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Home » Japan Travel News » VisitBritain Strengthens Ties with Japan at Osaka Expo 2025 to Drive Tourism Growth and Showcase the Best of Britain Thursday, June 5, 2025In an exciting move to bolster inbound tourism from Japan, VisitBritain, the national tourism agency, organized UK Tourism Day on June 5 at the UK Pavilion during the highly anticipated Osaka Expo 2025. This event marks a significant step in strengthening the tourism ties between the United Kingdom and Japan, with a focused effort on showcasing the best of British tourism to the Japanese market.UK Tourism Day was a vibrant gathering of British tourism businesses, Japanese travel trade professionals, media, and UK government representatives. The event created a dynamic platform for collaboration and business development, facilitating direct interaction between British tourism suppliers and key Japanese industry stakeholders. Among the suppliers in attendance were destination management companies, hotels, visitor attractions, airlines, and tour operators from across Britain, all eager to expand their presence in the Japanese market.Connecting British Tourism with Japanese AudiencesThe core purpose of UK Tourism Day was to drive greater engagement between the UK’s tourism sector and Japan’s travel industry. Workshops and seminars played a pivotal role in introducing the latest products, experiences, and destinations that are set to be offered to Japanese tourists. These sessions were designed not only to promote the UK as a top travel destination but also to ensure that British tourism products make their way onto the itineraries of future visitors from Japan.The event placed a strong emphasis on promoting lesser-known regions of Britain, encouraging Japanese tourists to explore beyond traditional destinations. It was an opportunity to highlight the richness and diversity of the UK’s offerings, from its historical landmarks to contemporary attractions, ensuring that every corner of the nation had a chance to shine.VisitBritain CEO Patricia Yates said: “It is great to see British tourism suppliers and Japanese travel trade come together on UK Tourism Day at Osaka Expo 2025, a timely opportunity to put our global screen tourism campaign ‘Starring GREAT Britain’ in the spotlight.The UK Tourism Day is also a chance to promote our warm welcome, work with the Japanese travel trade to broaden itineraries, compete for visitors and encourage them to explore more of Britain through regional gateways, driving growth from tourism across the nations and regions.” Showcasing ‘Starring GREAT Britain’ CampaignOne of the key highlights of UK Tourism Day was the presentation of VisitBritain’s global screen tourism campaign, Starring GREAT Britain. This innovative campaign has been designed to capitalize on the growing trend of film and television-inspired travel. By showcasing iconic locations featured in popular films and TV shows, Starring GREAT Britain encourages travelers to experience the destinations that have graced the big screen. For Japan, a market with a strong affinity for entertainment and media, this campaign proved to be a perfect fit, offering unique and immersive travel experiences for film enthusiasts.Through the Starring GREAT Britain campaign, VisitBritain introduced Japanese travel trade professionals and media to the real-life locations behind some of the UK’s most beloved screen productions. The event demonstrated the undeniable link between the entertainment industry and travel, reinforcing the idea that Japan’s film lovers can walk in the footsteps of their favorite movie characters by visiting Britain’s iconic destinations.Building on the Success of UK National DayUK Tourism Day at Expo 2025 follows on the heels of UK National Day, which was celebrated on May 22. At the UK Pavilion, VisitBritain continued its push to increase British tourism exposure, using the Starring GREAT Britain campaign to captivate audiences. The National Day event at the Festival Station space served as another opportunity to spotlight the UK’s offerings, positioning the country as a top destination for Japanese and international travelers alike.During UK National Day, Japan’s visitors had the chance to discover the rich history, culture, and attractions that make Britain a timeless and inviting destination. The celebration of British culture and tourism was strategically timed to coincide with the ongoing efforts to foster stronger bilateral ties between the UK and Japan.VisitBritain’s Continued Commitment to the Japanese MarketThe activities at Expo 2025 are part of VisitBritain’s broader, ongoing efforts to boost tourism from Japan to the UK. Over the years, the agency has worked tirelessly to engage with the Japanese travel industry, facilitating partnerships and collaborations that drive mutual growth. From organizing press trips to showcasing new tourism products, VisitBritain has remained committed to ensuring that Britain remains a top destination for Japanese travelers.Japan is an important visitor market for the UK, with VisitBritain’s latest forecasts predicting a 24% increase in visits from Japan in 2025, compared to the previous year. With an estimated 389,000 Japanese visitors expected to arrive in the UK this year, the potential for growth is immense. The forecast further predicts that Japanese visitors will spend approximately £433 million during their trips to the UK in 2025, a 30% increase compared to 2024.A Bright Future for UK-Japan Tourism RelationsThe collaboration between VisitBritain and Japan’s travel industry shows no signs of slowing down. By creating immersive experiences, leveraging global campaigns like Starring GREAT Britain, and engaging directly with the Japanese media, VisitBritain is fostering a positive and sustainable relationship that benefits both nations.With Expo 2025 providing an exceptional platform to promote Britain, the UK’s tourism sector is well-positioned to capture the growing interest from Japanese travelers. As this dynamic partnership continues to evolve, both the UK and Japan stand to benefit from stronger cultural exchanges, increased tourism spending, and a deeper appreciation of each other’s heritage and offerings. The continued emphasis on personalized and memorable travel experiences ensures that British tourism will remain a top choice for Japanese visitors in the years to come.Tags: British Destinations, inbound tourism, Japanese Tourism, Osaka Expo 2025, screen tourism, Starring GREAT Britain, Tourism campaign, travel trade, UK Tourism, UK-Japan Tourism, VisitBritain
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