The National Tourism Organization (NTO), alongside the Ministry of Tourism and the tourism industry, is presenting Montenegro’s tourism offerings at the Tourism Expo Japan, taking place in Tokyo from today through Sunday.
This premier event in the global tourism sector is organized by the Japan Travel and Tourism Association, the Japan Association of Travel Agents (JATA), and the Japan National Tourism Organization (JNTO). The event aims to stimulate travel demand both domestically and internationally, further revitalizing the tourism sector, which plays a crucial role in enhancing regional economies and creating jobs.
Leading the Montenegrin delegation are Minister of Tourism Simonida Kordić and NTO Director Ana Tripković Marković.
Kordić emphasized Montenegro’s potential as an attractive destination for Japanese tourists. “While our region, particularly Croatia and Slovenia, has long established strong tourism ties with Asian travelers, the number of Japanese tourists visiting Montenegro remains low due to insufficient targeted initiatives. However, the authentic tourism products that Montenegro offers have generated significant interest, and we must work diligently to tap into this high-quality market,” Kordić stated.
Director Tripković Marković highlighted that Montenegro is represented at this fair with the largest European stand, organized by the European Travel Commission (ETC). This initiative includes participation from nine other ETC member countries (Portugal, France, Switzerland, Germany, Iceland, Belgium, Turkey, Monaco, and Cyprus) along with eight partner companies.
“It’s well-known that Japanese tourists explore entire regions when they travel abroad. Thus, our participation at this fair opens up numerous opportunities to promote tourist arrivals from this market by showcasing Europe as a unique destination. It is particularly encouraging to note that interest in European travel is increasing among Japanese tourists compared to other regions, which presents a significant opportunity for Montenegro,” Tripković Marković remarked.
She also mentioned that participating in this fair is crucial in anticipation of Montenegro’s presentation at the World Expo set for next year in Osaka.
Recent reports from the ETC (Long-Haul Travel 2/2024) indicate a growing enthusiasm for travel to Europe from seven long-haul markets: Australia, Brazil, Canada, China, Japan, South Korea, and the USA.
ETC President Miguel Sanz noted that the positive trends in travel behavior are mutually beneficial for both tourists and destinations. “There’s a growing interest in longer stays, enabling tourists to connect more deeply with local cultures and support local tourism providers. Additionally, the openness to off-season travel creates a great opportunity to distribute tourism more evenly throughout the year, helping to mitigate seasonality and strengthen destination economies,” Sanz explained.
The ETC’s largest-ever stand at this fair underscores the commitment of European destinations to welcome back Japanese tourists, who were a key market for Europe prior to the pandemic.
On the first day of the expo, Eduardo Santander, the executive director of ETC, announced the signing of a Memorandum of Cooperation with JATA, aimed at strengthening tourism links between Europe and Japan. “This agreement focuses on enhancing collaboration in promoting sustainable and responsible tourism, encouraging environmentally and socially conscious travel habits in both Europe and Japan,” Santander stated.
In addition to the NTO, other participants at the fair include the Hotel Group Budva Riviera, Beppler&Jacobson, and the Public Enterprise for Management of Marine Resources of Montenegro.
With a focus on the Japanese market, the fair provides numerous opportunities for B2B and B2C interactions, including business meetings, discussions, and direct promotions. Exhibitors from over 70 countries are participating, with an expected attendance of around 150,000 visitors.
On the first day of the fair, Montenegrin representatives engaged in various meetings with professionals from Japan’s tourism sector. In the upcoming days, several activities are planned at the ETC stand, including a cocktail reception for approximately 100 high-profile guests from the Japanese tourism industry, along with prize games and quizzes for attendees.
