On the opening day of the PTAA Travel & Tour Expo 2026, the Japan National Tourism Organization (JNTO Manila Office) took center stage showcasing a compelling vision of the country during spring and summer time, all in its charm, regional treasures, and ever-deepening friendship with the Philippines, which is now going seventy years strong.
The spotlight of the morning was the arrival of the Embassy of Japan in the Philippines’ Minister for Economic Affairs, Naobumi Yokota, whose presence at the event marked a meaningful milestone during the 70th anniversary of Japan–Philippines diplomatic relations.
“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 continues to find ways to provide ways and avenues where they can share cultural demos, travel trivia games, and expert talks on Japan’s hidden gems. A hub where Filipino visitors will be encouraged to stop by, speak with representatives, and begin crafting their own journey across Japan’s seasons.
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