Japan Association of Travel Agents (JATA) Japan Outbound Tourism Council (JOTC) is building a joint promotion framework with Europe Travel Commission (ETC) to address recovery of traveling to Europe in earnest.
Koichi Numata, ETC Japan leader, said, “Traveling from Japan to Europe is recovering slower than other countries. We will promote the recovery of demand across Europe, including supporting countries that do not have tourist offices in Japan.”
One of the approaches to the travel industry of Japan is to restart ‘Tasty Europe,’ revising ‘Selected Tasty Europe 100’ that was developed by JOTC in 2019. The promotion program will be joined by 16 countries. Numata said, “Through this project, we want to explore new destinations with deeper local experiences.”
This project encourages travel throughout Europe by proposing trips where you can enjoy each country's specialty dishes at the surrounding tourist attractions during the season. We plan to propose itineraries that go one step further by incorporating not only food but also culture and sustainability.
The JOTC European Committee and ETC will select the target areas and foods in October of this year, and will announce them in November. They will create a common logo and encourage JOTC member companies to create tours using the selected foods. In 2025, they plan to start promoting to general consumers in addition to the industry.
In addition, ETC will organize a joint FAM tour to France and Finland for travel agencies in September of this year, which will be the first cross-countries tour by ETC. Two land operators and four travel agencies that are JOTC members will participate, departing from Tokyo and Osaka.
A variety of attractions in coming Tourism EXPO Japan
ETC sees ‘Tourism EXPO Japan 2024’ in this coming September as a great opportunity to boost demand. ETC 19 member countries will participate in the EXPO to deliver updated tourism information.
Also, They will provide a stamp rally called "Let's go to Europe (tentative title)" that will take you around the booths of each country, and the ETC pavilion will host a quiz show focusing on food and culture.
Eduardo Santander, ETC CEO, will visit Japan to join the EXPO keynote panel discussion.
