Published on
September 30, 2025
Bulgaria showcased its unique tourism offerings at the prestigious Tourism Expo Japan 2025, drawing attention from Japanese travelers and industry professionals due to its rich cultural heritage, diverse landscapes, and growing appeal as a European travel destination. Held in Nagoya from September 25 to 28, the event provided an invaluable opportunity for Bulgaria to engage with the Japanese market, positioning itself alongside other European countries at the European Travel Commission (ETC) booth. The exhibition, known for its significant international presence, allowed Bulgaria to highlight its potential to attract more Japanese tourists through direct interactions with travel agents, tour operators, and industry leaders.
The Ministry of Tourism recently took part in the prestigious Tourism Expo Japan (TEJ), a major international tourism event held in Nagoya from September 25 to 28. This exhibition served as a vital platform for tourism professionals and businesses to engage in dialogue and explore new opportunities in the tourism industry. Bulgaria joined other European destinations at the European Travel Commission (ETC) booth, showcasing a united front to promote European tourism to the Japanese market.
Tourism Expo Japan is widely regarded as Japan’s premier tourism exhibition, drawing a broad range of participants, including business professionals, travel industry journalists, and a diverse public audience. The event is designed to facilitate networking, enhance business negotiations, and promote global tourism destinations through direct marketing, public engagement, and media coverage.
Bulgaria’s presence at this high-profile event allowed the country to highlight its rich cultural heritage, diverse landscapes, and growing tourism sector. As part of the ETC stand, Bulgaria shared its vision for attracting more Japanese travelers, emphasizing the potential for mutual growth between European countries and Japan’s flourishing outbound tourism market.
The exhibition was organized to serve both industry professionals and the general public. For business participants, TEJ offered an invaluable opportunity to establish connections and explore potential collaborations. The event attracted travel agencies, tour operators, and travel journalists, all of whom sought to discover new destinations and emerging trends in global tourism. By focusing on B2B interactions and industry development, TEJ has become a hub for fostering new partnerships and strengthening existing relationships within the tourism sector.
In line with this, the European Travel Commission (ETC) collaborated with the Japanese Association of Travel Agents (JATA) to organize a special event known as the Europe – Japan Marketplace. This exclusive B2B session provided European and Japanese tourism professionals with a structured environment to engage in one-on-one meetings, discuss potential partnerships, and explore business opportunities. For European destinations like Bulgaria, the Europe – Japan Marketplace proved to be an excellent platform to forge direct connections with leading Japanese travel agents, tour operators, and other key players in the tourism industry.
The focus of the event was not only on fostering business relations but also on boosting cultural exchange and awareness. With Japan’s tourism industry increasingly looking to diversify its outbound travel options, there is a growing interest in destinations like Europe, which offer a wide variety of experiences, from history and culture to nature and adventure.
For Bulgaria, the exhibition offered an excellent opportunity to showcase the country’s unique offerings. Visitors had the chance to learn about Bulgaria’s ancient history, which includes Thracian heritage sites, UNESCO World Heritage Sites, and centuries-old cultural traditions. Moreover, Bulgaria’s natural beauty, from the Black Sea coast to the picturesque mountains, presented Japanese travelers with exciting options for eco-tourism and outdoor adventures. With the rise in demand for experiential and authentic travel experiences, Bulgaria’s diverse tourism offerings were well-positioned to appeal to the Japanese market.
Through events like TEJ, Bulgaria seeks to strengthen its position as a competitive and attractive destination for Japanese tourists. By aligning with the ETC and participating in collaborative activities such as the Europe – Japan Marketplace, Bulgaria is positioning itself to tap into a growing market of Japanese travelers eager to explore new European destinations.
The Japanese outbound tourism market has seen impressive growth in recent years, with a notable increase in interest toward Europe. Japan’s travelers are renowned for their interest in cultural exploration and seeking destinations that offer rich historical experiences, scenic beauty, and diverse cultural exchanges. The Ministry of Tourism recognizes the importance of engaging with such travelers and ensuring that Bulgaria is well-represented within this growing sector.
The Japan-Europe tourism relationship is becoming increasingly vital in a globalized world where travelers are looking for diverse and unique destinations. European countries, with their rich history, diverse cultures, and world-class amenities, are in a strong position to meet the needs and interests of Japanese tourists. Bulgaria, in particular, offers an exceptional blend of cultural heritage, natural beauty, and modern infrastructure, making it an ideal destination for travelers seeking both adventure and relaxation.
The presence of Bulgaria and other European destinations at TEJ not only demonstrated the country’s commitment to expanding its tourism market but also highlighted the significance of collaboration among European nations. By showcasing the strength of European tourism collectively, these destinations are more effectively reaching the Japanese audience, leveraging their combined appeal to attract a broader spectrum of travelers.
In addition to fostering business relations, TEJ also provided a chance to highlight some of the latest trends and innovations in the global tourism industry. From digital marketing strategies and the growing role of social media influencers to new travel technologies, the event was a hub for discovering the future of tourism. Bulgaria’s participation allowed it to stay ahead of trends and ensure that its tourism sector remains competitive and appealing to the Japanese market.
The partnership between the European Travel Commission and the Japanese Association of Travel Agents is a prime example of how international collaborations can help expand tourism opportunities. By creating platforms like the Europe – Japan Marketplace, both European destinations and Japanese travel agents can engage in mutually beneficial partnerships that support long-term growth for both regions’ tourism industries.
Bulgaria showcased its unique tourism offerings at the prestigious Tourism Expo Japan 2025, capturing the attention of Japanese travelers and industry professionals with its rich cultural heritage and diverse landscapes. The event provided a prime platform for Bulgaria to highlight its appeal as a top European destination.
The Tourism Expo Japan 2025 in Nagoya was a resounding success for Bulgaria and other European destinations. The event provided valuable opportunities for networking, business development, and cultural exchange, while also positioning Bulgaria as a destination for Japanese travelers seeking new and enriching travel experiences. Through continued collaboration and participation in global tourism exhibitions, Bulgaria is poised to further strengthen its tourism sector and attract more visitors from Japan and beyond.
