Louisiana Lieutenant Governor Billy Nungesser and the Office of Tourism plan to travel to Japan to encourage Japanese travelers to visit Louisiana. The September 21st through 29th trip is being conducted in partnership with Mississippi River Country, a 10-state cooperative marketing effort representing destinations along the Mississippi River. Louisiana is one of seven states participating in the Japan mission.
“This is about getting Louisiana on the minds of people who are already interested in coming to America,” said Lieutenant Governor Billy Nungesser. “We want them to come see the Mississippi River, hear our music, taste our food, and experience the hospitality that makes Louisiana different from anywhere else. When they come here, we treat strangers like family, and you’re guaranteed to leave with a friend for life.”
Japan is the second largest overseas visitor market to the United States, with 88 percent of Japanese travelers visiting for vacations or to see family and friends. Japan is also Louisiana’s #10 overseas market, with approximately 10,000 Japanese visitors coming to the state in 2025 and generating an estimated $17.9 million in economic impact.
The state is bringing a taste of Louisiana to Tokyo. Visitors to the Louisiana booth will have the opportunity to sample Tabasco ice cream, while the delegation also promotes IPW 2027 in New Orleans, May 2-6, 2027.
“Sometimes the best way to tell people about Louisiana is to let them taste it,” said Lt. Governor Nungesser. “You can talk about our food all day long, but when somebody takes that first bite, they understand why people fall in love with Louisiana.”
The delegation will also host approximately 100 Japanese journalists, bloggers, and social media influencers at a special media luncheon Monday, September 28, at Blue Note Place, a Japanese jazz club in Tokyo. The event will showcase Louisiana’s music, culture, food, and travel experiences, with Chefs Cody and Samantha Carroll preparing Louisiana seafood gumbo and potato salad for guests.
“Jazz was born in Louisiana, and it has traveled all over the world,” Lt. Governor Nungesser said. “There is a real connection between Louisiana and Japan through music, food, tradition, and hospitality. We’re bringing a little piece of Louisiana to Tokyo and inviting them to come experience the real thing in our state.”
The Louisiana team will also meet with U.S. Embassy and U.S. Commercial Service officials, representatives of Delta Air Lines and United Airlines, Japan Tourism Agency, and JATA leadership, and other Japanese tourism industry partners.
With many Japanese visitors currently traveling to Louisiana for business, the state is also focused on encouraging those travelers to return with their families. Nearly half of Louisiana’s Japanese visitors travel alone, and more than 65% visit for business-related reasons.
“Those business relationships are important to Louisiana, but we want to build on them,” Nungesser said. “If someone comes here for business, we want to give them a reason to come back with their family and stay a little longer. We have the food, the music, the outdoors, the history, and the culture to make that happen.”
Louisiana has maintained relationships in the Japanese tourism market for more than four decades, including 28 years of partnership between the Louisiana Office of Tourism and Mississippi River Country. The state will continue using those relationships to introduce more Japanese travelers to Louisiana and the broader Mississippi River corridor.
