On July 2, 2025, Hanoi became the focal point for the “2025 Japan Tourism Promotion Seminar and Business Matching Event,” organized by the Japan National Tourism Organization (JNTO). This event marked a pivotal moment in strengthening the tourism ties between Vietnam and Japan, offering a platform for collaboration between 25 Japanese tourism service providers and 31 Vietnamese travel companies. It provided an opportunity for both countries to foster meaningful connections, exchange valuable insights, and explore potential business ventures in the tourism sector.
The seminar highlighted the growing influx of Vietnamese tourists to Japan, which has seen a remarkable upward trajectory. In 2024, over 621,100 Vietnamese visitors traveled to Japan, an 8.2% increase from the previous year. The first five months of 2025 continued this positive trend, with 311,700 Vietnamese tourists—an impressive 9.6% year-on-year growth. This surge in tourism speaks to the increasing interest in Japanese culture, attractions, and experiences.
Despite this progress, it was noted that 80% of Vietnamese tourists have not yet had the opportunity to visit Japan. Furthermore, the country’s tourism offerings have remained concentrated around popular routes, such as the “Golden Route,” and attractions tied to cherry blossoms in spring (March-April) and autumn foliage (October-November). These destinations often suffer from overcrowding, making it challenging to offer tourists a more diverse and enriching travel experience. To address these issues, JNTO presented alternative travel destinations in Japan during the seminar. Among the less-explored but captivating locations were Tottori, famous for its Sand Museum and majestic Mount Daisen; Okayama, with its historic Kurashiki Bikan quarter and the “castle in the sky,” Bitchu Matsuyama; and Shimane, home to Masue Castle and the beautiful Yuushien Garden, filled with vibrant peonies and ginseng. These hidden gems present an opportunity for Vietnamese travelers to experience the rich culture and natural beauty of Japan without the crowds.
The discussion also touched upon the vital role tourism plays in the broader strategic relationship between Vietnam and Japan. In 2024, Japan sent nearly 700,000 tourists to Vietnam, and by May 2025, the number of Japanese visitors had already surpassed 340,000, marking an 18.3% increase compared to the same period in the previous year. This growth reflects the strong and ongoing mutual interest in visiting each other’s countries, creating a valuable foundation for both nations to build upon.
Tourism authorities from both countries emphasized that tourism is not only a significant contributor to economic growth but also a key driver of cultural exchange and understanding. The partnership has led to joint initiatives focused on promoting sustainable tourism, human resource training, heritage preservation, and the development of high-end tourism products that align with modern travel needs while respecting cultural traditions. In line with these efforts, the Vietnam National Authority of Tourism (VNAT) reiterated its commitment to deepening cooperation with Japan. Both organizations are working together to develop new tourism products, enhance promotional strategies, and embrace digital tools to transform the tourism landscape. These collaborative efforts aim to ensure a more sustainable and balanced tourism exchange between the two countries.
Looking to the future, Japan set an ambitious goal of attracting 2 million bilateral tourists by 2030. To achieve this target, Japanese authorities are encouraging Vietnamese travelers to explore diverse regions across Japan, with each area offering unique experiences depending on the season. By promoting multi-destination travel, Japan hopes to enhance the appeal of regions beyond the traditional tourist spots, encouraging visitors to venture off the beaten path.
JNTO’s strategic focus for 2025 includes three primary initiatives: boosting off-season travel, promoting multi-destination travel, and capitalizing on the 2025 Osaka-Kansai Expo. The World Expo is set to be a significant draw for international visitors, and Japan is positioning it as a central part of its tourism efforts. Additionally, JNTO has introduced support programs for Vietnamese businesses, including covering a portion of advertising costs for promotional campaigns and offering assistance for Japan-bound incentive tour groups. The seminar also highlighted the introduction of new support systems for Vietnamese businesses looking to promote Japanese destinations. By incentivizing promotional campaigns and supporting the development of off-season and multi-destination travel packages, JNTO aims to expand the appeal of Japan to Vietnamese tourists year-round.
This event marked a key milestone in the continued growth of the Vietnam-Japan tourism partnership. With a shared commitment to diversifying travel options, promoting sustainable tourism, and embracing digital innovations, both countries are well-positioned to foster a more dynamic, resilient, and mutually beneficial tourism exchange. The future of Vietnam-Japan tourism is bright, fueled by strong cooperation, cultural connections, and a focus on offering visitors unique and authentic experiences.
