The Japan Tourism Agency (JTA) has officially announced the launch of the “Japan–USA Tourism Campaign 2026,” a joint public–private initiative designed to strengthen tourism exchanges between Japan and the United States. The campaign aims to capitalize on a landmark year for the United States while encouraging greater two-way travel and deeper tourism cooperation between the two countries.

According to the Japan Tourism Agency, 2026 presents a unique opportunity for tourism growth as the United States celebrates the 250th anniversary of its independence and hosts major international events, including the FIFA World Cup. Japanese authorities also expect that the planned reduction in passport issuance fees will further stimulate outbound travel from Japan to the United States.

The initiative also seeks to expand inbound tourism from the United States to Japan by promoting travel to regional destinations beyond the country's traditional tourism hotspots. The campaign is intended to diversify Japan’s inbound tourism market, increase visitor spending, and contribute to regional economic development.

Tourism flows between the two countries have already shown a strong recovery. In 2025, travel between Japan and the United States reached 5.27 million travelers, representing the second-highest annual figure on record and reflecting continued post-pandemic growth. Building on this momentum, the two governments and tourism industries aim to further increase visitor numbers through coordinated promotional activities.

The Japan–USA Tourism Campaign 2026 will run from April 2026 through March 2027. As part of the campaign, a special commemorative logo has been developed for use by public and private tourism organizations in both countries. The logo may be used for tourism promotion, exchange programs, events, websites, brochures, newspaper advertisements, and social media campaigns, subject to prior approval from the Japan Association of Travel Agents (JATA).

The campaign highlights the growing importance of international tourism cooperation between Japan and the United States and reflects both countries’ commitment to expanding visitor exchanges, strengthening tourism partnerships, and generating broader economic and cultural benefits through travel.