The number of visitors has surpassed expectations, as confirmed by Joana Gomes Cardoso, the commissioner-general of Portugal at Expo 2025 in Osaka. Last Sunday, marking three months since the start of the Expo on July 13, the event reached one million visitors by Monday, July 17.
The expectation for the six-month event was 1.2 million visitors. “We are delighted to have reached this symbolic yet significant milestone of one million visitors halfway through Expo 2025,” stated Cardoso.
Statistics indicate that these visitors represent approximately 10% of the entire Expo audience, meaning one in every ten Expo goers visits the Portugal Pavilion.
Cardoso highlighted satisfaction as their pavilion continues to grow in popularity, noting, “We are pleased because we are experiencing growth, even though some other pavilions are seeing declines.”
In recent weeks, visitor numbers reached 15,000 in a single day, with the pavilion often attracting between 11,000 and 12,000 daily. This pattern suggests that word-of-mouth has played a significant role in garnering interest in the pavilion.
Cardoso remarked on the diverse visitor demographics, explaining that, while the majority are Japanese, the audience is international. Every day, she noted, at least one Portuguese visitor is present.
During Easter, Portuguese organized groups visited, sometimes requesting guided tours in advance. Currently, visitors are mainly spontaneous tourists visiting Japan who may not announce their presence. However, when recognized as Portuguese, the pavilion team engages them to gather their impressions.
Cardoso added, “Although predominantly Japanese, our audience is international with more Portuguese than expected.”
The prospect of exceeding visitor targets is anticipated. On the million-visitor day, the milestone was commemorated with a celebration, awarding a t-shirt of Portugal’s national football team to a young boy.
Cardoso emphasized the importance of recognizing symbolic moments, which are integral to the Expo’s traditions, highlighting the participation of numerous universities at the pavilion. “We are delighted with visits from educational institutions such as Católica and Coimbra; currently, Aveiro, with Universidade Nova also planned. These visits may attract Japanese students to Portugal in the future,” Cardoso noted.
On Monday, July 21, Japan celebrates Sea Day with a special program from the Oceano Azul Foundation, including a seminar. Later, Turismo Portugal will host a piano concert by Júlio Resende in the Portugal Pavilion.
Themed “Ocean: Blue Dialogue,” Portugal’s participation in Expo Osaka continues until October 13 on Osaka’s artificial island, Yumeshima.
