OSAKA, Japan — At the crossroads of two major tourism powerhouses, the Pacific Asia Travel Association (PATA) reaffirmed its dedication to fostering cross-regional cooperation between Asia and Europe. Speaking at the “Shaping the Future of Japan–EU Travel” forum at the European Union Pavilion during World Expo 2025 in Osaka, PATA Chief Executive Noor Ahmad Hamid urged the tourism sector to embrace smarter, more sustainable models of growth.

The event, jointly organized by the European Travel Commission (ETC), the European Union, and Japan’s Tourism Agency (JTA), brought together senior policymakers and industry leaders. It was officiated by Apostolos Tzitzikostas, the European Commission’s Commissioner for Sustainable Transport and Tourism, and Takeshi Nakano, Vice Commissioner of the JTA.

With tourism flows in both Japan and Europe still heavily concentrated in a handful of major destinations, the discussion centered on strategies to diversify travel patterns, enhance connectivity, and promote responsible travel through joint marketing and innovation.

“I am honored to be part of this vital dialogue that not only strengthens the Japan–EU partnership, but also opens new pathways for Asia Pacific collaboration,” Hamid said, expressing gratitude to ETC CEO Eduardo Santander and European Commission representative Marlene Bartes for their invitation. “Tourism is not just a component of the Japan–EU relationship—it’s one of its key drivers, fostering mutual understanding and generating substantial economic value.”

According to data from FITUR, Japanese travel to the European Union is expected to reach 4.87 million trips in 2025, marking a 67 percent surge from last year—an indication of strong pent-up demand for long-haul, high-value travel experiences.

However, Hamid cautioned that rapid recovery brings new challenges. “Mass tourism and rising carbon emissions threaten the very sustainability of our success,” he warned. To mitigate these risks, he proposed adapting PATA’s Integrated Destination Facilitation framework to Japan–EU travel, outlining a four-pillar approach:

• Enabling Policies: Managing visitor flows to ease pressure on overcrowded destinations while supporting local economies.
• Smart Infrastructure: Expanding rail and intermodal networks to connect secondary and emerging destinations.
• Targeted Marketing: Shifting from volume-based to value-based tourism, attracting high-yield, low-impact visitors.
• Community Engagement: Empowering local residents as partners and custodians of cultural and environmental heritage.

Hamid’s remarks underscored a growing consensus among global tourism leaders: that recovery must not only revive the industry but reshape it. As Japan and the EU look toward a post-pandemic era of travel, their partnership may well set a new global benchmark for sustainable tourism development.