Island nation showcases culture, wildlife, wellness and beaches alongside Sri Lankan Airlines and 22 industry stakeholders at one of Japan’s largest international tourism exhibitions
Sri Lanka Tourism has successfully concluded its participation at the JATA Tourism Expo 2026, one of Japan’s largest international tourism exhibitions, held from 24th to 27th September 2026 at Tokyo Big Sight, Tokyo. The participation was organised in collaboration with the Embassy of Sri Lanka in Japan, marking a significant push by the island nation to deepen its presence in the Japanese and wider international travel trade.
Sri Lanka Tourism took part in the exhibition alongside Sri Lankan Airlines and 22 Sri Lanka Tourism stakeholders, presenting Japanese and international visitors with a comprehensive showcase of the country’s diverse tourism offerings. The Sri Lanka Pavilion highlighted the island’s unique attractions, rich cultural heritage, abundant wildlife, pristine beaches, and its growing reputation as a destination for Ayurveda and wellness experiences, alongside a wide range of unforgettable travel experiences on offer across the country.
Official Inauguration
The Sri Lanka Pavilion at JATA Tourism Expo 2026 was officially inaugurated on 24th September 2026, with the participation of H.E. Professor Pivithuru Janak Kumarasinghe, Ambassador of Sri Lanka to Japan. The inauguration underscored the strong diplomatic and institutional backing behind Sri Lanka’s tourism promotion efforts in the Japanese market, reflecting the coordinated approach between Sri Lanka Tourism and the Embassy of Sri Lanka in Japan.
A Platform for Discovery and Engagement
Throughout the four-day exhibition, the Sri Lanka Pavilion provided Japanese and international visitors with an opportunity to discover the warmth, natural beauty, cultural richness and diversity that define the island nation. Beyond showcasing destinations and experiences, the participation created a valuable platform to enhance both B2B and B2C engagement – connecting Sri Lankan tourism stakeholders directly with Japanese travel trade professionals as well as prospective travellers exploring their next holiday.
The presence of Sri Lankan Airlines alongside 22 tourism stakeholders ensured that visitors to the pavilion could engage not just with the destination’s attractions, but with the full spectrum of the travel experience – from air connectivity to on-ground offerings including accommodation, wildlife tourism, wellness retreats and cultural circuits.
Strengthening Ties with the Japanese Travel Trade
Through its participation at JATA Tourism Expo 2026, Sri Lanka Tourism further strengthened its engagement with the Japanese tourism industry and the broader international travel trade present at the exhibition. The initiative also helped build greater awareness of Sri Lanka’s unique tourism experiences among potential Japanese travellers, reinforcing the country’s positioning as an attractive and diverse travel destination within the competitive Japanese and international markets.
The exhibition also served to strengthen industry partnerships, laying the groundwork for continued collaboration between Sri Lankan tourism stakeholders and their Japanese counterparts in the months ahead.
With its participation at one of Japan’s premier tourism trade platforms, Sri Lanka Tourism has reaffirmed its commitment to expanding its footprint in key Asian source markets, building on the strong diplomatic and industry partnerships that underpinned its presence at JATA Tourism Expo 2026.
