From 24 to 27 September, National Geographic Traveller (UK)’s head of campaigns, William Allen, was in Tokyo attending Tourism EXPO Japan, where he met with a wide range of destination representatives, tourism boards and travel companies from across Japan and the wider Asia-Pacific region. 

The theme for the 2026 event was ‘The Changing Nature of Travel’, and it focused on technological advances, diversifying values and new forms of travel that the industry will see in the future. 

William’s key takeaways from the EXPO: 

• There’s deeper interest in Japan beyond the Golden Route: The event reinforced the continued strength of tourism to Japan and highlighted growing interest in visitors to discover the under-explored regions beyond the traditional Golden Route. This aligns closely with the strong appetite we see among National Geographic Traveller (UK) readers for more authentic and unusual experiences. 

• Alternative routes and immersive experiences are in: There was clear interest in lesser-known experiences such as the Hokuriku Arch Pass, which offers an alternative rail journey through central Japan, and the Kumano Kodo pilgrimage trails, which resonate with travellers seeking active and immersive travel experiences. 

• Local experiences and flavours are a big draw: William had productive discussions with several destination representatives regarding opportunities to reach UK travellers that have a particular interest in local cultural experiences, food and outdoor adventure, through National Geographic Traveller (UK). 

• There’s a keenness for building connections: The trip also provided valuable opportunities to strengthen existing industry relationships and develop new contacts for potential future partnerships. 

Tourism EXPO Japan 2026 was created to showcase the travel of tomorrow, encounter cultures and ideas from around the world, and envision the possibilities of travel in the next era.  

See more on the Tourism Expo Japan website: https://www.t-expo.jp/en 

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About APL Media    
APL Media is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.     

APL Media delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It’s also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk