The average spending of Vietnamese visitors is 202,000 yen, exceeding the target set by the Japanese government and ranking in the top 5 in the world if only counting money spent on shopping.
According to Ms. Fumi, Vietnamese customers trust and feel secure about products made in Japan, so they buy a lot, from household electrical appliances to clothes, watches, and functional foods.
The average length of stay for Vietnamese visitors is 6-7 days, most of them are visiting Japan for the first time. Therefore, traditional destinations such as the Golden Route from Tokyo to Osaka are popular with visitors. This year, tours to Hokkaido or the ancient village of Shirakawago have also begun to be popular with Vietnamese visitors.
Mr. Nguyen Van Dung, director of Asia Gate Travel Company, said that the price of a 6-day, 5-night tour during the New Year holiday, traveling the golden route Tokyo-Osaka is quite "affordable", nearly 35 million VND. "The price of a tour to Japan is about 33.5 million VND if there is a promotion, suitable for many people's finances," said Mr. Dung.
According to a survey by JNTO, Vietnamese tourists often want to seek cultural, culinary and shopping experiences when coming to Japan. The number of Japanese tourists is distributed seasonally, peaking during cherry blossom season in March-April and red leaf season in October-November.
"This shows that visitors want to come to enjoy unique Japanese landscapes that are not available in Vietnam," said chief representative Matsumoto Fumi.
In the first 10 months of the year, the number of Vietnamese visitors to Japan reached 530,000, up 26% over the same period in 2019 and up 8% over 2023, ranking among the top 9 markets sending the largest number of visitors to Japan. JNTO expects that by the end of the year, Japan will complete its target of welcoming 600,000 Vietnamese visitors this year. If the current growth momentum continues, the number of Vietnamese visitors to Japan could reach its peak, the highest ever.
Mr. Dung said that the number of tourists traveling to Japan in particular and international markets in general tends to decrease by 20-30% after Typhoon Yagi. Part of the reason is that tourists from Quang Ninh and Hai Phong, the two provinces with the highest number of international tourists in the North after Hanoi, have decreased. If there was no typhoon, Mr. Dung predicted that the number of tourists to Japan "could be higher".
The large number of visitors shows that Vietnam is a potential market and Japan is always a favorite destination for Vietnamese people, despite the difficult visa application process. In 2025, Japan will promote local experiences and diverse discoveries to Vietnamese visitors, to convey the message that Japan is not only Tokyo, Kyoto or Fuji but also has many unique attractions in each region.
"Currently, the price of going to Japan is not too expensive, so it attracts many people's interest," said Mr. Dung of Asia Gate Travel.
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