Workshop: Vietnam and Japan share experiences on creative tourism

The workshop is a significant scientific collaboration between the Vietnam Institute of Culture, Arts, Sports and Tourism (VICAST) and the Japan Transport and Tourism Research Institute (JTTRI).

VICAS and JTTRI sign a Memorandum of Understanding. (Source: Organizing board)

The event featured leading experts in tourism, culture, and creative economy; representatives from central and local government agencies; businesses, tourism investors, social organizations, and media interested in creative tourism and sustainable development.

In her opening remarks, Associate Professor Dr. Nguyen Thi Thu Phuong, Director of VICAST, stated that the workshop takes place amid a global tourism shift from sightseeing and consumption to experiential and creative tourism.

This trend reflects a profound change in development thinking: tourists are no longer mere observers but become co-creators of value with local communities. This is an opportunity for Vietnam to assert its tourism brand rich in cultural identity, while contributing to the sustainable development goals committed by the Vietnamese government.

The workshop's theme is practical and timely, focusing on three key pillars in Vietnam's tourism development strategy: Shifting from resource exploitation to value creation; Preserving and promoting cultural values in a dynamic, modern way; Developing high-value tourism products that are both culturally rich and internationally competitive.

The VICAST Director emphasized that creative tourism should be seen as a new economic driver, with products that integrate knowledge, art, and technology. This will be the path for Vietnam to establish creative, green, and sustainable destinations that meet global market demands.

Sharing at the event, JTTRI President Okuda Tetsuya expressed his honor to collaborate with VICAST in organizing the international workshop.

According to him, this is a meaningful occasion for researchers, managers, and businesses in the tourism sector from Vietnam and the Asia-Pacific region to share visions and experiences on developing creative tourism linked to sustainability goals.

Mr. Okuda Tetsuya noted that in Japan, creative tourism is seen as a new approach to enhance tourist experiences, awaken local identities, and create sustainable livelihoods for communities; he highly appreciated Vietnam's efforts in promoting tourism models that combine culture, art, traditional crafts, and local cuisine.

As a co-organizer, JTTRI aims to strengthen research cooperation, training, and sharing Japan's experiences in areas such as sustainable destination management, community tourism development, and smart tourism.

According to Dr. Nguyễn Trùng Khánh, Director General of the Vietnam National Administration of Tourism, Japan has consistently been among the top 10 largest international tourist markets for Vietnam in recent years, and Japan is also a favorite destination for Vietnamese tourists.

Beyond tourist exchanges, tourism cooperation between the two countries has expanded into research, training, product development, technology application, and destination promotion – core elements for the sustainable development of the tourism industry in the new era.

“Vietnam-Japan cooperation in creative tourism is not only an opportunity for learning and economic development but also a cultural bridge, helping the two nations understand each other better, connect more closely, and jointly create new values.

I believe that with the spirit of cooperation, creativity, and strategic vision, we will make significant strides, elevating Vietnam's creative tourism to a new position on the international tourism map,” Dr. Nguyễn Trùng Khánh emphasized.

Highly appreciating the efforts of VICAS and JTTRI in maintaining this scientific forum, the Vietnam National Administration of Tourism commits to continue accompanying organizations, research institutes, and businesses from both countries in implementing cooperation programs, pilot projects, and professional exchanges on creative and sustainable tourism.

Attending the workshop as an honorary guest, Japanese Ambassador to Vietnam ITO Naoki affirmed that the tourism cooperation goal between Vietnam and Japan is to reach a total of 2 million two-way visitors in the near future. To achieve this goal, the top priority is to expand direct flights between the two countries.

Recently, many new routes, both regular and charter, have been launched between the two countries, such as Hanoi-Hiroshima, Ho Chi Minh City-Fukuoka, Ho Chi Minh City-Nagoya, Da Nang-Osaka, Hanoi-Fukushima, Ho Chi Minh City-Shimane… These have boosted tourist exchanges between the two countries and encouraged Vietnamese tourists to visit more localities in Japan.

Delegates at the workshop take a commemorative photo. (Source: Organizing board)

At the workshop, delegates discussed key topics: Trends and experiences in developing creative tourism linked to sustainability goals: diversifying products and enhancing tourist experiences through creative tourism; orientations and solutions to promote the development of creative tourism destinations in Vietnam, aiming for sustainable development.

Within the framework of the event, VICAS and JTTRI signed a Memorandum of Understanding on cooperation in research, expert exchange, event organization, and sharing research information on tourism development...

Associate Professor Dr. Nguyen Thi Thu Phuong, Director of VICAST, believes that the exchanges, discussions, and policy suggestions at the workshop will contribute to opening practical directions for Vietnam's creative tourism, which are both humane and sustainable and rich in national identity.

At the same time, this is also an opportunity for Vietnam to strengthen and expand international cooperation, especially with Japan – a country with valuable experience in integrating culture, community, and creativity in tourism development.

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