Japan Booth at ITB Berlin 2026 (Courtesy of JNTO)

etwas (Representative: Takashi Sadahiro) will participate as a co-exhibitor in the Japan Booth organized by the Japan National Tourism Organization (JNTO) at ITB Berlin 2027 , one of the world’s largest travel trade shows, taking place in Berlin, Germany, in March 2027.

The JNTO Japan Booth was open to approximately 30 participating organizations, and applications closed before the official deadline. At the exhibition, etwas will introduce tourism experiences rooted in Yamaguchi’s history, culture, cuisine, and other local attractions to travel agencies and tour operators from around the world.

Although Yamaguchi has a wide range of tourism resources, including history, culture, food, and nature, the prefecture receives fewer international visitors than neighboring destinations such as Hiroshima and Fukuoka. Since its establishment in September 2025, etwas has been working to expand inbound tourism to Yamaguchi by developing experiences that bring visitors closer to the region.

Its current products include a Kaiten/Ozushima experience, developed from ideas proposed by a local high school student, and a brewery experience at Hatsumomiji in Shunan City. New experiences featuring Hofu Tenmangu Shrine, traditional iron casting, fugu, and other local attractions are also under development.

At ITB Berlin, etwas will introduce not only its own products but also tourism experiences developed by municipalities, tourism organizations, and businesses across Yamaguchi. The company aims to connect these local experiences with overseas travel companies, particularly those serving affluent travelers from Europe, North America, and Australia with a strong interest in history and culture.

etwas’s participation in ITB Berlin 2027 is planned to be supported through Japan’s Small Business Sustainability Subsidy (Startup Category). etwas intends to use this opportunity not only to develop its own overseas sales channels, but also to support the wider development of inbound tourism in Yamaguchi.

Collaboration Welcome

etwas welcomes proposals from municipalities, tourism organizations, and businesses in Yamaguchi that would like to introduce their tourism products to overseas travel companies or develop new experiences for international visitors. Please reach out to us through our contact form if you are interested in collaborating.