According to the Japan National Tourism Organisation (JNTO), Japan welcomed about 92,000 Vietnamese visitors in March, up 43.5 per cent from a year earlier. Arrivals reached around 76,000 in April, marking an 18.6 per cent increase year-on-year.
In total, about 282,000 Vietnamese travellers visited Japan between January and April, up 11.7 per cent compared with the same period in 2025.
JNTO said Japan remained a popular destination for Vietnamese tourists thanks to its culture, cuisine, seasonal scenery and efficient transport network, despite ongoing economic uncertainty and global challenges.
At the Vietnam International Travel Mart 2026 in Hanoi, JNTO showcased Japanese culture through activities such as yukata dressing, interactive destination maps and traditional performances.
Traditional performances such as the Awa Odori dance also attracted strong interest from visitors.
JNTO said it is rolling out a new global tourism campaign aimed at attracting travellers who have not yet visited Japan but consider it a potential future destination.
Alongside Tokyo, Osaka and Kyoto, Japan is promoting lesser-known destinations with unique cultural, natural and seasonal attractions to support sustainable tourism.
Spring remains one of the most popular seasons for Vietnamese travellers visiting Japan. While cherry blossoms continue to be a major attraction, other seasonal flowers have also gained popularity on social media.
In Tochigi Prefecture, Ashikaga Flower Park is known for its tunnels of purple, pink and white wisteria blooms. From mid-April to mid-May each year, the park becomes one of Japan's most visited spring flower destinations.
The park also features seasonal displays of tulips and roses, as well as winter illumination events.
Elsewhere, Asahi Funakawa in Toyama Prefecture is known for its combination of tulip fields, cherry blossoms and snow-capped mountain scenery.
In Shimane Prefecture, Yushien Garden attracts visitors with its traditional Japanese landscaping and carefully maintained peony displays.
Beyond cherry blossoms, wisteria is another iconic symbol of spring in Japan. Teisho-ji Temple in Ehime Prefecture is known for its 400-year-old wisteria tree, whose cascading purple blooms attract visitors each year.
