Currently, Vietnam is also in the top 10 largest tourist markets of Japan.

To attract more Vietnamese tourists in the coming time, the JNTO office in Vietnam will continue to carry out promotional activities based on the Japanese Government’s three new tourism strategies, including "sustainable tourism development", "increase in tourism consumption" and "regional attraction". Tourism promotion and cooperation strategies will contribute to push up tourist exchange between the two countries.

Japan is conducting a campaign to promote its attractive tourism products in 2024 such as cherry blossoms season in late March/early April, especially in Tokyo, Kyoto and Osaka cities. However, visitors can watch the flowers early in some areas in the south of Tokyo as early as January. Japan will reopen a sumo-themed amusement facility for foreign visitors to watch shows at Namba Park in Osaka in summer.

Japan will hold the largest event on MICE, a type of tourism that combines conferences and exhibitions, in Tokyo on February 15. It is expected to draw the participation of more than 80 conference promotion agencies, MICE organisations, hotels in Japan and international buyers.