Vietnam attracts younger Japanese tourists, prompting innovation in tourism products and marketing strategies to cater to independent travelers and new group trends.
Vietnam is seeing an influx of younger tourists from Japan, leading tourism businesses in the country to adjust their offerings and marketing efforts. With a pre-pandemic high of nearly one million Japanese visitors in 2019, Vietnam was a favored destination. However, Japan’s slower recovery in outbound tourism has impacted the number of Japanese tourists in recent years.

A Growing Youthful Japanese Demographic
Traditionally, older Japanese tourists made up a significant portion of visitors to Vietnam. Now, younger generations are making their mark, choosing Vietnam for its vibrant culture, historical landmarks, and independent travel opportunities. This shift in tourist demographics has led businesses to re-evaluate their services to better cater to younger travelers, who often prefer more modern, experiential activities.

Popular tourist spots like Majestic Saigon, a near-100-year-old hotel with historical significance, remain favorites among Japanese visitors. The hotel even dedicates a room to memorabilia honoring a Japanese writer who once stayed there. However, newer trends, including an increase in family and group travel among Japanese tourists, suggest the need for more varied tourism products.

Changing Travel Preferences and Challenges
The younger Japanese tourists are more independent, often booking services online from Japan and planning their trips without relying heavily on travel agencies. It’s estimated that individual online bookings account for 50% of Japanese tourist activity in Vietnam, with the other half still using traditional travel agencies. This growing independence and the trend towards solo exploration have shaped new “Japanese streets” in Ho Chi Minh City, areas specifically designed to cater to Japanese visitors.

Despite the positive trend, businesses face challenges in encouraging longer stays and increasing spending. Competitive tourism markets in neighboring countries like Thailand and Singapore add to the pressure, as service providers in Vietnam must balance cost reductions with maintaining quality experiences to meet Japanese demands.

New Opportunities for Tourism Development
Experts believe that introducing fresh, unique products is key to tapping into this younger Japanese market. One area with strong potential is educational tourism. For example, school tours from southwestern Japan, which previously brought thousands of students annually, have been suspended due to logistical issues such as limited air routes. Expanding direct flight options could help revitalize this segment and attract more young tourists.

Another opportunity lies in improving promotional materials specifically for Japanese travelers. Yoko Sakoda, a freelance Japanese journalist, pointed out that many Japanese tourists lack sufficient information about Vietnam's tourism offerings. Sakoda emphasized the importance of providing promotional content in Japanese to help travelers feel more confident about their trip decisions. With younger generations more proficient in English, social media marketing should also be prioritized to engage this audience effectively.

The Path Forward
Japan’s Deputy Consul General in Ho Chi Minh City, Furudate Seiki, affirmed that if Vietnam continues to innovate and offer appropriate products, the number of Japanese tourists will likely rise again. Key areas for improvement include expanding offerings that cater to the independent travel segment and enhancing marketing efforts to better inform and attract younger Japanese visitors.

With a mix of cultural pride, historical significance, and modern tourism strategies, Vietnam is poised to continue being an attractive destination for the growing number of young Japanese tourists.