The event was part of the Vietnam–Japan Cultural Exchange Festival in Can Tho, held from September 11 to 13. The seminar brought together representatives of local tourism management agencies and around 40 travel companies from Can Tho and across the Mekong Delta.

Expanding promotion beyond major centres

Speaking at the opening ceremony, Matsumoto Fumi, head of JNTO’s Vietnam Office, emphasised that the organisation’s tourism promotion activities had previously focused mainly on Hanoi, Ho Chi Minh City and Da Nang.

However, rapid economic growth, rising incomes and increasing demand for overseas travel, particularly corporate group trips, incentive travel and training programmes, have prompted JNTO to expand its promotional activities directly to Can Tho for the first time. The city serves as an economic and cultural hub for the Mekong Delta.

Matsumoto said Japan offers a broad range of travel options, from corporate incentive and training programmes to group, package and individual tours, supported by its diverse natural landscapes, four distinct seasons, history, culture and cuisine.

For his part, Sam Long Giang, deputy director of Can Tho’s Department of Culture, Sports and Tourism, described Japan as an important international market for the city.

To tap the market more effectively, Can Tho tourism authorities will continue to improve the quality of tourism products and services, expand promotional information in Japanese, strengthen communications, and organise familiarization and press trips. The city also plans to participate in promotional events in Japan to deepen connections between businesses on both sides.

New solutions and business networking

At the seminar, JNTO representatives provided an overview of incentive tourism trends between Japan and Vietnam and highlighted cultural, culinary and team-building experiences along the “Golden Route.” They also introduced support policies for incentive groups and JNTO’s promotional plans for 2026.

The event also featured a Lunch Networking session, giving travel companies from the Mekong Delta an opportunity to meet directly with Japanese tourism representatives, exchange ideas and propose products tailored to the preferences of local travelers.

As part of the same promotional series, JNTO is scheduled to hold another Japan Incentive Tourism Promotion Seminar in Hai Phong on September 16.

Mekong Delta ramps up cultural, tourism events to hit visitor goals

Localities in the Mekong Delta are striving to improve the quality of cultural and tourism products through standout events, aiming to attract visitors in the remaining months of the year, contributing to Vietnam’s goal of welcoming 25 million international arrivals and 150 million domestic tourists in 2025.