Japan wants to attract guests to the little known areas
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Facing tourism overload in big cities such as Kyoto, Tokyo or Osaka, the Japanese tourism promotion agency (JNTO) in Vietnam wishes to attract Vietnamese tourists to less known areas. At the same time, this agency also encourages visitors to experience cultural activities in the low tourist season.
Promote tourism in localities
Sharing at the Japan Tourism Conference 2025, taking place in the morning of March 7 in Ho Chi Minh City, Ms. Matsumoto Fumi, Chief Representative of Jnto in Vietnam, said the number of Vietnamese visitors to Japan in 2024 reached 621,100 times, up 8.2% compared to the previous year and surpass the record of 2023.
Although the number of Vietnamese guests has grown well, but in fact up to 80% of tourists come to Japan for the first time. This makes tourism products mainly focus on the traditional “golden road”.
“This leads to concerns about overloading in big cities and famous attractions,” said Matsumoto Fumi.
Jnto representative said that in order to re -distribute the number of visitors, this agency will focus on promoting the areas of Hokkaido, Chugoku and Kyushu in 2025. At the same time, Jnto implemented support policies for Vietnamese travel companies to bring guests to Japan in many forms such as tour guests, advertising cooperation and FAMTRIP organization for travel companies.
With the form of reward (Incentive), visitors will be able to receive gifts and welcome letters. For Incentive delegations of 500 guests or more, the support program also has a performing performances at Gala Dinner and the welcome from Jnto representatives in Tokyo.
In addition, Mr. Uchida Shusuke, Deputy Chief Representative of Jnto in Vietnam, also shared plans to attract tourists to the less known localities. At the same time, Jnto will promote the type of potential theme tourism, especially to experience tourism, to encourage tourists to stay for a long time and explore many regions. In addition, Jnto also focused on attracting international conferences held in the locality, contributing to MICE tourism development.
The peak season of Japan usually falls in March – April (cherry blossom season) and October – November (red leaf season). Summer vacation from July – August is also a period of attracting many tourists. In contrast, the periods before and after the summer vacation (May – June, September) along with the winter (December – January) often recorded the number of tourists decreased due to lower tourism needs.
Talk to Saigon Marketing, Ms. Vu Ngoc Nhi, Marketing Director of TST Tourist, said that for those who have traveled to Japan many times, they tend to find new experiences, explore unique tours and routes in addition to traditional tourist routes. Some areas are attracting the attention of tourists including Hokkaido (northern region), Okinawa, Kyushu, as well as mountainous areas such as Nagano, Gifu.
“Currently, visitors not only want to visit famous landmarks but also want to learn more about indigenous culture. They are interested in local festivals, traditional trade villages, health care therapies such as Onsen hot spring baths, as well as participating in typical Japanese food processing classes,” Nhi shared.
Mr. Bui Thanh Tu, Director of Bestprice Tourism Company, said that besides the “golden road”, Vietnamese tourists are increasingly interested in other localities of Japan, such as Hokkaido or Chiba – areas with peaceful and less crowded landscapes.
Mr. Tu added, in addition to the peak seasons such as cherry blossoms or red leaves, the company will promote MICE tour at other times of the year. He also appreciated the policy of attracting MICE guests of Japan, especially in the summer and the end of the year – the time of many conferences and seminars of businesses and corporations.
“Japan has a policy of supporting MICE quite attractive, including gifts, financial support, attentive reception organization and modern facilities for conferences and seminars,” Tu said.
The 10th Vietnam – Japan Festival in Ho Chi Minh City took place this weekendThe 10th Vietnam – Japan Festival in Ho Chi Minh City in 2025 will take place in two days of 8 and 9-3 in the 23/9 Park (District 1). The festival includes a series of exchange, trade promotion activities, food, culture and tourism in Vietnam – Japan with the participation of about 150 units.Ho Chi Minh City Festival in Japan has an exhibition space, trade, cuisine, culture, history between Ho Chi Minh City and Japan, the tea cultural exchange program of the two countries, trade promotion and investment seminars …Sharing at the seminar, Ms. Bui Thi Ngoc Hieu, Deputy Director of Ho Chi Minh City Department of Tourism, said that in 2024, Vietnam welcomed 711,464 tourists from Japan. Particularly, Ho Chi Minh City welcomed 348,239 times, bringing Japan into the top 6 largest international guests market of the city. Ms. Hieu also said that in early November, Ho Chi Minh City will coordinate with the Vietnam -Japan Vietnam Festival Organizing Committee to organize the first Ho Chi Minh City – Japan Festival in Japan.
