Japan introduces new hotspots to attract more Vietnamese visitors

According to JNTO, Japan welcomed approximately 678,500 Vietnamese visitors in 2025, up 109.2% from the previous year and marking the third consecutive year of record-breaking arrivals.

The upward trend has continued this year. During the first six months of 2026, Japan received nearly 396,500 Vietnamese travelers, an increase of 8.7% year on year despite global economic uncertainties, rising travel costs and fluctuations in the aviation market.

The figures were unveiled at a Japan tourism promotion seminar held in Hanoi on July 28 by the JNTO Representative Office in Vietnam.

The JNTO survey shows that about 80% of first-time Vietnamese visitors still choose the country's classic itinerary - Tokyo, Mount Fuji, Kyoto and Osaka - widely known as the "Golden Route."

While these iconic destinations are highly popular, JNTO believes many other regions offer equally compelling attractions, ranging from spectacular natural landscapes and cultural heritage to distinctive local cuisine and authentic travel experiences that are relatively unfamiliar to Vietnamese tourists.

At the seminar, Matsumoto Fumi, chief representative of the JNTO Vietnam, said the Golden Route would continue to play an important role for first-time visitors. At the same time, Japan intends to introduce a wider range of destinations to diversify travel options and encourage repeat visits from Vietnam.

Broader promotion of these regions and their distinctive attractions would help encourage more Vietnamese visitors to explore them, she added.

Alongside JNTO's nationwide promotional efforts, several Japanese prefectures are launching initiatives tailored specifically to the Vietnamese market.

Representatives of Shimane Prefecture announced that the local government is working to establish direct air connections with Vietnam. Since 2024, Shimane has operated four charter flights while organising familiarization trips for Vietnamese travel agencies and developing Vietnamese-language tourism websites and social media channels to improve visitor accessibility.

The prefecture has also introduced incentive programmes for the MICE (meetings, incentives, conferences and exhibitions) segment, offering preferential packages and gifts for corporate and incentive groups of 20 participants or more.

Meanwhile, Shizuoka Prefecture is providing financial support for tour groups from Vietnamese travel companies that stay at least one night and visit local attractions. Additional incentives are available for longer stays or itineraries that include ferry services across Suruga Bay.

A significant boost came in April 2026, when the direct Hanoi–Shizuoka route officially commenced operations, making travel between Vietnam and the prefecture considerably more convenient.

Shizuoka has further enhanced services for Vietnamese visitors by employing Vietnamese-speaking staff and introducing menus tailored to Vietnamese tastes.

With attractions such as Mount Fuji, the Izu Peninsula, renowned hot spring resorts and abundant natural scenery, the prefecture hopes to position itself as a destination where Vietnamese travelers choose to stay longer and explore more extensively.

JNTO said it believes that promoting destinations beyond the traditional Golden Route will not only enrich travel experiences for Vietnamese visitors but also help distribute tourist flows more evenly across Japan.

Combined with improved air connectivity and stronger cooperation between tourism authorities and businesses, these efforts are expected to sustain the rapid growth of two-way tourism and create new opportunities for travel exchanges between Vietnam and Japan.

Da Nang showcases authentic culture, wellness tourism in Japan

VOV.VN - Vietnam’s central Da Nang city held a tourism promotion event in Tokyo on June 18, highlighting authentic cultural, wellness and nature-based experiences while seeking to strengthen connections with the Japanese market and expand tourism cooperation between the two countries.