Karnataka Tourism has embarked on a bold global engagement strategy in Japan, launching a Tokyo Roadshow followed by its participation in the JATA Tourism Expo 2025 (Tokyo) to amplify its presence in one of the world’s most dynamic travel markets.
The roadshow, held in Tokyo, brought together Japanese tour operators, travel media, airlines, and agents in curated sessions that spotlighted Karnataka’s thematic travel experiences-heritage circuits, wildlife sanctuaries, spiritual and wellness offerings, hill stations, beaches, and rural-cultural immersions. The initiative aims to position Karnataka as a compelling inbound destination for Japanese travellers by aligning with local preferences and travel trends.
Immediately following the roadshow, Karnataka unveiled its “One State, Many Worlds” pavilion at JATA 2025, Asia’s leading travel fair, held from 25 to 28 September. The pavilion showcased Karnataka’s rich diversity- heritage temples, Buddhist monuments, Western Ghats landscapes, coastal stretches, and experiential tourism assets-alongside its commitment to sustainable, community-centric tourism initiatives.
Under the “One State, Many Worlds” theme, Karnataka seeks to underscore its multi-faceted identity as a destination where travellers can explore multiple worlds within one state-heritage, nature, culture, spirituality, wellness, and food. This thematic messaging is intended to resonate with Japanese travellers seeking immersive and varied travel experiences beyond conventional itineraries.
The delegation representing Karnataka included key officials from the Department of Tourism, KSTDC (Karnataka State Tourism Development Corporation), and tourism stakeholders. Through these engagements, Karnataka aims to deepen partnerships with Japanese inbound tour operators, media houses, influencers, and trade practitioners, laying groundwork for future collaborations and joint marketing efforts.
Japan is increasingly considered a high-potential outbound market for Indian states due to its high-spend travellers, interest in culture, wellness, heritage, and personalized travel. Karnataka’s timely thrust into this market aligns with its broader objective of diversifying its source markets, elevating its brand among global travellers, and creating new circuits tailored for discerning international audiences.
Looking ahead, Karnataka Tourism’s roadshow and expo participation are expected to catalyze visibility, media coverage, and B2B linkages-potentially translating into increased Japanese arrivals, deeper trade relationships, and sustained positioning of Karnataka as a premium and diverse destination for the Japanese travel market.
