What Is The Japan-USA Tourism Campaign 2026 And What Does It Mean For Travelers?

To celebrate the 250th anniversary of the founding of the United States, the Japanese Tourism Agency (JTA) has officially launched a campaign to encourage travel between Japan and the U.S. The Japan-USA Tourism Campaign 2026 aims to boost tourism and strengthen ties between the two countries, supporting both economic growth and mutual cultural discovery. Around 5.27 million people traveled between the two countries in 2025, the second highest number on record. The new campaign will see the countries working together through advertising, events, and partnerships to drive long-term travel growth in both Japan and the U.S.

The JTA will be working with Japanese travel companies to create tourism itineraries to the U.S. throughout the year, centered around major events such as the FIFA World Cup and other national celebrations. There will also be educational programs designed for visitors to explore the lesser-known regions of the U.S. outside the major tourism hubs. To attract American travelers, the JTA will be highlighting unmissable tourist destinations to visit in Japan, particularly for first-time visitors. 

As interest in travel to Japan continues to rise, advertising campaigns will focus on first-time visitors and promoting sustainable tourism. To ease the pressure of overtourism in cities such as Tokyo and Kyoto, the campaign will encourage visitors to travel to Japan's hidden gem cities and lesser-known destinations, encouraging longer stays and deeper travel. While the aim is to appeal to a wide range of traveler interests, there will be a strong focus on wellness tourism. Wellness is a way of life in Japan, and the landscape of forests, mountains, and abundance of natural hot springs are part of the everyday wellness practices and traditions.

Visiting the lesser explored regions of Japan also gives travelers the chance to discover local traditions and experience the warm hospitality the country is known for (just make sure you're up to date on the things tourists should know before visiting Japan). To gather interest in cultural activities, Japanese celebrities will be promoting tourism events and highlighting important historical sites.

For travelers heading to the U.S., Japanese travel companies will create tours in line with important events held throughout the year. These itineraries are designed to immerse travelers in American culture and history, while encouraging exploration of regions outside of the main cities. Lower Japanese passport fees are expected to further boost travel to the U.S.