Hoi An is a popular destination among Japanese tourists  (Photo: VOV5/Le Chi)

Japan has been one of Vietnam’s top international tourist markets over the past several years, recognized for its sustainability, stability, and strong growth potential. Last year, Vietnam welcomed 700,000 Japanese visitors. In just the first five months of 2025, 340,000 Japanese travelers visited Vietnam, up 18% from last year.

Ms. Pham Thi Ha Thu, Director of HK Travel Japan in Vietnam, said: “With favorable conditions created by both governments and growing openness on both sides, affordable tours are increasingly available, contributing to a rising number of tourists.”

Vietnamese and Japanese travel and tourism businesses exchange tourism information (Photo: Ngoc Bich/VNA)

Japan is also a strategic partner in promoting sustainable tourism. The two countries are working together on human resource training, developing high-end tourism products, preserving heritages, and applying smart technology to tourism management. These projects are opening up new, long-term directions for cooperation.

At the same time, attracting travel packages are being offered to lure Vietnamese tourists to Japan.

Mr. Nguyen Viet Hung, Director of the Hung Viet Trading and Tourism Co., Ltd, said:  “We saw great potential during our field trip to Japan with fellow Vietnamese travel agencies. Visitors to Japan can explore its rich culture and beautiful landscapes, making for an incredibly meaningful and enjoyable journey.”

Ms. Matsumoto Fumi, Chief Representative of the Japan National Tourism Organization (JNTO), said the recent growth in two-way tourism is the result of continuous efforts by organizations and businesses in the industry.

During Japanese Prime Minister Ishiba Shigeru’s visit to Vietnam in April, the two sides set an ambitious goal of reaching two million bilateral tourist visits per year. With a solid foundation of strong collaboration between the two tourism industries, this target is well within reach.