Tokyo Tourism brings largest ever delegation to Australia

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Tokyo has reaffirmed its dedication to the local market by leading its largest-ever tourism delegation to Australia for key B2B events in Sydney and Melbourne, as Australian travel to Japan continues its record-breaking surge.Organised by the Tokyo Metropolitan Government and the Tokyo Convention & Visitors Bureau (TCVB), the “Tokyo City Promotion 2025” events, held on 5 August in Sydney at the Sheraton Grand Sydney Hyde Park and on 7 August in Melbourne at Rydges Melbourne, brought together over 20 representatives from Tokyo’s tourism sector.The delegation, led by Nobuhiko Emura, Senior Director of the Tourism Division at the Tokyo Metropolitan Government, included hotels, ryokans, tour operators, cultural institutions, transportation providers and retailers.The dynamic two-city program offered Australian travel professionals a rare opportunity to meet directly with Tokyo-based suppliers through face-to-face meetings, product updates, and hands-on cultural experiences. Highlights included traditional calligraphy and ikebana workshops, a showcase of Japanese cuisine, and engaging entertainment.

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In Sydney, celebrity chef and television host Adam Liaw performed a live cooking demonstration of gyudon, while offering his personal insights into Tokyo’s “ever-evolving” culinary culture. In Melbourne, guests were treated to a captivating taiko drumming performance by Wadaiko Rindo, showcasing the richness and energy of Tokyo’s cultural landscape.The timing of the events aligns with a significant increase in Australian travel to Japan. In 2024, 920,200 Australians visited Japan – a 50.1% increase from the previous year. The momentum continues in 2025, with 567,200 Australians arriving in the first half of the year alone, marking a 22.8% rise over the same period in 2024.“This delegation reflects Tokyo’s strong commitment to the Australian market, and we’re thrilled to see such enthusiastic engagement from the local travel trade and positive connections being forged,” said Alison Roberts-Brown, Tokyo Tourism Representative in Australia.To further support the trade, Tokyo’s tourism office in Sydney is running a promotion via its recently relaunched Tokyo Tourism Expert platform. Travel professionals who complete the program before 12 December 2025 will go into the draw to win a trip to Tokyo, with many other prizes also up for grabs.

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