Vancouver, February 28, 2026 - The Japan National Tourism Organization (JNTO) yesterday welcomed 64 members of the Canadian travel and media industry at the Vancouver edition of Japan: Delve Deeper. The event, hosted at Vancouver’s Fairmont Waterfront Hotel, brought together a cosmopolitan group of Japan’s top travel suppliers and partners for a compelling mini trade show.
On the heels of the Toronto event held last November, the Vancouver event provided another valuable opportunity for Canadian travel professionals and their Japanese counterparts (including DMOs, DMCs, transportation providers, and accommodation partners) to collaborate face-to-face. The spirit of partnership was reinforced by an overall sense of shared purpose in strengthening ties and uncovering fresh opportunities for future cooperation. The JNTO’s showcase of the country’s lesser-known regions was well-received by attendees, highlighting Canadian interest in discovering new destinations and aligning seamlessly with the JNTO’s ongoing efforts to promote rural tourism. Recent research presented by the JNTO confirms that over 60% of Canadians prefer to travel beyond major cities and conventional tourist routes.
As representatives from the JNTO shared at the event, the destination is already carrying significant momentum in the Canadian market forward from 2025. Statistics show that 2025 set multiple records, with total Canadian arrivals surpassing 688,000—an impressive 18% increase over 2024. Globally, Japan welcomed approximately 42.7 million inbound travellers, a 16% rise over the previous year, marking a second consecutive all-time high.
The growth has been supported by expanded direct flight access from four major Canadian cities, made possible by multiple international carriers. Looking ahead to December 2026, Air Canada will launch its first-ever non-stop service to Sapporo, Hokkaido, offering Canadian travellers direct access to world-class winter sports, vibrant festivals, renowned seafood and
ramen, and the iconic beer that shares the city’s name. The thrice-weekly service will operate from Vancouver (YVR) through March 2027.
You can learn more about visiting Japan at https://www.japan.travel/en/ca/.
