Vietnam and Japan Strengthen Cooperation to Promote Sustainable Tourism

Vietnam Japan tourism cooperation took center stage on November 12 in Hanoi, when the Vietnam Institute of Culture, Arts, Sports and Tourism and JTTRI jointly held the 3rd International Workshop on creative and sustainable tourism.

Focus on creative tourism for sustainable development

The workshop focused on three key pillars for Vietnam’s tourism development:

1. Shifting mindset – from merely exploiting resources to creating value.

2. Preserving and promoting cultural heritage in a dynamic, modern way.

3. Developing high-value tourism products that are culturally distinctive and globally competitive.

Global tourism is rapidly recovering after the pandemic. Travelers now seek experiences rather than just sightseeing. They want to learn, create, and engage in meaningful journeys. This includes hands-on experiences in crafts, culinary arts, and cultural products, transforming each trip into a personalized and immersive experience. This approach defines creative tourism, which centers on human interaction and participation.

Creative tourism as a driver of innovation

Creative tourism is not just a trend; it is a key driver for innovation in Vietnam’s tourism. It helps destinations develop a unique identity, empowers local communities, and promotes growth in economic, cultural, and environmental dimensions. It also strengthens Vietnam’s position on the global tourism map.

To achieve these goals, the Vietnam National Administration of Tourism recommends:

• Encouraging innovation in tourism products and services using digital technology.

• Supporting creative tourism startups through favorable policies.

• Promoting public-private partnerships for sustainable development.

• Expanding international cooperation to exchange expertise and technology.

• Training workforce in digital applications for tourism experiences.

• Developing creative tourism products combining Vietnamese culture with international influences.

• Using ICT, virtual reality, and digital platforms to promote creative tourism worldwide.

The Vietnam National Administration of Tourism is ready to collaborate with research institutes and businesses in both countries on pilot programs, professional exchanges, and joint projects on creative and sustainable tourism.

Vietnam-Japan tourism outlook

According to UN World Tourism Organization (UNWTO) forecasts, Vietnam and Japan are among the fastest-growing tourism markets in 2025. However, rapid growth in some areas has led to over-tourism, highlighting the need for sustainable tourism planning.

Since 2023, Vietnam-Japan relations have been elevated to a Comprehensive Strategic Partnership, with tourism as a key cooperation area. At the recent ASEAN-Japan Summit, both countries agreed to strengthen people-to-people exchanges and tourism collaboration.

Regarding visas, Japan has simplified procedures for tourists traveling via designated companies, introduced electronic applications, and offers multiple-entry visas valid up to 5 years, making travel more convenient for Vietnamese visitors.

Promoting Vietnam as a creative tourism destination

The Japanese Ambassador to Vietnam, Ito Naoki, emphasized the importance of promoting Vietnam’s destinations and leveraging the deep historical ties between the two nations. He hopes today’s discussions will lead to creative ideas, generate new tourism value, and support sustainable development while strengthening Vietnam-Japan friendship.

Dr. Phùng Quang Thắng, President of the Vietnam Green Tourism Association, noted that Vietnam is shifting from mass tourism to experience-based and creative tourism, placing people, culture, community, and nature at the center. Vietnam’s unique culture across 54 ethnic groups enables diverse tourism products, from traditional offerings to creative experiences like heritage night tours, craft village tours, rural experiences, and contemporary arts, blending innovation with cultural preservation.

Dr. Thắng emphasized that creative tourism not only boosts the economy but also enhances cultural pride within communities.

Workshop outcomes and partnership agreement

The workshop gathered experts, managers, businesses, and community representatives to share solutions for promoting creative tourism and building Vietnam’s distinctive and sustainable tourism brand.

During the event, the Vietnam Institute of Culture, Arts, Sports and Tourism and JTTRI signed a Memorandum of Understanding to cooperate on research, expert exchanges, conferences, workshops, and information sharing on tourism development.

images: collected

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