Vietnamese travelers flocked to Japan in unprecedented numbers in 2024, setting a new travel milestone. According to the Japan National Tourism Organization (JNTO) , 0.62 million Vietnamese tourists visited the Northeast Asian nation last year, marking an Over Eight Percent increase compared to 2023 and an impressive 25.5% rise from pre-pandemic 2019 figures. This surge reflects Japan’s growing allure as a favored destination for Vietnamese travelers.

For the second consecutive year, Vietnam’s travel numbers to Japan reached an all-time high, despite ongoing competition from regional destinations like Southeast Asia and China, which offer lower travel costs and simplified visa procedures. Typhoon Yagi, which struck in early September 2024, temporarily dampened travel enthusiasm, particularly in the latter half of the year. However, the overall trend remained positive, with monthly visitor data consistently outpacing previous years.

Meanwhile, Thailand continues to strengthen its position as a global travel hub. The Tourism Authority of Thailand (TAT) proudly announced that international tourist arrivals surpassed their target of 35 million visitors in 2024, generating over 1.8 trillion Baht in tourism revenue. This landmark achievement highlights Thailand’s robust travel rebound and sets the stage for an even more promising 2025, declared the “Amazing Thailand Grand Tourism and Sports Year.” With ambitious goals of welcoming 36 to 39 million international visitors and generating 1.98–2.23 trillion Baht in revenue, Thailand is poised to offer exceptional travel experiences while fostering sustainable growth across the sector.

In addition to the Vietnamese influx, Japan experienced a broader travel boom in 2024. JNTO reported a total of 36.9 million international arrivals, a staggering 47.1% increase from 2023, exceeding even pre-Covid levels. Tourist arrivals peaked during popular travel seasons, such as cherry blossom viewing, autumn foliage, and school summer holidays, reflecting Japan’s enduring appeal as a cultural and seasonal travel destination.

Notably, the influx wasn’t limited to East Asia, Japan’s traditional travel stronghold. Visitors from Southeast Asia, Europe, the Americas, Australia, and the Middle East also contributed significantly to the record-breaking figures, showcasing Japan’s expanding global draw as a travel destination.

Looking ahead, Japan is gearing up for another travel boost with the highly anticipated World Expo 2025 in Osaka, set to launch in April. This six-month-long event is expected to capture the imagination of global travelers, further solidifying Japan’s status as a premier international travel destination.

As Japan continues to attract visitors with its unique blend of tradition, modernity, and seasonal beauty, it is set to challenge Thailand’s dominance in the Asian travel market. With both countries delivering exceptional travel experiences and aiming for sustainable growth, the competition for the top spot in Asia promises to be an exciting journey for travelers in 2025 and beyond.

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