San Francisco Travel Association & San Francisco International Airport Hold "2026 Sales Mission" in Tokyo

The San Francisco Travel Association, the official destination marketing organization for the City and County of San Francisco, California, USA, and San Francisco International Airport (SFO) successfully concluded their "San Francisco Sales Mission" held in Tokyo from April 22 to 24, 2026.

The delegation included 16 representatives from nine prominent organizations, including Giants Enterprises, the San Francisco Museum of Modern Art (SFMOMA), and key hotel partners. During the mission, the delegation held business meetings with major stakeholders in Japan's travel industry, such as airlines, tour operators, and travel agencies, further strengthening important partnerships in the Japanese market. Additionally, media & influencer events and individual media interviews were conducted to promote San Francisco's attractions.

### Destination Seminar: Sharing Knowledge and Strategic Cooperation

On the first day, a destination seminar was held for over 40 travel industry professionals. The session focused on iconic San Francisco locations, introducing recent tourism infrastructure, the city's vibrancy driven by innovation, and significantly enhanced urban safety. Presentations by each visiting organization shared the latest information useful for developing future travel products for Japanese tourists.

### "Cioppino" Cooking Experience: A Sensory Journey through Culinary Excellence

On the second day, a special cooking class for Cioppino, San Francisco's representative seafood dish, was held with visiting delegates, leading Japanese media representatives, and social media influencers. Under the guidance of renowned chef KEITA, participants joyfully cooked this traditional dish together. Through this dish, said to have originated in the late 1800s when Italian immigrant fishermen "chipped in" their day's catch for struggling comrades, guests experienced San Francisco's diversity and community spirit with all five senses.

### VIP Reception: Building Stronger Networks

To conclude the sales mission, a VIP reception was held, inviting approximately 40 key partners. The San Francisco Travel Association presented the city's future vision supported by multi-billion dollar investments, while San Francisco International Airport, boasting the highest number of Asian destinations among all U.S. airports, showcased its latest facilities, including the world's first SFO Museum and a fully equipped yoga room. A lottery for all guests was also held, concluding the event with great success.

### Market Outlook: Strategic Importance of the Japanese Market

Japan continues to be one of the most critical international markets for San Francisco in terms of both visitor numbers and spending. In 2026, Japanese visitor numbers are projected to reach approximately 113,000, with visitor spending expected to reach $254.2 million.

A robust air network supports this demand, with four airlines—JAL, ANA, United Airlines, and ZIPAIR—operating a total of 56 direct flights per week to SFO from Tokyo (Haneda/Narita) and Osaka (Kansai). The airport itself continues to evolve, with a $2.6 billion modernization project currently underway for Terminal 3 West. Notably, Harvey Milk Terminal 1 was recently honored as one of the "world's most beautiful airport terminals."

### Comment by Anna Marie Presutti, President & CEO, San Francisco Travel Association

"San Francisco has built a long-standing relationship with the Japanese travel industry, and this mission was an excellent opportunity to deepen those ties. Our city is currently in the midst of a cultural renaissance, invigorated by a thriving AI and innovation economy, exciting investments in iconic landmarks, and world-class cultural facilities. We came to Japan to share that story. I am confident that our partners are inspired and eager for their customers to experience San Francisco."

### 2026 San Francisco Sales Mission Participating Organizations

San Francisco Travel Association
San Francisco International Airport
The Westin St. Francis San Francisco on Union Square
San Francisco Museum of Modern Art (SFMOMA)
Giants Enterprises
Hyatt Regency San Francisco Downtown SOMA
The Palace Hotel, a Luxury Collection Hotel, San Francisco
Hilton San Francisco