On May 28, 2026, at Movenpick Hotel Hanoi Centre in Hanoi, the Hanoi Department of Tourism, in collaboration with the Ninh Binh Department of Tourism, the Quang Ninh Department of Culture, Sports and Tourism, and Hanoi Tourism JSC, organized the Vietnam - Japan Tourism Business B2B Networking Program 2026.
The event served as an important international tourism promotion activity aimed at strengthening connections and cooperation between Vietnamese tourism authorities, travel companies, and Japanese partners, thereby fostering two-way tourist exchanges in the coming years.
Japan Remains a Key International Market
In the context of the tourism industry's ongoing recovery and international market expansion, Japan continues to be identified as one of Vietnam’s most important source markets. Japanese travelers are known for their high spending levels, longer average stays, strong expectations regarding service quality, and deep interest in local cultural, historical, and natural values.
As a result, strengthening promotion activities and business connectivity with the Japanese market is considered a strategic solution to enhance the effectiveness of attracting international visitors to Vietnam in general and Ninh Binh in particular. A notable highlight of this year’s program was its practical and innovative regional linkage approach. Instead of promoting destinations individually, Hanoi, Ninh Binh, and Quang Ninh jointly developed a five-day experiential itinerary from May 25 to 29, 2026. The itinerary offered a seamless tourism experience connecting the rich urban cultural heritage of Hanoi, the outstanding natural and cultural heritage landscapes of Ninh Binh, and the world-renowned natural wonder of Ha Long Bay. Through the famtrip program, Japanese tourism businesses had the opportunity to directly experience tourism products and services, assess tourism development potential, and design travel packages tailored to the preferences and expectations of Japanese travelers. The program also provided a valuable platform for Vietnamese destinations and tourism enterprises to promote their brands, introduce new products, strengthen partnerships, and work toward sustainable international market development.
As part of the program, on May 26, 2026, the Japanese delegation conducted a site inspection visit to the Trang An Landscape Complex, a UNESCO World Cultural and Natural Heritage Site, the ancient capital of Hoa Lu Ancient Capital, the Kenh Ga Hot Spring Tourism Area, and Pullman Hotel.During the visit, delegates explored the region’s outstanding universal values, including its spectacular landscapes, geological and geomorphological features, rich ecosystems, and the profound historical and cultural heritage of the ancient capital region.