The event welcomed 25 Japanese tourism service providers and 31 Vietnamese travel companies. It offered an opportunity for businesses, organizations, and tourism authorities from both countries to meet, introduce their offerings, exchange market insights, and initiate concrete, effective collaborations - especially in tourism.

In her opening speech, Matsumoto Fumi, Chief Representative of JNTO in Vietnam, stated that in 2024, the number of Vietnamese tourists to Japan exceeded 621,100, an 8.2% increase over the previous year and a new record. In the first five months of 2025, arrivals reached 311,700 - a 9.6% year-on-year rise.

“This achievement reflects the tireless efforts of all organizations and stakeholders in the tourism sectors of both countries,” Fumi emphasized.

However, Fumi noted that 80% of Vietnamese travelers have never been to Japan. Japanese tourism products are still largely concentrated on the "Golden Route" and focused on cherry blossom (March-April) and autumn foliage (October-November) seasons.

This trend has led to overcrowding in urban centers and popular tourist destinations. As a result, there’s growing demand for new tour itineraries and lesser-known locations.

To address this, JNTO used the seminar to highlight alternative destinations in Japan. Among them were Tottori, home to the world’s first Sand Museum and majestic Mount Daisen - one of Japan’s three great mountains; Okayama, with its historical Kurashiki Bikan quarter and the “castle in the sky” Bitchu Matsuyama; and Shimane, featuring Masue Castle and the peony- and ginseng-filled Yuushien Garden.

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At the event, Pham Van Thuy, Deputy Director General of the Vietnam National Authority of Tourism (VNAT), affirmed that tourism plays a pioneering role in the comprehensive strategic partnership between Vietnam and Japan, serving as a bridge of culture, emotion, and people. In 2024, nearly 700,000 Japanese tourists visited Vietnam. In the first five months of 2025, Vietnam welcomed over 340,000 Japanese visitors, up 18.3% from the same period last year.

“Japan is not only a source market but also a strategic partner in developing sustainable tourism. Ongoing collaboration includes human resource training, premium tourism development, heritage conservation, and smart destination management,” Thuy said.

He expressed confidence that with cultural affinities, strong bilateral cooperation, and active tourism sector engagement, the Vietnam-Japan tourism flow will continue to thrive, contributing to post-Covid economic recovery and future sustainable growth.

Expanding Vietnam-Japan tourism cooperation

On May 22, Deputy Minister of Culture, Sports and Tourism Ho An Phong welcomed a delegation from Japan’s Institute of Transport and Tourism Research to discuss further cooperation.

VNAT reaffirmed its commitment to advancing comprehensive strategic collaboration with Japan - supporting both Vietnamese and Japanese enterprises in developing new tourism products, enhancing promotion, accelerating digital transformation, and facilitating people-to-people exchange.

Sharing growth expectations, Japanese Deputy Ambassador to Vietnam Ishikawa Isamu said the embassy aims to increase bilateral tourist flow to 2 million by 2030. He encouraged Vietnamese travelers to visit Japan multiple times across various regions and seasons, each offering unique travel experiences.

To boost Vietnamese arrivals, JNTO outlined three strategic directions for 2025: promoting multi-destination travel and local stays; stimulating off-season travel demand; and leveraging the 2025 Osaka-Kansai Expo.

JNTO also launched support programs for Vietnamese businesses, including covering 50% of advertising costs for promotional campaigns and ticket sales on eligible Vietnam-Japan routes, as well as 50% for Japan tour promotions that meet conditions, and assistance for incentive tour groups.

PV