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According to VisaNet1 data from Visa Consulting and Analysis (VCA), Japan continues to be a favorite destination for Vietnamese tourists.
Specifically, data shows that 41% of Vietnamese consumers have planned leisure travel in the next six months. During the cherry blossom season alone, Vietnamese tourists spend the most when traveling to Japan. According to Visa data, during the 2023 cherry blossom season, the average spending per Visa card by Vietnamese tourists in Japan increased by 22% compared to the same period last year.
Vietnamese tourists prefer shopping for items such as cosmetics, health supplements, clothing, fashion items, watches, and jewelry. Department stores, pharmacies, and high-end jewelry shops in major cities like Tokyo, Osaka, Chiba, Shizuoka, and Aichi are favorite shopping destinations for Vietnamese tourists.
Tourists visiting Japan are increasing in both number and spending power.
Vietnamese tourists are also said to have started spending early and in large amounts, with over 45% of their spending during a trip occurring in the first few days of their trip.
High-spending travelers typically allocate 20%–30% of their budget to accommodation and then shift to shopping in the latter half of their trip to Japan. In contrast, budget-conscious travelers tend to be more flexible with their spending, focusing on dining and shopping experiences.
Contactless payment methods were also strongly promoted by tourists in general, with overall usage increasing by 14% during the cherry blossom season. Specifically for Vietnamese tourists, the rate of contactless transactions recorded a 5% increase throughout the cherry blossom festival.
This trend reflects the growing demand for seamless payment solutions, driven by the expanding rollout of payment acceptance across core sectors such as restaurants and grocery stores.
Japan's tourism industry experienced an impressive May with 3.04 million international visitors to the Land of the Rising Sun, marking the third consecutive month that the number has exceeded 3 million.
According to official government figures released on June 19, international tourist arrivals in May increased by 60.1% year-on-year, significantly boosting Japan's tourism economy, which is recovering from the COVID-19 pandemic.
The Japan National Tourism Organization (JNTO) attributes the sharp increase in international visitors to several factors, including the weakening yen which stimulates overseas travel; China's holiday season; and an increase in flights and ships from East Asia.
In addition, the number of visitors to Japan from more than 12 countries and territories, including South Korea and the United States, also reached a record high this month.
Overall, Japan's tourism industry is showing positive signs of recovery and promises to make a significant contribution to the country's economic development in the coming period.
