Discovering What European Travelers Really Want from Japan
In March 2026, we proudly participated in the Salon Mondial du Tourisme, one of Europe’s largest travel exhibitions held in Paris.
Over the course of the event, more than 2,000 visitors stopped by our booth, and we successfully collected 980 contact leads from travelers interested in visiting Japan.
This experience gave us valuable insights into what European travelers are truly looking for — and how we can better serve them.
About the Paris Travel Show
The Paris Mondial du Tourisme is a major tourism event attracting over 75,000 visitors from France and across Europe.
Unlike many industry-focused exhibitions, this event is strongly B2C-oriented, meaning most visitors are individual travelers actively planning their next trip.
For us, it was a unique opportunity to:
・Engage directly with European travelers
・Understand their expectations and concerns
・Introduce authentic Japanese cultural experiences
Our Booth: Bringing Japan to Paris
Our booth was designed to showcase the depth and diversity of Japan’s cultural experiences.
We focused on:
・Traditional culture (Sumo, Samurai, Tea Ceremony)
・Interactive experiences (Kimono wearing, Sushi making)
・Modern attractions (Tokyo city tours, teamLab-style digital art)
To make it easy for visitors to take action, we placed QR codes linking directly to our booking platform and travel information pages.
This allowed visitors to explore our tours instantly — even during the event.
What European Travelers Are Looking For
Through hundreds of conversations, we discovered clear trends in what European travelers want from Japan.
⭐ Top 5 Most Popular Experiences
1．Unique Entertainment (Shows, Night Experiences, Izakaya Culture)
2．Sumo Experience (Morning Practice Visits)
3．Kimono Experience & Traditional Streets (Asakusa, Kyoto)
4．Samurai & Ninja Cultural Activities
5．Japanese Food Experiences (Sushi Making, Ramen Tours)
Common Questions from Visitors
We also noticed recurring questions and concerns:
・“Is Japan easy to travel for first-time visitors?”
・“Do I need to speak Japanese?”
・“Can we experience traditional culture in a short stay?”
・“Is Japan expensive?”
・Which month is best to experience Japan’s nature?
Travelers are highly interested in Japan, but they need reassurance and guidance.
Results: Strong Interest in Japan Travel
Our participation delivered strong, measurable results:
・Booth Visitors: Approx. 2,000 people
・Leads Collected: 980 contacts
・Main Market: All of Europe, Asia, North America, Africa, Oceania
This level of engagement confirms that Japan remains one of the most desired destinations for European travelers.
What’s Next for HTS
Based on what we learned in Paris, we are now:
・Expanding our Japan cultural experience portfolio
・Developing Europe-focused travel packages
・Enhancing our online booking experience
Partner with Us
We are actively looking to collaborate with travel agencies, tour operators, and partners across Europe.
If you are interested in offering unique and high-quality Japan travel experiences to your customers, we would love to work with you.
■Visit our B2B site: https://hts-travel.com/
■Explore tours: https://book.hts-travel.com/
Plan Your Trip to Japan
For travelers inspired by Japan, we offer a wide range of unforgettable experiences:
・Sumo morning practice visits
・Samurai & Ninja experiences
・Tokyo city tours & hidden gems
・Food tours and cultural workshops
👉 Start planning your journey today.
Final Thoughts
Our experience at the Paris Travel Show reaffirmed one thing…
The world is deeply fascinated by Japan — and the demand for authentic experiences is stronger than ever.
We look forward to welcoming more travelers from Europe and beyond.
Thank you for visiting our counter.
👉This is the brochure that was distributed at the Paris International Travel Fair.