Japan’s tourism sector is experiencing a remarkable surge, with Vietnamese travelers playing a pivotal role. A recent report from the Japan National Tourism Organization (JNTO) reveals that Vietnamese tourists are not only visiting in record numbers but are also spending significantly more than anticipated, solidifying their position as high-value visitors.
The average expenditure by Vietnamese tourists in Japan this year has reached an impressive 202,000 yen (approximately US$1,346), surpassing the Japanese government’s target of 200,000 yen per tourist. This places them among the top five highest-spending visitor groups, demonstrating a remarkable contribution to Japan’s economic recovery following the COVID-19 pandemic. JNTO’s chief representative in Vietnam, Matsumoto Fumi, highlighted that Vietnamese travelers are particularly keen on purchasing household appliances, clothing, watches, and health supplements.
This significant spending isn’t just a one-off occurrence. The number of Vietnamese visitors to Japan has skyrocketed. In the first ten months of 2024 alone, 530,000 Vietnamese tourists visited Japan – a 26% increase compared to the same period in 2019, before the pandemic, and an 8% rise from 2023. This phenomenal growth has propelled Vietnam into the top nine countries contributing to Japan’s inbound tourism, underscoring the nation’s growing importance in the Japanese tourism market.
A survey conducted by JNTO between July and September 2024 further illuminates the trends. The typical Vietnamese visitor stays for 6-7 days, often making their first trip to Japan to experience the country’s rich culture, diverse cuisine, and vibrant shopping scene. This extended stay contributes significantly to the overall economic impact of their visit.
The seasonal nature of Japan’s tourism is also worth noting. While visitors arrive throughout the year, the cherry blossom season (March-April) and the autumn foliage season (October-November) are peak periods, attracting a substantial influx of tourists. The Japanese government remains optimistic, aiming to welcome 600,000 Vietnamese visitors by the end of 2024. Considering the current upward trend, it’s highly likely that this target will be met, and possibly surpassed, setting a new record for Vietnamese tourism to Japan.
The sustained growth of Vietnamese tourism in Japan points to a mutually beneficial relationship. For Japan, it represents a significant boost to its economy and a testament to the country’s appeal as a global tourist destination. For Vietnamese travelers, it offers a unique opportunity to explore a fascinating culture while enjoying a rewarding shopping experience. This positive trend suggests a bright future for tourism between these two nations.
