We are launching the “Japan–USA Tourism Campaign 2026”! — Advancing the further expansion of two-way travel between Japan and the United States —

In 2026, the United States will celebrate its 250th anniversary of independence and host globally significant events such as the FIFA World Cup. Leveraging this important year, the public and private sectors of both countries will work together to launch the “Japan–USA Tourism Campaign 2026” to further expand two-way tourism between Japan and the United States.

Purpose and Objectives of the Campaign

In 2025, the number of travelers between Japan and the United States reached 5.27 million, the second-highest figure on record, continuing a steady post‑pandemic recovery.
The year 2026 marks a milestone as the United States celebrates the 250th anniversary of its independence, and is also expected to host major international events such as the FIFA World Cup. Combined with Japan’s planned reduction in passport issuance fees, 2026 is anticipated to present a strong opportunity to further stimulate travel demand from Japan to the United States.
At the same time, to diversify Japan’s inbound tourism market, attract more visitors to regional destinations, and expand tourism-related spending, it is increasingly important to further promote travel from the United States to Japan.
Against this backdrop, the public and private sectors of both countries will work together to implement the “Japan–USA Tourism Campaign 2026”, with the aim of further expanding two-way tourism between Japan and the United States.

Main Initiatives and period of the Campaign

To build momentum for promoting two-way exchanges, we will create a special logo for the campaign and encourage its use across the public and private sectors in both Japan and the United States. Please refer to the attached document for the main initiatives to further enhance mutual exchange.
The campaign period will run from April 2026 through March 2027.

Main Initiatives of the “Japan–USA Tourism Campaign 2026”［PDF:131KB］

Use of the Special Logo for the campaign

This special logo was created with the aim of promoting mutual visits and tourism exchange between the people of Japan and the United States.

It may be used for exchange programs and events organized by travel and tourism stakeholders in both countries, as well as for media and promotional materials intended to encourage tourism exchange among travelers, including websites, various social media platforms, brochures, newspaper advertisements, and other related media.

Prior application to the Japan Association of Travel Agents (JATA), a general incorporated association, is required for use of the logo.

https://www.jata-net.or.jp/membership/jata-travelinfo/membership05_02/j-u-campaigneng2026/