Alliances are forged to attract more Japanese tourists

The Guanajuato tourism mission to Japan progressed with reunions with key operators, agencies, and representatives of the tourism industry at JATA Tourism Expo Japan

The reunions aim to incorporate more destinations and experiences of Guanajuato in tours, packages, and programs marketed to Japanese travelers

Tokyo, Japan/Gto News

Guanajuato made progress in opening new business opportunities within the Japanese market, after completing an intense schedule of meetings during JATA Tourism Expo Japan 2026, such as the one held with Toyota Tourist International. 

As part of Governor Libia Denisse Garcia Munoz Ledo’s Guanajuato SUMA strategy, the Secretary of Tourism and Identity (SECTURI) held reunions with strategic actors in the Japanese tourism industry to strengthen the promotion of the State, expand Guanajuato’s presence within circuits throughout Mexico, and generate new marketing options.

One of the reunions arranged at JATA 2026 was with Masahiko Watanabe, Manager of Toyota Tourist International, a major tourism company in Japan, who was presented with what Guanajuato has to offer: history, culture, gastronomy, traditions and unique experiences.

We also showed them our new website in Japanese and agreed to work together on projects that will bring more visitors to our destinations. This is especially important because this segment represents a particular opportunity due to the presence of 145 Japanese companies in the State and the activity of Mazda, Honda, and Toyota, the three main Japanese automakers with operations in Guanajuato.

Also, an interview was held on the Nippon TV–Program “Shūichi”, and a reunion with Tobu Top Tours and Yasushi Takami, Four Hands, JTB Corporation, Nippon Travel Agency, and HIS, one of the largest tourism groups in Japan, with whom there was progress in building future joint promotional actions.

There was also a reunión with ANA X Inc. and UN Tourism to explore opportunities for cooperation, training, and participation in international initiatives, as well as to strengthen the State’s position as a MICE destination.

“Each meeting has a very specific purpose. We want Guanajuato to appear in more itineraries, in more programs, and in front of more Japanese travelers,” said the Secretary of Tourism and Identity, Maria Guadalupe Robles Leon.

The Japanese market continues its positive trend toward Mexico. In 2025, 96,061 Japanese visitors arrived in Mexico by air, and from January to July 2026, 56,924 were registered, a 10 percent increase compared to the same period of the previous year.

Guanajuato is moving from promotion to marketing and strengthening a strategy that seeks to convert the relationships built in Japan into new visitors for its destinations.

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