September 2026
Insight sessions
A full programme of insight sessions, live meetings, panel discussions, on-demand presentations and reports will be available to you throughout the month. These sessions are curated to upskill you and your organisation, regardless where you are in your Japanese business development plan. We are still working on the content of the sessions. They will shortly be confirmed.*
The sessions are included for all participants. If you have a good idea for a session, please contact us.
| Date | Insight Session |
| 01 Sept. 2026 | Welcome to Showcase: Outbound Japan 2026 |
| 08 Sept. 2026 | How Europe can compete for the Japanese market |
| 11 Sept. 2026 | Case Study session – Sharing good practice |
| 15 Sept. 2026 | Profile on the Japanese Group Traveller | Market Demand and Product Needs |
| 17 Sept. 2026 | Profile on Southeast Asian Markets |
| 22 Sept. 2026 | Doing Business in Japan: Distribution pathways |
| 30 Sept. 2026 | Showcase: Outbound Japan 2026 Closing Session |
Has a specific session caught your interest? Most of the sessions are sponsorable.
* The Insight Session programme is subject to change
01 September 2026
Welcome to Showcase: Outbound Japan 2026
This opening session sets the scene for Showcase: Outbound Japan 2026 as our resident tourism statistics expert, David Edwards, presents an introduction to data and trends in the Japanese outbound market. It summarises the scale, diversity and dynamics of the Japanese outbound market and why it remains a priority growth market for European destinations and suppliers. The session will also highlight the key themes that will be explored in greater depth throughout the programme such as traveller demographics, decision-making processes, distribution channels and the role of trust and long-term relationships.
We will also introduce the format of the month-long event; providing tips and ideas on how to make the most of it and introduce our partners.
You’ll learn how to:
- Book ad-hoc meetings
- Book appointments for the online B2B workshop
- Contact other attendees
- Prepare a downloadable contact book
- Attend live sessions
- Access on-demand recordings
How Europe Can Compete for the Japanese Market
This session focuses on Europe’s collective and individual positioning in the highly competitive Japanese outbound landscape. Panellists will analyse how European destinations can differentiate themselves against both regional and long-haul competitors, considering factors such as accessibility, storytelling, safety, sustainability and service quality. The discussion will explore destination branding, itinerary design and the balance between iconic attractions and lesser-known regions. Participants will also gain insight into how joint promotions, cross-border itineraries and partnerships can enhance appeal without diluting identity.
Practical guidance will be offered on aligning European offers with Japanese expectations around reliability, detail and value. This session encourages attendees to think strategically about their unique selling points and how to present them effectively to the Japanese trade and consumer, setting the stage for deeper exploration of traveller profiles.
Case Study Session – Sharing Good Practice
This practical session translates market insights into real-world application through a series of selected case studies. European destinations and tourism suppliers with proven success in the Japanese market will share their experiences, focusing on what worked, what did not, and why. Panellists will discuss campaign planning, trade engagement, product adaptation and the importance of consistency in market presence. Attention will be given to collaboration with Japanese partners, use of local representation and aligning messaging with Japanese consumer values. Attendees will gain a clearer picture of how strategy, patience and cultural awareness combine to deliver results.
Profile on the Japanese Group Traveller | Market Demand and Product Needs
This webinar narrows the focus to the Japanese group traveller, a cornerstone of outbound travel to Europe. Experts will examine group structures, motivations and booking behaviour. The session will explore expectations around pacing, accommodation standards, meals, language support and itinerary balance. Panellists will discuss how product design, operational reliability and clear communication influence purchasing decisions. Attention will also be given to evolving group demand, including smaller group sizes and increased interest in experiential elements. By understanding the practical needs of group travellers and the priorities of Japanese tour operators, participants will gain insight into how to adapt products and services accordingly. This session provides essential knowledge for suppliers aiming to remain relevant while responding to gradual shifts in traveller preferences.
Profile on Southeast Asian Markets
To place Japan within a wider regional context, this session introduces key Southeast Asian outbound markets and compares their characteristics with Japanese travel demand. Panellists will highlight differences in demographics, spending patterns, product expectations and distribution channels, helping attendees understand where strategies can overlap and where they must diverge. The discussion will explore how European destinations can manage multi-market approaches without overgeneralisation, particularly when working with regional trade partners. Insights into growth markets such as Thailand, Singapore and Malaysia will be shared, alongside considerations around language, digital engagement and travel motivations. By contrasting these markets with Japan, participants will gain a clearer understanding of Japan’s distinctiveness and why tailored approaches remain essential. This broader perspective supports more informed planning for organisations active across multiple Asian markets.
Doing Business in Japan: Distribution Pathways
Understanding distribution is critical to success in the Japanese outbound travel market. This webinar explores the complex and evolving distribution landscape, with expert panellists discussing key pathways to market, including tour operators, OTAs, DMCs, digital platforms and emerging models. The session will examine how distribution structures differ from Europe, how relationships are formed and managed, and what partners expect from international suppliers. There will be practical guidance on business etiquette, communication styles and relationship-building within the Japanese travel industry. Attention will be given to common cultural misunderstandings and how to avoid them, particularly in negotiations and partnership management Participants will gain clarity on how to navigate the system, choose the right channels, and align their commercial approach with Japanese market realities.
30 September 2026
Showcase Outbound Japan 2026 Closing Session
This final session brings together key insights from the entire webinar series, reinforcing learning and highlighting practical next steps. We will summarise major themes, from market intelligence and competitive positioning to traveller profiles and cultural considerations. Attendees will be encouraged to reflect on how their organisations can apply these insights within their own strategies for 2026 and beyond. The session will also revisit common challenges discussed throughout the series and offer guidance on prioritisation and realistic market engagement.
Organised by ETOA in partnership with the European Travel Commission:
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