Japan expands incentive travel promotion to Vietnam’s Mekong Delta

Matsumoto Fumi, chief representative of the Japan National Tourism Organization in Vietnam, delivers a speech at a Japan incentive tourism promotion seminar in Can Tho City, southern Vietnam, September 14, 2026. Photo: Pham Diem

The event was part of the Vietnam-Japan Cultural Exchange Festival held in the Mekong Delta city from Friday to Sunday last week.

The seminar attracted about 40 travel companies and local tourism officials.

Matsumoto Fumi, chief representative of JNTO in Vietnam, said the agency previously focused its marketing in major Vietnamese cities including Hanoi, Ho Chi Minh City, and Da Nang.

With Can Tho’s rapid economic growth and increasing demand for overseas travel, particularly corporate group, incentive, and training trips, JNTO decided to expand its outreach to the Mekong Delta’s economic hub.

“Japan is not only an attractive destination for incentive and training programs, but also for group tours, package holidays, and individual travelers thanks to its diverse natural landscapes, four-season scenery, history, culture, and cuisine,” Matsumoto said.

Tourism and foreign affairs officials from Can Tho City, southern Vietnam, representatives of the Can Tho Tourism Association and the Japan National Tourism Organization office in Vietnam pose for a group photo, September 14, 2026. Photo: Pham Diem

Sam Long Giang, deputy head of Can Tho’s Department of Culture, Sports, and Tourism, said Japan is a key international market for the city.

He pledged to improve tourism services, expand Japanese-language promotion, and organize fam trips and press trips to strengthen ties with Japanese partners.

At the seminar, JNTO presented trends in incentive tourism, suggested cultural and culinary experiences along Japan’s ‘Golden Route,’ and introduced support policies for corporate groups.

A networking lunch allowed Mekong Delta travel firms to connect directly with Japanese representatives.

JNTO plans to continue its promotional series with another seminar in Hai Phong City, northern Vietnam on Wednesday.