According to statistics from the Japan National Tourism Organization (JNTO), in June 2026, Japan welcomed about 56,500 Vietnamese visitors, an increase of 6.7% compared to the same period in 2025 and the highest number of visitors ever. Accumulated in the first 6 months of 2026, Vietnam sent about 396,500 visitors to Japan (an increase of 8.7% compared to the same period in 2025).
With this result, Vietnam continues to be in the group of Southeast Asian markets with a large number of visitors to Japan. However, the route chosen the most by Vietnamese tourists is still the “Golden Route” including Tokyo, Mount Fuji, Kyoto and Osaka.
Sharing at the Japan Tourism Promotion Conference 2026, Ms. Matsumoto Fumi – Chief Representative of JNTO in Vietnam said: “The important thing is not that localities lack attractiveness, but that those attractivenesses are not fully known. We hope that media units will share the unique beauty that you find interesting so that more and more Vietnamese people know about new destinations in Japan”.
Ms. Matsumoto Fumi – Chief Representative of JNTO in Vietnam said that in addition to the “Golden Route”, Japan also has many attractive destinations for Vietnamese visitors to explore. Photo: JNTO
According to Ms. Matsumoto Fumi, along with the increase in groups of tourists who have been to Japan, the need to explore new lands is also increasing. Therefore, JNTO is implementing the 2026 promotion campaign with the theme “Japan: Endless Beauty, Go to Return”, directing tourists’ attention to localities outside traditional tourist routes.
One of the destinations introduced is Shimane Prefecture, which is known as the “land of gods” thanks to its long-standing legends of Japan. The most prominent is Izumo Taisha Temple – one of the oldest and most sacred Shinto shrines in the country, famous for its love-praying beliefs.
Shimane’s beauty. Photo: JNTO
A representative of Shimane prefecture said: “If you visit at this time, visitors will have the opportunity to admire the Oshimenawa straw rope that has just been replaced for the first time in 8 years, in its most beautiful state.
Not only cultural value, Shimane also brings interactive experiences such as watching Iwami Kagura performance art at very close range, taking photos with artists, trying on performance costumes and drawing Kagura masks with her own hands.
Meanwhile, the San’in area is positioned as a destination for tourists who love nature and local culture. This place owns Tottori sand dunes – one of the largest sand dunes in Japan, where visitors can ski, ride camel and admire the sea scenery. This area also has the Adachi Art Museum with a Japanese garden that has been continuously voted the most beautiful in the country for many years.
Tottori sand dunes – one of the largest sand dunes in Japan. Photo: JNTO
According to a representative of the San’in Regional Tourism Promotion Agency, the biggest advantage of the San’in region is the ability to combine natural, historical and cultural experiences in the same journey, while developing many sustainable tourism models such as farmstay or exchange programs with local communities.
Another highlight is Shizuoka Prefecture, which converges three famous symbols of Japan including Mount Fuji, Suruga Bay – the deepest bay in the country and the leading tea production region.
In addition to admiring Mount Fuji, visitors can cycle, trek, camp, play golf or experience a yacht at Shimizu port to see seagull flocks flying with the ship. The locality also develops tourism products associated with tea culture such as enjoying tea in tea hills, meeting farmers, directly picking tea or enjoying Gyokuro – one of the most high-end green tea lines in Japan.
After the Hanoi – Shizuoka direct flight route opened from April 2026, the province has arranged Vietnamese staff and built services suitable to the tastes of Vietnamese tourists. Photo: JNTO
In addition to attracting more first-time visitors to Japan, promotion activities in 2026 also aim to encourage tourists to explore more localities, extend stays and increase the number of visitors in the low season.
Through promoting unique destinations outside the “Golden Road”, Japan hopes to bring Vietnamese tourists more new choices in their returns.
AloJapan.com