Yonezawa, Yamagata, Promotes Charms at ATTA Taichung International Travel Fair Again This Year! Exhibited at a New Venue.
Plat Yonezawa Co., Ltd. exhibited at the "ATTA2026 Taichung International Travel Fair Spring Exhibition" held in Taichung, Taiwan, in April 2026, promoting tourist attractions and accommodations in Yonezawa City, Yamagata Prefecture. By showcasing Yonezawa's appeal at the new venue, the company collected 940 survey responses. The event successfully led to Taiwanese tourists actually visiting Yonezawa, boosting future inbound tourism efforts.
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- 📰 Published: May 12, 2026 at 22:00
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Plat Yonezawa Co., Ltd. (Location: Yonezawa City, Yamagata Prefecture; Representative Director: Hiroaki Miyajima), a tourism town development corporation that "transforms regional charm into strength," set up a booth to promote Yonezawa's proud tourist attractions and accommodations at the "ATTA2026 Taichung International Travel Fair Spring Exhibition" held in Taichung, Taiwan, from Friday, April 24 to Monday, April 27, 2026, guiding visitors on highlights and access methods to Yonezawa.
What is "ATTA Taichung International Travel Fair"?
ATTA2026 Taichung International Travel Fair Spring Exhibition
A large-scale tourism event held twice a year in Taichung, Taiwan. The number of visitors has been increasing year by year, with over 310,000 visitors attending the previous event in October 2025.
In Taiwan, it is common to directly book trips at such events when planning travel.
"ATTA Taichung International Travel Fair" Official Website
With the cooperation of a local Taiwanese company that plans and operates this event, as well as Yonezawa's accommodation and tourism businesses, Plat Yonezawa has been operating a booth to promote the tourism resources of Yamagata and Yonezawa since the "ATTA" in October 2024. Each time, we have continued our efforts to conduct surveys on tourism for visitors to the booth and present Yonezawa-related prizes based on the results of a lottery game.
(October 2024) First booth exhibition, participated with tourism businesses from Okitama and Yonezawa in October 2025.
About the current exhibition content
Exterior view of Taichung International Convention & Exhibition Center
This ATTA was held at the "Taichung International Convention & Exhibition Center," which just opened in March 2026. It is the second-largest international convention and exhibition center in Taiwan, with the vast and nature-rich "Taichung Central Park" nearby.
This time, Plat Yonezawa set up a booth as "Yonezawa City, Yamagata Prefecture, Japan" and introduced winter traditions such as the "Uesugi Snow Lantern Festival," snow activities at "Tengendai Kogen," hot spring inns at "Onogawa Onsen" with a history of approximately 1200 years, and accommodations like "Yonezawa Misawa Elementary School | Tokokoto."
Furthermore, we promoted "Shinta," which handles silk weaving and safflower dyeing as a representative traditional industry of Yonezawa, and "Toko Kojima Sohonten," which has been brewing sake for over 400 years.
Over 280,000 visitors attended the entire venue during the four-day period. We conducted a tourism survey again for visitors to the Yonezawa booth while offering small gifts. We collected a total of 940 responses, asking about "things they want to experience in Yonezawa, their willingness to visit," and "their impression of the prices for each experience."
We also set up a corner where visitors could write and display free "messages to Yonezawa" on sticky notes. We received many Japanese messages such as "Yonezawa is a good place" and "Ganbatte" in addition to Traditional Chinese messages used in Taiwan, and the booth exhibition concluded with great success.
Additionally, we participated in a BtoB business meeting (a business meeting attended by travel agencies in Taichung) held at the "Evergreen Hotel" in Taichung the day after ATTA. In addition to introducing core products such as accommodations, Yonezawa beef, and snow activities, we conducted proposals and discussions aimed at concrete visitor attraction, working to develop sales channels for Tohoku and Yamagata tours, including Yonezawa City.
Visitors to the booth, visiting Yonezawa for the first time
Each time, at the Yonezawa booth during ATTA exhibitions, visitors who answer the survey can enjoy a lottery. This time, a Taiwanese customer who won the "grand prize" (a special experience ticket worth 10,000 yen) promptly visited Yonezawa during Golden Week.
Although it was a short day trip during their pre-planned trip to Japan, they enjoyed a lunch where they could savor "Yonezawa beef," a representative gourmet food of Yonezawa, a tour experience of "Toko Sake Brewery Museum," which was also promoted at the ATTA booth, and a visit to Uesugi Shrine.
This was the first time for our company that a general customer, whom we met through ATTA, visited Yonezawa. As we continue to focus on PR in the Taiwanese region, we will expand our actions to "increase opportunities for inbound tourists to actually visit Yonezawa" by building close relationships with local people and enhancing FAM tours (inspection invitation tours for travel industry professionals), ensuring that our efforts do not end with just information dissemination.
About the next exhibition schedule
The next ATTA will be held from Friday, October 30 to Monday, November 2, 2026. This time, Plat Yonezawa was the main exhibitor, but next time, Yamagata and Okitama will again...
What is "ATTA Taichung International Travel Fair"?
ATTA2026 Taichung International Travel Fair Spring Exhibition
A large-scale tourism event held twice a year in Taichung, Taiwan. The number of visitors has been increasing year by year, with over 310,000 visitors attending the previous event in October 2025.
In Taiwan, it is common to directly book trips at such events when planning travel.
"ATTA Taichung International Travel Fair" Official Website
With the cooperation of a local Taiwanese company that plans and operates this event, as well as Yonezawa's accommodation and tourism businesses, Plat Yonezawa has been operating a booth to promote the tourism resources of Yamagata and Yonezawa since the "ATTA" in October 2024. Each time, we have continued our efforts to conduct surveys on tourism for visitors to the booth and present Yonezawa-related prizes based on the results of a lottery game.
(October 2024) First booth exhibition, participated with tourism businesses from Okitama and Yonezawa in October 2025.
About the current exhibition content
Exterior view of Taichung International Convention & Exhibition Center
This ATTA was held at the "Taichung International Convention & Exhibition Center," which just opened in March 2026. It is the second-largest international convention and exhibition center in Taiwan, with the vast and nature-rich "Taichung Central Park" nearby.
This time, Plat Yonezawa set up a booth as "Yonezawa City, Yamagata Prefecture, Japan" and introduced winter traditions such as the "Uesugi Snow Lantern Festival," snow activities at "Tengendai Kogen," hot spring inns at "Onogawa Onsen" with a history of approximately 1200 years, and accommodations like "Yonezawa Misawa Elementary School | Tokokoto."
Furthermore, we promoted "Shinta," which handles silk weaving and safflower dyeing as a representative traditional industry of Yonezawa, and "Toko Kojima Sohonten," which has been brewing sake for over 400 years.
Over 280,000 visitors attended the entire venue during the four-day period. We conducted a tourism survey again for visitors to the Yonezawa booth while offering small gifts. We collected a total of 940 responses, asking about "things they want to experience in Yonezawa, their willingness to visit," and "their impression of the prices for each experience."
We also set up a corner where visitors could write and display free "messages to Yonezawa" on sticky notes. We received many Japanese messages such as "Yonezawa is a good place" and "Ganbatte" in addition to Traditional Chinese messages used in Taiwan, and the booth exhibition concluded with great success.
Additionally, we participated in a BtoB business meeting (a business meeting attended by travel agencies in Taichung) held at the "Evergreen Hotel" in Taichung the day after ATTA. In addition to introducing core products such as accommodations, Yonezawa beef, and snow activities, we conducted proposals and discussions aimed at concrete visitor attraction, working to develop sales channels for Tohoku and Yamagata tours, including Yonezawa City.
Visitors to the booth, visiting Yonezawa for the first time
Each time, at the Yonezawa booth during ATTA exhibitions, visitors who answer the survey can enjoy a lottery. This time, a Taiwanese customer who won the "grand prize" (a special experience ticket worth 10,000 yen) promptly visited Yonezawa during Golden Week.
Although it was a short day trip during their pre-planned trip to Japan, they enjoyed a lunch where they could savor "Yonezawa beef," a representative gourmet food of Yonezawa, a tour experience of "Toko Sake Brewery Museum," which was also promoted at the ATTA booth, and a visit to Uesugi Shrine.
This was the first time for our company that a general customer, whom we met through ATTA, visited Yonezawa. As we continue to focus on PR in the Taiwanese region, we will expand our actions to "increase opportunities for inbound tourists to actually visit Yonezawa" by building close relationships with local people and enhancing FAM tours (inspection invitation tours for travel industry professionals), ensuring that our efforts do not end with just information dissemination.
About the next exhibition schedule
The next ATTA will be held from Friday, October 30 to Monday, November 2, 2026. This time, Plat Yonezawa was the main exhibitor, but next time, Yamagata and Okitama will again...