The gathering featured 25 Japanese tourism providers and 31 Vietnamese travel agencies. It provided a platform for stakeholders from both nations to connect, share their services, exchange market knowledge, and kickstart meaningful collaborations, particularly in tourism.
During the opening remarks, Matsumoto Fumi, Chief Representative of JNTO in Vietnam, announced that in 2024, the influx of Vietnamese tourists to Japan surpassed 621,100, marking an 8.2% increase from the previous year, setting a new record. In the first five months of 2025, arrivals totaled 311,700, reflecting a 9.6% growth compared to the same timeframe last year.
“This milestone is a testament to the relentless efforts of all entities involved in the tourism sectors of both nations,” Fumi remarked.
Nonetheless, Fumi pointed out that 80% of Vietnamese travelers have yet to visit Japan. Most Japanese tourism offerings remain focused on the prominent “Golden Route” and the cherry blossom (March-April) and autumn foliage (October-November) seasons.
This pattern has resulted in congestion in city centers and well-known tourist spots. Consequently, there’s an increasing interest in new travel routes and lesser-known attractions.
To tackle this, JNTO utilized the seminar to showcase alternative locations in Japan. Highlights included Tottori, featuring the world’s first Sand Museum and the magnificent Mount Daisen – one of Japan’s revered three great mountains; Okayama, known for its historic Kurashiki Bikan district and the “castle in the sky,” Bitchu Matsuyama; and Shimane, which boasts Masue Castle and the picturesque Yuushien Garden filled with peonies and ginseng.
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At the event, Pham Van Thuy, Deputy Director General of the Vietnam National Authority of Tourism (VNAT), stated that tourism is a vital element in the strategic partnership between Vietnam and Japan, bridging cultural relations and strengthening connections between the two nations. In 2024, around 700,000 Japanese visitors traveled to Vietnam. During the first five months of 2025, Vietnam welcomed over 340,000 Japanese tourists, an 18.3% increase from the same period last year.
“Japan serves not just as a source market but also plays a crucial role in fostering sustainable tourism development. Ongoing partnerships encompass human resource training, premium tourism enhancements, heritage preservation, and intelligent destination management,” Thuy remarked.
He expressed optimism that with shared cultural values and robust collaboration between the countries, tourism between Vietnam and Japan will continue to flourish, aiding post-Covid economic healing and long-term sustainable growth.
On May 22, Deputy Minister of Culture, Sports and Tourism Ho An Phong met with a delegation from Japan’s Institute of Transport and Tourism Research to explore avenues for further collaboration.
VNAT reaffirmed its dedication to fostering extensive strategic partnerships with Japan, aiding both Vietnamese and Japanese companies in developing innovative tourism products, enhancing marketing efforts, speeding up digital transformation, and promoting cultural exchange.
Sharing growth aspirations, Japanese Deputy Ambassador to Vietnam Ishikawa Isamu highlighted the embassy’s goal to raise the number of bilateral tourists to 2 million by 2030. He encouraged Vietnamese travelers to experience Japan multiple times, visiting diverse regions and seasons, each offering distinct travel opportunities.
To enhance Vietnamese visitors’ numbers, JNTO presented three strategic focuses for 2025: promoting multi-destination travel and local accommodation, encouraging off-peak travel, and capitalizing on the 2025 Osaka-Kansai Expo.
Additionally, JNTO introduced support initiatives for Vietnamese businesses, encompassing 50% coverage of advertising expenses for promotional campaigns and ticket sales on approved Vietnam-Japan routes, along with 50% support for tour promotions that meet specified criteria, as well as assistance for incentive travel groups.