Taiwan's Largest Listed Travel Company, "Lion Travel Service" To Exhibit for the First Time at "Tourism EXPO Japan 2026" as Its Japanese Subsidiary "Lion Travel Japan"

TOKYO, Sept. 24, 2026 /PRNewswire/ -- Lion Travel Service (TAIEX: 2731), Taiwan's largest listed travel company, will further advance its global expansion by exhibiting for the first time with its own dedicated booth at "Tourism EXPO Japan 2026," held at Tokyo Big Sight from Thursday, September 24 to Sunday, September 27, 2026, under the name of its Japanese subsidiary, Lion Travel Japan.

Lion Travel Service operates travel businesses worldwide, and Lion Travel Japan serves as one of the key bases supporting its global network.

Since its establishment in 2009, Lion Travel Japan has provided a variety of travel services to travelers, companies, and organizations visiting Japan from around the world.

In 2023, the company opened an Okinawa branch, and in 2025, it established a base in Kumamoto as well, against the backdrop of expanding business demand driven by the entry of semiconductor-related companies. The company has strengthened its domestic bus tour business in Japan, providing high-quality services to travelers from around the world visiting destinations across Japan, from Hokkaido to Okinawa. Japan continues to grow in prominence as one of the world's leading tourism markets.

According to the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan in 2025 reached 42.68 million, a record high. The number of visitors from Taiwan also reached 6.76 million, making Taiwan the third-largest source market by country/region.

Lion Travel Service, which has long led travel demand from Taiwan to Japan, leverages its network of service bases established around the world—including in China, Hong Kong, Thailand, Australia, New Zealand, the United States, Canada, and the United Kingdom—to handle everything from the planning and procurement of travel products to the provision of on-site services, thereby strengthening its business foundation in Japan's inbound market.

Going forward, the company aims to expand the flow of travelers to Japan not only from Taiwan but from around the world, steadily building a global market framework under the concept of "making the world the market, and Japan the destination."

In addition, the number of Japanese overseas travelers in 2025 reached approximately 14.73 million, indicating that the outbound travel market is also on a recovery trend.

In addition to its inbound travel business, Lion Travel Japan is also actively working to develop Japan's domestic travel and outbound travel markets. As part of these business efforts, the company operates locally departing bus tours that can be enjoyed in various parts of the world.

Furthermore, Lion Travel Japan works directly with local governments across Japan, without going through third parties, to promote community-based tourism promotion and visitor attraction initiatives. The company plans to further strengthen its collaboration with local governments going forward, aiming to build even closer partnerships.

In addition, by leveraging the product development and operational know-how in rail travel that Lion Travel Service has cultivated over many years in Taiwan, the company is also rolling out distinctive travel products in the Japanese market, offering travelers in Japan a diverse range of travel options both domestically and abroad.

Through these domestic and international business developments, the company is steadily realizing its business vision that "every region of the world is simultaneously a travel destination and a travel market for every other region (In-Outbound)."

Presenting "The World's Scenic Trains" as an Immersive Booth Connecting to the World Like a Station

At this year's "Tourism EXPO Japan 2026," the booth will be centered on the concept of " Global Travel Train," themed as "a station connecting Taiwan, Japan, and the world." The design evokes an actual railway station—the entrance of an international terminal station where journeys begin, train timetables, arrival information displays, and platform station name signs—creating a space that heightens anticipation for travel, based on Lion Travel Service's brand colors of red and black.

Within the booth, visitors will be able to enjoy interactive photo content, an introduction to the company's travel app, video imagery evoking the view from a train window, sound, and even a limited fragrance exclusive to Taiwan's premium scenic train " THE FUTURE," offering a multisensory travel experience through multiple layers of content. Visitors will be invited on a journey "from Japan to Taiwan, and to the world."

The booth will focus on introducing two main offerings: "local bus tours around the world," leveraging Lion Travel Service's global business foundation, and "premium scenic trains," cultivated in Taiwan.

For bus tours, the company offers travel products departing from locations across Japan, from Hokkaido to Okinawa, providing travelers from around the world with regionally distinctive tourism experiences.

In Taiwan, Lion Travel Service also independently operates "Taiwan's Seven Great Scenic Trains."

• [1] " THE FUTURE" and [2] " The Moving Kitchen," offering a luxurious rail travel experience
• [3] " HAIFENG" and [4] " SHANLAN," popular among women who enjoy refined travel
• [5] " Formosensis" and [6] " Vivid Express," which let travelers experience the charm of the Alishan Forest Railway
• [7] " BREEZY BLUE," offering a nostalgically flavored rail journey

Through these distinctive rail tourism products, the company aims to convey to travelers around the world the appeal of "deep tourism," experiencing regions and culture beyond just urban sightseeing in Taiwan.

Furthermore, by combining these offerings with the multilingual, multi-currency global travel app "LionTrip," the company provides travelers around the world with one-stop service, supporting everything from searching and booking travel products to the on-site travel experience.

Going forward, Lion Travel Service will continue to leverage its global network and its business foundation in the Japanese market to further expand travel services connecting Japan, Taiwan, and the world.

Lion Travel Japan Co., Ltd.
Official website: https://www.liontravel.co.jp/ja-jp/inbound

SOURCE Lion Travel