Vietnam is set to intensify its tourism promotion efforts in Japan with a major event in Kanagawa Prefecture. The Vietnam National Administration of Tourism (VNAT), under the Ministry of Culture, Sports and Tourism, will collaborate with Kanagawa Prefecture to host a tourism promotion program themed “Vietnam – Your Next Trip Destination” on September 14th, 2025. This event serves as a key component of the 2025 Vietnam Tourism and Culture Festival in Kanagawa.
A Multifaceted Approach to Tourism Promotion
This year’s program aims to reinforce Vietnam’s image as a diverse and appealing tourist destination for Japanese travelers. The event will highlight Vietnam’s stunning natural landscapes, rich cultural heritage, welcoming people, and dynamic tourism experiences. A critical focus will be on sustainable and responsible tourism development practices.
The VNAT will leverage this platform to showcase new tourism policies, marketing strategies, and exciting new tourism products and destinations specifically tailored to the Japanese market. Vietnam Airlines will also participate, providing information on its flight network, policies, and services connecting Vietnam and Japan. Furthermore, numerous Vietnamese local governments and tourism businesses will directly engage with Japanese partners and tourists, offering a wide array of tourism products and services.
Engaging Events and Experiences
Beyond information exchange, the event will feature captivating activities designed to immerse attendees in the Vietnamese culture. These include the screening of promotional videos showcasing Vietnam’s diverse attractions, traditional water puppet performances, and a lucky draw with attractive prizes. The organizers are meticulously crafting engaging interactive spaces to provide a memorable experience for visitors.
In parallel with the main event, several Vietnamese businesses will independently organize activities to promote their tours, routes, and tourism products to a broad Japanese audience. This multi-pronged approach aims to maximize the event’s impact.
Reinforcing Vietnam’s Tourism Brand in the Japanese Market
The VNAT emphasizes the significance of the annual tourism promotion activities in Kanagawa. These events have played a crucial role in solidifying Vietnam’s tourism brand within Japan, inspiring Japanese travelers, and enhancing connections between businesses and partners from both countries.
Over 11 years, including 9 successful festival runs, the Vietnam Tourism and Culture Festival in Kanagawa, including the tourism promotion program, has become a well-established fixture, fostering cultural and tourism exchange and deepening Japanese understanding of Vietnam’s friendly and culturally rich environment. This year’s event is expected to significantly boost the number of Japanese tourists visiting Vietnam. This contribution aims to support the achievement of international tourism growth targets set for 2025 and beyond.
Japan and Vietnam: A Strong Bilateral Tourism Relationship
Japan consistently ranks among Vietnam’s top five source markets for international tourists. Reciprocally, Vietnam is among the top five Southeast Asian countries sending the most tourists to Japan.
In 2024, over 711,000 Japanese tourists visited Vietnam. Conversely, more than 621,000 Vietnamese tourists travelled to Japan in the same year. The strong two-way tourism flow demonstrates the robust relationship between both countries.
The positive momentum continues into 2025. In the first seven months of 2025, Japan welcomed approximately 420,000 Vietnamese tourists, representing an 18.3% increase year-on-year. This trend is echoed in Vietnam, which welcomed approximately 540,000 Japanese visitors in the first eight months of 2025, a remarkable 17.1% rise compared to the same period in 2024. These figures reflect the swift recovery of the tourism sector in both countries following the COVID-19 pandemic.
Deepening Cultural Understanding and Economic Ties
The event’s organizers hope that the September 14th event will not only showcase Vietnam’s tourism offerings but also promote deeper cultural exchange and understanding between the two nations. The increased tourism flow will positively impact both economies by expanding business opportunities and generating revenue. The collaborative spirit between the VNAT and Kanagawa Prefecture has been instrumental in solidifying this beneficial relationship.
Targeted Approach for Japanese Market
By focusing on the specific interests and preferences of the Japanese market, the upcoming event intends to build upon the success of past initiatives. Tailoring promotions to emphasize sustainability and responsible tourism positions Vietnam as a forward-thinking and environmentally conscious destination. This approach should effectively attract an increasingly environmentally conscious segment of the Japanese tourism market.
The inclusion of Vietnam Airlines underscores the importance of air connectivity in facilitating tourism growth. The airline’s participation provides a crucial link between promotional efforts and accessible travel options, encouraging more Japanese individuals to consider Vietnam for their next vacation.
Beyond the September Event: Ongoing Collaboration
While the September 14th event forms a central pillar of the promotional efforts, the ongoing collaboration between the VNAT and Kanagawa Prefecture demonstrates a commitment to sustainable, long-term tourism growth. This partnership is built upon a history of successful collaborations, reinforcing the confidence and trust between the two entities. The long-term strategy ensures the effectiveness of individual events by integrating them within a broader framework of continuous tourism promotion.
Expected Outcomes and Future Projections
The “Vietnam – Your Next Trip Destination” program is expected to yield significant results, both in the short and long term. The immediate impact will be a considerable increase in Japanese bookings and visits to Vietnam following the event. Beyond this immediate effect, the event will strengthen the perception of Vietnam as a vibrant and culturally rich destination, continuously attracting Japanese tourists for years to come. The strategic partnership between Vietnam and Kanagawa establishes a solid foundation for enduring collaboration and fosters sustained growth in the bilateral tourism sector. The success of this initiative underscores the potential for similar collaborations with other regions and countries, further expanding Vietnam’s reach in the global tourism market. The significant increase in tourist arrivals in 2024 and the continually rising figures in 2025 strongly suggest that Vietnam’s tourism sector is actively recovering. The collaborative events, strategic partnerships and focused marketing efforts are directly contributing to stronger tourism growth, positioning Vietnam as a leading destination in Southeast Asia.
The successful staging of the “Vietnam – Your Next Trip Destination” program in Kanagawa will significantly boost Vietnam’s tourism prospects in the Japanese market, contributing positively to achieving overall international tourism growth targets.
