pursue additional seats and charter flights from regional Japanese airports, joint campaigns targeting high-value customers, Thailand travel proposals that emphasize value for money, and diversion strategies to secondary destinations. These are TAT’s response directions and do not, by themselves, prove broader changes in total Japanese travel demand.
For travelers, this announcement shows what Thailand is emphasizing for the Japanese market. If you are interested in wellness-focused itineraries, cultural activities, or small local experiences, it may help to prioritize those elements when planning a trip to Thailand. For related trip planning, see the Bangkok taxi guide and Thailand massage information.
This article is a news summary based on the official Tourism Authority of Thailand press release. Flight operations, activity availability, costs, and booking conditions were not specified in the source, so travelers should always confirm details through official channels before departure. The key message from TEJ 2026 is that Thailand is putting “deeper travel” and the combination of wellness and culture at the center of its appeal to Japanese travelers.