According to data released by the Japan National Tourism Organization (JNTO) in Vietnam on 28/7, the total spending by Vietnamese visitors to Japan in 2025 is expected to reach 204 billion yen (1.25 billion USD). This places Vietnam 11th globally and represents 2.2% of Japan's total tourism revenue. In 2024, Vietnam ranked 13th, with total spending exceeding 136 billion yen (830 million USD).
Fumi Matsumoto, JNTO Vietnam Chief Representative, noted that Vietnamese visitors show a strong preference for Japanese domestic products, making shopping an essential part of their trips. Popular shopping destinations for Vietnamese tourists include 100-yen stores, convenience stores, pharmacies, and major shopping centers such as Aeon mall and Donkihote, along with fashion and cosmetics stores. Post-pandemic, there has been a growing demand among Vietnamese visitors for health, beauty, and sports products, particularly golf-related items.
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Tourists take photos at Senso-ji Temple. Photo: *Pys* |
Beyond shopping, Vietnamese visitors also enjoy Japan for its scenic beauty, culinary experiences, local festivals, cherry blossoms, theme parks, and onsen baths.
In the first half of 2026, Japan welcomed nearly 400,000 Vietnamese visitors, marking an increase of almost 9% compared to the same period in 2025. This positioned Vietnam as the 9th largest source market overall and the 3rd largest in Southeast Asia. Peak travel seasons for Vietnamese tourists to Japan include March-April (cherry blossom season) and October-November (autumn leaves season), followed by the summer holidays from June to August. Low seasons typically fall in May, September, and during winter, from December to January.
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Despite these figures, JNTO suggests that they do not fully capture the potential of the Vietnamese market. In 2024, approximately 31% of Vietnamese visitors to Japan traveled for leisure, with the remainder visiting for business, study, family visits, or other purposes. By 2025, the number of pure leisure tourists reached over 193,000, a 111% increase compared to pre-pandemic levels, accounting for 50% of the total visitor count. With around 80% of Vietnamese visitors being first-time travelers, the "Golden Route" (Tokyo - Kyoto - Osaka - Nara) remains the most popular choice. Accommodation statistics for 2025 indicate that Tokyo, Osaka, Aichi, and Kyoto continue to be the top destinations for Vietnamese visitors. JNTO has also observed an emerging trend: a 3-10% increase in visitors to prefectures like Gifu, Hokkaido, Nagano, Fukushima, and Shimane. Many Vietnamese travelers, after their initial trip, seek more distinct experiences, dedicating more time to nature, culture, and local life rather than focusing solely on famous landmarks. The JNTO Vietnam Chief Representative emphasized that each region of Japan possesses its unique charm. She suggested that tourists explore other equally appealing destinations, such as Shimane, renowned as the "land of Japanese gods," or Shizuoka. Phuong Anh |
