"I didn't think it was possible to travel to Japan for 25 million dong", Nguyen Thuy Truc Anh, a resident of Hanoi, stated upon landing at Noi Bai International Airport on 23/7. Truc Anh was one of hundreds of Vietnamese tourists who embarked on a 5-day, 4-night charter tour to Okayama, known as Japan's "sunshine city".

As the cost of travel to Japan continues to rise, charter tours are emerging as a primary option for exploring the land of cherry blossoms at an affordable price. Hoang Nghia Dat, Chairman of MayTrip Travel Company, noted that charter flights to Japan are typically 20-30% cheaper than standard tours covering the "golden route" (tours visiting famous Japanese landmarks like Tokyo, Kyoto, and Mount Fuji).

Charter flights to major cities like Tokyo or Osaka can be 20% cheaper, with savings reaching 30% for tours to other cities such as Okayama. For destinations like Hokkaido, which lack direct commercial flights from Vietnam, a charter tour can reduce costs by 30-35%.

A corner of Kurashiki Bikan historical quarter, near Okayama, Japan. Photo: Phuong Anh

Vu Minh Chau, Deputy Director of VJSC (Vietnam - Japan), a company with nearly 20 years of experience specializing in Japan tours, highlighted that charter flight customers benefit from both favorable prices and flexible itineraries.

Charter flights from Vietnam often offer lower prices by utilizing empty return legs from Japanese partners. Specifically, Japanese customers cover 80-90% of the cost to charter a flight. The empty flight segments (planes flying empty to Vietnam to pick up Japanese tourists or flying empty to Japan to pick up Vietnamese tourists) are then coordinated by travel agencies in both countries, who package and resell these seats to Vietnamese customers at reduced prices.

If a flight were chartered independently without utilizing these empty legs, the average cost per passenger would be higher than on regular flights. Additionally, charter tour prices are lower because they often fly to less popular cities. In these destinations, local authorities also provide support for tourist groups, which further reduces costs.

In 2024 and 2025, Vietnamese travel companies also organized many charter flights to provinces outside Japan's golden route. Mr. Dat mentioned that during that period, the price difference between charter flight tickets and commercial flight tickets was not significant, only 10-15%. Consequently, Vietnamese customers often did not choose charter flights, leading to many empty seats.

This year, with Japan tour prices increasing by 20% due to rising airfare, a five-fold increase in Japanese visa fees, and a three-fold increase in the exit tax (sayonara tax), charter tours have become a bargain for many Vietnamese wishing to visit Japan. The number of customers choosing charter flights at MayTrip has doubled compared to the same period last year, with flights typically full.

Vietnamese tourists participate in a peach picking experience in Okayama. Photo: Hieu Duy

A charter flight tour typically has four main characteristics: at least one overnight stay in an area near the airport where the charter takes off and lands; most airports operating charters are local airports; the frequency of charter flights is low or they only occur for a short period rather than regularly; and customers booking a tour cannot change their flight date.

Charter tourism products to Japan often focus on local airports, but most still combine bringing customers to a major city. Tourists on an Okayama charter tour are often combined with visits to Osaka and Kyoto (50-60 minutes away from Okayama by train).

Some popular locations for charter tours include Hokkaido, Fukushima, Sendai, Nagoya, Kansai, Okayama, Shimane, and Nigata. Tour prices range from 22,9 million dong to 34,9 million dong.

Japan tours are categorized as mid-range, primarily targeting economically well-off customers, so the main demographic is 30 years old and above. The group of customers who choose charter flights have usually visited Japan at least once, explored the golden route, and now wish to discover new destinations. A small number choose charter tours simply for the lower price.

"Not every charter tour to Japan meets the 'good, nutritious, cheap' (high quality, diverse, affordable) demand, but if taken during beautiful seasons like autumn foliage or cherry blossom season, tourists can still have enjoyable experiences", Mr. Dat said.

According to data released by the Japan National Tourism Organization (JNTO) on 15/7, in the first six months of the year, the number of Vietnamese visitors to Japan reached nearly 400,000, an increase of nearly 7% compared to the same period last year. Conversely, nearly 450,000 Japanese visitors came to Vietnam in the first six months of the year, an increase of 12% compared to the same period last year.

Phuong Anh