The Japanese tourism agency will shift its focus to attracting wealthier Vietnamese visitors instead of solely considering the total number of visitors by 2024, according to Shusuke, an official from the agency.

Shusuke stated that Japan will expedite the introduction of its upscale tourism products and services to travelers from Vietnam and other countries.

“The increasing number of affluent Vietnamese and their higher spending on travel to Japan have led us to believe that there will be a rise in the number of Vietnamese choosing higher quality travel experiences,” Shusuke told Tuoi Tre (Youth) newspaper.

A Wealth Report published annually by British real estate firm Knight Frank revealed that the number of ultra-rich individuals in Vietnam surged by 320 percent from 2006 to 2016, making Vietnam a potential tourism market worldwide.

In 2022, there were over 1,000 super-rich individuals in the Southeast Asian nation, almost double the figure in 2017.

According to the JNTO, the number of high-income Vietnamese has significantly increased in recent years, prompting Japan’s tourism sector to implement a luxury tourism development strategy targeting the Vietnamese market.

In addition, Vietnamese travelers spent a total of 87.1 billion yen (US$599 million) in Japan in 2019, the year before the COVID-19 outbreak, making them one of Japan’s largest spenders in terms of travel.

To promote Japan’s high-end tourism segment to the Vietnamese audience, the JNTO plans to enhance its marketing efforts through travel and fashion magazines.

The organization will also carry out various tourism promotion programs in the local market to increase awareness and interest.

According to the JNTO, Japan offers a wide range of unique cultural features and natural landscapes that can captivate high-end visitors.