Remarks by the Chairperson

New Year's Greeting by Hiroyuki Takahashi, Chairperson, Japan Association of Travel Agents
Achieving Transformation Through Value Creation

At the start of 2026, I would like to extend my sincere New Year's greetings.

The question now confronting the travel industry is clear. We are transitioning from �gan era in which people traveled simply because it was inexpensive�h, to �gan era in which they travel because they have a compelling reason to go�h. We must shift our course toward becoming an industry chosen not for price-based competition, but for the value we create and deliver.

This year marks a significant milestone, as the Fifth New Tourism Nation Promotion Basic Plan will come into effect in April. The JATA views balanced growth across outbound, inbound, and domestic travel as the foundation of truly sustainable tourism. By further strengthening public-private collaboration, we aim to make this a year that leads to our next stage of development.

With regard to outbound travel, recovery is still underway, and we continue to face external conditions beyond our control, including the weak yen and rising travel costs. However, rather than lamenting this situation, we should view it as an opportunity to shift our focus from �eprice' to �evalue.' The true capabilities of travel agencies are being tested now more than ever. Beyond simply arranging transportation and accommodations, our greatest strength lies in our ability to design experiences that bring to life our customers' aspirations-what they �gtruly wish to see and feel, no matter what it takes�h. This year as well, we will accelerate the proposal of compelling travel products that emphasize �gvalue�h over �gprice�h. At the same time, we will work persistently with relevant organizations to advance policy recommendations and environmental improvements aimed at expanding two-way exchanges, including initiatives to encourage young people to travel abroad, such as support for passport acquisition.

While inbound travel continues to perform strongly, the issue of overtourism has become increasingly apparent. Alleviating the excessive concentration of visitors in certain areas and promoting dispersion to regional destinations has become an urgent priority. Here again, the true capabilities of travel agencies are being put to the test. It is precisely our role�\drawing on our deep knowledge of local regions and long-standing relationships�\to uncover regional attractions, refine them into tourism assets, and provide value by guiding travelers toward broader regional distribution. Together with local communities, we will advance sustainable tourism initiatives, including the development of high-value-added travel products and the promotion of tourism DX. In parallel with these efforts, we will continue to cultivate the expanding inbound travel market into a core pillar of business for our member companies.

In the area of domestic travel, we will continue to advance initiatives aimed at further expanding �eLearcation' (Learning Vacation), one of the workstyle and lifestyle reforms that has been steadily spreading nationwide. We believe that promoting weekday travel not only helps expand the market, but also contributes to employment stability and measures against overtourism. Originating in Aichi Prefecture, The �gLearcation�h initiative, which originated in Aichi Prefecture, has been steadily expanding. In addition to school-based initiatives, an increasing number of local governments are also extending the number of designated days off. JATA will continue strengthening its engagement and collaboration with local governments to further promote the adoption of Learcation.

Last year, Tourism EXPO Japan�\held in Aichi Prefecture�\concluded with great success, setting a new single-day attendance record at the venue, Aichi Sky Expo. This year, the event will be held at Tokyo Big Sight under the theme �eThe Changing Nature of Travel.' By advancing the evolution of travel toward the future, we aim to promote truly sustainable tourism.

This year as well, the JATA will continue to contribute to the growth of both the national and regional economies through proactive initiatives that promote sustainable tourism and advance our industry. We sincerely ask for your continued support and cooperation.