Da Nang strengthens appeal to Japanese tourists

Responding to changing travel trends

In June, Da Nang’s tourism industry organized two consecutive promotional events in Japan, including a tourism introduction program in Tokyo and participation in the Tabihaku Umeda Osaka 2026 Travel Expo.

By focusing on Japan’s two largest economic and tourism centers, the city aimed to raise destination awareness while adapting its marketing strategy to evolving traveler preferences.

According to the Da Nang Tourism Promotion Center, the city has long been recognized for its beaches, luxury resorts, golf courses and entertainment attractions.

However, this return to Japan with the “Return to Origin” message reflects a new tourism development strategy centered on authentic cultural values, natural landscapes and local experiences.

Recent tourism surveys indicate that Japanese visitors increasingly favor wellness retreats, slow travel, authentic cultural encounters, pristine natural environments and longer stays.

Rather than itineraries packed with activities, many Japanese travelers now seek meaningful connections with local people, communities and traditions.

Therefore, the two programs in Japan showcased Da Nang as not only a dynamic city but also a destination rich in cultural heritage, diverse natural ecosystems and emotionally engaging travel experiences.

Positive signs

The effectiveness of this promotional strategy is reflected in the steady growth of Japanese visitor arrivals.

In 2025 alone, Da Nang welcomed 291,170 Japanese visitors, accounting for 3.8% of the city’s total international arrivals and ranking 8^th among the top 10 largest international tourist sources for the city.

The upward trend has continued in 2026. During the first five months of the year, Da Nang received nearly 164,317 Japanese visitors, representing 3.65% of the total international arrivals. At this rate, Japan continues to affirm its position as one of the city’s key international markets.

One of the key drivers behind this growth is improved air connectivity.

Da Nang now offers direct flights to Tokyo (Narita), Osaka (Kansai) and Nagoya, making travel more convenient and strengthening tourism, business and cultural exchanges between Vietnam and Japan.

According to data from Vietnam Airlines in Japan, bookings on direct flights to Da Nang are increasing sharply compared to the same period last year.

Passenger demand on the Osaka (Kansai) - Da Nang route has increased by 116%. To meet growing demand, Vietnam Airlines has increased flight frequency from four to five flights per week between July 1 and October 24.

Meanwhile, the Tokyo (Narita) - Da Nang route has also risen from 7 to 11 round-trip flights per week.

This increase in flight frequency not only provides greater flexibility for travelers but also opens up more opportunities for tour operators in both countries to develop more flexible tour programs.

A representative of the Da Nang Tourism Promotion Center said the city will continue investing in the Japanese market through long-term engagement rather than short-term promotional campaigns.

In particular, planned initiatives will include destination marketing programs, business networking events, the organization of famtrips and press trips, as well as expanded cooperation with airlines, travel companies and Japanese media organizations.

Alongside maintaining its strengths in beach holidays, golf, MICE tourism and luxury travel, Da Nang will further develop tourism products focused on cultural heritage, nature, wellness, community-based tourism and thematic travel experiences tailored to Japanese visitors.

This strategic shift not only responds to changing consumer preferences but also aligns with the city's long-term vision for sustainable tourism development.