BATON ROUGE — Louisiana officials are in Japan this week sharing the state’s food, music, culture and hospitality to attract more Japanese travelers.

Lt. Gov. Billy Nungesser and the Louisiana Office of Tourism are working with Mississippi River Country, a 10-state marketing group, to promote destinations along the Mississippi River. Louisiana is one of seven states taking part in the Japan trip.

Japan is the second largest overseas visitor market to the United States. About 10,000 Japanese visitors are expected to come to Louisiana in 2025, generating an estimated $17.9 million in economic impact.

"This is about getting Louisiana on the minds of people who are already interested in coming to America," said Lt. Gov. Billy Nungesser in a prepared statement. "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."

The Louisiana delegation is participating in Tourism EXPO Japan, a major tourism trade and media event at Tokyo Big Sight. The team is meeting with Japanese travel agencies, tourism leaders, airline partners and media to promote Louisiana as part of a larger U.S. travel itinerary.
Visitors to the Louisiana booth can sample Tabasco ice cream. The delegation is also promoting IPW 2027 in New Orleans.

"Sometimes the best way to tell people about Louisiana is to let them taste it," said 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 group will host about 100 Japanese journalists, bloggers and influencers at a media luncheon at Blue Note Place, a jazz club in Tokyo. Baton Rouge-area chefs Cody and Samantha Carroll, the owners of Hot Tails in Prairieville, will prepare Louisiana seafood gumbo and potato salad.