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This counter-trend price reduction stems from the seasonal nature of tourism, where demand cools down, forcing airlines and local accommodation providers to implement deep discount policies to compete with other tourist destinations.
For Vietnamese travelers, Japan has traditionally been associated with the high-end segment due to expensive services and strict pricing standards. However, an interesting reversal is occurring from June to August this year, changing the landscape of the travel market.
While tour prices to Europe or short trips in Southeast Asia clearly show the heat of the peak season with an average increase of 5% to 10%, the Japanese market is changing in a completely opposite direction. A decrease of 8% to 12% compared to the spring-autumn period, equivalent to a reduction of 2 to 3 million VND per person, is making summer in Japan a highly attractive destination for Vietnamese families.
In fact, the all-inclusive price range of 22.9 million VND for low-cost airlines and 32.9 million VND for national airline services with 4-star accommodation standards is not at all a sign of a decline in the quality of the experience. From an operational perspective, this is the result of scientific calculations based on the laws of supply and demand and a comprehensive strategy of stimulating demand through collaboration between international travel agencies and the domestic supply chain in Japan.
The 5-6 day "Golden Route" itinerary connecting central cities from Tokyo and Fuji to Kyoto and Osaka is now more accessible than ever, breaking down the cost barrier that has been the biggest concern for Vietnamese tourists when visiting this country.
Tour packages to Japan from June to August are currently seeing price reductions of 2-3 million VND (approximately 8-12%) compared to spring and autumn.
The core reason for the significant drop in travel costs to Japan during this period lies in the seasonal nature of the tourism industry. Summer is typically the peak season for domestic tourism in Vietnam, along with competing outbound routes from Northeast and Southeast Asia. To maintain appeal and retain potential international customers, major travel companies and their partners in Japan are forced to proactively adjust and offer attractive prices to maintain a stable flow of tourists.
After the peak period when Vietnamese tourists flocked to admire the cherry blossoms in the spring, demand for travel to Japan naturally cooled down from June to August. To optimize capacity and avoid empty seats, airlines have simultaneously launched highly competitive group ticket promotions.
At the same time, local hotels and restaurants are also implementing deep discount packages to fill their operating capacity, inadvertently creating a synergistic effect that pushes overall tour prices down to their lowest point of the year.
The biggest obstacle for summer tours is the weather, as June marks the beginning of the characteristic rainy season, also known as Tsuyu, in most of Japan (except Hokkaido). Although the humidity is quite high, the temperature during this period is considered relatively pleasant, not yet reaching the point of intense heat. It is not until July and August that high humidity levels cause more pronounced heatwaves, requiring tourists to be well-prepared in terms of health and protective clothing when participating in outdoor activities.
However, if visitors are willing to sacrifice some of the favorable weather, they will receive cultural privileges that no other season can offer. Summer is the golden time for large-scale traditional festivals (Matsuri), where visitors can directly immerse themselves in the rich local culture, admire spectacular and prolonged fireworks displays, and experience the vibrant street life.
More specifically, this is also the biggest shopping season of the year, with deep discounts at major shopping malls and outlets, offering the opportunity to own high-quality Japanese domestic products at the most affordable prices.
Despite facing weather challenges, summer here still offers many interesting things to attract tourists.
To make a summer trip a perfect experience and minimize the negative impact of the weather, choosing the right departure time and destination is crucial. Tour operators analyze that taking advantage of the "gap" in June or the first half of July is a smart strategy. This is when Japanese students have not yet entered their official summer vacation, and the domestic tourism market is not yet overloaded.
Being one step ahead allows Vietnamese tourists to fully enjoy the less crowded tourist attractions, more attentive restaurant services, and avoid the price surge in August – the time when locals take their traditional Obon holiday to return to their hometowns.
Besides time constraints, instead of being confined to the hot, humid core of major cities, the modern trend is strongly shifting northward, specifically to Hokkaido Island or the central highlands. With their unique topography and cool, pleasant climate throughout the summer, these regions offer a completely different natural environment with vibrant, colorful flower fields.
This is an ideal location for organizing lifestyle-rich activities such as camping, mountain climbing, trekking, or whitewater rafting, perfectly suited for the physical development of young children during the summer holidays.
Overall, the Japanese market's appeal to Vietnamese tourists possesses an extremely sustainable growth foundation. Following the record-breaking 2025 milestone of approximately 678,000 visitors, statistics in the first few months of 2026 continue to demonstrate stable growth at nearly 10% year-on-year.
