If Tokyo were a person, it would be that friend who arrives for dinner not only immaculately dressed but bearing a bottle of sake, a bouquet arranged with impossible elegance, and just enough charm to make you forget they’re also here to sell you something. That was very much the mood when the Tokyo Metropolitan Government and the Tokyo Convention & Visitors Bureau (TCVB) descended on Sydney and Melbourne earlier this month with their Tokyo City Promotion 2025 showcase.
On 5 August, the delegation took over the Sheraton Grand Sydney Hyde Park. Two days later, the scene shifted south to Melbourne’s Rydges CBD. The aim? To remind Australian travel professionals that Tokyo isn’t just a stopover on the way to Europe, but an entire destination that can dazzle in its own right.
More than just PowerPoint and polite applause
Corporate roadshows can often be as thrilling as a wet Tuesday in Parramatta. Not this one. Tokyo’s pitch was as layered and lively as the city itself. A mix of seminars, workshops, and networking receptions gave over 100 Australian travel trade attendees a front-row seat to Tokyo’s cultural and culinary fireworks.
Far from merely rattling off statistics and sight lists, Tokyo’s presenters framed their city as a kaleidoscope of contrasts: neon-lit towers and tranquil gardens, centuries-old tea houses and pop-up ramen joints, kabuki and karaoke. As one official neatly put it, Tokyo offers “tradition, innovation, food, nature, and culture”—a five-course degustation menu if ever there was one.
Sydney’s treat, Adam Liaw cooks up Tokyo.
Adam Liaw stirs Sydney’s tastebuds with Tokyo flavours and trademark charm.
The Sydney crowd got an extra helping of flavour courtesy of Adam Liaw, television cook, author, and culinary matchmaker. Liaw’s “Tokyo Gastronomy Talk” drew a direct line between Tokyo’s high temples of gastronomy and its humble noodle stalls.
With the sort of ease that makes you suspect he has soy sauce running through his veins, Liaw laid out how Tokyo’s dining scene constantly reinvents itself while staying true to its soul. He plated up gyudon (beef bowl) and a comforting riff on curry rice, dishes so simple yet quintessentially Japanese that several travel agents were spotted jotting down notes as if they might slip them into their next brochure.
“Tokyo is a city where food is both everyday and extraordinary,” Liaw observed. He’s right. For many Australians, a bowl of ramen in Tokyo is as memorable as climbing Tokyo Skytree—or perhaps more so, given the queue lengths.
Calligraphy and blossoms, the artful touch
Of course, no Tokyo showcase would be complete without dipping a brush into ink and arranging a few blossoms. Ren Yano, a master calligrapher, gave attendees in Sydney and Melbourne a taste of Japan’s ancient art of brush writing. It was equal parts meditation and motor control, with more than one Aussie travel manager quietly relieved their day job didn’t involve ink stains.
Sydney’s floral artistry was provided by Hiroko Prado, who guided guests through the subtle philosophy of ikebana. Melbourne’s floral duties were handled with equal aplomb by Toko Tazawa. Both workshops proved that a few well-placed stems can communicate as much about a culture as any official tourism slogan.
Melbourne rocks to the beat.
If Sydney’s highlight was edible, Melbourne’s was ear-splitting. The Wadaiko Rindo drumming troupe delivered a thunderous performance that rattled teacups and likely raised eyebrows at the hotel’s front desk.
For those unfamiliar with taiko drumming, it’s less about rhythm and more about raw force—an athletic spectacle as much as a musical one. In the hands of Wadaiko Rindo, it became Tokyo personified: bold, brash, and impossible to ignore. Attendees left not only impressed but perhaps considering whether a taiko-drumming wake-up call might be the answer to sluggish sales teams.
Business with benefits
Amid the drumming and dining, serious business was being done. About 100 Australian travel professionals sat down with 20 Tokyo-based tourism operators to discuss packages, promotions, and partnerships.
With Japan continuing to be a favourite for Australian travellers and Tokyo the main gateway, the event was as much about securing future bookings as it was about cultural diplomacy. The networking receptions, complete with toasts and informal chatter, did their bit to smooth the path.
Why it matters
For the Tokyo Metropolitan Government and TCVB, this wasn’t just about filling hotel rooms or selling more bowls of ramen. It was about keeping Tokyo top-of-mind in a fiercely competitive tourism market. With destinations from Bali to Barcelona courting Australians, Tokyo wants to remind us that few cities can match its ability to blend the ancient with the hyper-modern.
And let’s face it, Australians need little encouragement to visit Japan. The lure of cherry blossoms, neon nights, and hot springs has already made it one of our favourite long-haul escapes. Tokyo City Promotion 2025 refreshed the pitch with added flavour, fragrance, and drumbeat.
The verdict
When the last sake cup was drained and the previous flower stem tucked into place, the message was clear: Tokyo isn’t waiting for you, it’s ready for you.
With its seamless mix of culture, cuisine, and commerce, Tokyo knows how to make an entrance. And in Sydney and Melbourne, it did so with just enough flair to ensure that when Australian travellers ask, “Where to next?” the answer is already half-formed: Tokyo, of course.
By Prae Lee
