Vietnam and Japan deepened their tourism partnership at the 2025 Japan Tourism Promotion Seminar in Hanoi, uniting 56 travel companies from both nations. With rising tourist numbers, both sides aim to diversify offerings, promote lesser-known destinations, and embrace digital transformation. Joint efforts target sustainable tourism, heritage preservation, and premium travel products. Japan eyes 2 million bilateral tourists by 2030, positioning the Osaka-Kansai Expo as a major catalyst for deeper cross-cultural engagement.