From steady growth to breakthrough expectations
Despite being in the low season, Japanese tourism still recorded positive growth from the Vietnamese market. According to the Japan National Tourism Organization in Vietnam (JNTO), in May and June alone, the number of Vietnamese visitors to Japan reached 59,200 and 52,900 people, up 17.1% and 11.5% over the same period last year.
In the first half of this year, a total of 364,500 Vietnamese visitors came to Japan, demonstrating the enduring appeal of the land of the rising sun to Vietnamese tourists, despite some psychological effects from recent natural disaster information.
Flowers bloom at Chichibu Hitsujiyama Park (Photo: JNTO).
Travel agencies such as BenThanh Tourist and Du Lich Viet both recorded that the number of visitors to Japan remained stable or increased slightly in the first half of the year. Although not yet really booming, the market has gradually started up again, heading towards the peak season at the end of the year with the expectation of strong acceleration.
"Information about the earthquakes makes customers somewhat hesitant, but Japan is still a very attractive destination. Autumn - the season of red leaves - will be the golden time for Japanese tourism to strongly return," said a representative of BenThanh Tourist.
Tokyo, Kyoto, Osaka are still the destinations that Vietnamese tourists prefer when choosing Japan, because of the blend of ancient and modern features. The trend of exploring new destinations such as Hokkaido, Nara, Kobe or Hakone is also increasing, especially when tourists are looking for a deep experience of the seasons, culture and nature.
"The routes connecting Tokyo - Fuji - Nagoya - Kyoto - Osaka - Kansai or the Sapporo - Hokkaido tour with a 6-day itinerary, priced at about 31.99 million VND, are the main products at BenThanh Tourist," a representative of this travel agency shared.
At Viet Travel, a growth rate of 10-15% over the same period was recorded. These figures partly show the stability and durability of the Vietnamese tourist market to Japan.
According to the unit, currently, the most popular Japanese tour routes for Vietnamese tourists still focus on major cities and destinations with unique landscapes. Among them, the "golden route" Tokyo - Fuji - Kyoto - Osaka is a classic journey, harmoniously combining modernity, majestic nature and typical antiquity.
Hokkaido is also an attractive destination for winter tours (skiing, snow festivals) and summer tours (lavender viewing). Seasonal tours such as cherry blossom viewing in spring or autumn leaf hunting are always sold out and often have higher prices than other times of the year.
Japan has many advantages for tourists to spend "big" when traveling (Photo: Thuy Nguyen).
Besides traditional tours, the trend of combining Japan with Korea or Taiwan has also become popular, especially for groups of tourists who want to optimize costs and time on a long trip.
Mr. Pham Anh Vu - representative of Viet Tourism Media Joint Stock Company - said that these tours offer a diverse and convenient journey, very suitable for the tastes of Vietnamese tourists today.
"The Japan - Korea route allows visitors to experience two modern but distinct Northeast Asian cultures: from vibrant Tokyo (Japan) to youthful Seoul (Korea). The Japan - Taiwan (China) route is also popular thanks to its reasonable cost, combining the characteristics of friendly, rich in experiences and easy to access destinations," said Mr. Vu.
Vietnamese tourists spend a lot of money, prefer seasonal and personalized tours
Japan tourism is a segment with a high average spending level, about 30-50 million VND/person for popular 5-7 day tours. With high-end programs such as MICE tours (tourism combined with conferences), resorts, or custom designs, the cost can far exceed this number.
Notably, Vietnamese tourists are often willing to spend more on cultural experiences, high-end cuisine, and shopping for cosmetics, electronics, and fashion .
According to travel agencies, the number of high-end customers is increasing. These people not only require attractive itineraries but also require personalized, flexible services and deeper experiences.
Vietnamese tourists experience Japanese culture on a tour (Photo: Thuy Nguyen).
Not only is Japan an attractive tourist destination, it also holds the leading position in the Asia-Pacific region in organizing international conferences. According to the ICCA (International Convention and Congress Association) rankings in 2024, Japan hosted a total of 428 international conferences, ranking first in the region and seventh globally.
This development facilitates the combination of tourism and business, a prominent trend in the modern tourism industry.
More than 60 cities in Japan participate in organizing international-scale events, not only in Tokyo, Osaka or Kyoto but also spreading to small localities, opening up opportunities to diversify destinations and products for the MICE market from Vietnam.
Cherry blossom trees in the park are lit up at night (Photo: JNTO).
With its four distinctive seasons, rich culture, exquisite cuisine, public transportation system and professional tourism services, Japan is still one of the dream destinations of Vietnamese tourists.
However, some barriers such as strict visa procedures, high costs compared to other Southeast Asian countries and fear of natural disasters are still what make some Vietnamese tourists hesitant when choosing to travel to Japan.
However, with a reasonable promotion strategy, product diversification and improved visa policies, Japanese tourism is expected to maintain strong growth momentum in the coming time.
Source: https://dantri.com.vn/du-lich/bat-chap-dong-dat-visa-khat-khe-luong-khach-viet-den-nhat-van-gay-bat-ngo-20250802174000113.htm
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