Recent research shows that attractive cuisine is an important factor help Vietnam "score" with Japanese tourists. This is an advantage for Vietnam to compete with ASEAN countries.
The ASEAN-Japan Center (AJC) has just announced the research results of Japanese tourists' travel trends to ASEAN countries. Accordingly, for Japanese tourists, the image of Vietnam is associated with delicious dishes and unique cuisine. This is also one of the top reasons why Japanese tourists prioritize Vietnam when planning travel to the ASEAN region.
According to the survey results, while Singapore is noted for its cleanliness, Malaysia and Indonesia are highly rated for its natural scenery, and Thailand and Cambodia are known for their rich culture and history, while most tourists are Japanese customers choose Vietnam because of "delicious food". Meanwhile, many tourists said they did not like the food in Brunei.
In Vietnam, the things that make Japanese tourists most satisfied are "Food, cuisine" and "Landscape, environment", with the same 46.4%. When asked about their intention to travel to Vietnam for sightseeing and sightseeing, 63.4% said they want to go or definitely will. With so many attractions across the country, 75.2% of Japanese who have been to Vietnam said they will return to continue learning and exploring.
For visitors who have never been to Vietnam, what impresses them and motivates them to learn about this country is "Delicious food" (28.4%) and "The richness of history and culture" (26, 2%). Most Japanese women think that they will come to Vietnam to buy specific products (27%); As for young tourists (about 20 years old), low cost is what they are most satisfied with when coming to Vietnam.
In Vietnam, Ho Chi Minh City is the most popular destination for Japanese tourists, with 52.8% of survey respondents saying they have heard and learned about Ho Chi Minh City, higher than other destinations such as Da Nang, Hue, Hanoi. However, when choosing a favorite photography location, the majority of Japanese tourists choose Hoi An ancient town in Quang Nam province (40.8%).
This study also shows that Japanese tourists over 60 years old have reduced the need to travel abroad; Therefore, ASEAN countries should change their marketing strategy if targeting this customer segment. After the Covid-19 pandemic, an important factor affecting the decision of Japanese tourists is the safety and security of the destination. Therefore, ASEAN countries need to better communicate to the Japanese market about safety levels and epidemic prevention policies.
