This year, Japan National Tourist Organization (JNTO) aims to expand people's understanding of Japan not only as a fantastic destination for cities and culture but also for outdoor and adventure holidays like skiing, snowboarding, hiking, and diving. Most people who visit Japan only visit the main island of Honshu, where Tokyo, Mt. Fuji, and Kyoto are. They will be encouraging tour operators to add Kyushu island for spa holidays, the island of Hokkaido for skiing and snowboarding, and the Okinawa islands for beach breaks.

Japan will also be providing information about Japan's food culture for gourmet tours of Japan and materials to promote Japan as a school-trip destination. For people wanting to add some adventure to their Japan holiday, they will also have information about samurai, ninja, and sumo courses that agents can sell to their clients.

On the Japan Stand, the Japan National Tourist Organization will be joined by 15 co-exhibitors from the fields of aviation, accommodation, rail transport, and ground handlers. The 15 co-exhibitors are:

• All Nippon Airways Co., Ltd
• BHB Planning Co., Ltd
• Imperial Hotel
• Into Japan Specialist Tours
• InsideJapan Tours Ltd
• Japan Airlines
• Japan Railways Group
• JTB Global Marketing & Travel
• knt! (Kintetsu International)
• Nippon Travel Agency Co., Ltd
• Okinawa Convention & Visitors Bureau
• Prince Hotels & Resorts