REPORT

Okinawa Business Meetings & Exhibition

Tourism EXPO Japan 2020

October 29 - November 1, 2020
Okinawa Convention Center
Ginowan City Multipurpose Playground and Surrounding Facilitiesd!

OKINAWA!

No. of Visitors A total of

24,174 No. of Exhibitors 30 Countries / Regions Japan’s 28 Prefectures 285 Companies and Organizations

October 29 (Trade / Press Day)

2,197

October 30 (Trade / Press Day)

2,438

October 31 (General Public Day)

9,094

November 1 (General Public Day) 10,445*The numbers include visitors of simultaneously-held events (ResorTech Okinawa, Shima Zenbu de O-kinajoueikai, Tahitian Dance).

■ Results of Tourism EXPO Japan
No. ofExhibitors

2014

2015

2016

2017

2018

2019

151 countries / regions
Japan’s 47 prefectures
1,129 companies andorganizations

141 countries / regions
Japan’s 47 prefectures
1,161 companies andorganizations

140 countries / regions
Japan’s 47 prefectures
1,181 companies andorganizations

130 countries / regions
Japan’s 47 prefectures
1,310 companies andorganizations

136 countries / regions
Japan’s 47 prefectures
1,441 companies andorganizations

100 countries / regions
Japan’s 47 prefectures
1,475 companies andorganizations

No. of Visitors

September 26
41,063(Trade / Press Day)
September 27
61,649(General Public Day)
September 28
54,877(General Public Day)
A total of
157,589

September 24

5,860(Trade / Press Day)
September 25

40,62264,95942,023September 24

62,161

September 25

70,012

A total of

September 22
September 23

66,798September 24

42,057

185,844

A total of

September 21

74,040 September 22

40,345 October 25,
74,021

A total of

28,375October 26,

51,173(General Public Day)
67,058(General Public Day)
191,577

19,933(Trade / Press Day)

(General Public Day)
66,809 September 23

October 24,(Trade / Press Day)

(Trade / Press Day)

(General Public Day)

*Visitors of JAPAN NIGHTS' street
events at Nihonbashi Area : 15,200

25,928(Trade / Press Day)

(General Public Day)

(General Public Day)
173,6028,671 September 20(Trade / Press Day)

(General Public Day)

(General Public Day)
A total of

September 23

September 21(Trade / Press Day)

(Trade / Press Day)

(General Public Day)
September 27

7,011(Trade / Press Day)

(Trade / Press Day)
September 26

September 22

October 27,

51,618(General Public Day)
207,352

A total of

151,099

See page 22 for the report of the event in Tokyo

Organizers: Japan Travel and Tourism Association (JTTA), Japan Association of Travel Agents (JATA), Japan National Tourism Organization (JNTO)

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Tourism EXPO Japan in Okinawa Business Meetings & Exhibition

24,174Generating a Total of
Visitors Over the Four Days
Showcasing Safe and Secure Events Amid New ‘Normal Era’
A New Form of Travel From Okinawa to the World!
Tourism EXPO Japan (TEJ) 2020 - Okinawa Business Meetings &Exhibition was organized by the Japan Travel and Tourism Association(JTTA), the Japan Association of Travel Agents (JATA) and the Japan
National Tourism Organization (JNTO) from October 29 to November
1 at the Okinawa Convention Center and the Ginowan Municipal
Multipurpose Sports Grounds. The event, the seventh in a series,
marked the first time it was held in Okinawa under the theme “Using
the Power of Travel to Inspire Japan and the World!” In addition to
showcasing a safe and secure event model in the “new normal” era,
the event delivered a new form of tourism in efforts to help revive thestruggling tourism industry. The total number of visitors in the four-day
event reached 24,174 with 285 exhibitors and organizations representing
28 prefectures in Japan and 30 countries and regions globally.
During the keynote speech session, Chairman Yoshiro Shimoji
of the Okinawa Convention and Visitors Bureau and Bernadette
Romulo-Puyat, Secretary of the Department of Tourism, Republic of
the Philippines, addressed the audience, following the congratulatory
speeches made by Secretary-General Zurab Pololikashvili of the World
Tourism Organization (UNWTO) and President and CEO Gloria
Guevara Manzo of the World Travel & Tourism Council (WTTC). At
the International Tourism Forum, ambassadors to Japan from eachcountry and tourism officials from Japan and abroad discussed (liveand in video) how to resume international tourism. At the businessmeetings, the number of business appointments pre-arranged throughmatching reached 1,786 thanks to efficient use of real-time and online
methods. Also, familiarization tours within Okinawa prefecture,including visits to remote islands, were conducted with some 100 buyers
participated, aimed at producing tour products.
As for preventive measures against COVID-19, all visitors,
exhibitors, industry players and organizers followed requirementsof using masks and having their temperature checked via thermal
cameras. To enhance preventive measures, TEJ introduced a preregistration system for visitors by using various measures to prevent
crowding, such as limit admission by time slots. For various events, thenumber of visitors was controlled in real time by setting a limit on thenumber of attendants according to the time of day. The entire Ginowan
Seaside Park area was used for the various concurrent events to promotesocial distancing.
At the general booths in the exhibition hall, VR and computer
graphics were used to provide a life-like tourist experiences, and to
propose new ways to enjoy travel by offering a variety of ways to enjoy
the new normal in travel. In addition, JNTO’s "Inbound Seminar in
Okinawa," the "ResorTech OKINAWA Okinawa International IT TradeFair," the "Okinawa Food Festa," the "Shima Zenbu de O-kinajoueikai"
and "The Islands of Tahiti - Passionate Tahitian Dance” were held
concurrently, and were well received.
Tourism EXPO Japan 2021 will be held again in Osaka in the Kansai
area (INTEX OSAKA) from November 25 to 28. The Osaka/Kansaiarea, where the World Exposition 2025 (World Expo) is scheduled totake place, will deliver a message of recovery of the tourism industry to
the world.

At the press conference
From left: Kana Iwamoto, Miss Okinawa Sky Blue; Satoshi Seino, President, Japan
National Tourism Organization (JNTO); Minoru Kubota, President, Japan Travel andTourism Association (JTTA); Nobuaki Sakamaki, Chairperson, Japan Association ofTravel Agents (JATA); Hiroyuki Takahashi, Chairman, Tourism EXPO Japan Executive
Committee; Hikaru Yamazato, Miss Okinawa Cobalt Blue

Tourism EXPO Japan in Okinawa Business Meetings & Exhibition
Keynote Speeches, International Conferences Linked to UNWTO, WTTC

4 Events

Exhibition Business Meetings to Stimulate Business for Exhibitors❶Tourism EXPO Japan Forum & Seminars❷Exhibition Business Meeting❸OKINAWA NIGHT❹Japan Tourism Awards

Welcoming the First Event in Okinawa, Showcasing Traditional Performing Arts!

Promotion of SDGs, Use of ICT, Efforts to Deal with COVID-19! Entries Reach 178

Simultaneously Held / Jointly Held
Travel Trends and Measures after COVID-19, Sharing the Latest Information Among Countries

Appreciating Ryukyu Dancing and Projection Mapping on Shurijo Castle!

（Organizer: Japan National Tourism Organization [JNTO]）（Organizer: Okinawa Prefecture, Tourism EXPO Japan 2020 Okinawa Liaison
Council, Tourism EXPO Japan 2020 Okinawa Supporting Organization）

Inbound Seminar in Okinawa

Solutions Get Together to Go with “New Lifestyle”

Night Reception in Shurijo Castle

ResorTech OKINAWA Okinawa International IT Trade Fair 2020Showing Region-oriented Movies!

Popular Food in Okinawa Gather Together under One Roof!

（Organizer: Okinawa Prefecture / Operation: Laugh & Peace Mother Co., Ltd）

（Organizer: Tourism EXPO Japan Okinawa Food Festa Managing Office）

Introducing Elegant Dancing Under the Blue Sky!

（Organizer: ResorTech OKINAWA Okinawa International IT Trade Fair Executive Committee）

Okinawa Food Festa

Okinawa International Movie Festival 2021 Pre-Event
Shima Zenbu de O-kinajoueikai
The Islands of Tahiti ～Passionate Tahitian Dance～（Organizer: Japan Association of Travel Agents [JATA]）

Grant Funding Presentation Ceremony to Support Reconstruction of Shurijo Castle
A presentation ceremony was conducted by the Japan Association of Travel Agents (JATA), in which proceeds ora portion of tour costs from members was given to a relief fund to reconstruct Shurijo Castle, while a support grant
list was handed to Vice Governor Moritake Tomikawa of Okinawa Prefecture.
Nobuaki Sakamaki, Chairperson, Japan Association of Travel Agents (JATA); Moritake Tomikawa, Vice Governor of Okinawa Prefecture2

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n2020 Official Events / Forum

Opening Ceremony

October 29 1:15p.m. - 1:30p.m.
Okinawa Convention Center

Kenichiro Yamanishi, Chairman & CEO, Japan Travel andTourism Association (JTTA)

Tomohiro Kaneko, Vice Commissioner, Japan Tourism Agency

Back to the Beginning, Okinawa Sends “Power of Travel” at Home and Abroad
At the opening ceremony, Kenichiro Yamanishi, Chairman and CEO ofJapan Travel and Tourism Association, in a speech at TEJ2020, held amid the
COVID-19 pandemic, which is causing heavy damage to the travel industry
worldwide, remarked that the industry should go back to the starting point inreference to setting the theme of “Using the Power of Travel to Inspire Japanand the World!” Taking thorough measures against the infectious diseases,
TEJ this year sends a message of global turnaround in international exchanges
to the world from Okinawa in effort to overcome the ongoing global crisis assoon as possible, he added.
Prime Minister Yoshihide Suga sent a congratulatory message to TEJ2020:
Blessed with a wealth of tourism resources, our country will be unaffectedby the ongoing COVID-19 pandemic and our government will ensure ourcommitment to restoring tourism demand in a way that will allow many

people to travel all over Japan while regional communities will recover theirvibrancy.
On behalf of Kazuyoshi Akaba, Minister of Land, Infrastructure, Transport
and Tourism (MLIT), Tomohiro Kaneko, Vice Commissioner, Japan Tourism
Agency, MLIT, disclosed its efforts, aimed to produce attractive stay-contents,
strengthen tourism infrastructure development, and improve added value andproductivity in the travel industry amid difficulties in preparation to realize atrue advanced tourism nation in a post-COVID-19 era.
Guests: T omohiro Kaneko, Vice Commissioner, Japan Tourism Agency; Yoshiro Shimoji, Chairman,
Okinawa Convention & Visitors Bureau (OCVB); Junichi Inagaki, Chairman, ResorTech
Okinawa, Okinawa International IT Trade Fair Executive Committee
Organizers: K enichiro Yamanishi, Chairman & CEO, Japan Travel and Tourism Association;
Nobuaki Sakamaki, Chairperson, Japan Association of Travel Agents (JATA); Satoshi
Seino, President, Japan National Tourism Organization (JNTO); Hiroyuki Takahashi,
Vice Chairperson, Japan Association of Travel Agents (JATA)

29 1:40p.m. - 2:30p.m.
Congratulatory Messages / Keynote Speech October
Okinawa Convention Center
Theme

Overcoming the COVID-19 Crisis; Building the Foundations
for Future Resilience and Sustainable Tourism Growthnormal era under the tag line of "Go and Chill Out in

Making Full Efforts at Home andAbroad Resuming Tourism in Era of a
‘New Normal’Okinawa" –– the “promotion of epidemic-prevention

The World Tourism Organization (UNWTO) and theand the "improvement of tourist unit price" to shift fromWorld Travel and Tourism Council (WTTC) were present

quantity to quality in tourism. Okinawa also plans toin congratulatory video messages at TEJ 2020. UNWTO’s

promote the concept of “workation” to attract more long-

Zurab Pololikashvili said as tourism is faced withterm travelers who require access to the medical andmany hardships, all-out efforts can help the industry

educational facilities.

tourism in Okinawa" to realize safe and secured travel,

overcome them. The Forum, he said, offered the perfect

In a video message, Bernadette Romulo-Puyat said

opportunity to bring together tourism leaders from thethat the Philippines is currently updating its NTDP to

public and private sectors in collaborating, sharing ideas

adapt to the new normal that includes assessing andand looking toward the future.

evaluating policy measures initiated to mitigate the

WTTC’s Gloria Guevara Manzo said that today’s

impact of COVID-19, and identifying and refocusing

unprecedented crisis requires some unprecedented

products in light of the new normal. Efforts include

action and collaboration. The protocols that have been

pursuing strategic thrusts such as ensuring responsive

developed in corporation with WHO and CDC define

and timely formulation of policies in support of safe

how the industry can reduce the risk of getting COVID

and fun tourism. It is collaborating with the Asian

while having a good experience. There's a way to co-exist

Development Bank and World Bank in providing

and maintain and keep health and protect lives while atassistance through the upgrade of local infrastructure,

the same time resuming travel, she said.

loca l economic development, disaster a nd crisis

Yoshiro Shimoji in his keynote speech introduced
two policy measures for Okinawa tourism in the new

management and policy reforms.

Zurab Pololikashvili, SecretaryGeneral, The United Nations
World Tourism Organization(UNWTO)

Gloria Guevara Manzo,
President & CEO, World Travel &Tourism Council (WTTC)

Yoshiro Shimoji, Chairman,
Okinawa Convention & Visitors
Bureau (OCVB)

Bernadette Romulo-Puyat,
Secretary of Departmentof Tourism, Republic of thePhilippines

3

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2020 Forum

International Tourism Forum
Theme

October 29 2:45p.m. - 4:15p.m.
Okinawa Convention Center

For Tourism to Re-start Growth
Risk Management and Sustainable
Development in the Coronavirus Era
In the midst of the COVID-19 pandemic, six panelists including ambassadors
to Japan and top executives from the public and private sectors in Japan gatheredin Okinawa to share their insights about tourism in the post-coronavirus "newnormal,” sustainable growth of the industry based on the collaboration among
diverse stakeholders, the need for partnerships between the public and private
sectors, as well as the prospect of cross-border travels

Recovery Includes Five Priority Areas Supporting Sustainable
Development Goals

Current Situation Provides Incredible Opportunities to Restart
Tourism

Supporting the livelihoods that depend on tourism means building asustainable and responsible travel experiencethat is safe for host communities, workers andtravelers. To aid recovery, I have identified fivepriority areas: mitigate the socioeconomic impactof the crisis; build resilience across the tourism
value chain; maximize technology in the tourism
sector; promote sustainability of green growth;and foster par tnership to enable tourism to Mr. Antonio Guterres,support SDGs. (Video Message)
the ninth Secretary-General

If a solution to reopen borders and rebuild consumer confidence is notfound in the months to come, over 100 million
jobs are at risk globally. Nevertheless, the current
situation has also given the industry an incredible
opportunity to restart tourism and reassess theinterdependence of the relationship between
tourism, the economy, the environment andDr. Mario Hardy,
CEO, Pacific Asia Travelsociety. (Video Message)of the United Nations

Association (PATA)

Domestic Travel Incentives to Boost Economy First

Restart of Tourism and Risk Management

The Thai government has launched the Amazing Thailand Safety
and Health Administration (SHA) to raise safety standards in the
tourism industry and restore the confidence of domestic andinternational tourists amid the COVID-19 crisis. Tourism sectors
in Thailand are able to apply for SHA certification. Thailand has
H.E. Mr. Singtong Lapisatepun, issued a Special Tourist Visa (STV) for those from low COVID-19
Ambassador, Royal Thairisk nations as Thailand slowly opens up borders.
Embassy in Japan

Mr. Tomohiro Kaneko,
Vice Commissioner,
Japan Tourism Agency

Every Crisis Brings Opportunities
Several reactivation plans have been launched to guarantee
the recovery of tourism amid the pandemic, including shortterm financial support: Next Generation EU Recovery Fund (140billion euros for Spain in 6 years). Future uncertainties must be
faced with perspectives based on local communities to increase
resilience, sustainable tourism to promote ecological transition,
H.E. Mr. Jorge Toledo,
Ambassador, Embassy of the diversification of destinations, activities, and travel schedules. In
Kingdom of Spain in Japan these difficult times, we are seeking opportunities.

Achieving Sustainability in Inbound Tourism
JNTO recognizes the importance of working with various
stakeholders including local communities to make an enhanced
effort to diversify tourist destinations to solve the “overtourism”
problem amid development of sustainable tourism. Considering
tourism as an essential tool to revitalize local communities
and their cultural heritage, the JNTO continues to support theestablishment of local systems to accommodate visitors, refine
Ms. Akiko Yoshida,
Executive Senior Vice President, Japan tourism contents, maintain relationships with travelers and share
National Tourism Organization (JNTO) information.

Protocols Introduced in Sector to Boost Recovery
Egypt was among the first to take measures to control COVID-19:
locking down and restricting incoming air traffic on March 23,
including the suspension of Narita-Cairoservice, leading to an
economic toll with tourism being the most impacted. In May,
amid declining infections and pressing economic needs to return
to business, Egypt began a comprehensive plan in compliance
H.E. Mr. Ayman Kamel, with WHO recommendations to resume domestic tourism throughAmbassador, Embassy of the various incentive programs, then inbound tourism in July for all
Arab Republic of Egypt in Japan
international visitors.

To overcome the crisis of the tourism industry due to the
COVID-19 pandemic, the Japanese government launched “GoTo Travel Campaign,” aiming to stimulate the domestic tourism
demand and to promote infection prevention measures. With thegradual relaxation of immigration restrictions, the governmentis preparing to accept visitors from abroad and is promoting thecreation of new tourism content to be ready for the restart of theinternational exchange through tourism.

Ecosystem of Customer Journey

Mr. Eijiro Yamakita,
President and CEO,JTB Corp.

Now is a good time to reconsider tourism. Sustainable tourism
will be achieved by creating the ecosystem of customer journeythat places the highest priority on improving the customer
experience in all stages of travel. To realize this, a strong
partnership needs to be formed among stakeholders including
not only tourism business operators such as accommodation andtransportation providers but also entrepreneurs that can offer
digital technologies that help secure social distancing.

UNWTO Urges Stakeholders to Work Together Toward Recovery

Working Together to Reach Sustainable Tourism

We will highlight the lessons learned from today's
discussions, which can facilitate the recovery of
the travel and tourism sector in the new reality.
Surely, we are living in a challenging time, which
we have never experienced before. UNWTO will
stand stronger to be a global platform to makeinternational cooperation possible. I encourage
all stakeholders to continue to work on delivering
thoughts and solutions on starting tourism in asustainable way. (Video Message)

Key points from the Q&A centered on how the issues ofhealth, safety and confidence in travel among consumers
can play an essential part in creating the circular ecosystemof tourism. Panelists expressed how opening up borders
will depend on conditions in other countries and worldwide
to ensure travel can begin. Travel must also reflect quality
as par t of SDGs while stakeholders can play a role indisseminating information that travel is indeed welcoming
Marjorie Dewey,
and safe. To conclude the session, Dewey said,“By working Ms.
President, Connect
Worldwide Japan Co., Ltd.
together, we can create sustainable tourism.”

Mr. Zhu Shanzhong,Executive Director,
World Tourism
Organization (UNWTO)

4

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Thematic Symposia
October 30 10:00a.m.-5:00p.m. Okinawa Convention Center

Dark-sky Tourism Symposium
Theme

10:00a.m. - 12:00p.m.

Dark-sky Tourism“Starry Sky Protection” Efforts to Spur Tourist Demand and Restore Ecosystems
Starry sky tourism is drawing attention both in terms of tourism resources and environmental protection.
Since Iriomote Ishigaki National Park was designated as Japan’s first Dark Sky Sanctuary by the International
Dark-Sky Association (IDA) in 2018, tourism demand, economic effect and light pollution (including all
kinds of negative elements or excess light affect the local ecosystem) measures are expected to attract publicattention.
At the outset, Mayor Yoshitaka Nakayama of Ishigaki City said that
the Yaeyama Islands boasts the best starry sky because of the total of 88
constellations observable in Japan, 84 of them are visible on the islands. Adam
Dalton said during his video lecture that it is quite probable that Japan canbecome a leader in Asia in this field. Meanwhile, Hideyuki Ozawa in a livestream video from Tekapo, New Zealand -- designated as a dark sky sanctuary
Yoshitaka Nakayama
in 2012 -- introduced its post-designation impact.
In the panel discussion, Nobuaki Ochi referred to the Yaeyama Islands’
present circumstances and issues, while Keiko Tomori expressed concern thatpeople are yet less aware of the fact that light-pollution measures have a positiveeffect on ecosystems, human bodies and saving energy. Yasunori Takenaka
cited a fact that the number of traffic accidents with Iriomote wild cats isincreasing and expressed growing concern over ecosystems in which light
Nobuaki Ochi
pollution influences nocturnal wild animals.
Guest Speaker： Yoshitaka Nakayama, Mayor, Ishigaki City
Keynote Speaker1 Adam Dalton, International Dark Sky Places Program Manager(Video Message)

Keynote Speaker2 H
 ideyuki Ozawa, New Zealand TEKAPO Dark Sky Project

Director (Live-Stream Video)

Adam Dalton

Hideyuki Ozawa

Yasunori Takenaka

Keiko Tomori

Moderator: N obuaki Ochi, International Dark-Sky Association Tokyo chapter leader, Associate
Professor at Toyo University

Panelists: Hideyuki Ozawa
Yasunori Takenaka, Ranger, Iriomote Ranger Office, Ministry of Environment
Keiko Tomori, R epresentative Director, General Incorp. Night Sky H2O Yaeyama Region
Promotion Association● Organizer: Ishigaki City, Taketomi Town, Yaeyama Visitors Bureau, International Dark-Sky Association Tokyo chapter, General Incorp. Night Sky H2O Yaeyama
Region Promotion Association

Adventure Tourism Symposium
Theme

1:00p.m. - 2:00p.m.

Potential of Adventure Tourism in Okinawa

Value-added Community-based Travel Leading to Personal Change
Masaki Yamashita said at the outset that Adventure Tourism (AT) could lead the travel industry
once the COVID-19 pandemic is settled. AT is a form of travel that encompasses two or more of thethree major elements of activities: nature and culture experience. He also recited five points: uniqueexperiences; personal transformation through travel; better health after travel; challenges; and low
impact on culture and nature.
Citing an international AT event in Sweden, Tatsuya Sakai said popularizing AT in Okinawa
is a priority since it is in its infancy. Preparing for tours based on a project to promote and attract
tourists to national and quasi-national parks, Yuki Tanimura provides AT-based tours to meetcustomers’ demands. Akito Noike said that AT could help offset the wide gap in numbers of
tourists between winter and summer seasons in Nagano prefecture.
Mentioning a range of different cases overseas, Ken Serizawa pointed
out that developing human resources is an urgent task since knowledgeof tour coordinators and guides is the key to the success of AT. He addedthat it is important for local people to let AT participants know about
what residents want to preserve and use it as an appealing point.
Yuki Tanimura

Moderator:
Panelists:

Masaki Yamashita

Tatsuya Sakai

Ken Serizawa

Akito Noike

Masaki Yamashita, Board Member, Japan Adventure Tourism Organization / Chief Consultant, JTB Tourism Research & Consulting Co.
Tatsuya Sakai, Supervisor, Planning & Facility Management Department, Okinawa Convention & Visitors Bureau (OCVB)
Yuki Tanimura, Sales Manager & Digital Marketing Representative - Inbound Department, Jumbo Tours
Ken Serizawa, Board Member, Japan Adventure Tourism Organization / President, Alpine Tour Service Co., Ltd.
Akito Noike, Board Member, Japan Adventure Tourism Organization / Chief Executive Officer, Nagano Tourism Organization● Organizer: Japan Adventure Tourism Organization

5

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2020 Forum

ISCO Presents DX (Digital Transformation) Symposium 3:00p.m. - 5:00p.m.
ThemeF uture of Okinawa Tourism: Learningfrom DX Advanced Areas

DX: Effective COVID-19 Fighter, Creator of Sustainable Society and Jobs

Digital transformation (DX) is being considered the key to combatting the COVID-19 crisis impacting
the travel industry. At the symposium, two case studies were introduced: Estonia leads the world in thisfield with 99% rate of electronic ID penetration; and an electronic ID service was introduced this summer in
Kaga City, Ishikawa prefecture.
The roles and potential that DX will play in Okinawa tourism were discussed. In a live-stream videofrom Estonia, Kota Alex Saito said the electronic ID system has become widely used to provide people in the
low-populated areas with efficient administrative services. The system has been highly evaluated for people
with low mobility and the elderly, while also being environmentally friendly for social infrastructures.
However, he said it is important to identify problems since DX is not the end but the means to solutions.
Kenichiro Fukushima pointed out that DX has boosted public recognition as an efficient way to combat the
COVID-19 pandemic and alleviate labor shortages amid a global tendency toward sustainable society. He
also said that it is necessary to make it user-friendly by combining it with analog devices. Daiya Miyazato
said that attracting advocates who understand its merits is the key to effective promotion, while moderator
Junichi Inagaki said the creation of common platforms can lead to a better flow.

Junichi Inagaki

Kota Alex Saito

Kenichiro Fukushima

Daiya Miyazato

Opening Speaker： J unichi Inagaki, Board Chairman, IT Innovation and Strategy Center Okinawa (ISCO) / Chairman, ResorTech
Okinawa Okinawa International IT Trade Fair Executive Committee

Keynote SpeakerK ota Alex Saito, SetGo Estonia Co-founder/xID Biz Dev Lead (Live-Stream Video)

Cross Talk

Moderator: J unichi Inagaki
Panelists: Kota Alex Saito, (Live-Stream Video)
Kenichiro Fukushima, Representative Director, CIVIC TECH JAPANDaiya Miyazato, Senior Manager, OKINAWA CITY Department of Economic and Culture● Organizer: IT Innovation and Strategy Center Okinawa (ISCO)

October 29 1:00p.m. - 3:00p.m. Okinawa Convention Center

Inbound Seminar in Okinawa● Organizer: Japan National Tourism Organization (JNTO)

Communication Vital to Nurturing Future Travelers
At the seminar by Japan National Tourism Organization (JNTO),
centering on the theme of future inbound promotion after the corona
pandemic, inbound specialists emphasized the importance of continued
communication as a way to nurture travelers from overseas. Kenji
Yamamoto of the East Asia Group of the JNTO Overseas Promotion
Department provided a lecture on "Travel Trends and Countermeasures
After Corona" in which he said information dissemination in postpandemic is vital to stimulating strong motivation for travel that must be
enhanced by seamless exchange while taking into consideration diversity,
the environment, realization of sustainability. Such efforts, he said can leadto more opportunities.
Tamaki Hatanaka, Chief of Economic Affairs
Department, Taipei Office of Japan-Taiwan Exchange
Association; and Hiroshi Yakumaru, Executive
Director of JNTO Hong Kong Office, each shared thelatest situation of each country and their promotion
policies. Satoshi Seino, the chairman of JNTO, closed
the seminar by sharing examples of efforts in bothregions and pointed out the importance of creating newcontents such as nature and culture through regional
Satoshi Seino
cooperation.

Kenji Yamamoto

Tamaki Hatanaka

Hiroshi Yakumaru

Kenji Yamamoto, Director, East Asia Section Overseas Promotion Department
Tamaki Hatanaka, Chief, Tourism Exchange Unit / Director, Economic Affairs Taipei Office, Japan - Taiwan Exchange Association (Live-Stream Video)
Hiroshi Yakumaru, Executive Director, Hong Kong Office, Japan National Tourism Organization (JNTO) (Live-Stream Video)
Satoshi Seino, Chairman, Japan National Tourism Organization (JNTO)
6

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Seminar on Chartered Bus Tariff and Fees System

Build Back Better〜 Looking to Crisis-Resistant Okinawa Tourism 〜

October 30 2:00p.m. - 3:30p.m.
Okinawa Convention Center
Organizer: Japan Tourism
AgencyOctober 30 10:30a.m. - 12:00p.m.
Okinawa Convention Center
Speaker: Yuka Onaga, CEO &President, THUNDERBIRD Co.,Ltd.

Explaining Points Travel Agents Must Comply With
To Secure the Safety of Chartered Bus Operations

From the Origin of Okinawan Crisis Management
to Ways of “Living With COVID-19”

In partnership with Japan Tourism Agency and MLIT’s Road

The seminar “Build Back Better -- Looking to Crisis-Resistant
Okinawa Tourism” was held to examine how to prepare for andwhat to do in a crisis that affects tourism. Yuka Onaga, a specialist
in crisis management in tourism, discussed the catalyst that led
Okinawa prefecture to start working on tourism crisis management
and how Okinawa recovered from devastating crises, including the
September 11, 2001 terrorist attacks on the U.S. and the Great East
Japan Earthquake in 2011.
She also touched on important
points to tackle when it comesto health and promotion amid
the COVID-19 era, emphasizingt he i m por t a nc e o f bei ng w e l lprepared for the next crisis rather
than doing nothing.

Transport Bureau, JATA continues to increase its efforts to fortify
safety when travel agents deal with tour-bus operators ever since
the Karuizawa ski bus accident on January 15, 2016. The Seminar on
the Chartered Bus Tariff and Fee System, which has been conductedin major cities nationwide, was also held during TEJ.
Assistant Director Makoto Miyagi, Land Traffic, Land Transport
Department, Okinawa General Bureau, Cabinet Office, discussed thetariffs and fees system for charter bus services based on the latest
data while Senior Specialist Yuka Shigematsu, Counsellor for Travel
Promotion, Japan Tourism Agency, explained approaches to safety
and essential laws and regulations to know when travel agents deal
with chartered bus operations. The seminar hall was filled withindustry professionals, mostly from Okinawa-based travel suppliers.
It was a significant opportunity for them to update themselves on
the importance of safety.

Yuka Onaga

7th World Heritage Summit in Okinawa
October 30 2:30p.m. - 5:00p.m.
LAGUNA GARDEN HOTELOKINAWA
Organizer: Organization for the
20th Anniversary of the World
Heritage Site Registration

Showcase Attractiveness to Next Generation
Under the Theme of “Japanese History and SDGs
Buoyed by World Heritage Sites”
The World Heritage Summit was held to disseminate broadly theattractiveness of World Heritage sites, in addition to sharing a variety
of methods and issues in using and preserving World Heritage.
The seventh summit this year was held in Okinawa as the project“Gusuku Sites and Related Properties of the Kingdom of Ryukyu”
commemorated the 20th anniversary of its designation as a World
Heritage site.
Opening remarks were made by Okinawa Governor Denny
Tamaki, House of Councilors Member Yosuke Tsuruho, House ofRepresentatives Members Konosuke Kokuba and Tomohiro Yara.
Tamaki introduced efforts to reconstruct Shurijo Castle.
In the keynote lecture, Specially Appointed Prof. Hiroyasu
Kumakura of Takasaki University of Commerce discussed the historyof Japan -- where 19 cultural heritage sites were designated insuch a small country -- under the theme of “Japanese History and
SDGs Buoyed by World Heritage Sites.” The state of Japan’s World
Cultural Heritage sites can serve as a benchmark to considering the
integration of SDGs and diversity.
In addition to hosting the mayor's conference and releasing
announcements from three subcommittee meetings a video from
Mayor Hidetada Sudo of Fujinomiya City, unveiled the next venue forthe event.

Okinawa Tourism Crisis Management Seminar
October 30 11:30a.m. - 1:00p.m.
Okinawa Convention Center
Organizers: Okinawa Prefecture,
Okinawa Convention & Visitors
Bureau (OCVB)

Introducing Case Examples to Address
Tourism Crisis in Okinawa
The Okinawa Tourism Crisis Management Seminar was held todisseminate information and knowledge about Okinawa’s tourism crisis
management. Okinawa Vice Governor Moritake Tomikawa in his opening
speech said that based on the basic plans Okinawa prefecture developed
to protect tourists and the industry, the prefectural government isworking on tourism crisis management in efforts to build a world-class
tourist resort.
Makoto Shimoji from Okinawa prefecture introduced caseexamples of responses to COVID-19 and past efforts of tourism
crisis management. Masato Maeharaof OCVB said it was reassuring thatsafety and security significantly
heighten the brand power of a tourist
destination amid the COVID-19
pandemic, underscoring the need to
let the residents understand suchapproaches in the past so Okinawa
can welcome tourists with genuine
Makoto Shimoji
hospitality.
7

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2020 Official Events

OKINAWA NIGHT

October 29 4:30p.m. - 5:15p.m. Okinawa Convention Center

Welcoming the First “Tourism EXPO Japan” in Okinawa with Traditional Performing Arts
OKINAWA NIGHT was held on the first day to mark the first Tourism EXPO
Japan in Okinawa. Okinawa Governor Denny Tamaki addressed the visitors,
saying that Tourism EXPO Japan initiated the first major event held in Okinawa
in fiscal 2020. With thorough measures to prevent the spread of infectious
diseases, the prefecture will continue to spread the word that Okinawa is asafe and secure tourist destination which can serve as an example of how toeffectively hold an event amid a new normal, while pledging a recovery from thesluggish demand in travel.
In showcasing typical Okinawan entertainment, leading experts of the
Okinawa Karate Kamichi-ryu demonstrated their skills in karate “kata”
techniques, the yakusoku/prearranged kumite and breaking of wooden boards,
which generated fascination among visitors. Once the traditional Okinawan
folk dance “eisa” began and the performances heated up, the entire venue andall visitors became one with their clapping, further heightening the excitementof hosting Tourism EXPO Japan in Okinawa.

Impressive karate performances in Okinawa, the origin of karate

Guests:Tomohiro Kaneko, Vice
Commissioner, Japan Tourism
Agency; Denny Tamaki,
Governor, Okinawa Prefecture
Organizer:
Hiroyuki Takahashi, Chairman,
Tourism EXPO Japan Executive
Committee
Hiroyuki Takahashi

Tomohiro Kaneko

Denny Tamaki

Traditional Okinawan performing arts, including eisa’s representative song

Night Reception in Shurijo Castle
October 29 5:50p.m. - Shurijo Castle Park

Welcome ceremony in front of Shurei-mon (Gate Shurei)

Observing the remains of seiden’s stylobate Ryukyu dance “Kajadifu”
A scene of the reception hall Ryukyu dance “Kashikagi”

Ryukyu-style Reception Held in Shurijo Castle
Working on “Visual Reconstruction”
Following the completion of OKINAWA NIGHT, participants were transported to
the Shurijo Castle Park on eco-friendly EV buses which were built in a way to combat
the novel coronavirus disease and participated in the Night Reception in Shurijo
Castle. They were greeted by the governor and hosts at the entrance to the Shureimon Gate and visited the remains of Shurijo Castle. In the reception hall, they enjoyedwatching Ryukyu dances and a video of the castle the way it used to be.
Okinawa Governor Denny Tamaki said in his speech, “Before dawn on October
31, 2019, the Shurijo Castle’s eight facilities, including front, north and south palaces,
were burned to the ground, but we are grateful to those who supported us with warm
words of encouragement. We also ask you, who were now familiarized with Okinawan
history, culture, arts and food at today’s event, to send your messages at home andabroad.” In the end, they appreciated the Shurijo Castle Projection Mapping, one of themost influential events for the reconstruction of the castle at the Kankai-mon Gate.

Gov. Denny Tamaki making a greeting

Taking a commemorative photo in front of
the stage

Shurijo Castle Projection Mapping: Welcome Gate “Shurijo Castle where Golden Dragon
live in – Welcome/Hospitality”

8

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ResorTech OKINAWA Okinawa International IT Trade Fair 2020
October 29 - November 1
Okinawa Convention Center

Organizer: ResorTech Okinawa,
Okinawa International IT Trade Fair Executive Committee

ResorTech Attracts Broad Range of IT Solution Companies under One RoofCovering about half of the exhibition hall’s floor space at the
Okinawa Convention Center, ResorTech OKINAWA Okinawa
International IT Trade Fair 2020 was held concurrently with TEJ.
In addition to operators dealing with system development, software
work, information and communications, many IT solution-relatedcompanies from a variety of fields including interpretation, VR,and education at home and abroad featured booths at the event.
According to ResorTech’s aim in conducting efficient businessmeetings between various industry sectors in and out of Okinawa
prefecture and IT solution companies in Japan and abroad, most
exhibitors opened their booths in anticipation of the new normal era

ResorTechamid the COVID-19 pandemic. Also, the fair found many exhibits
applicable to industrial progress in tourism to suit the new normal.
As a preventive measure against COVID-19, online exhibitions
were featured at ResorTech where exhibit participants could view
ResorTech-related symposiums and seminars. It attracted more than
1,800 participants in four days, underscoring a new form of trade
exhibition that brings both face-to-face and online elements.
Various preventive measures were in place on the exhibit floors,
including the use of masks or face shields by exhibitors, acrylic
boards or transparent films placed in meeting spaces to prevent the
spread of droplets.

Special Lectures and Interviews
Okinawa Governor Denny Tamaki and Taiwan's Digital
Minister Audrey Tang Discuss SDGs and COVID-19

Audrey Tang

Denny Tamaki

Taiwan’s Digital Minister Audrey Tang gave akeynote speech online and later had a dialogue with
Okinawa Governor Denny Tamaki in Conference Hall
A1 from 4p.m. to 5p.m. on Saturday, October 31, 2020.
During her keynote speech, Tang said masks
were distributed through strong support of 8,000
pharmacists in Taiwan amid the start of the spreadingof COVID-19 worldwide in February 2020. She
pointed to a successful effort in containing the virus
in which a new system using IT was launched, making
it possible to determine whether there was contact
with infected individuals; and determine the specificnumber of masks available with specific locations ofeach pharmacy. The system continues to be improved.
In a discussion with Tamaki, they covered theimportance of mutual understanding and the socialeconomic-tourism integration for SDGs, and how
confirming such efforts will depend largely on
digitalization. Tamaki said Okinawa plans to createa sustainable world in tandem with all industries andtechnologies to support the resort destination throughevents such as ResorTech, expressing his intentions toaccelerate exchanges with Taiwan to take advantage of
its proximity.
9

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2020 Business Meetings
Business Meetings
October 29 3:00p.m.- 6:00p.m., October 30 9:00a.m. - 6:00p.m. Okinawa Convention Center, Ginowan Multipurpose Gymnasium

Hybrid-type Business Meetings Adopted for the First Time to Avoid Three Cs
New “hybrid-type” business meetings that combine new online
and face-to-face styles at respective booths were introduced this year.
Computer terminals for online business meetings were placed in the
Ginowan Multipurpose Gymnasium. Once a designated appointment
time comes, a buyer takes a seat in front of each terminal to begin online
discussions with the seller in a remote location. Also, some exhibitors set

some terminals at their own booths for online business meetings.
In addition to business meetings, for the first time, a total of
15 familiarization tours covering all of Okinawa prefecture wereconducted for buyers and media representatives, in which some 100
buyers participated. The tours were designed to inspire participants toexperience hands-on activities and sustainable development goals (SDGs).

Business Meeting Scale
Sellers: 178 (including 87 Okinawans/27 online)

Exhibitors to Tourism EXPO Japan (TEJ) 2020 – Okinawa Business Meetings & Exhibition; Exhibitors to ResorTech Okinawa

Buyers: 158 (including 10 Okinawans)

Travel companies; Media; Exhibitors to Tourism EXPO Japan 2020 and those interested in products/services of buyers;
and ResorTech Okinawa buyers (exclusive meetings limited to ResorTech sellers)Business Meeting Session Counts: 1,786

Characteristics of Business Meetings 2020

maximum of 21 sessions in 2 days
❶ Business meetings at each exhibition booth usiness meetings based on matching appointments❷B◇ Newly introduced online one-to-one business meetings◇ I mplementation of the recommendation function of ❸ New introduction of open sessions
the most suitable business partners◇ Providing opportunities for participants to broaden◇ D esigning to arrange the business meetings for
local networking with buyers and media

Individual Meetings with Foreign Media in Japan
Amid the ongoing overseas travel restrictions, Tourism EXPO Japan offeredindividual meeting opportunities to exhibitors and foreign media in Japan.
For the convenience of domestic exhibitors dealing with inbound travel
promotions, individual business meetings were arranged in advance with foreign
media in Japan willing to participate, including The Japan Times, Tokyo Weekender,
Daily Telegraph and The South China Morning Post, for which matchmaking was
conducted based on media information about fields of expertise of journalists andtheir professional interests. A total of 44 20-minute sessions were conducted on the dayof the event, with 16 exhibitors and 10 representatives from foreign media in Japan.
10

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Survey on Business Meetings Participants
Sellers Survey Results（n=97）
１．Were your business meetings beneficial?
7.2%
7.2%

Buyers Survey Results（n=108）
１．Were your business meetings beneficial?
8.3％
8.3％

■ Yes

■ Yes

■ No

■ No

92.8%
92.8%

91.7％
91.7％

2．Were you able to conduct business meetings as you expected?
8.3%
8.3%

■ Better than expected

13.4%
13.4%

8.2%
8.2%

■ As expected

2．Were you able to conduct business meetings as you expected?
3.8%
3.8%
8.3％
12.0% 8.3％
12.0%

■ Better than expected■ As expected■ Less than expected■ Less than expected■ Other
70.1%
70.1%

3．Did you have any meetings other than pre-arranged ones?

■ Other

75.9％
75.9％

3．Did you have any meetings other than pre-arranged ones?

■ Yes
■ No

30.9%
30.9%

■ Yes

69.4%
69.4%

69.1%
69.1%

4．Rate your impressions of our overall COVID-19 preventive measures.
2.2%
2.2%

2.2%
2.2%

15.6%
15.6%

30.0%
30.0%

4．How do you evaluate the Okinawa FAM tour course you participated?
5.4％
5.4％

■ Very good
■ Good■ Very good

9.5%
9.5%

■ Average■ Not very good

50.0%
50.0%

■ No

30.6%
30.6%

40.5%
40.5%

■ Good44.6%
44.6%■ Average■ Not very good

■ Poor

5．Rate your impressions of our overall COVID-19 preventive measures.
Sellers Comments

2.7%
2.7%

5.6%
5.6%

About Business Meetings● Good points
・We were able to develop informative talks with travel agents to attract tourists for the future
as business meetings were held amid the COVID-19 crisis.
・It gave us a good PR opportunity for our area and it is rare to see so many travel companies
gathered under one roof.
・Meetings were efficient and fruitful with matching appointments.
・We feel a sense of relief as we could open the event amid much concern over the COVID-19
pandemic.
・Matching of appointments is a great idea. After securing a high number of appointments andsharing each other’s information in advance, we were able to broaden specific discussions.
● Issues
・The first day was useless with only 3 hours available. The second day was quite sufficient.
・We had to speak loudly during the business meetings because of the mask/face shield/
partition board mandate to prevent the droplets in addition to the indoor noise, and repeatedannouncements on infection prevention. If preventive COVID-19 measures are needed,business meetings should be relocated.

Buyers Comments
About Business Meetings● Good points
・We were confused with the matching system in the beginning because of so many incoming
email responses, but it was very convenient after all.

17.8%
17.8%

31.8%
31.8%

■ Very good
■ Good■ Average■ Not very good

42.1%
42.1%

■ Poor・We had no problems with transportation because many free shuttle buses were operating
frequently.
・Business meetings went smoothly thanks to matching appointments. It was great that I wasable to visit the booths I could not make an appointment with in my free time.
・The event was held amid the coronavirus catastrophe, but the well-thought-out measures
were good.
・The event was divided into two venues, but it was effective in combating the virus.
● Issues
・The number of sellers was limited due to the COVID-19 pandemic. It would be better toincrease the number of participating companies particularly from overseas by informing
sellers more in making the fullest use of the online tool.
・It was too much trouble to go back and forth between the two venues located far apart.
・The mask/face shield/acrylic board requirements hindered the discussions with the other
side.

11

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2020 Travel Showcase
BOOTH MAP 1（Okinawa Convention Center, Exhibition Hall）As of October 15

Stage

R-17

OC-10 OC-24

R-16
R-25
R-23

R-24

R: ResorTech Okinawa

R-22

G-06

R-21

OC-09

R-15 OC-08
R-14

OC-12 OC-23

OC-44
OC-56

OC-45

OC-26

OC-43

OC-27 OC-25

OC-33 OC-03

OC-47

P-05

OC-48

R-20

R-13 OC-07

R-19

OC-57
R-12 OC-06

G-05

R-18

P-04

G-09

G-04

P-03

G-08

G-03

P-02
G-07

G-02

OC-13

OC: Okinawa Exhibit

R-09

OC-30

R-08 OC-05

OC-31
OC-14
OC-58

R-06

OC-32

OC-51

OC-52

OC-53
R-05

OC-15
OC-04
OC-16

R-03 OC-02

G-01

OC-49

OC-50
OC-41

R-07

R-04

P-01

OC-29

R-11 OC-42
R-10

R-02

OC-35

OC-39
OC-38

OC-17 OC-40

OC-36 OC-37

OC-34
R-01

OC-19 OC-20

ResorTech Gate12

2020_開催レ�ート_EG.indd 12

OC-46

2021/02/17 13:53

OC-54

Exhibition Set into Two Sites Amid COVID-19 Measures

In efforts to avoid the 3Cs (closed spaces, crowded places, and close-contact settings), the exhibition was divided
into two venues -- Okinawa Convention Center Exhibition Hall and Ginowan Multipurpose Gymnasium -- to ensure a safer
environment for the event that included full-scale measures, including body thermometers, masks and hand sanitizers.
Representatives from the Okinawan communities and the travel industry gathered in the convention center. Taking
advantage of Tourism EXPO Japan as a foothold for recovery, they delivered heart-felt messages from Okinawa to thevisitors. Meanwhile, government tourism promotion offices and embassies from overseas, local governments in Okinawa
and other prefectures, along with private business operators opened their booths on the gymnasium floor.
As for outbound travel promotions, a variety of ideas and efforts were showcased in their booths reflecting the ambienceof their destinations in preparations for the lifting of the travel ban in the future.

Preventive Epidemic Measures
With National/Prefectural and Original Measures to Ensure Safety and Reassurance in Managing of Event Amid Era Coexisting with COVID-19●Promotion of Application Registration<Health, Labor and Welfare Ministry>
Registration of the COVID-19 contact-confirming
application (COCOA)

OC-56

OC-03

OC-45
OC-46
OC-47
OC-48
OC-57

<Okinawa Prefecture>
Registration of the Real-time Interactive CORONACatch Application (RICCA), or the LINE official
account Okinawa - COVID-19 personal prevention
suppor t application, advising users of theirinfection status and possible infection in theprefecture.

●Key Measures by Organizers
・A dvance reservation requirement for visitors;
Restricted admission by time・“Seven requests” for admission (announcement on
COVID-19 measures)・Requesting all visitors to complete health checkup
in advance・I nfection prevention facility measures (thermalimaging readers, antiseptic solutions, ventilation,
various non-contact devices)●Fever, False-positive and Infection
Consultation Measures<Visitors from Other Prefectures>
G uide to “Traveler’s Access Center Okinawa(TACO)” – counseling center exclusive to travelers<Visitors Within Okinawa>Guide to infections counseling call center

29

hibit

OC-41

On-site Measures
OC-49

OC-50
OC-51
OC-52

OC-53

15

OC-39

OC-54

OC-38

OC-37

13

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2020 Travel Showcase
BOOTH MAP 2（Ginowan Multipurpose Gymnasium）As of October 15

Online Business M
❶

❷

❸

❹

❺

❻

*Trade and Press Day

A-17

A-18
A-24

C-26

A-21

A-23

C-

A：Overseas
A-13

C-28

C-15

C-12

A-14

A-09
A-12

A-11

C-10

C-09 C-02

C-08

A-06

B-07

B-08

B-10

A-05

B-13

B-12

B-09

C-33

A-01
A-03

A-04

B-11

C：DomesCompanio
B-16

B-04

B-01

B-03
B-19

B-02

C-39

C-38

B-14

B-15
B-18

C-40

B：Japan
B-22

OU-01

B-20
B-21
B-23

OU：Okinawa Exhibit
OU-04

OU-02

OU-25 OU-24

OU-05
OC-01 OC-18 OU-08 OU-09

OU-15 OU-14
B-24

OU-30 OU-29 OU-28 OU-26 OU-06 OU-07

14

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Scenes of the Exhibitions

Online Business Meetings
❶

❷

❸

❹

❺

❻

❼

❽

*Trade and Press Day Only

C-26

C-25

Okinawa Convention & Visitors Bureau (OCVB)

Naha City

Chatan Town

Ginowan City Society of Commerce and Industry

Okinawa Churashima Foundation

NAHA AIRPORT BUILDING CO.,LTD

Philippines

China National tourist Office

Korea Tourism Organization

Taiwan Visitors Association

Tourist Office of Spain

JAPAN SPORTS AGENCY

Visitor Use Promotion Office, National Park Division,
Nature Conservation Bureau, Ministry of theEnvironment, JapanALL NIPPON AIRWAYS CO.,LTD.

JAL Group

C-23

C-28
C-31
C-32

C-35
C-33
C-36

C：Domestic / Related
Companions & Organizations
C-38

C-40

C-37

B-23

Official Visits/Courtesy Calls

Konosuke Kokuba
Shunsuke Takei
House of Representatives Member House of Representatives Member

Tomohiro Kaneko
Vice Commissioner
Japan Tourism Agency

Denny Tamaki
Governor, Okinawa Prefecture

Moritake Tomikawa (left)
Vice Governor, Okinawa Prefecture

Yosuke Tsuruho (left)
House of Councilors Member

Toru Miki (right)
House of Councilors Member

Hiroshi Osaki
Chief Executive Officer
Yoshimoto Kogyo Holdings Co., Ltd.

Hiroshi Kaneko (right)
Country Manager, Japan Market
Guam Visitors Bureau

15

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2020 Travel Showcase

Awamori/Sakagura Tourism (Okinawa Awamori Distillers Association)● Organizer: Japan Travel and Tourism Association

All 47 Awamori Breweries in Okinawa Represented at Event
with Tasting and Lectures from a Sommelier
During Tourism EXPO Japan – Travel Festival in Okinawa, theOkinawa Distillers Association ran its booths at the Okinawa Convention
Center’s exhibition hall where it featured all 47 Ryukyu Awamori(Okinawan shochu/distilled spirit) distilleries, 27 from the main island andeight from the remote islands. Each distillery displayed their specialties
lined up in respective booths.
In addition to displays, Awamori sommeliers and a beauty queen gave
lectures in the art of tasting and enjoying the Okinawan Awamori and foodto enhance the experience. With displays of exclusive Awamori, the booths
were widely popular during both the general public and trade/press days.
The Okinawa Distillers Association also opened its booths in the“Okinawa Brand Meat × Ryukyu Awamori Festa,” where it served and soldAwamori and other alcoholic or non-alcoholic beverages.

Open Booths Unveil New Travel Etiquettes in Era of Coexisting with COVID-19● Organizer: Japan Association of Travel Agents

Heighten and Share ‘Safety and Reassurance of a New Travel
Style” by Providing Information, Including Real / Online Seminars“The New Travel Etiquettes in an Era of Coexisting with COVID-19” were set up at the Ginowan
Multipurpose Gymnasium.
The booths demonstrated actual practices of preventive measures against infection in the mini-seminars,
enhanced by panels and product displays. Educational activities were conducted as a model house of“preventive measures against infection” in response to inquiries and consultation from visitors.
Masato Takamatsu, president, Tourism Resilience Japan, gave a special lecture on October 31, under thetheme of “Go To Travel’s Preventive Measures Against COVID-19,” which was broadcast live-stream in
the “Greater Akita Tourism Forum in Odate” held in Odate City, Akita Prefecture (Hokushika RokumeiHall). Counselor Toshihiro Katayama of the Japan Tourism Agency, the Ministry of Land, Infrastructure,
Transport and Tourism, gave an opening address in the Hokushika Rokumei Hall, as part of the live-stream
broadcast.

Masato Takamatsu, president of Tourism
Resilience Japan and advisor to Go To Travel
Secretariat, conducted a special lecture.

Toshihiro Katayama, Counselor, inbound tourismof Japan Tourism Agency, MLIT, made a speech at
the Greater Akita Tourism Forum in Odate.

16

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Simultaneously Held Festival Week

Providing Popular Food Backed by Preventive Measures

Three different sites were arranged outdoors during the exhibition: Popular Okinawan restaurants gathered in the Okinawa
Kitchen Car Festa; the Okinawan Beef × Ryukyu Awamori Festa where visitors could enjoy Okinawan beef and Awamori
beverages; and a variety of curry delicacies from around the world and Japan, were available at the Traveling Curry Festa.
COVID-19 preventive measures were implemented such as temperature checks upon entry to each site with cashless payments
at each shop. The events generated high turnouts, thanks to a safe and reassuring environment amid ideal weather.

nt

of Tourism
Go To Travel
al lecture.

und tourism
e a speech atin Odate.

● Organizer: Tourism EXPO Japan Okinawa Food Festa Managing Office

Area A
October 29 12:00p.m. - 6:00p.m.
October 30 10:00a.m. - 6:00p.m.
October 31 10:00a.m. - 6:00p.m.
November 1 10:00a.m. - 5:00p.m.

Okinawa Kitchen Car Festa

Popular kitchen cars in Okinawa gathered in the central
square of the Okinawa Convention Center. Boastinga range of food such as Okinawan pork hamburgers,
Okinawa noodles and some popular coffee, the square
provided visitors with a place of relax.

Area B

Okinawa Brand Meat × Ryukyu Awamori Festa

October 30 12:00p.m. - 6:00p.m. / October 31 10:00a.m. - 6:00p.m. / November 1 10:00a.m. - 5:00p.m.

With shops serving a range of Okinawan
meats, menchi katsu (minced meat cutlet) andsausages made of such brand pork as Agu andBenibuta, Okinawan steaks and grilled beef
were offered in cooperation with the Okinawa
Prefectural Livestock Industry Promotion
Foundation. Through the participation of the
Okinawa Distillery Cooperative Association at
the Okinawa prefectural exhibition, Awamori
drinks were available, further enhancing theexperience for visitors.

Area C

Traveling Curry Festa

October 29 - November 1 11:00a.m. - 5:00p.m.

The Traveling Curry Festa was held in front of the Ginowan City Multipurpose Sports Gymnasium, which
hosted the overseas, domestic and Okinawa prefecture exhibitions. Selections of popular curry dishes
from such areas as Kyoto and Hokkaido in addition to world’s renowned curries of India, Thailand andSouth Korea drew many visitors particularly during the day.

Okinawa International Movie Festival 2021 Pre-Event

The Islands of Tahiti

Shima Zenbu de O-kinajoueikai〜 Passionate Tahitian Dance 〜● Organizer: Okinawa Prefecture/Operation: Laugh & Peace Mother Co., Ltd
November 1 10:30a.m. - 5:00p.m. Okinawa Convention Center● Organizer: Japan Association of Travel Agents (JATA)/Support: Tahiti Tourisme
October 31 1:00p.m. - 4:30p.m. Ginowan Seaside Park, Multipurpose Ground

Delivering Attractions throughout Japan withShowing of Region-transmitting Movies!

The Power and Passion of Tahitian Dances
Under a Blue Sky

As a prelude to the “Shima Zenbu de O-kina Festival – the 13th
Okinawa International Film Festival” scheduled to take place in spring
2021 — the screening of films showcasing attractions throughout
Japan including Okinawa was concurrently held on November 1,
in the Okinawa Convention Center’s theater hall within the site ofTourism EXPO Japan — Travel Festival in Okinawa.
Garage Sale, a comic entertainer duo from Okinawa prefecture,
moderated the event followed by the showing of four films set invarious regions of Japan.
Film stars and directors made speeches at the post-screening
premier presentation. A presenter said, “It was delighted thateveryone could see the films since it was possible that COVID-19
could have prevented the screening. Please visit the filming sites
since we believe that the movies fully reflect their attractiveness.”

The Islands of Tahiti ~ Passionate Tahitian Dance ~supported by Tahiti Tourisme was performed on a special
stage built in the Ginowan Seaside Park’s multipurpose squareon October 31. The event on this day was attended by adults
and children from Tahitian dance schools or clubs in Okinawa
as well as professional dancers from Tahiti. The blue skies
created a southern island atmosphere ideal for the event, which
opened at 1:00p.m. showcasing a total of six performancesin five intervals. Many visitors attended the event to view thechildren’s performances as well as those of others reflecting
the power, elegance and passion of dance.

17

2020_開催レ�ート_EG.indd 17

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2020 Travel Showcase
Survey of Trade Visitors
The largest business category of trade visitors was “travel agency / land operator,” followed by “IT-ITC-related/communication service,”
underscoring an increase of “IT-system professionals” in the occupation category. The major purpose of visits by category was to “gather information,”
followed by to “increase knowledge,” but to “obtain ideas for new business models” and to “expand business into new areas and arenas” made somegains. With high marks for COVID-19 preventive measure, the survey revealed a positive attitude for visitors seeking new business opportunities.

Visitor Registrant Counting（n=1,935）■Business Categories

Travel companies / Land operators
IT-ICT-related / Communication services
Hotel / GSA / Lodging facilities
National offices / Public agencies
Transit services
Service business
Marketing consultants
Tourism organizations
Wholesale and retail trade
Manufacturing industry
Car rental / Sharing economy
Theme parks / Attractions
Education / Research InstituteReal estate / Construction /Regional development
Finance / Insurance services
Tour escort / Guide / Interpreting services
Others

4.6
4.6
4.3
4.1
3.5
2.2
1.8
1.7
1.7
1.7
1.6
0.7
5.4

0

Survey of Visitors（n=346）

19.1

11.7
10.9

■Occupation

25.6

23.4

Sales

9.9

IT / Systems

8.6

Corporate planning

8.0

Advertising

6.5

Planning / Purchasing

5.1

General affairs / Accounting

4.3

Marketing

10

15

0

30 ％

25

20

■Purpose of Visit (multiple choice)
95.1
47.4

Obtain ideas for new business models

22.8

0

5.2

Not so good

40

60

0.6

80

100 ％

0

10

■Satisfaction Rating by Purpose of Visit

Expand business into new areas and arenas

50 ％Dissatisfied
16.4
12.7

60.2

17.7

Find business partners

40

Satisfied

63.8

18.9

Broaden network with non-travel industry

30

63.5

23.5

Increase knowledge
Broaden network within the industry

20

Very satisfied

20.1

Gather information

20.9

63.3

19.0

9.2

67.7

23.1

11.0

67.0

22.0

14.6

Obtain ideas for new business models

67.1
23.1

Others

0

30 ％

19.4

Poor

20

25

43.9

18.8
3.8

20

30.9

Average

31.5

Others

15

Good

42.8

Broaden network
Expand business into new areas and arenas

10

Very good

75.1

Increase knowledge

5■Overall Impression of COVID-19
Preventive Measures

Gather information

Find business partners

8.0

Others5

Broaden network with non-travel industry

26.4

Overall business

40

20

18.3
61.5

80

60

15.4

100 ％

By purposes, more than 80% of respondents selected “attract industry participants,” while those chose “attract travelers” by nearly 80%
but revealing the high expectation to “broaden network within the industry” and to “attain specific business deal or agreement.” Despite the（n＝80） exhibition being held amid the COVID-19 pandemic, overall satisfaction as well as satisfaction by purpose of the exhibition reflected their hope.

Survey of Visitors■Purpose of Exhibit (multiple choice)■Satisfaction Rating by Purpose of Exhibit (multiple choice)

76.5
84.3

Attract travelers
Attract industry participants

37.3

Broaden network within the industry

11.8

Broaden network outside the industry

23.5

Attain specific business deal or agreement
Others

0

3.9

10

20

30

40

50

60

70

80

Very satisfied

Satisfied

Dissatisfied

Unclear21.6
64.7
13.7 0.0
18.4
63.3
8.2 10.2
15.7
64.7
7.8 11.8
8.2
57.1
8.2
26.5
Broaden network outside the industry 4.1
34.7
10.2
51.0
35.4
14.6
37.5
Attain specific business deal or agreement 12.5
Others 5.3
23.7
5.3
65.8
90 100％
0
20
40
60
80
100 ％
Overall satisfaction
Attract travelers
Attract industry participants
Broaden network within the industry

Results Achieved in This Exhibition
・Identified issues and measures in opening exhibits in the COVID-19 environment.
・Without expecting much PR impact in attracting Okinawan people, the exhibition provided agreat opportunity to get our company’s name known to visitors, more than expecting a highnumber of general visitors.
・I ntroduced new contents, still available in guidebooks, to travel agents looking for new
approaches to satisfy diversifying traveler needs at this year’s event and familiarization tours.
・Produced future tours with the companies we had business meetings.
・Delivered the message of “Japanese charms remain unchanged” to the many people who
visited our booth on general public days, despite the COVID-19 pandemic (overseas).
・Informed visitors of the tourist promotion center scheduled to open in 2022; survey helped
us confirm the current recognition level, and served as a useful reference in taking future
measures.

・Business meeting gave us a great opportunity to create products in the future.
・Realized which of our facilities gain higher interest.
・C onducted sales calls to local DMOs and travel companies in efforts of the Tohoku-Okinawa
partnership, which became possible because the event was held in Okinawa.
・Checked to see whether the concept of our message for the exhibition, which was “a bit too
deep but showed a highly theme-oriented island,” was acceptable, even amid the market
being in chaos due to the pandemic.
・Advertised ourselves to many visitors who stopped by at our booth; numbers of followers to
our Instagram increased rapidly.
・P romoted our own products to domestic travel agents, communicated directly with therelevant travel agents and received specific inquiries.

18

2020_開催レ�ート_EG.indd 18

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Survey of General Visitors■Age Groups / Sex（n＝684）

0.7

10s

The first TEJ event held in Okinawa generated an impression thanks toheightened distribution of information via the Internet through official websites,
word-of-mouth communication and social media. As for visitors, some 55% weremale, surpassing that of females (52.3% in 2019) for the first time. The largest
age groups generated were those in their 40s, followed by 50s, 30s and 20s. Many
respondents selected “enjoy events” and “enjoy the sense of travel” when it cameto category of the purpose of visit, indicating that they wanted to enjoy thefeeling of travel even amid travel restrictions due to the COVID-19 pandemic.
Thanks also to the thorough COVID-19 preventive measures, the first TEJ in
Okinawa was recognized as a “travel festival” to general visitors in Okinawa.

2.3

6.6

20s

Male

8.5

30s

9.6
10.4

40s
50s
60s
Over 70
Unclear
0

0.7
0.3
0.1
0.1

■How you learned about "Tourism EXPO Japan”(multiple answers)

1.8

17.8

14.0
14.0

6.9

5.4

Female

5

10

15

20 ％

■Purpose of Visit (multiple choice)
34.4

Enjoy events
Official site

34.8

Friends and Acquaintances

28.4

SNS

24.4

TV/Radio

15.4

Newspapers/Magazines

14.8

Help enhance job

15.6

Enjoy sense of travel

14.6

7.3

Discover next overseas travel destinations

13.3

Enjoy food and beverages

Others14.0

Others10

8.8

Visit Specific Exhibition Booth

Posters0

12.7

Find next domestic travel destinations

20

30

1.6
5.1
0

40 ％

10

20

30

40 ％

The survey results revealed that consumers overall have an extremely high level of motivation to travel, with some 75%
enjoy domestic travel, among which nearly 90% have experienced overseas travel. As for travel companions, those choosing“alone” pointed to a growing trend in both domestic and overseas travel. As for travel styles, more than 80% of respondents in domestic travel and nearly 60% in overseas
travel chose “individual arrangement,” indicating that many frequent travelers prefer making their own travel arrangements. As for travel arrangement, although online
bookings for domestic and overseas travel dominated this category, it appears that some changes have been seen with the popularization of the Internet environment.

Travel Trends of General Visitors

Domestic Travel■Travel Experience within 1 Year
(Accommodation Travel)■Travel Companion■Travel Style

Others 0.1%

Co-worker
1.6%

None 25.5%

Once or more than once
74.5%

Package tour
10.9%

Alone
24.6%

Friends
17.2%

Package tourat destination
5.0%

Family
35.1%

52.9%

Domestic online firms(such as Rakuten)

38.7%

Travel agency
websites

23.1%
13.5%

Retail shops oftravel agencies
Overseas online firms(such as Expedia)

Individual
arrangement
84.1%

Couple21.4%■Travel Arrangement (multiple choice)Directly with airlines/hotels(incl online booking)

9.5%
2.6%

Via phone of travelcompanies

1.8%

Others
0

10

20

30

40

50

Overseas Travel■Travel Experience■Travel Companion■Travel Style

Others 3.4%
Co-worker
4.6%
None
12.8%

Once or more than once
87.2%

Alone
19.7%

Friends
22.1%■Travel Arrangement (multiple choice)Directly with airlines/hotels(incl online booking)

Family30.6%

Couple19.6%

Package tour
30.9%
Individual
arrangement
58.2%

35.2%

Travel agency
websites

24.3%

Retail shops oftravel agencies
Overseas online firms(such as Expedia)

23.8%
21.2%

Domestic online firms(such as Rakuten)
Package tourat destination
10.9%

16.7%

Via phone of travelcompanies

3.2%
3.1%

Others
0

10

20

30

40

19

2020_開催レ�ート_EG.indd 19

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2020 PR & Advertising Activities
Theme Copy, Key Visuals
After the first (2014 to 2016) and the second (2017 to 2018) stages, this year has evolved and developed
toward taking a more personal approach (B2C) from consumers’ points of view. Focusing on Okinawa,
the idea of “Creation and Potential of Tourism” was promoted to consumers under the slogan:

Take your travel up a notch
Creative Concept

Copywriting and visuals enhanced the sense of “wanting to travel” in consumers’ minds.
The key visual depicts a person leaving on a trip with Okinawan and worldwide resort settings,
helping viewers to imagine themselves in such a scene that can invoke feelings of the hopeto travel to a resort again someday soon. Also, the key visual was aimed at leaving visitors to
Okinawa with the impression of TEJ as a “travel event or festival.”

PR Activities

Official WEB

Continual coverage from organizers’ message (at the press
meeting), details of each program, in detail and highlights ofexhibition booths by influential media in Okinawa was buoyedby the event organizers’ efforts to accommodated broadcast, print
and online media. Wide media coverage included the thoroughsafety measures put in place against COVID-19 as well as that ofevent sites, exhibition booths and the media’s own experiences
throughout the period of TEJ.

■Posting period: Mar. 1 - November 1・Page view counts: 425,259 PV
・Session counts: 152,108
・User counts: 90,449
Followers

Official SNS

Facebook 27,410
Twitter 2,318
Instagram 4,601(as of Nov. 30, 2020)◆Results of PR Activities
Report of media counts: 151
Exposure volume: 766 Media TV: 26

All local TV media in Okinawa (ground-based broadcasting), including
NHK Okinawa, Okinawa Television, Ryukyu Broadcasting and Ryukyu
Asahi Broadcasting, aired their respective coverages. In addition to
exposure centering on press conferences and business meetings, exhibitionbooths and the announcements on general-public days helped draw
visitors to the event.

"Kinyoubi No Yuuwaku" (RBC), Oct. 30 (Fri)"JNN NEWS" (RBC), Oct. 30 (Fri)Newspapers / Magazines: 75 Media

Okinawan newspapers such as Ryukyu Shimpo and Okinawa
Times sent their reporters each day for coverage, both placing
f irst-day stories on their front pages that led to greater
exposure. From the second day onward, they covered programcontents such as digital interviews on ResorTech and the World
Heritage Summit with wider perspectives. The Nikkei included
some event coverage in its Okinawa/Fukuoka edition.

"Okinawa HOTeye","News 845 Okinawa" (NHK) Oct. 29 (Thu)"Q plus" (QAB)
Oct. 29 (Thu)"RBC THE NEWS", "Repeat RBC THE NEWS"
Oct. 30 (Fri)"FNN Live News days" (OTV)
Nov. 2 (Mon)

WEB: 661 (Original 193)

Among online news published by newspapers, Yahoo! News generated
overwhelming numbers of PVs and while other influential media suchas 47 NEWS and ORICON NEWS posted their respective reprinted
articles. Information of each booth was also reposted on Yahoo! News,
further boosting the PV counts. Also, with its close affinity to ResorTech
Okinawa, ASCII was invited from Tokyo to do its news coverage.
1

The Ryukyu Shimpo, Oct. 9 (Fri)

2

4

3

The Okinawa Times
Oct. 17 (Sat)
1 Yahoo! News (Reprint from The Okinawa Times), Oct. 9 (Fri)
2 Asahi Digital, October 10 (Sat)
3 Yomiuri Online (Digital PR Platform), Oct. 22 (Thu)
4 NHK NEWS WEB, Oct. 29 (Thu)Radio: 4
20

The Nikkei (Okinawa/Fukuoka)
Oct. 30 (Fri)2020_開催レ�ート_EG.indd 20

The Yaeyama Mainichi
Oct. 30 (Fri)The announcement on the event was broadcast on four local radio
stations leading up to the event.

2021/02/17 13:53

Advertising Activities

With the cooperation of various organizations and companies, including the Okinawa Liaison Council and Okinawa Supporting
Organization (see page 23), the successful and concentrated efforts in generating multifaceted media exposure in leading up to theevent greatly contributed to boosting the number of visitors.

◆ Advertising Visuals (Example)●Event announcement posters (B1 size) 1,040 sheets●Event announcement posters (B3 size) 813 sheets●Leaflets for general visitors (A4 size) 22,150 sheets●Leaflets for trade visitors (A4 size) 10,000 sheets●CM (15-sec / 30-sec)◆Outdoor Ads/Posters◆Newspaper◆Magazine●"Coralway" September & October issue(Airline magazine of JTA)
●"Churashima Okinawa" October issue (public
relations magazine of Okinawa Prefecture)●"Porte" July issue (TOYO Planning &Printing, INC)
●"SKYWARD" September issue (Airline

magazine of JAL)●"TSUBASA GLOBAL WINGS" September
issue (Airline magazine of ANA)●"Okinawa Koren News" October issue(Okinawa Industrial Federation）●"Tourism and Economy" October issue●"OCVB News" October issue"Churashima Okinawa" October issue (public relations magazine of
Okinawa Prefecture)

2020_開催レ�ート_EG.indd 21

An article of a talk between Hiroyuki Takahashi, Chairman, Tourism
EXPO Japan Executive Committee and Yoshiro Shimoji, Chairman, Okinawa
Convention & Visitors Bureau (OCVB) was published besides an advertisement.

The Okinawa Times, Oct. 17 (Sat)The Ryukyu Shimpo, Oct. 17 (Sat)21

2021/02/17 13:53

Tourism EXPO JapanTEJ Tokyo Business Meetings / Travel Festa
TEJ Tokyo Business Meetings/Travel
Festa were originally scheduled to take placefrom January 7 to 9, 2021. However, since
the governors of Tokyo and three nearby
prefectures requested the central government
to declare a state of emergency on January
2, 2021, leading to discussions of its issuanceon January 4 by the government, the entire
Travel Festa was cancelled on the same date.
It was decided however, that the TEJ Tokyo
Business Meetings online together with
JNTO Inbound Business Meetings would
be conducted as well as the JNTO InboundSeminars (online).

TEJ Tokyo Business Meetings / JNTO Inbound Online Business Meetings
Event Date: January 7, 8, 2021
Venue:
Limited to online meetings
Organizers: Japan Travel and Tourism Association (JTTA)
Japan Association of Travel Agents (JATA)
Japan National Tourism Organization (JNTO)
Special Cooperation: All Nippon Travel Agents Association (ANTA)
Joint Event: JNTO Inbound Seminars January 7, 2021
JNTO Inbound Online Business Meetings January 7, 8, 2021
TEJ Tokyo Business Meetings / JNTO Inbound Online Business Meetings● Numbers of Exhibiting Prefectures/Countries: Providing information of
44 prefectures in Japan and 22 countries and regions overseas● Exhibitors: 355 companies and organizations<Breakdown> Overseas: 80; Domestic: 137; Others: 138● Buyers: 272 (including 59 buyers from abroad operating Japan-boundtravel and 17 media buyers)● Sellers: 327● Number of business arrangements by matching: 3,054“World Business Satellite (WBS)” (TV TOKYO)
January 6, 2021

January 7, 2021 2:00p.m. - 4:00p.m.

JNTO Inbound Seminars● Organizer: Japan National Tourism Organization (JNTO)

Introducing Inbound Promotion Cases of Each Country Amid the COVID-19 Pandemic
The Japan National Tourism Organization (JNTO) hosted online seminars
themed “Inbound Tourism Promotions in the COVID-19 Pandemic.”
First, Mr. Ito gave a lecture with JNTO on the theme Efforts in the COVID-19
Pandemic. He introduced a range of JNTO’s overall efforts, including initiatives
for the Tokyo Olympic and Paralympic Games using cross-market promotions andprojects by different themes.
Then, Mr. Shoji and Ms. Tanaka shared the latest developments and promotion
cases from respective countries assigned. Addressing the questions from theaudience, the regional office managers responded based on local conditions.

A scene of the seminar（Live-Stream Video）［Speaker］

Kazuhiro Ito, E xecutive Director, Global Projects Department, Japan National Tourism
Organization (JNTO)

Kaoru Shoji, E xecutive Director, Los Angeles Office, Japan National Tourism Organization(JNTO)

Yoko Tanaka, Executive Director, Sydney Office, Japan National Tourism Organization (JNTO)

Kazuhiro Ito

Kaoru Shoji

Yoko Tanaka

22

2020_開催レ�ート_EG.indd 22

2021/02/17 13:53

List of Tourism Expo Japan 2020 Sponsors, Supporting Organizations

Event Name: Tourism EXPO Japan in Okinawa Business Meetings & Exhibition
Organizers: JAPAN TRAVEL AND TOURISM ASSOCIATION (JTTA) / Japan Association of Travel Agents (JATA) / Japan National Tourism Organization (JNTO)
Organizing Committee<Chairman>
YAMANISHI Kenichiro CHAIRMAN & CEO, JAPAN TRAVEL AND TOURISM
ASSOCIATION<Vice Chairmen>
SAKAMAKI Nobuaki Chairperson, Japan Association of Travel Agents (JATA)
SEINO Satoshi
President, Japan National Tourism Organization (JNTO)
TAKAHASHI Hiroyuki Chairman, Tourism Expo Japan Executive Committee
Vice Chairperson, Japan Association of Travel Agents (JATA)<Members>
ISHIMINE Denichiro
ITO Shinichiro

Chairman, Okinawa Federation of Commerce & Industry
Vice Chairman, JAPAN TRAVEL AND TOURISM ASSOCIATION
Chairman of the Board, ANA HOLDINGS INC.
UEKI Yoshiharu
Vice Chairman, JAPAN TRAVEL AND TOURISM ASSOCIATION
Director, Chairman, Japan Airlines Co., Ltd.
OKAZAKI Masaaki
Board Member, Senior Executive Officer, JCB CO.,LTD.
OBATA Toru
President and Chief Executive Officer, East Nippon Expressway
Company Limited
GAMOU Atsumi
Commissioner, Japan Tourism Agency
KIKUMA Jungo
Vice Chairman, Japan Association of Travel Agents (JATA)
Chairperson & CEO, World Air-Sea Service Co,Ltd.
GOTO Takashi
Vice Chairman, JAPAN TRAVEL AND TOURISM ASSOCIATION
President and Representative Director, SEIBU HOLDINGS INC.
KOBAYASHI Takashi President, Japan Hotel Association
KOMODA Masanobu Chair, Committee on Tourism, KEIDANREN
President and Chief Executive Officer, MITSUI FUDOSAN CO., LTD.
KONDO Koji
Vice-president, All Nippon Travel Agents Association
SAKAMOTO Mikiko Senior Executive Officer, EAST JAPAN RAILWAY COMPANYSHIMOJI Yoshiro
Chairman, Okinawa Convention & Visitors Bureau
SUZUKI Daichi
Commissioner, Japan Sports Agency
TAKAHASHI Toru
Chairman, Board of Airline Representatives in Japan (BOAR)
Managing Director, Japan and Micronesia Sales,
United Airlines, Inc.
TOMITA Tetsuro
Vice Chairman, JAPAN TRAVEL AND TOURISM ASSOCIATION
Chairman, EAST JAPAN RAILWAY COMPANYTORII Toshio
Director-General, Nature Conservation Bureau, Ministry of theEnvironment, Government of Japan
HATAKEYAMA Yojiro Director-General for Commerce and Service Industry Policy,
Ministry of Economy, Trade and Industry
HAMANO Koji
Chairman, JAPAN RYOKAN&HOTEL ASSOCIATION
Frédéric Mazenq
Director of Japan, ATOUT FRANCEHORISAKA Akihiro
Vice Chairperson, Japan Association of Travel Agents (JATA)PRESIDENT & CEO, NIPPON TRAVEL AGENCY CO., LTD.
MIYATA Ryohei
Commissioner for Cultural Affairs
MURAMATSU Akinori Director General, Bureau of Industrial and Labor Affairs,
TOKYO METROPOLITAN GOVERNMENTYAMAKITA Eijiro
President & CEO, JTB Corp.
WADABAYASHI Michiyoshi Chairman, Japan Private Railway Association
Chairman of the Board, Kintetsu Railway Co.,Ltd.
<Auditors>
TAKAHAMA Takeshi
TANAKA Masato

Senior Director, Internal Audit, ANA HOLDINGS INC
Officer, Tanaka Masato Tax Accountant Office

Executive Committee<Chairman>
TAKAHASHI Hiroyuki Vice Chairperson, Japan Association of Travel Agents (JATA)<Vice Chairmen>
KUBOTA Minoru
YOSHIDA Akiko<Special Advisor>
HOMPO Yoshiaki

PRESIDENT & COO, JAPAN TRAVEL AND TOURISM
ASSOCIATION
Executive Senior Vice President, Japan National Tourism
Organization

Chief, World Tourism Organization (UNWTO)<Members>
IGARASHI Katsuya

General Manager of Regional Promotion Division, The Japan
Chamber of Commerce and Industry
Vice Commissioner, Japan Tourism Agency
Chair, Sub-Committee on Planning Committee on Tourism,
KEIDANREN
Deputy President, DAI-ICHI LIFE RESEARCH INSTITUTE INC.
USHIO Norifumi
Deputy Director-General, Japan Sports Agency
ENDO Katsumi
Executive Vice President, Japan National Tourism Organization
ENDO Shuichi
Executive Officer, Leisure Business Department, Head ofOverseas Purchasing & Products Management, JTB Corp.
KIDAWARA Yutaka
Representative of Secretariat, Council for Global
Communication Development and Promotion
KURODA Hideaki
Tourism Strategy Office General Manager, EAST JAPANRAILWAY COMPANYSHIMURA Tadashi
President, Japan Association of Travel Agents (JATA)SUZUKI Akihisa
VICE-PRESIDENT, JAPAN TRAVEL AND TOURISM ASSOCIATION
Director, Domestic Travel Department, TOBU TOP TOURS CO.,LTD.
SEGAWA Yasushi
TAIRA Chokei
Chairman, OKINAWA HOTEL ASSOCIATIONTANAKA Masafumi
General Manager, Global Strategy & Planning Department,
KNT-CT Holdings Co.,Ltd
DAMBARA Tetsunori Managing Director, MIKI TOURIST
DEKURA Koichi
Director General, Agency for Cultural Affairs
TOMITA Mitsuo
Senior Vice President Marketing, Asia&Oceania, ALL NIPPONAIRWAYS CO.,LTD.
NAKAJIMA Naoko
Director, Visitor Use Promotion Office, National Park Division,
Nature Conservation Bureau, Ministry of the Environment,
Government of Japan
NAKANO Hoshiko
Executive Officer Deputy Vice President - Managing Division
Passenger Sales, Japan Airlines Co., Ltd.
HIGASHI Yoshikazu Chairman & CEO, Okinawa Tourist Service, Inc.
MATSUMOTO Akiko Senior Director, Tourism Division, Bureau of Industrial andLabor Affairs, TOKYO METROPOLITAN GOVERNMENTMIYOSHI Kazuhiro
Executive Officer, Sales Planning & Business Innovation,
Nippon Travel Agency Co.,Ltd.
MEJIMA Norihiro
Secretary General, Okinawa Convention & Visitors Bureau
YOZA Yoshihiro
Regional Director, Japan Association of Travel Agents Okinawa
Chapter
IGARASHI Tetsuto
IMAIZUMI Norihiko

2020_開催レ�ート_EG.indd 23

WATANABE Yasuhiro Professor, J.F. Oberlin University Graduate School
Tourism EXPO Japan 2020 Okinawa Liaison Council<Chairman>
SHIMOJI Yoshiro
Chairman, Okinawa Convention & Visitors Bureau<Vice Chairmen>
YOZA Yoshihiro
SAKIYAMA Kiko
MIYAZATO Ichiro
TAIRA Chokei

Regional Director, Japan Association of Travel Agents,
Okinawa Chapter
Regional Director, Okinawa Chapter, All Nippon Travel Agents
Association
Chairman, Okinawa Hotel Ryokan Association
Okinawa Branch Manager, Japan Hotel Association
Chairman, Okinawa Hotel Association<Members>
YONEYAMA Shigeru

Director-General, Transport Department, Okinawa General
Bureau, Cabinet Office
TOGUCHI Kazuhiro
Director General, Department of Culture, Tourism and Sports,
Okinawa Prefecture
KUNIYOSHI Takahiro Director, Department of Resident and Economic Affairs,
Ginowan CityKINJO Katsuya
Chairman, OKINAWA EMPLOYERS' ASSOCIATIONFUCHIBE Miki
Chairman, Okinawa Association of Corporate Executives
ISHIMINE Denichiro Chairman, Okinawa Federation of Commerce & Industry
KOMESU Yoshiaki
President, Okinawa Prefectural Federation of Societies ofCommerce and Industry
UCHIDA Harunaga
Chairman, Churashima Tourism Facilities Association
HANASHIRO Yoshihiro Chairman, Okinawa Churashima Foundation
SUGIMOTO Kenji
Regional Director, Okinawa Chapter, Japan Shopping Tourism
Organization
OGAWA Yoshiaki
Chairman, Okinawa Resort Wedding Association
OYAKAWA Osamu
Chairman, Barrier Free Network
HIGASHI Yoshikazu Chairman, Okinawa Prefecture UNESCO Association
AGARIE Kazunari
Chairman, Okinawa Hire & Taxi Association
OGAWA Gokichi
Chairman, Okinawa Bus Association
SHIRAISHI Takehiro CEO, OKINAWA RENT-A-CAR ASSOCIATIONMISATO Yoshimasa President, Okinawa Urban Monorail, Inc.
IGUCHI Osamu
General Manager, Okinawa Sales Headquarter, All Nippon
Airways Co., Ltd.
SASAKI Masashige
Regional Manager, Okinawa Regional Office, Japan Airlines
Co.,Ltd.
AOKI Noriyuki
President and Representative Director, Japan Transocean Air
Co., Ltd.
HAYASAKI Hideka
Chairman, Airline Operators' Committee of Okinawa
ASATO Masatoshi
President, Naha Airport Building Co., Ltd.
SUEYOSHI Yasutoshi Chief Executive Officer, Okinawa Industry Promotion Public
Corporation
WAKUGAWA Seijun Chief Executive, Okinawa Products Associated Co.,Ltd.
UNTEN Osamu
Chairman, Okinawa Prefectural Livestock Industry Promotion
Foundation
SAKUMOTO Gaku
President, Okinawa Awamori Distillers Association
NAGAI Yoshihito
Senior Managing Director, IT Innovation and Strategy Center
Okinawa
FUTENMA Tomoshige Chairman, JA Okinawa
Tourism EXPO Japan 2020 Okinawa Supporting Organization<Chairman>
TOMIKAWA Moritake Vice Governor of Okinawa, Okinawa Prefecture<Vice Chairmen>
SHIROMA Mikiko
Mayor, Naha City
MATSUGAWA Masanori Mayor, Ginowan CityKINJO Katsuya
Chairman, OKINAWA EMPLOYERS' ASSOCIATIONFUCHIBE Miki
Chairman, Okinawa Association of Corporate Executives
ISHIMINE Denichiro Chairman, Okinawa Federation of Commerce & Industry<Members>
YOSHIZUMI Keisaku Director-General, Okinawa General Bureau, Cabinet Office
NAKAYAMA Yoshitaka Mayor, Ishigaki City
MATSUMOTO Tetsuji Mayor, Urasoe CityTOGUCHI Taketoyo Mayor, Nago CityTOUME Shinei
Mayor, Itoman CityKUWAE Sachio
Mayor, Okinawa CityYAMAKAWA Hitoshi Mayor, Tomigusuku CitySHIMABUKU Toshio Mayor, Uruma CitySHIMOJI Toshihiko
Mayor, Miyakojima CityZUKERAN Chobin
Mayor, Nanjo CityMIYAGI Norimitsu
Village Mayor, Ogimi Village
TOUYAMA Masanobu Village Mayor, Higashi Village
TAIRA Takeyasu
Town Mayor, Motobu Town
NAGAHAMA Yoshimi Village Mayor, Onna Village
TOUMA Atsushi
Village Mayor, Ginoza Village
NAKAMA Hajime
Mayor, Kin Town
SHIMABUKURO Hideyuki Village Mayor, Ie Village
TOYAMA Hiroshi
Mayor, Kadena Town
NOGUNI Masaharu
Mayor, Chatan Town
ARAKAKI Kunio
Village Mayor, Kitanakagusuku Village
UEMA Akira
Town Mayor, Nishihara Town
TERUYA Tsutomu
Town Mayor, Yonabaru Town
AKAMINE Masayuki Town Mayor, Haebaru Town
ZAMAMI Hidekatsu
Village Mayor, Tokashiki Village
MIYAZATO Satoru
Village Mayor, Zamami Village
IREI Yukio
Village Mayor, Iheya Village
MAEDA Seigi
Village Mayor, Izena Village
OTA Haruo
Town Mayor, Kumejima Town
ARAKAKI Yasuhiro
Town Mayor, Yaese Town
IRAMINA Mitsuo
Village Mayor, Tarama Village
NISHIOMASU Kojun Town Mayor, Taketomi Town
SHIMOJI Yoshiro
Chairman, Okinawa Convention & Visitors Bureau
NAGAI Yoshihito
Senior Managing Director, IT Innovation and Strategy Center
Okinawa
UNTEN Osamu
Chairman, Okinawa Prefectural Livestock Industry Promotion
Foundation
SUEYOSHI Yasutoshi Chief Executive Officer, Okinawa Industry Promotion Public
Corporation

WAKUGAWA Seijun
YOZA Yoshihiro

Chief Executive, Okinawa Products Associated Co.,Ltd.
Regional Director, Japan Association of Travel Agents,
Okinawa Chapter
SAKIYAMA Kiko
Regional Director, Okinawa Chapter, All Nippon Travel Agents
Association
MIYAZATO Ichiro
Chairman, Okinawa Hotel Ryokan Association
TAIRA Chokei
Okinawa Branch Manager, Japan Hotel Association
Chairman, Okinawa Hotel Association
UCHIDA Harunaga
Chairman, Churashima Tourism Facilities Association
HANASHIRO Yoshihiro Chairman, Okinawa Churashima Foundation
SUGIMOTO Kenji
Regional Director, Okinawa Chapter, Japan Shopping Tourism
Organization
OGAWA Yoshiaki
Chairman, Okinawa Resort Wedding Association
AGARIE Kazunari
Chairman, Okinawa Hire & Taxi Association
OGAWA Gokichi
Chairman, Okinawa Bus Association
SHIRAISHI Takehiro CEO, OKINAWA RENT-A-CAR ASSOCIATIONMISATO Yoshimasa President, Okinawa Urban Monorail, Inc.
IGUCHI Osamu
General Manager, Okinawa Sales Headquarter, All Nippon
Airways Co., Ltd.
SASAKI Masashige
Regional Manager, Okinawa Regional Office, Japan Airlines
Co.,Ltd.
AOKI Noriyuki
President and Representative Director, Japan Transocean Air
Co., Ltd.
HAYASAKI Hideka
Chairman, Airline Operators' Committee of Okinawa
ASATO Masatoshi
President, Naha Airport Building Co., Ltd.
KOMESU Yoshiaki
President, Okinawa Prefectural Federation of Societies ofCommerce and Industry
SHIMABUKURO Takeshi Chairman, Okinawa Federation of Small Business Association
MAEDA Ichiro
Representative Director, Okinawa Association of Small
Business Entrepreneurs
CHINEN Katsuya
President, Okinawa Federation of IT Industries
GAJA Yasunori
Managing Director, Okinawa Industrial Federation
Chairman, Okinawa Federation Construction Contractor
TSUHA Tatsuya
SAKUMOTO Gaku
President, Okinawa Awamori Distillers Association
FUTENMA Tomoshige Chairman, JA Okinawa
UEHARA Kameichi
Chairman, Okinawa Pref. Federation of Fisheries Cooperatives
NISHIZAWA Yusuke Chief Director, JETRO Okinawa, Japan External Trade
Organization
OYAKAWA Osamu
Chairman, Barrier Free Network
HIGASHI Yoshikazu Chairman, Okinawa Prefecture UNESCO Association
ZUKERAN Osayuki
Chairman, Okinawa Sport Association
MATAYOSHI Tamito President, Okinawa Prefectural Foundation for Cultural
Promotion
NISHIDA Mutsumi
Representative Director, General Incorporated Association
University Consortium Okinawa
OOBA Ken
Chairman, Okinawa Association of Vocational Schools
TAKETOMI Kazuhiko President, Okinawa Times Co., Ltd.
HANASHIRO Yasutaka President, The Ryukyu Shimpo Co., Ltd.
KUBOTA Kenji
Representative Director, President, Okinawa Television
Broadcasting Co., Ltd.
UEHARA Naoki
President, Ryukyu Asahi Broadcasting Corporation
KADEKAWA Mikiya
Director, TV Headquarters, TV Sales Office Chief,
Ryukyu Broadcasting Corporation
NAGAHAMA Hiromasa President, FM Okinawa, Inc.
MORITA Akira
Consultant Board Member, Radio Okinawa Corporation
Special Cooperation
All Nippon Travel Agents Association (ANTA)
Special Support
Okinawa Convention & Visitors Bureau
Regional Support
Okinawa Liaison Council / Okinawa Supporting Organization
Support
Ministry of Land, Infrastructure, Transport and Tourism / Japan Tourism
Agency / Ministry of Internal Affairs and Communications / Ministry ofForeign Affairs / Japan Sports Agency / Agency for Cultural Affairs /Ministry of Agriculture, Forestry and Fisheries / Ministry of Economy,
Trade and Industry / Ministry of the Environment / Okinawa Prefecture /Naha City / Ginowan City / Japan External Trade Organization / Japan
Business Federation / Okinawa Association of Corporate Executives /The Japan Chamber of Commerce and Industry / The Tokyo Chamber ofCommerce and Industry / Okinawa Federation of Commerce & Industry /OKINAWA EMPLOYER'S ASSOCIATION
Planning / Operation
Tourism Expo Japan Promotion Office
Official Sponsor
JCB Co., Ltd.
Sponsors◉ Travel Showcase
Silver Sponsors: ALL NIPPON AIRWAYS CO., LTD. / Japan Airlines Co.,
Ltd. / Japan Airport Terminal Co., Ltd. / Tokyo International Air Terminal
Corporation
Bronze Sponsors: Guam Visitors Bureau / Tokio Marine & Nichido Fire
Insurance Co., Ltd. / Otsuka Pharmaceutical Co., Ltd. / ITO EN, LTD.
Allied Sponsors: East Japan Railway Company / Central Japan Railway
Company / West Japan Railway Company / Hokkaido Railway Company/ Shikoku Railway Company / Kyushu Railway Company◉ OKINAWA NIGHT
Silver Partners: ALL NIPPON AIRWAYS CO., LTD. / Japan Airlines Co.,Ltd.
Bronze Partner: ITO EN, LTD.
◉ VIP Pass Strap Sponsor
Travel Marketing & Assistance Inc.
Regional Special Partner
Gold Partners: NAHA AIRPORT BUILDING CO., LTD. / The Okinawa
Electric Power Company, Incorporated.
Silver Partners: JTB - Affiliated Ryokans & Hotels Federation Okinawa
Chapter, KNT-CT PARTNERS ASSOCIATION, THE ASSOCIATION of
RYOKAN and HOTELS CONTRACT with NIPPON TRAVEL AGENCY
Okinawa Branch Federation, TOBU TOP TOURS - Affiliated Ryokans &Hotels Federation Okinawa Chapter
Bronze Partners: The Bank of Okinawa, Ltd. / Bank of The Ryukyus, Ltd.
/ JCC Co., Ltd./ OKINAWA RENT-A-CAR ASSOCIATION / AEON MALL
Okinawa Rycom / Okinawa Hotel Association / Okinawa Hotel Ryokan
Association / OTS Service Management Research & Consulting inc.
(*random order)(as of Sep. 30, 2020)23

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A Comprehensive Tourism Event Bringing Together the World's Tourism Professionals

2021 OSAKA"Tourism EXPO Japan 2021 Osaka / Kansai" exhibition application is being accepted!

November

25 - 28, 2021

Following the 2019 expo, “Tourism EXPO Japan” will be held in Osaka and the Kansai area to revitalize
Japan and the world through the power of travel in the "new normal" age.
News of the recovery of the tourism industry will be disseminated to the world from Osaka and theKansai area where EXPO 2025 will take place.
VENUE/ INTEX OSAKA and the Surrounding Area
ORGANIZED BY/ Japan Travel and Tourism Association (JTTA), Japan Association of Travel Agents (JATA)
and Japan National Tourism Organization (JNTO)
JOINTLY HELD/ VISIT JAPAN Travel & MICE Mart (VJTM) 2021
SIMULTANEOUSLY HELD/ Travel DX Solutions Exhibition (tentative) *former Inbound Tourism Business EXPO

5 Benefits of Exhibiting at Tourism EXPO Japan

1
2
3
4
5

The venues are located in a large-scale commercial sphere which represents the gateway to Western Japanand include the three Kansai airports. High-quality business discussions about domestic, outbound, andinbound travel to Japan can be held.
Travel agency buyers (last year: 645 companies) from not only the Kinki region but also from around the country,
including the metropolitan Tokyo and Kanto areas, will participate and business discussions will be held over twodays based on an advanced matching system.
In addition to in-person business discussions through direct interaction at the Exhibition Business Meetings,
there will also be opportunities for online business discussions held over the internet, making for a substantial
range of selection of communication modes based on exhibition requirements.
This will be an outstanding opportunity to be able to promote new travel styles for the new normal directly to
the general public in the Kansai region (Expected number of visitors: 100,000)
Held in conjunction with “VISIT JAPAN Travel & MICE Mart (VJTM) 2021,” the event represents an opportunity
to promote tourism services and products directly to buyers coming to Japan.

Exhibiting Price

Standard Booth

460,000（
Regular
JPY 500,000（

Early-bird
Application Deadline
Mar. 31(Wed), 2021

Application Deadline
Jul. 31(Sat), 2021

JPY

414,000（）／ per booth（9㎡）JPY 450,000（

TAX NOT／ per booth（included ）TAX NOT
included

Space ONLY

9㎡）JPYTAX NOT／ per space（included ）9㎡）

TAX NOT／ per space（included ）9㎡）*E arly-bird Discount cannot be combined with Special Discount exclusively for 2020 Exhibitors (15% discount for Exhibitors
both in OKINAWA & TOKYO, and 10% discount for exhibitors either in OKINAWA or TOKYO).

Click here to apply, view and download various information and materials

https://www.t-expo.jp/en/

Tourism EXPO Japan Promotion OfficeE-mail : event@t-expo.jp

TEL: 03- 5510- 2004
2021.02.02

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