Japan Association of Travel Agents and Europe Plan Joint Partnership to Revive Tourism – Travel And Tour World

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The Japan Association of Travel Agents (JATA), through its Japan Outbound Tourism Council (JOTC), is collaborating with the Europe Travel Commission (ETC) to establish a joint promotional framework aimed at revitalizing travel to Europe. This initiative is designed to inspire travel across Europe by offering curated trips that highlight each country’s unique culinary delights, paired with visits to local tourist attractions during peak seasons. These itineraries will go beyond just food, incorporating elements of culture and sustainability.

The JOTC European Committee, together with the ETC, will identify the focus areas and signature dishes by October, with an official announcement set for November. They plan to create a unified logo and encourage JOTC member companies to develop tours around the selected themes. By 2025, the promotion will expand to reach general consumers in addition to industry professionals.

Additionally, the ETC will host a joint familiarization (FAM) tour to France and Finland for travel agencies in September, marking ETC’s first cross-country tour. Two land operators and four JOTC-member travel agencies will participate, departing from Tokyo and Osaka.

Looking ahead to Tourism EXPO Japan 2024, the ETC views the event in September as a prime opportunity to stimulate interest in European travel. All 19 ETC member countries will participate, offering updated tourism information.