On 29 September 2025, the European Commission and the European Travel Commission, in collaboration with the Japan Tourism Agency will host a high-level event at Osaka Expo from 14:30-17:00 local time (07:30-10:00 CEST) to explore how smarter, more balanced tourism can support the recovery and sustainable growth of two-way travel between Japan and Europe. With tourism flows in both regions heavily concentrated in a few hotspots, the event will spotlight practical strategies to diversify travel patterns. Through dynamic keynotes and interactive panels, policymakers and industry leaders will discuss how to ease pressure on iconic hotspots, unlock the potential of lesser-known destinations, strengthen cross-border connectivity, and target responsible travellers through joint marketing and promotion.
The event will be opened by Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas and Takeshi Nakano, Vice-Commissioner for the Japan Tourism Agency.