The Japan National Tourism Organization (JNTO) in Vietnam hosted the 2025 Japan Tourism Promotion and Business Matching Seminar in central Da Nang city on July 4.

The event gathered representatives from the Consulate General of Japan in Da Nang, the Da Nang Tourism Association, the Central Region branch of Vietnam Airlines, and around 50 travel agencies and tourism partners from both Vietnam and Japan.

In her opening remarks, Matsumoto Fumi, Chief Representative of JNTO in Vietnam, said that Vietnamese arrivals to Japan in 2024 reached 621,100, up 8.2% year-on-year, surpassing the record set in 2023. In the first five months of 2025 alone, the figure was 311,700, marking a 9.6% increase from the same period last year.

She said the recovery of international flight routes, especially those connecting Da Nang to Narita and Kansai is helping boost tourism flows and making it easier for travelers from central Vietnam to visit Japan.

However, about 80% of Vietnamese have never been to Japan, thus indicating untapped market potential. Currently, Japanese tourism remains heavily reliant on traditional routes along the "Golden Route" and peak seasons such as cherry blossom and autumn foliage, which put pressure on infrastructure in major cities.

In 2025, JNTO views Expo 2025 Osaka–Kansai (opening in April) as a key opportunity to promote new destinations and encourage more balanced tourism flows in both space and time.

The seminar featured 22 Japanese tourism service providers and 26 tour operators from central Vietnam. It aimed to deepen mutual understanding, share experience, and strengthen connections between tourism stakeholders in the two countries.

Mori Takero, Consul General of Japan in Da Nang, said the recent merger of Da Nang and Quang Nam would create a new, large-scale tourism hub, while integrating resources such as the UNESCO sites of Hoi An and My Son, eco-tourism areas, and local communities.

He also highlighted the resumed Osaka–Da Nang route operated by Vietnam Airlines and the planned upgrade of the Narita-Da Nang route with larger aircraft, both favorable conditions for boosting bilateral tourism, particularly with the upcoming Expo 2025 in Osaka.

In the first half of 2025, Da Nang recorded 11% economic growth. The city is working to establish a free trade zone and an international financial center to help increase business-related travel.

During the Japanese Prime Minister’s visit to Vietnam in April, the two countries set a goal to reach two million annual tourist visits in both directions.

At the event, Nguyen Thi Hoai An, Deputy Director of Da Nang’s Department of Culture, Sports and Tourism, said that the newly expanded city now spans over 11,800 square kilometers and has a population of more than three million. She said the seminar highlights Da Nang’s vast potential in land, infrastructure, and development resources.

By 2030, Da Nang aims to become a regional hub for high-quality tourism and services, and a creative destination in Southeast Asia. It also envisions being one of Asia’s leading tourism centers by 2045.

Japan remains a key international tourism market for Da Nang. In 2024, the city welcomed more than 179,000 Japanese visitors. In the first half of 2025 alone, arrivals surpassed 108,000, nearly double the same period in 2024. There are currently 11 direct flights per week between Da Nang and Japan (seven from Narita and four from Osaka).

Nguyen Thi Hoai An expressed hope that this seminar would serve as an effective platform for businesses from both countries to bolster cooperation, boost market expansion, and carry out practical, sustainable tourism initiatives.

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